Which approach to developing an international IMC campaign would most likely rely on a competition to determine the content of the campaign?
A)centrally conceived
B)bottom-up creativity
C)local initiative
D)standardized
E)lead agency

Question

Quizplus · Accepted Answer

A bottom-up creativity approach emphasizes involving local teams in the development of the campaign, allowing for diverse ideas and perspectives to be incorporated. Holding a competition for the content of the campaign is a way to encourage this bottom-up approach and empower local teams to have a greater role in the campaign's development. Centrally conceived campaigns are developed by a single entity or team, while local initiative campaigns are developed solely by local teams. Standardized campaigns use a uniform message across all markets, while lead agency campaigns rely on a single agency to coordinate the campaign across all markets.

Which Approach to Developing an International IMC Campaign Would Most