The Problem with Evaluating IMC Campaigns Is Estimating the Impact

question 111

Multiple Choice

The problem with evaluating IMC campaigns is estimating the impact of ________ since it's difficult to prove that multichannel communication with messages that reinforce and build on one another has more impact than single messages from a single source.

• A)efficiency
• B)conversion
• C)synergy
• D)advocacy
• E)brand penetration

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Definitions:

Variance

A measure of the dispersion or spread of a set of data points around their mean.

Standard Deviation

An indicator of the degree of spread or variability among a collection of numbers.

Variance

A measure of the dispersion of a set of data points around their mean; shows how much the data vary from the average.

Binomial Distribution

A probability distribution that summarizes the likelihood of a variable to take one of two independent values under a given number of iterations.