In developing an advertising program, marketing managers can make five major decisions known as "the five Ms." Which of the following considers how the results should be evaluated?

Question

Quizplus · Accepted Answer

Measurement is concerned with how the results of the advertising program will be evaluated, including which metrics will be used to measure success. The other four Ms are:

- Mission: defining the advertising objectives and goals
- Media: selecting the channels and vehicles through which the advertising message will be communicated
- Message: creating the actual content of the advertising message
- Money: determining the budget for the advertising program

In Developing an Advertising Program, Marketing Managers Can Make Five