Integrated marketing communications requires a "big picture" approach to planning marketing and promotion programs, requiring advertising agencies to develop a(n):

Question

Quizplus · Accepted Answer

Integrated marketing communications involves a holistic approach to marketing and promotion, therefore, a total marketing communications strategy is necessary to ensure that all communication efforts are aligned and integrated to achieve the desired marketing objectives. Option A is incorrect as it suggests creating alternative approaches for each media method, which can result in disjointed communication efforts. Option B is irrelevant to the question as it mentions production differentiation, which is not related to developing a total marketing communications strategy. Option D is incorrect as it suggests reducing information advertising, which is an important element of integrated marketing communications that focuses on providing consumers with relevant information to make informed decisions. Therefore, the correct answer is C.

Integrated Marketing Communications Requires a "Big Picture" Approach to Planning