The Problem, in Principle, with Evaluating the Overall IMC Program

question 18

Multiple Choice

The problem, in principle, with evaluating the overall IMC program based on the sum of each individual element is that

• A) it can't be done.
• B) no attempt is made to measure the synergy of a IMC campaign.
• C) each media is evaluated with a different standard and the lack of a common standard means no total, overall summary score can be computed.
• D) it's not worth the effort since few firms practice an IMC approach.

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Definitions:

Olympic Games

An international multi-sport event divided into summer and winter games, where thousands of athletes from around the world participate in a variety of competitions.

Chicago Police

The law enforcement agency responsible for maintaining order and security in Chicago, Illinois.

Democratic Convention

A gathering where the Democratic Party in the United States selects its presidential and vice-presidential nominees and sets the party platform.

Protesters

Individuals who participate in public demonstrations expressing opposition to policies, actions, or situations they find unjust or unacceptable.