In Assessing the Collective Impact of an IMC Program, the Overriding

question 39

Multiple Choice

In assessing the collective impact of an IMC program, the overriding goal is to create the most effective and efficient communications program possible. Six criteria can be used to help determine whether communications are truly integrated. Which of the following is the extent to which common associations are reinforced across communication options?

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

---

Definitions:

Assets

Resources owned or controlled by a business, expected to bring future economic benefits.

Debits

In accounting, entries that increase asset or expense accounts, or decrease liability, equity, or revenue accounts.

Assets

Assets are possessions or properties held by a company, anticipated to yield economic advantages in the future.

Credits

An accounting entry that increases liabilities and equity or decreases an asset or expense account in double-entry bookkeeping.