What Is Perhaps the Greatest Obstacle to Implementing Integrated Marketing

question 64

Multiple Choice

What is perhaps the greatest obstacle to implementing integrated marketing communications (IMC) ? 

• A) There is a lack of interest in IMC by top management. 
• B) The cost of 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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Definitions:

Ethnic Differences

Variations in behaviors, traditions, practices, and beliefs observed between distinct ethnic groups or cultures.

Intelligence Test Scores

Numeric scores derived from assessments designed to measure an individual's cognitive abilities in comparison to a population norm.

Subjectively Biased Judgments

Evaluations or decisions made based on personal feelings, tastes, or opinions rather than on objective reality, evidence, or rationality.

Discrimination

(1) In classical conditioning, the learned ability to distinguish between a conditioned stimulus and similar stimuli that do not signal an unconditioned stimulus; in operant conditioning, the ability to distinguish responses that are reinforced from similar responses that are not reinforced. (2) In social psychology, unjustifiable negative behavior toward a group or its members.