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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