To implement integrated marketing communication effectively, what is usually required?
A) It requires marketers to focus the majority of their time on advertising and personal selling because these are the two elements of promotion that have the greatest direct impact on consumer decisions.
B) It requires marketers to tightly control all messages the consumer sees or hears about the firm's products.
C) It requires that all information used to develop marketing messages flow from the top down to ensure consistency.
D) It requires marketers to identify the key points of contact with their target audience and focus their efforts on these areas.

Question

Quizplus · Accepted Answer

To implement integrated marketing communication effectively, marketers must identify the key points of contact with their target audience and focus their efforts on these areas. This means finding the most effective and efficient ways to reach and communicate with the target audience across various channels and touchpoints, such as advertising, personal selling, social media, and public relations. It also requires that marketers coordinate and integrate all their marketing communication efforts to ensure a consistent and cohesive message is delivered to the audience at every point of contact. The approach is not about controlling all messages, but about creating a unified and targeted message that resonates with the audience. Similarly, the information flow can come from multiple sources, but it should be coordinated and aligned with the overall strategy and goals of the IMC plan.

To Implement Integrated Marketing Communication Effectively, What Is Usually Required