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

BlackTom AI · Accepted Answer

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.”

查看解析

登录即可查看完整答案

类似问题

IMC programs are advantageous in that they regard each individual marketing communication element as Blank ______.

For marketers with new products or services, IMC is particularly needed because

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, website, and business cards. Which technique is being used by Lush Lawns to promote its business?

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as ________ managers.

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, website, and business cards. Which technique is being used by Lush Lawns to promote its business?

What was Jimmy John’s unique selling proposition that became the focus of their IMC strategy?

A local restaurant measures campaign success through repeat visits and coupon redemptions. Which IMC stage is this?

更多留学生实用工具

考试浏览器助手

风格化写作助手

论文查重助手

文献引用助手

课堂转译助手

课堂笔记助手

Quiz搜索助手

学校历年真题

智能刷题助手

智能匹配练习

希望你的学习变得更简单