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In assessing the collective impact of an IMC program, the marketer's overriding goal is to create ...

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In assessing the collective impact of an IMC program, the marketer's overriding goal is to create ...

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: 13^th

Authors: Kotler, Keller

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