Global Keepers USA's Board of Directors approved your draft proposal for an integrated market strategy. However, the board is not familiar with benchmarking and monitoring the media mix and how that information will be used. Write an advisory bulletin that covers the following:
Define basic benchmarking approaches.
Explain the monitoring techniques that are used in conjunction with these approaches.
Describe how the results are used to manage an integrated marketing plan.
Include recommendations for why each technique would be appropriate to use in the integrated marketing strategy and provide one example of a benchmark.