Companies That Develop Integrated Marketing Communications (IMC) Programs That Do

Companies that develop integrated marketing communications (IMC) programs that do not contain specific objectives:

A) will be able to save money since they won't spend too much time worrying about what they are trying to do
B) will often have too many benchmark measures against which the success or failure of their programs can be assessed
C) may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign
D) will be more successful than companies that develop IMC programs with specific objectives