The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

Question

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The question presents a statement about IMC per the American Marketing Association and asks you to judge True or False.
Option 1: True. The statement aligns with the AMA’s definition of Integrated Marketing Communications as a planning process that ensures all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. This wording captures the core idea of IMC: coordinating multiple touchpoints so they are meaningful to the individual and maintain consistency across time, which is central to effective IMC.
Option 2: False. This would be incorrect because IMC is not limited to messages or contacts that a person already wants to engage with; IMC concerns the coordination and relevance of all brand communications across all touchpoints, including those that may occur in contexts where the customer is not actively seeking the product. Saying IMC applies only to things a person wants to do ignores the broader scope of integrated communications and the role of consistency across channels.
Option 3: False. This claim would be incorrect because IMC is not confined to a single planning approach or a single channel; it is a holistic framework that integrates multiple channels and messages to present a unified brand experience. The idea that there is only one way to approach IMC contradicts the multi-channel and cross-functional nature of modern IMC practice.
Option 4: False. The statement is too narrow if interpreted as applying solely to psychological or emotional branding efforts. IMC spans all customer-brand interactions across various contexts, including informational, transactional, and experiential touchpoints, and is not limited to motivational or emotional states. Therefore restricting IMC to psychological and emotional states misses much of its scope.
In summary, the reasoning supports that the given statement accurately reflects the AMA definition of IMC, while the other options introduce misconceptions about scope, universality, and the breadth of IMC.

PRT 286 (001& 002) Exam 2

The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”

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