Which of These Statements About Executing and Evaluating the Promotion

Multiple Choice

Which of these statements about executing and evaluating the promotion program is most accurate?

A) Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising.
B) Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.
C) In addition to ensuring that traditional forms of communication are integrated, companies must be able to monitor consumer content, respond to inconsistent messages, and answer questions from individual customers.
D) The ideal IMC program does not need any evaluation if it is executed according to plan.
E) The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.