Effectiveness can be determined by examining the communication channels, and how the communication integration in a company adds value to a brand’s image. Researchers place attention on the analysis and performance in the firm to determine its effectiveness. By doing so, this provides an inside-out view on the matter. Using an outside-in view focuses on the channels within communications, although, it does not provide a decent approach to integrated marketing communication. Considering the above, each expert has different opinions on techniques that measures the outcomes of integrated marketing communication related to content and channels from a customer’s perspective (Reinold,
Effectiveness can be determined by examining the communication channels, and how the communication integration in a company adds value to a brand’s image. Researchers place attention on the analysis and performance in the firm to determine its effectiveness. By doing so, this provides an inside-out view on the matter. Using an outside-in view focuses on the channels within communications, although, it does not provide a decent approach to integrated marketing communication. Considering the above, each expert has different opinions on techniques that measures the outcomes of integrated marketing communication related to content and channels from a customer’s perspective (Reinold,