In Assessing the Collective Impact of an IMC Program,the Marketer's

question 80

Multiple Choice

In assessing the collective impact of an IMC program,the marketer's overriding goal is to create the most effective and efficient communications program possible.The criterion of ________ is the proportion of the audience reached by each communication option employed,as well as how much overlap exists among communication options.

• A) coverage
• B) contribution
• C) commonality
• D) complementarity
• E) versatility

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Definitions:

Ingratiation

A social influence technique involving flattery or other forms of making oneself more likable to others, typically to gain favor or approval.

Job Performance

The level of effectiveness and efficiency with which an individual fulfills their assigned tasks and responsibilities.

Organization Effective

The degree to which an organization is able to achieve its goals and objectives in an efficient and effective manner.

David McClelland

A psychologist known for his work on motivation theory, particularly related to the needs for achievement, power, and affiliation as key driving forces behind human behavior.