Effectiveness of the IMC Plan
To test the effectiveness of the IMC plan for Swatch, both the print media and the web media would need to be analyzed. For print, the most efficient and useful analysis is to periodically check sales figures before the campaign has begun and then check them again monthly during its run to determine if there is an increase in product purchase. For the web media, the best way to determine how effective the ads are is to see how many hits they receive monthly; this would also be a good indicator as to how many people from each selected target market are being affected, and would thus allow for and justify modifications in the campaign. Since Swatch has always been positively noted for sponsoring sporting events, these events would be an advantageous place to distribute surveys to collect information regarding brand image, top-of-the-mind recall, and other important statistics focusing on the consumers as individuals. Surveys would also a valuable source of periodic analysis; they would determine a shift in brand perception, for instance, and could establish if such a shift is regarded by the average consumer as positive or negative.
