What is an IMC audit? What do we need to know before launching an IMC campaign?
What will be an ideal response?
Answer: An IMC audit determines where the organization currently stands and, perhaps, makes recommendations for the future. IMC professionals recommend that we know the goal of the IMC campaign and have widespread agreement on that goal, know what messages we are currently sending to targeted consumers, know what databases we currently have and the information in those databases, understand whether we have the resources (funding, time, equipment, personnel) needed for a successful campaign, and determine whether we lack any key information.
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