In assessing the collective impact of an IMC program,the marketer's overriding goal is to create the most effective and efficient communications program possible.The criterion of ________ is the proportion of the audience reached by each communication option employed,as well as how much overlap exists among communication options.

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Coverage refers to the proportion of the audience reached by each communication option employed. When assessing the collective impact of an IMC program, it is important to ensure that the program reaches as much of the target audience as possible. By looking at the coverage of each communication option and the overlap among them, the marketer can determine if there are any gaps in the program and if certain options are more effective at reaching the target audience.

In Assessing the Collective Impact of an IMC Program,the Marketer's