Effective promotional programs are integrated to provide consistent messages to consumers about a product and the nature of the company.

Question

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Effective promotional programs should be integrated, meaning that all the different promotional tools (e.g. advertising, sales promotions, public relations, personal selling) work together to create a consistent message about the product and company. This consistency helps build a strong brand identity in the minds of consumers.

Effective Promotional Programs Are Integrated to Provide Consistent Messages to Consumers