Caleb was new to creating marketing campaign plans. He had finished the communication and budget portion of the plan but had yet to address how to estimate the campaign's impact. He spoke with his marketing director for direction and she let him know there were two basic ways to measure impact. One way was to ask how many people the planned IMC activities would reach and how many people Caleb thought would respond to those activities. Which of the following was the other best way to measure campaign impact the marketing director suggested? a. determine the measurement of impact by how well upper management reacts to the plan
b. ask what types of IMC tools the company will be using and how costly they are to use
c. ask what the goals are for the campaign and determine whether those goals have been met