Discuss several of the challenges involved in evaluating international IMC campaigns

What will be an ideal response?

International brand communication is difficult to evaluate because of market differences in language, laws, cultural norms, etc. Also, different research tools are used and accepted in different markets, and there may be some incompatibilities among various tools and evaluation systems used in different markets. This makes it challenging to compare data from market to market. Because countries may have different starting points for brand awareness and affinity, the evaluation must be conducted on a market-by-market basis as well as an international basis. Compounding the issue is the fact that people in different markets often interpret research tools differently, such as the reluctance of consumers in some parts of Asia to give a brand low ratings because it would be disrespectful. Finally, the interpretation of results will vary from market to market, making it a challenge for managers across markets to "get on the same page" about the performance brand communication efforts.