Question at position 33 Which of the following BEST describes Integrated Marketing Communications (IMC)?Using only advertising to reach as many consumers as possibleCoordinating all promotional activities to deliver a consistent message across audiencesFocusing on personal selling to avoid wasted coverageOnly using direct marketing for customized communication

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BlackTom AI · Accepted Answer

To understand Integrated Marketing Communications (IMC) in this context, let's evaluate what IMC strives to achieve and what it does not.
Option 1: 'Using only advertising to reach as many consumers as possible' — This statement misrepresents IMC, which is not about relying solely on advertising or maximizing reach through a single channel. IMC emphasizes coordinating multiple promotional tools to present a unified message, rather than relying on one channel alone.
Option 2: 'Coordinating all promotional activities to deliver a consistent message across audiences' — This captures the core idea of IMC: integrating and aligning all marketing communications (advertising, sales promotion, personal selling, PR, direct marketing, etc.) to present a single, cohesive message to the target audiences. The emphasis is on coordination, consistency, and cross-channel integration.
Option 3: 'Focusing on personal selling to avoid wasted coverage' — While personal selling is one element of the promotional mix, IMC is broader than any single channel. The aim is not just to optimize personal selling but to harmonize all promotional efforts across channels to reinforce the same message.
Option 4: 'Only using direct marketing for customized communication' — Direct marketing is another component of the mix, but IMC does not advocate restricting communication to direct marketing alone. It promotes integrating multiple channels to ensure a consistent and comprehensive brand message across audiences.

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