creativity of IMC features
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The Integrated Marketing Communication seeks to have all promotional and marketing activities of an organization together, project a unified and consistent image of the organization to the target market. It has a centralized messaging function which focuses on a common goal and positioning.
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The characteristics of integrated marketing communications have been summarised by Pickton and Broderick as the 4 Cs of:
Coherence – different communications are logically connected.
Consistency – multiple messages support and reinforce, and are not contradictory.
Continuity – communications are connected and consistent through time.
Complementary – synergistic, or the sum of the parts is greater than the whole!
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