This document discusses evaluating integrated marketing communication (IMC) effectiveness. It covers: 1) The role objectives play in measuring campaign success and key ways to evaluate campaigns. Challenges include measuring campaigns. 2) Examples of evaluating campaign message strategies through questions about brand awareness, image, and memory of ads. 3) Techniques for message evaluation include tracking studies, scanner analysis, memory tests, and inquiry tests to understand campaign performance across different IMC tools like advertising, public relations, direct marketing and digital components.