When a company is setting objectives for an Integrated Marketing Communications (IMC) campaign, they need to ensure that these objectives are _______.

Question

Quizplus · Accepted Answer

Objectives for an IMC campaign need to be quantifiable, meaning they can be measured and evaluated. This allows the company to determine if the campaign has been successful in achieving its goals. While reliability, validity, and lack of bias are important considerations in research design, they are not as critical for setting objectives in an IMC campaign.

When a Company Is Setting Objectives for an Integrated Marketing