Which of the following is true of the IMC approach to marketing and campaign planning?
A) IMC activities start with the brand and work back to the customer.
B) It emphasizes the separation of marketing and communications planning.
C) It moves a company's sales objective or profit goals further up in the planning process.
D) It helps a company focus on its profit goals by starting the planning process with a database.
E) Using the outside-in process, the IMC approach starts with the customer.

Question

Quizplus · Accepted Answer

Integrated marketing communications suggests a new approach to planning marketing and communications activities. It differs from the traditional processes by mixing marketing and communications planning together rather than separating them. Using the outside-in process, the IMC approach starts with the customer.

Which of the Following Is True of the IMC Approach