In planning an international IMC campaign,horizontal integration refers to coordinating across all ________.
A)budgets
B)marcom tools
C)media outlets
D)regions and countries
E)agencies

Question

Quizplus · Accepted Answer

Horizontal integration in an international IMC campaign refers to coordinating efforts across all regions and countries involved in the campaign. This means ensuring consistency in messaging, branding, and tactics, while also considering cultural and language differences. While budgets, marcom tools, media outlets, and agencies may also need to be coordinated, the primary focus of horizontal integration in this context is geographic coordination.

In Planning an International IMC Campaign,horizontal Integration Refers to Coordinating