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Integrated Marketing Communications (IMC) Definitions Quiz

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Integrated Marketing Communications (IMC) Definitions Quiz

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Questions and Answers

What is the simplest definition of IMC?

The process of integrating marketing communication programs (correct)

The alignment and coordination of marketing communication activities

The integration of all elements of the promotional mix

The management of brand contacts within an organization

According to Schultz (as reported in Pickton and Broderick 2004), what is a key challenge in implementing IMC?

Achieving consistency in external communication

Establishing a clear distinction between marketing roles

Aligning and coordinating marketing communication programs (correct)

Integrating all marketing elements into a single message

What additional features does the American Association of Advertising Agencies emphasize in regards to IMC?

Strategic roles and brand loyalty

Efficiency and cost-effectiveness

Planning, consistency, and impact (correct)

Marketing mix and cross-promotion

How has the concept of IMC evolved over time according to Kitchen et al (2008)?

From a single sight and sound approach to organizational integration Signup and view all the answers

What view of IMC does Pickton and Broderick (2004) condemn?

Considering it just the integration of promotional mix elements Signup and view all the answers

According to Schultz, why is implementing IMC not easy?

Difficulties in aligning and coordinating marketing communication programs Signup and view all the answers

What is the first and lowliest stage of Integrated Marketing Communications (IMC) development according to McGoon (1999)?

Tactical coordination of MC Signup and view all the answers

According to Spickett-Jones et al (2003), what does IMC require beyond bundling promotional mix elements together?

Effective management and integration of all promotional activities Signup and view all the answers

Which aspect is NOT described as a salient feature of Integrated Marketing Communications (IMC) in the text?

Effective management and integration of all sales activities Signup and view all the answers

What does IMC stand for?

Integrated Marketing Communications Signup and view all the answers

How many stages of IMC development are mentioned by McGoon (1999)?

4 Signup and view all the answers

What is emphasized by the more extensive definition of IMC offered in the text?

Complex aspects of integration identified by many authors Signup and view all the answers