A method for the evaluation of the Integrated Marketing Communications: a value-based marketing approach / Proposta de metodologia para a avaliação das Comunicações Integradas de Marketing : uma abordagem focada na gestão baseada em valor 

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The so called marketing controllable variables, which involve product portfolio, prices, distribution channels, communication and sales forces can have their performance evaluated by using many indicators attributable to each of them, establishing a relation between their results and marketing assets, such as costumer lifetime value and brand equity, marketing and financial position and company value. Regarding specifically the communication program, the work of its professionals is challenging in terms of showing the consistency of the necessary budget for them to accomplish their activities and, by investing in these activities, to achieve good results as far as sales, market share and, above all, value generation for the companies where they work. Considering that the performance evaluation must be done through a structured process, and based on a review of existing research on the subject, a managing method was organized in five stages in order to create conditions for the consumption goods manufactures to evaluate the metrics, assessment and to disclose the results in terms of sales and value generation attributable to the marketing communication program. The stages are composed by: (i) to organize the information of the companys communication plan; (ii) to select the performance indicators and to classify the goals; (iii) to purify the results attributable only to the marketing communication activities; (iv) to evaluate and analyze the indicators of communication performance; and (v) to classify and analyze the results. Aiming at approaching the method application, 30 templates have been proposed containing indicators, instructions and examples for filling in. The exploratory ground research involved in depth interviews which allowed validating the study among some marketing, corporate finance, communication and strategic planning experts. After the interviews the final method was proposed allowing the manufactures to evaluate the results achieved with the execution of the communication strategies, relating these results to the value-based management within the companies.

ASSUNTO(S)

value-based management gestão baseada em valor comunicação integrada de marketing integrated marketing communication métricas de marketing marketing metrics

ACESSO AO ARTIGO

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