Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in
A. increasing the lagged effect.
B. increasing market share, sales, and customer loyalty.
C. expanding customer loyalty by closing the feedback loop.
D. shifting customers to rule-of-thumb budgeting.
E. increasing inquiries, awareness, and trial of her firm's services.
Answer: B
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