A key feature of integrated marketing communications is that the process should _____.
a. use an inside-out approach in identifying communication vehicles
b. be restricted to only one or a select number of communication media
c. use the same media to reach all target audiences to improve efficiency
d. start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand
e. utilize the same communication media over time
Question 2
Which of the following is NOT a key feature of integrated marketing communications?
a. Start with the customer or prospect.
b. Use any form of relevant contact or touchpoint.
c. Speak with a single voice.
d. Influence brand awareness and enhance consumer attitudes toward the brand.
e. Build relationships.
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Marketing Management (13th Edition)