Before they look at specific promotional tools, Melody and Tom agree that they want a promotion mix that is both comprehensive and unified. They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image. Melody and Tom want to implement a(n)
A) internal marketing program.
B) integrated marketing communication program.
C) multilevel market coordination plan.
D) stakeholder response communication system.

Question

Quizplus · Accepted Answer

Integrated marketing communication combines all elements of the promotion mix into one comprehensive and unified strategy. The idea is to use all promotional tools and resources to create a positive brand image.

Before They Look at Specific Promotional Tools, Melody and Tom