Answer:
lagged effect
Explanation:
Integrated marketing communication is one that involves the use of all form of communication to obtain a more effective promotion by a company.
The use of combination of promotion tools gives a better effect than each one in isolation.
A major difficulty in measuring IMC is the lagging effect.
Lagging effect is the difference in time between when marketing effort is made and when customers respond to these efforts.
For example consumers do not act immediately after receiving a marketing communication.
