In evaluating advertising or IMC campaigns, examples of long-term measures would include the following, except:
A) sales
B) brand awareness
C) brand loyalty
D) brand equity

Question

Quizplus · Accepted Answer

Sales are a short-term measure of the success of an advertising or IMC campaign, as they can fluctuate based on a variety of factors such as immediate market conditions or external events. Long-term measures evaluate the campaign's impact on the brand itself, including brand awareness, brand loyalty, and brand equity.

In Evaluating Advertising or IMC Campaigns, Examples of Long-Term Measures