A Key Feature of Integrated Marketing Communications Is That the Process

question 57

Multiple Choice

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

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Definitions:

Disposition

An individual's inherent qualities of mind and character, affecting how they perceive and interact with the world around them.

Self-serving Rationalizations

Justifications an individual creates to defend actions or decisions that serve their own interests, often at the expense of truth.

True Intentions

The genuine or actual motivations and goals behind an individual's or group's actions, often as contrasted with stated or apparent objectives.

Alternatives

Refers to the various options or choices available to individuals or organizations when faced with making a decision.