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2 months ago
In assessing the collective impact of an IMC program, the marketer's overriding goal is to create the most effective and efficient communications program possible.  The criterion of ________ is the proportion of the audience reached by each communication option employed, as well as how much overlap exists among communication options.

• coverage

• complementarity

• commonality

• contribution

• versatility
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Marketing Management
Edition: 13th
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Posts: 166
2 months ago
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