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Disney Uses an Integrated Marketing Communications (IMC)program to Promote Group

Question 29

Multiple Choice

Disney uses an integrated marketing communications (IMC) program to promote group travel to its theme parks because


A) its strategy includes using all types of promotional activities that deliver a consistent message.
B) it does not want to reach any member of its target audience more than once to conserve resources.
C) IMC is less expensive than other forms of promotion, such as public service announcements.
D) if it didn't, Disney would have to use indirect personal selling.
E) it is more concerned about frequency of attendance than geographic reach.

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