A key feature of integrated marketing communications is that the process should _____.
A) use an "inside-out" approach in identifying communication vehicles
B) be restricted to only one or a select number of communication media
C) use the same media to reach all target audiences to improve efficiency
D) start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand
E) utilize the same communication media over time

Question

A key feature of integrated marketing communications is that the process should _____.
A) use an "inside-out" approach in identifying communication vehicles 
B) be restricted to only one or a select number of communication media 
C) use the same media to reach all target audiences to improve efficiency 
D) start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand 
E) utilize the same communication media over time

Quizplus · Accepted Answer

The key feature of integrated marketing communications is that it should start with the customer or prospect and then work backward to the brand communicator in determining the most appropriate messages and media to employ for the brand. This approach helps to ensure that the communication strategy is focused on meeting the needs of the target audience and is more likely to be effective in achieving the desired marketing objectives.

A Key Feature of Integrated Marketing Communications Is That the Process