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EVALUATING IMC EFFECTIVENESS
Most clients want a quick and easy answer to the question of whether an IMC program works. Advertising professionals, however, tend to believe that a sales-only approach to evaluation is not appropriate.
(a) Why do they feel that way?
(b) If you were helping an agency prepare for a presentation on its campaign results, what would you suggest the agency say to explain away the idea that you can evaluate a campaign with a single sales measure?
The yield increases by half a bushel per week for the next 5 weeks, but the price per bushel decreases by $0.50 per bushel each week.
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Stuart Hall, author of Capitalism at the Crossroads (2007). Hall cautions, “Global capitalism now stands at a crossroads:
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