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

Question

BlackTom AI · Accepted Answer

The question asks about how marketers now view themselves beyond siloed channels like TV ads or print ads, framing their role in a broader management scope.
Option 1: integrated marketing communication. This choice captures the idea that marketers coordinate across channels to deliver a consistent message and seamless customer experience, which is the core of IMC. It recognizes management of multiple touchpoints as an integrated strategy rather than isolated executions.
Option 2: content marketing. While content marketing is an important discipline within modern marketing, it describes the type of content strategy rather than the overarching management approach that encompasses multiple channels and messages.
Option 3: social media marketing. Social media is a channel or tactic within a broader plan, not a descriptor for the holistic management view of marketing unless it is explicitly part of an IMC framework. As a standalone term, it’s narrower than the concept described in the question.
Option 4: multi-media marketing. This term suggests using multiple media, but it does not inherently imply the integrated coordination of message and channel strategy across the entire marketing mix. It’s more about channel usage than about the unified management approach.
Option 5: direct marketing. Direct marketing focuses on direct channels to consumers (like mail or email campaigns) and measuring responses, but it does not convey the integrated, cross-channel management perspective the question references.
Thus, the option that best fits the idea of marketers viewing themselves as managers of an integrated, cross-channel communications strategy is the integrated marketing communication approach.

Test: Exam 3

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

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