Marketing Communication

Paper Summary:

This paper reviews an article called "Forecasting and Evaluating the Impact of Marketing Communication" by Angela Sinickas, which summarizes the book "IMC The Next Generation: Five Steps for Delivering Value and Measuring Returns Using Marketing Communication", written by Don and Heidi Schultz. The paper describes the book as one of the new books in integrated marketing communication concepts and methodologies. The paper describes how the article underlines the authors' change of focus from the traditional 4Ps to the more complex, more adapted to the modern economic environment framework of the 5 Rs of customers.

From the Paper:

"On the other hand, we first need to consider several particular elements when relating to forecasting. First of all, we need to pick the right metrics, the metrics that are likely to best reflect the activity of the company. A wrong pick of metrics will give way to wrong interpretations and useless forecasting. Second of all, forecasting and the resulting metrics will need to be interpreted. There is no point having a scientific interpretation that no one discerns and understands, it is important to have an interpretation that can be explained to the employees, measures and tactics decided upon it and swiftly implemented."

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