Which of the Following Statements About Executing and Evaluating the Promotion

question 260

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 skew results to fit expectations.

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Definitions:

Semantic Network Model

A conceptual framework that represents relationships among ideas or concepts in a network of interconnected nodes, often used in cognitive psychology and information science to illustrate how knowledge is structured and accessed in the mind.

Animal

A living organism characterized by voluntary movement, responsive to environment, and having specialized sensory organs.

Fish

Aquatic vertebrates that have gills throughout life and limbs, if any, in the shape of fins.

Canary

A small, often yellow, songbird that is historically used in coal mines to detect dangerous gases.