Organizations spend millions to communicate their messages

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Reference no: EM131652660

Organizations spend millions to communicate their messages to gain and keep their customers; so it is critical for marketing communicators to evaluate their IMC programs to: 1. answer top management questions and 2. to learn from their current programs to create better new ones. Please identify one evaluation article/tool in the readings. What does it do and what are the advantages and disadvantages of it?

Reference no: EM131652660

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