Integrated marketing communications (IMC) campaigns have become an essential part of modern marketing strategies. However, measuring the effectiveness of IMC campaigns remains a significant challenge for marketers. This study aims to examine the effectiveness of IMC campaigns and develop a comprehensive framework for assessing their impact. Qualitative data were collected and 40 in-depth interviews were conducted with senior marketing executives to gather data. In addition, a content analysis of 30 IMC campaigns was conducted to examine the use of different marketing channels and tactics. The results of this study reveal that the effectiveness of IMC campaigns can be measured using a combination of metrics, including sales growth, brand awareness, customer engagement, and return on investment (ROI). The study also identifies key factors that influence the success of IMC campaigns, including campaign objectives, target audience, marketing channels, and budget allocation. This study contributes to the existing literature on IMC by providing a comprehensive framework for evaluating the effectiveness of IMC campaigns. The results of this study have important implications for marketing professionals and organizations seeking to optimize their IMC campaigns and maximize their ROI.