If integrated marketing communications are effective, they will

Question

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The effectiveness of integrated marketing communications can be measured by the resulting purchases made by some consumers who received the communications. While it may also help to offset negative publicity and generate interest, these factors alone do not determine effectiveness. The use of multiple communication channels is often necessary for an integrated approach, and the AIDA model may not necessarily have equal weighting to each step.

If Integrated Marketing Communications Are Effective, They Will