Which of the Following Statements About Executing and Evaluating the Promotion

question 303

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)To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
• 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 Variety

Refers to the different types and variations of products available in a market or offered by a company.

Excess Capacity

A scenario where a firm’s production capability exceeds the demand for its product, often leading to inefficiency and increased costs.

Product Variation

The process of making slight adjustments to a product's features, design, or offerings to differentiate it from competitors’ products.

Average Total Cost

The total cost of production divided by the number of units produced, representing the average cost per unit.