By closely integrating multiple communication tools and media,brand managers achieve duplicity,which means multiple methods in combination with one another yield more positive communication results than do the tools used individually.

Question

Quizplus · Accepted Answer

The term "duplicity" refers to deceitfulness or double-dealing, not the positive effect of using multiple communication tools together. The correct term for the positive effect is "synergy."

By Closely Integrating Multiple Communication Tools and Media,brand Managers Achieve