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Examining IMC Objectives & Results: How Are We Doing?

“If you don’t know where you’re going, any road will get you there” is a pretty good summary of the struggle that every organization faces when it comes to setting objectives.

Without clear objectives, it’s impossible for organizations to measure success accurately. While every CMO feels the pressure for better effectiveness metrics, they struggle to find the connection between objectives and results. How well are we doing?

Using data from BMA Colorado Gold Key entries, four University of Denver marketing professors examined 100 award entries that included 117 expressions of objectives and 104 expressions of results. Do the results align with the objectives? How well are we doing against industry guidelines and our own past practice? What do the study results mean for IMC (Integrated Marketing Communications) productivity?

Attend this no-charge presentation and you will learn how to…

  • improve IMC objectives
  • align objectives with results metrics
  • see how BMA Gold Key award entries have changed since the original study was published in 1988
  • evaluate IMC objectives and their results.

There will be an interactive portion of the presentation in which the audience judges objectives and tries to match objectives with results.

Even though this is a no-charge workshop - we ask for reservations to ensure adequate seating.

Note: The results of this study are forthcoming in the prestigious journal, The Journal of Marketing Communications. The original study was published in 1988 and the reference is: "Evaluating business-to-business advertising: A comparison of objectives and results." Journal of Advertising Research, no. 28 (2):21-28, by S.W. Hartley and C.H. Patti.


Charles Patti, Ph.D.
James M. Cox Professor of Customer Experience Management, DU

Steven W. Hartley, Ph.D.
Professor of Marketing, University of Denver

Maria. M. van Dessel, Ph.D.
Research Scholar, University of Denver

Danial Baack, Ph.D.
Assistant Dean, University of Denver

Wednesday, February 10, 2016 10:30 am - 11:30 am


Brown Palace Hotel, 321 17th St. Denver, CO 80202


Parking Options: Valet parking $15 for 4 hours; many surface lots available.  Light rail/walking encouraged.

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  • BMA Member: $0
  • Not-yet Member: $0


Deadline: 2/9/2016
Maximum Attendees: 50