What are the reasons why a company should measure the effectiveness of their promotional programs?

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Advertising & Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0070891302

5th Canadian Edition

Authors: Gerorge E.Belch, Micheal A.Belch, Micheal A.Guolla

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Question Posted: Mar 17, 2016 04:31 AM

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What are the reasons why a company should measure the effectiveness of their promotional programs?

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The chapter cites a number of reasons why advertising effectiveness measures are not taken Each of these is discussed in the text but a short review i...View the full answer

Advertising & Promotion An Integrated Marketing Communications Perspective

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