An Integrated Marketing Communications Program Should Be Viewed as an Overall

question 13

True/False

An integrated marketing communications program should be viewed as an overall organizational process rather than a marketing plan or marketing function.

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Definitions:

Social Listening

The process of monitoring digital conversations to understand what consumers are saying about a brand or industry online.

Propensity Models

Statistical techniques and models used to predict the likelihood that individuals will perform a certain action, like making a purchase or clicking a link.

Cluster Analysis

A statistical method used to group objects or data points in such a way that those within the same group are more similar to each other than to those in other groups.