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Marketing Communications Integration Challenge

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Marketing Communications Integration Challenge

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Questions and Answers

What is the major challenge facing the marketing communications industry?

Increasing the number of promotional mix activities

Increasing the number of stakeholders

Integration of various marketing communication activities (correct)

Expanding internally only

What does IMC stand for in the context of marketing?

Inclusive Media Communication

Internal Marketing Coordination

Integrated Marketing Communications (correct)

Individual Marketing Campaigns

According to Moriarty (1994), what does a totally integrated communications program do?

Ignores the promotional mix

Excludes planning issues

Focuses only on internal communication

Accounts for all types of messages delivered at every stakeholder contact point (correct)

How should Integrated Marketing Communications (IMC) deliver messages about an organization and its products?

Clear and consistent messages Signup and view all the answers

What does IMC emphasize when it comes to brand messages?

Common brand understanding and passion, not standardized message Signup and view all the answers

How does Kotler (2003) define IMC?

A way of looking at the whole marketing process from the viewpoint of the customer Signup and view all the answers

What is the concept of metasystem as described in the text?

A system where the parts operate independently and in unison. Signup and view all the answers

When can the origins of IMC as an academic focus be traced back to?

Early 1990s Signup and view all the answers

Who do industry observers contend was crucial in the genesis of IMC around 40 years before the early 1990s?

Leo Burnett Signup and view all the answers

What is a principal contention of the paper regarding the field of IMC?

The need to adopt a set of conventions and terms representing IMC. Signup and view all the answers

According to Schultz and Kitchen (2000a), what is expected in the natural course of discussing IMC?

Expectation for debate oscillation before finding less contentious paths. Signup and view all the answers

What is one term NOT used to describe IMC according to the text?

'Siloed Communication' Signup and view all the answers