A successful IMC campaign for an over-the-counter pain reliever was developed by an agency in Argentina.The results of the campaign were so impressive that the company decided to implement a similar campaign in other South American and Central American countries.Which type of planning approach is this?

Question

Quizplus · Accepted Answer

The fact that the campaign was developed by an agency in Argentina and then replicated in other countries suggests a centrally conceived campaign approach, where the original campaign was developed centrally and then adapted for local markets.

A Successful IMC Campaign for an Over-The-Counter Pain Reliever Was