Which term describes the evaluation of an IMC campaign's impact after implementation?

The term that describes the evaluation of an Integrated Marketing Communications (IMC) campaign's impact after it has been implemented is posttesting. This process involves assessing the effectiveness of the campaign by analyzing various metrics and outcomes to understand how well the messaging resonated with the target audience and achieved the desired objectives.

Posttesting typically includes methods such as surveys, focus groups, and performance analysis, allowing marketers to gauge the campaign's overall success, including changes in brand awareness, consumer perceptions, and sales performance. By examining these results, marketers can determine what worked, what didn’t, and refine future campaigns for better results.

Pretesting, on the other hand, refers to evaluations conducted before the campaign launch to gauge the potential effectiveness of the message. Feedback analysis involves collecting and reviewing responses or insights from the audience but is typically part of the overall marketing process rather than specifically tied to the assessment of an entire campaign's impact. Impact analysis is a broader term that might refer to various evaluations, but in the context of IMC campaigns specifically, posttesting is the most accurate term used to identify the evaluation conducted after a campaign's implementation.