While it is difficult to evaluate the effectiveness of the individual promotion elements of an IMC campaign, the overall, synergistic effect of the campaign can be easily determined by looking at the change in sales.

Question

Quizplus · Accepted Answer

Determining the overall effectiveness of an IMC (Integrated Marketing Communications) campaign by simply looking at the change in sales can be misleading due to the influence of external factors such as market conditions, competitor actions, and changes in consumer behavior. Additionally, attributing sales changes directly to the campaign ignores the complexity and synergistic effects of the various promotion elements working together.

While It Is Difficult to Evaluate the Effectiveness of the Individual