At this stage o f the imc campaign for ray ban ( Aviator)we need to fiend out how the information has been taken by the target audience. The evaluative procedure should refer back to the objectives and indicate how they were achieved. Evaluation measures are both pre- and post-test in nature and include copy testing, concept tests, tracking, etc., sole purpose of the campaign must be tested to justify reasoning of the budget.
Ray Ban lans for it's marketing communication program to bear result. The Ray Ban objective is changing belief & creating awareness about the brand to con-site with the launch of new custom lens Aviators with specific target in mind. Important of awareness and trial cannot be stressed as these are the prime and fundamental obje objective of IMC. Evaluation result must mirror these objectives. we use two broad ways of message evaluation program i.e cognitive and affective second testing method is testing the responsive behaviors
RAy ban implementation decision outline the Custom lens aviator intention of mixing element via mix of unique selling proposition (USP) strategy and brand image strategy: messages we putting across through the promotion is to be modern,unique trend look by continuing to use the classic Aviator shape. Also maintaing the classic original packaging with the additional color based on the custom lens option which adds individualistic look.
To outline the scheme,communication of message through through divers platform such as web traffic co branding to event product placement and print media( rolling stone) we have invested highly in the objective and fundamental and implementation decision
Ray Ban Aviator communication out come will be measured pre-campaign and post campaign. To see whether the objective of the campaign has been achieved. The post campaign measure will show us the
