There is an old advertising adage "I know I'm wasting half of my advertising budget. I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?
What will be an ideal response?
The lagged effect is the delayed response to an IMC campaign. Marketers want to see results from their IMC efforts, but often consumers do not immediately act in response to marketing communications messages. This makes it difficult to determine which IMC messages generated results.
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