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Marketing Communications Integration Challenge
12 Questions
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Marketing Communications Integration Challenge

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@SecureBodhran

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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?

    <p>Clear and consistent messages</p> Signup and view all the answers

    What does IMC emphasize when it comes to brand messages?

    <p>Common brand understanding and passion, not standardized message</p> Signup and view all the answers

    How does Kotler (2003) define IMC?

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

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

    <p>A system where the parts operate independently and in unison.</p> Signup and view all the answers

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

    <p>Early 1990s</p> 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?

    <p>Leo Burnett</p> Signup and view all the answers

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

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

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

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

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

    <p>'Siloed Communication'</p> Signup and view all the answers

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