With the growth of integrated marketing communications,advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:
A)offsets the weaknesses associated with storyboard ad design
B)provides opportunities for effective government oversight
C)centralizes American consumer values in a global marketplace
D)engages consumers and enter into a dialogue with them
E)minimizes the risk of offending technology-savvy consumers

Question

Quizplus · Accepted Answer

The growth of integrated marketing communications necessitates the development of creative advertising that engages consumers and initiates a dialogue with them. This means going beyond traditional mass media and embracing more interactive and engaging forms of advertising. Storyboard ad design is not necessarily weak, so A is incorrect. B and C are not relevant to the question. E is also incorrect as the goal of advertising is not to avoid offending consumers, but rather to connect with them in a meaningful way.

With the Growth of Integrated Marketing Communications,advertisers Are Being Challenged