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“It is indeed true that we cannot stop or completely eliminate the wastage as it is difficult to identify the exact ad spending that is wasted

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“It is indeed true that we cannot stop or completely eliminate the wastage as it is difficult to identify the exact ad spending that is wasted. This means that the problem of advertisement measurement and accountability still lacks a perfect solution. However, some strategies have been put in place to minimize the advertisement wastages.” You are required to examine the above statement in 1500 words or above through 1) considering the planning and decision making in the integrated marketing communication (IMC) process, 2) highlighting the difficulty that the above statement addresses with specific examples to the decision making and planning and 3) bringing into focus the importance of measuring the effectiveness of marketing communications.