No promotional tool should be used in isolation or without regard to the other tools; hence, there is a trend toward integrated marketing communications or the IMC process.

Question

Quizplus · Accepted Answer

It is true that no promotional tool should be used in isolation or without regard to the other tools, and there is a trend toward integrated marketing communications or the IMC process. IMC involves coordinating and integrating all marketing communication tools and messages to create a consistent and compelling brand message across all media and touchpoints.

No Promotional Tool Should Be Used in Isolation or Without