A local restaurant measures campaign success through repeat visits and coupon redemptions. Which IMC stage is this?

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BlackTom AI · Accepted Answer

When evaluating IMC processes, different stages focus on different activities and decisions.
Option 1: 'Target audience identification' is about defining who the communications are intended to reach, which happens earlier in the planning phase, not in measuring ongoing campaign performance.
Option 2: 'Message design' concerns crafting the content and creative strategy of the communication, which is a pre-implementation step rather than a post-implementation performance measurement.
Option 3: 'Media planning' involves selecting channels and scheduling where and when messages will run, another planning activity prior to execution rather than a method of assessing performance.
Option 4: 'Evaluation and control' directly pertains to assessing how well the campaign achieves its objectives and making adjustments based on data, such as repeat visits and coupon redemptions, which are concrete performance metrics.
Option 5: 'Budget setting' is about allocating financial resources for the campaign, a planning step before activation rather than a means of evaluating effectiveness after the fact.
In the context of the question, the restaurant is using metrics like repeat visits and coupon redemptions to gauge success, which aligns with the Evaluation and control stage that monitors results and guides corrective actions.

FA25-BL-BUS-M370-11927 Marketing Final Exam- Requires Respondus LockDown Browser

A local restaurant measures campaign success through repeat visits and coupon redemptions. Which IMC stage is this?

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