Overall effectiveness of the campaign

Using several marketing tools, advertising, direct marketing, digital marketing, social media and SEO's as part of an integrated marketing communication campaign, Coles has boosted sales on marked down products and as a bonus, increased exposure to the brand. While it is impossible to measure increased exposure, the product sales listed in the 2014 Coles annual report lists a $2 million increase in sales from 2013. another measure of the success of the Coles promotion is seen in its longevity. The IMC campaign "Down down prices are down" has been active for 3 years, the management would be foolish to keep a promotion that was not working active, money and time has been spent on this campaign and it is producing results.