The problem with evaluating IMC campaigns is estimating the impact of ________ since it's difficult to prove that multichannel communication with messages that reinforce and build on one another has more impact than single messages from a single source.
A)efficiency
B)conversion
C)synergy
D)advocacy
E)brand penetration

Question

Quizplus · Accepted Answer

Synergy is the best choice since it refers to the combined impact of the different channels and messages in an IMC campaign. Due to the difficulty in proving the impact of synergistic effects, it is challenging to evaluate IMC campaigns.

The Problem with Evaluating IMC Campaigns Is Estimating the Impact