According to the definition of integrated marketing communications (IMC) given by Don Schultz, which of the following is true of IMC?
A)It is a tactical separation of various communication activities.
B)It does not view the audience as an important part of the IMC process.
C)It does not view the employees as an important part of the IMC process.
D)It is viewed as an ongoing strategic business process.
E)It simply involves bundling promotional mix elements together.

Question

Quizplus · Accepted Answer

According to Don Schultz, IMC is viewed as an ongoing strategic business process that involves the planning, execution, and evaluation of coordinated, brand communication programs over time. It involves integrating all promotional mix elements, such as advertising, PR, personal selling, etc. to deliver a consistent and unified message to target audiences. IMC considers the audience as a critical element and aims to establish a lasting relationship between the brand and the customers. Employees are also viewed as an integral part of the IMC process as they play a crucial role in delivering the brand message to customers. Therefore, option D is the correct answer.

According to the Definition of Integrated Marketing Communications (IMC) Given