1. In the decision sequence model presented in Chapter 1, the final stage is measuring effectiveness of...
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1. In the decision sequence model presented in Chapter 1, the final stage is measuring effectiveness of the IMC program to provide feedback. This feedback is critical to the future planning process. Yet research shows that many companies do not conduct effectiveness research. Explain why they do not and why it is important that they do. (LO 18-1)
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Related Book For 
Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9781260570991
12th International Edition
Authors: George Belch, Michael Belch
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