Each individual strategy should carry a budget and a set of specific objectives. Before executing the individual strategies, prepare a schedule of all IMC activities. Assessing IMC results can be complex. If results are not as expected you can adjust communications. However, isolating the effect of communications is difficult because so many forces can influence performance.
Many marketers build response mechanisms into their communications.
Some Web sites provide advertisers with demographic data about visitors. This audit helps you pinpoint individual communications that need improvement.