The integrated approach to marketing communications focuses on all of the following except

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The integrated approach to marketing communications does not focus on mass marketing and customer acquisition as its primary goal. Instead, the focus is on building relationships with customers through consistent brand messages and two-way communication. Zero-based campaign planning is an important component of this approach, as it involves starting from scratch with each campaign and tailoring the message to the specific needs and interests of the target audience.

The Integrated Approach to Marketing Communications Focuses on All of the Following