Charmin has developed a very well-integrated communication program built on a variety of media options. The management has used both digital and traditional media to communicate to consumers about the Enjoy the Go campaign and have included mobile marketing tactics as well. Additionally, Charmin relied on all three types of media in the IMC. The TV and digital media are paid media while the PR Charmin captured in response to Charmins humorous Relief Project is earned media. Charmin incorporates owned media options through its many websites, apps, and social media.

This activity is important because managers face many decisions about both the message and the media appropriate for the IMC. A substantial portion of those decisions include which categories of media to incorporate in the IMC; paid media, owned media, and earned media. In more recent times, there are also significant decisions to be made about the extent of digital or traditional media as the optimal choice.

The goal of this exercise is to introduce the IMC manager to the tools available to craft the Integrated Marketing Communication program and how to measure the effectiveness of the combination.

Measures such as brand recall, brand linkage, and likeability of execution are examples of which part of the integrated marketing program for Charmin?

A. online analytic measures

B. metrics used as measures of advertising effectiveness

C. decision journey measures

D. AIDA measures