Discussion
Give your opinion on whether or not you believe sales figures are important when evaluating integrated marketing communications (IMC). How should hard data such as redemption rates and store traffic be used in the evaluation of marketing communications? In terms of accountability, how important are behavioral measures of IMC effectiveness?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.