Lisa is thinking about buying a Saturn automobile. She has already visited the Saturn website and has been paying more attention to Saturn ads in magazines and on television. She is planning on visiting a Saturn dealership in the next few days to talk to a salesperson. If Saturn uses integrated marketing communication, its goal will be to coordinate the messages Lisa receives through each of these sources.

Question

Quizplus · Accepted Answer

This statement is true. Integrated marketing communication involves coordinating consistent messaging across all communication channels to create a unified brand experience for the customer. By paying attention to the Saturn website, ads in magazines and on television, and visiting a dealership, Lisa is likely to receive different messages. The goal of integrated marketing communication is to ensure these messages are coordinated and consistent, so the customer has a smoother buying experience.

Lisa Is Thinking About Buying a Saturn Automobile