The Problem with Evaluating Campaigns,particularly IMC Campaigns,is Estimating the Impact

Multiple Choice

The problem with evaluating campaigns,particularly IMC campaigns,is estimating the impact of ________ since it's difficult to prove that multichannel communication with messages that reinforce and build on one another has more impact than single messages from a single source.

A) efficiency
B) conversion
C) synergy
D) advocacy
E) brand penetration