Which of the Following Statements About Executing and Evaluating the Promotion

question 254

Multiple Choice

Which of the following statements about executing and evaluating the promotion program is most accurate?

• A)Although there are five elements in the promotional mix,the only element that really benefits from an IMC audit is advertising.
• B)Most IMC programs have no difficulty creating a pretest,but posttests are much more difficult to construct since a number of unknown elements must be measured.
• C)In addition to ensuring that traditional forms of communication are integrated,companies must be able to monitor consumer content,respond to inconsistent messages,and answer questions from individual customers.
• D)The ideal IMC program does not need any evaluation if it is executed according to plan.
• E)The most effective IMC audits are external.Internal audits tend to bias the results in the favor of the marketing staff's expectations.

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Definitions:

Product

An item or service created through a process and offered in the market to satisfy consumer needs or wants.

Advertising Expense

Costs incurred in promoting products or services, classified under operating expenses in the income statement.

Period Cost

Expenses that are not directly tied to the production of goods or services, such as sales, administrative, and other operating expenses.

Product Cost

The total expense incurred to manufacture or acquire a product, including direct materials, labor, and overhead costs.