Question: Firstly explain why it is so difficult to measure the effectiveness of an IMC campaign that uses multiple communication mix elements. They have always been

Firstly explain why it is so difficult to measure the effectiveness of an IMC campaign that uses multiple communication mix elements. They have always been attempts to directly measure the effects of advertising on sales.At the same time there are many who believe that this is rarely possible.Why is it so difficult to establish a relationship between advertising and sales.

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