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.
A) variety
B) contact
C) consistency
D) creativity
E) convenience

Question

Quizplus · Accepted Answer

The question is asking about the different brand contacts maintained by Harpo Enterprises and how their integrated marketing communications strategy affects them. The key phrase is "maintain consistency in design and tone." This means that all the different brand contacts (the Oprah Winfrey show, a Web site, and O magazine) should have a unified look and feel to them. And this is precisely what integrated marketing communications is all about - ensuring that all the different marketing channels that a company uses are in sync and work together to create a cohesive brand experience. So the best choice here is C, consistency.

Harpo Enterprises Maintains the Oprah Winfrey Show, a Web Site