Program evaluation is accomplished by _____.
A) developing a budget that is based on marcom objectives and includes an optimum balance of advertising and promotion
B) measuring the results of marcom efforts against the objectives that were established at the outset
C) collecting data on consumers' demographics and lifestyles
D) constructing a database of information on the target market, economic conditions, and competitors' marcom strategies
E) comparing budgeted marcom expenditures against share-of-voice

Question

Program evaluation is accomplished by _____.
A) developing a budget that is based on marcom objectives and includes an optimum balance of advertising and promotion 
B) measuring the results of marcom efforts against the objectives that were established at the outset 
C) collecting data on consumers' demographics and lifestyles 
D) constructing a database of information on the target market, economic conditions, and competitors' marcom strategies 
E) comparing budgeted marcom expenditures against share-of-voice

Quizplus · Accepted Answer

Program evaluation is the process of measuring the effectiveness of marcom efforts against the objectives that were established at the outset. It involves collecting data on the results of the campaign, analyzing them, and determining whether the campaign was successful in achieving its objectives. This helps marketers to identify areas for improvement and make adjustments to their future campaigns. The other choices are not related to program evaluation.

Program Evaluation Is Accomplished by _____