Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

Question

Quizplus · Accepted Answer

Consistency is the key characteristic of integrated marketing communication, where all the different brand contacts maintain the same design and tone to create a cohesive brand image.

Harpo Enterprises Maintains the Oprah Winfrey Show, a Web Site