Most clients want a quick and easy answer to the question of whether an IMC program works. Advertising

professionals, however, tend to believe that a sales-only approach to evaluation is not appropriate.

• (a) Why do they feel that way?
• (b) If you were helping an agency prepare for a presentation on its campaign results, what would you suggest the agency say to explain away the idea that you can evaluate a campaign with a single sales measure?

Answer must be 160+ words with a reference (APA format)

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