Many Companies Fail to Set Appropriate Integrated Marketing Communications Objectives

Many companies fail to set appropriate integrated marketing communications objectives because:

A) they cannot determine which benchmark measures to use
B) subjectivity is as important as creativity in a successful advertising campaign
C) top management has only an abstract idea of what the firm's IMC program is supposed to do
D) they want to target several different target markets
E) corporate culture supports abstract objectives and not the concrete type needed for a successful IMC program