Companies that develop integrated marketing communications (IMC)programs that do not contain specific objectives:

Question

Quizplus · Accepted Answer

Setting specific objectives is crucial in developing an effective IMC program as it guides the efforts of various groups involved in the campaign towards achieving a common goal. Without specific objectives, it becomes difficult to coordinate and align the efforts of these groups, resulting in a disjointed and ineffective campaign. Option A is incorrect as having too many benchmark measures can lead to confusion and make it challenging to determine the effectiveness of the campaign. Option C is incorrect as companies cannot save money by not setting specific objectives as it can lead to wasteful spending on promotional activities that do not contribute to achieving their goals. Option D is incorrect as companies that develop IMC programs without specific objectives are less likely to be successful.

Companies That Develop Integrated Marketing Communications (IMC)programs That Do Not