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What does integrated marketing communication aim to achieve?
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?
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?
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?
What do consumers' perceptions of a firm and/or brands result from?
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What kind of approach does IMC call for in planning marketing and promotion programs?
What kind of approach does IMC call for in planning marketing and promotion programs?
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