During the Evaluation Phase of an IMC Program, a Firm

question 176

Multiple Choice

During the evaluation phase of an IMC program, a firm will ________ and make needed changes.

• A) posttest the promotion
• B) design the promotion
• C) state the mission
• D) carry out the promotion
• E) identify possible advertising or promotional firms

---

Definitions:

Convenience Store

Type of retailer that provides a limited number of items at a convenient location in a small store with speedy checkout.

Reference Groups

Social groups that individuals compare themselves to for guidance in developing their own attitudes, beliefs, and behaviors.

Consumer Decision

The process by which a consumer selects a product or service among multiple choices, influenced by factors like personal preferences, price, quality, and marketing.

Purchase Affected

Instances where the decision to buy a product or service is influenced by external or internal factors.