While using integrated marketing communications, the communications process should start with a(n) ________.
A) advertising strategy
B) competitive-parity analysis
C) long-term public relations plan
D) audit of all potential customer touch points
E) strategy for implementing a social media presence

Question

Quizplus · Accepted Answer

The communications process in integrated marketing communications should start with an audit of all potential customer touchpoints to identify where and how customers may come into contact with the brand or product. This helps to ensure a consistent message across all touchpoints for the customer journey. The other options listed, such as advertising strategy, competitive-parity analysis, long-term public relations plan, and implementing a social media presence, can come after the audit of touchpoints has been completed.

While Using Integrated Marketing Communications, the Communications Process Should Start