The problem with evaluating campaigns,particularly 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

The term "synergy" refers to the combined effect of multiple channels/messages working together to create a greater impact than a single message. It can be difficult to accurately measure the impact of synergy in an IMC campaign, as there is no clear way to prove how much more effective a multichannel approach is compared to a single message from a single source.

The Problem with Evaluating Campaigns,particularly IMC Campaigns,is Estimating the Impact