In evaluating the effectiveness of a business-to-business advertising program,the manager should center on:

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Both changes in the target market's product awareness and product knowledge are important to evaluate the effectiveness of a business-to-business advertising program. An increase in product awareness may result in increased market share, while an increase in product knowledge may lead to more informed purchasing decisions and increased brand loyalty. Changes in the target market's purchase rate may also be useful to consider, but may be affected by a variety of other factors beyond advertising.

In Evaluating the Effectiveness of a Business-To-Business Advertising Program,the Manager