The single greatest advantage that international affiliates can offer over global agencies is
a. lower production costs.
b. more branch offices.
c. greater understanding of product and strategy.
d. greater knowledge of local markets.
Question 2
What is the greatest obstacle to implementing integrated marketing communications?
a. There is a lack of interest in IMC by top management.
b. The cost for implementing an IMC program is difficult to justify.
c. Little can be gained by coordinating the various marketing communications elements.
d. Few providers of marketing communication services have the far-ranging skills to plan and execute programs that cut across all major forms of marketing communications.
e. Measuring the return on investment is nearly impossible.
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