MKT 498 Practice: Week 5 Discussion Question 2

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MKT 498 Practice: Week 5 Discussion Question 2
MKT 498 Practice: Week 5 Discussion Question 2
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MKT 498 Practice: Week 5 Discussion Question 2

 

Respond to this week’s discussion.

Post your response to the discussion area

 

Evaluating integrated marketing communications

Are sales figures important when evaluating integrated marketing communications? How should marketers use hard data such as redemption rates, response rates, and store traffic in the evaluation of marketing communications? In terms of accountability, how important are behavioral measures of IMC effectiveness?