Which of the following statements is true of marketing messages?
A) Given the confounding level of clutter, companies should avoid using integrated marketing communication.
B) Consumers think about the specific source of a communication rather than combining the messages from all the sources to form a unified impression about a product.
C) Successful coordination of communication in the marketing process works best when it flows both ways: vertically and laterally.
D) Marketers can control every message a consumer sees or hears about their products.

Question

Which of the following statements is true of marketing messages?​
A) Given the confounding level of clutter, companies should avoid using integrated marketing communication.
B) Consumers think about the specific source of a communication rather than combining the messages from all the sources to form a unified impression about a product.
C) Successful coordination of communication in the marketing process works best when it flows both ways: vertically and laterally.
D) Marketers can control every message a consumer sees or hears about their products.

Quizplus · Accepted Answer

Successful coordination of communication in the marketing process works best when it flows both ways: vertically and laterally. This means that communication must be coordinated across different channels both within the organization (vertical) and between different organizations (lateral) to ensure consistency and effectiveness. Marketing messages should be integrated across different channels to create a unified impression about a product, rather than relying on a single source of communication. Consumers combine messages from multiple sources to form an impression about a product, rather than focusing on the specific source of communication. However, marketers do not have complete control over every message a consumer sees or hears about their products, as there are many external factors beyond their control.

Which of the Following Statements Is True of Marketing Messages?​

Which of the Following Statements Is True of Marketing Messages?