According to marketing executives, the biggest obstacle to implementing integrated marketing communications (IMC) is the lack of people with the broad perspective and skills to make it work.
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Q5: The agency evaluation is often done on
Q6: A typical direct-response agency does not include
Q7: In-house agencies are preferred by some companies
Q8: Digital/interactive agencies and public relations firms are
Q9: Account planners work with the client as
Q11: While the advertising department develops the promotional
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Q13: While many people both inside and outside
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Q15: An agency with integrated marketing capabilities can
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