The basic function of the elements of the integrated communication program is to:
A) convince customers to pay a higher price for a product or service
B) communicate with a firm's target audience
C) convince customers to make a purchase immediately
D) educate customers about the features of a product or service

Question

Quizplus · Accepted Answer

The basic function of an integrated communication program is to communicate with a firm's target audience. While educating customers about the features of a product or service and convincing them to make a purchase are also important goals of a marketing campaign, they are only part of the overall communication strategy. Similarly, convincing customers to pay a higher price is not necessarily the primary goal of an integrated communication program, which is more focused on building relationships and creating a positive image for the brand.

The Basic Function of the Elements of the Integrated Communication