A key feature of IMC is that the process should _____.
A) use an "inside-out" approach
B) be restricted to only one or a select number of communication media
C) use the same media to reach all target audiences to improve efficiency
D) start with the customer or prospect and then work back to the brand communicator in determining the most appropriate messages and media
E) utilize the same communication media over time

Question

Quizplus · Accepted Answer

IMC focuses on putting the customer first and starting with their needs and preferences in terms of communication channels and messaging. Therefore, the process should start with the customer or prospect and then work back to the brand communicator to determine the most effective way to reach and engage with them.

A Key Feature of IMC Is That the Process Should