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Explain why different metrics may be more useful to marketers in determining the effectiveness of their advertising at different times. Give examples of which metrics may be useful as consumers go through the purchase decision process. Explain why it is so difficult to measure the effectiveness of an IMC program that uses multiple program elements. What are some of the problems with existing effectiveness measures? Discuss the essentials of effective testing methods.

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Operation Management, Management Studies

Category:- Operation Management
Reference No.:- M91628748

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