Question

Integrated marketing communication (IMC) requires a big-picture view of promotional planning; a total strategy that includes all marketing messages. You work for a multinational beverage company headquartered in Singapore. You have been put in charge of developing comprehensive marketing communication packages and want to ensure that you maximize the benefits for your company. To reach this goal, you work with department heads around the world to ensure that marketing and communications objectives support the corporate mission and strategies, and keep all staff informed about new developments. You also work with external partners, including advertising and PR agencies, to achieve a cohesive message for your brand and products. Which of the following statements is most likely to be true about your IMC effort? a. Your target market will be identified after the company has established an IMC strategy. b. Sending a unified positive message about your company is often not a priority. c. Developing multinational integrated marketing communication is likely to contribute to the duplication of communication efforts. d. IMC challenges the notion that your advertising, personal selling, direct marketing, and other components of the worldwide promotion mix must stand alone.

Answer 1

Answer: IMC challenges the notion that your advertising, personal selling, direct marketing, and other components of the worldwide promotion mix must stand alone

Explanation:

Option A is wrong as the target market will not be identified after an IMC strategy has been established by the company.

Option B is wrong because it's important to send a positive message that's unified about the company.

Option C is wrong as the development of the multinational integrated marketing communication won't lead to the duplication of communication efforts.

The statement that is true about the IMC effort is that "IMC challenges the notion that your advertising, personal selling, direct marketing, and other components of the worldwide promotion mix must stand alone.

Therefore, the correct option is D.