Integrated Marketing Communication Definition Quiz
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Questions and Answers

What does integrated marketing communication aim to achieve?

  • Prioritizing sales promotion over other communication disciplines
  • Focusing solely on advertising as the main communication tool
  • Making all aspects of marketing communication work together as a unified force (correct)
  • Allowing each aspect of marketing communication to work in isolation
  • What is the key characteristic of integrated marketing communication planning?

  • Neglecting the strategic roles of sales promotion and public relations
  • Isolating advertising from other communication functions
  • Focusing on a single communication discipline for maximum impact
  • Recognizing the added value of a comprehensive plan that evaluates the strategic roles of various communication disciplines (correct)
  • What does IMC require firms to develop?

  • An isolated strategy for sales promotions
  • An exclusive focus on advertising in marketing activities
  • A narrow approach to planning marketing and promotion programs
  • A total marketing communications strategy that recognizes the sum total of a firm's marketing activities (correct)
  • What do consumers' perceptions of a firm and/or brands result from?

    <p>The synthesis of messages received from various sources including media advertisement, price, direct marketing efforts, publicity, and sales promotions</p> Signup and view all the answers

    What kind of approach does IMC call for in planning marketing and promotion programs?

    <p>&quot;Big picture&quot; approach that coordinates various communication functions</p> Signup and view all the answers

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