Checkpoints for Measuring Marketing Communication

Research is used as an important input at several points in the marketing process. Based on research, marketers may recommend changes to program strategies and/or tactics, targeted audiences, media and messages, and or the organization's products, services, policies, or procedures.

In marketing messages, evaluation may be focused on both implementation and outcomes. Evaluation of implementation will focus on such things as whether the target audience is being reached as planned. Marketers generally evaluate such things as the number of messages sent, the number of messages appearing, the number of people who received the messages, and the number of people that paid attention to the messages.

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