Overview
With consideration of your IMC Campaign from Module 12 discuss the following questions:
- What type of testing should have been done during the design phase of the advertisement?
- What type of testing should have been done after the ad is designed but prior to placing it in a magazine or other print media?
- What type of testing should be done after the advertisement is launched? How can the effectiveness of the advertisement be measured?
- Which behavioral responses would be most useful for your IMC campaign to assess?
- Now that you have had some time to reflect on the IMC campaign you created - what would you do differently and why?