Which of the Following Statements About Executing and Evaluating the Promotion

Multiple Choice

Which of the following 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) To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
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.