Why is integrated marketing communications important to marketers?
What will be an ideal response?
Marketers should establish a consistent message throughout each element of the mix to ensure integrated
marketing communications (IMC). In an effective IMC approach, each element is telling a part of a cohesive story.
Maintaining consistent messaging throughout the elements can improve the cost-effectiveness of our marketing
communications budget, because each element synergistically supports the other.
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Tara located her coffee shop/Internet café near a university. Tara assumed that the university was a ____________
a. Sheltered workshop b. Contract manufacturer c. Traffic generator d. Freight forwarder
According to the text, ________ is a central component of the environment
A) economic behavior B) organizational behavior C) ethical behavior D) stock price of the publicly held company in question E) buyer behavior