This activity is important because as an IMC manager, you must be able to understand the significance of setting objectives to the IMC$$s success. It is critical to begin with sound, realistic objectives before the budgeting takes place.

The goal of this activity is to demonstrate your understanding of the value of setting IMC objectives and how critical it is to a successful IMC.

Read the case and answer the questions that follow.

Weight Mates is a small chain of seven diet and weight loss centers. It has existed for $25$ years and has experienced uneven sales and profits over that time. Members, mostly women, often join the center for several months paying weekly fees and buying prepared packaged food. Typically, they are either successful in their weight loss goal and terminate their relationship with Weight Mates, or they are unsuccessful in reaching their goal, give up$,$ and also quit. Occasionally, after a year or two, former members will rejoin again for less than a $46-$month membership as a $$touch$-$up$$ program.

The owners, Fred and Mary Green, have sporadically employed advertising and promotions over the $25$ years they have been in business. However, they have never really used any budgeting approach other than the affordable method, or $$all$-$you$-$can$-$afford$$ spending. Additionally, the Greens have never set communication objectives in the ads and promotions they employ. Tactics and messages have been fairly random. With the assistance of Claire, a Weight Mates member who is a marketing director for a construction firm, they decide to approach the communication task differently and learn the value of setting objectives before budgeting.

The owners of Weight Mates learn that the communication role of setting objectives is important to

Multiple Choice

develop creative ads and promotions developing a new copy and artistic strategy.

measure the return$-$on$-$investment $($ROI$)$ in the IMC efforts.

measure results against the industry$$s established benchmarks.

measure results against the firm$$s established benchmarks.

coordinate the operation to all of the marketing players such as a media buyer, a PR firm, an ad agency, as well as the firm.