In assessing the collective impact of an IMC program, the overriding goal is to create the most effective and efficient communications program possible. Six criteria can be used to help determine whether communications are truly integrated. Which of the following is the extent to which common associations are reinforced across communication options?

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Quizplus · Accepted Answer

The criterion that best aligns with the definition of reinforcing common associations across communication options is commonality. This refers to the extent to which consistent messaging and branding elements are present across various channels and touchpoints, helping to create a cohesive and recognizable brand image.

In Assessing the Collective Impact of an IMC Program, the Overriding