5 Questions
What does integrated marketing communication aim to achieve?
Making all aspects of marketing communication work together as a unified force
What is the key characteristic of integrated marketing communication planning?
Recognizing the added value of a comprehensive plan that evaluates the strategic roles of various communication disciplines
What does IMC require firms to develop?
A total marketing communications strategy that recognizes the sum total of a firm's marketing activities
What do consumers' perceptions of a firm and/or brands result from?
The synthesis of messages received from various sources including media advertisement, price, direct marketing efforts, publicity, and sales promotions
What kind of approach does IMC call for in planning marketing and promotion programs?
"Big picture" approach that coordinates various communication functions
Test your knowledge about the meaning and concept of integrated marketing communication. Learn about how it brings together various aspects of marketing communication to work as a unified force.
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