_____, a category of imc research, provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.
The answer is post testing because this allows assessment and to evaluate effectiveness in which it is trying to point out the ad or the campaign. It is an ongoing evaluation of the campaign as it evaluates it at the very moment it started until its done to know its impact. It is also a way of answering questions in large ranges.
