How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?
A)IMC puts more emphasis on advertising and less on sales promotion.
B)IMC puts more emphasis on sales promotion and less on public relations and publicity.
C)IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.
D)IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately.
E)IMC predominately makes use of mass media communications in order to attract and retain customers.

Question

Quizplus · Accepted Answer

The integrated marketing communications (IMC) plan approach differs from traditional approaches to promotion by recognizing that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences. Traditional approaches often focused on separate and disconnected promotional strategies, while IMC combines all marketing communication tools to deliver a unified message. IMC also places an emphasis on building relationships with customers through two-way communication, rather than just pushing messages out to them through mass media.

How Does the Integrated Marketing Communications (IMC) Plan Approach Differ