Integrated marketing communications

Use the following data to calculate the appropriate percentages for a sales funnel efficiency analysis of a banner ad campaign. The average click-through rate for banner ads is 0.5 percent. There were 40,000 visits/impressions and 450 click-throughs. 260 browsed products on the website, 225 placed items in the shopping cart, 196 made a purchase, and 156 created accounts.

Which areas would be of most concern to marketers? Why?

Are sales figures important when evaluating integrated marketing communications?

How should marketers use hard data such as redemption rates, response rates and store traffic in the evaluation of marketing communications? In terms of accountability, how important are behavioral measures of IMC effectiveness?

Solution: