Which of the following statements about integrated marketing communications (IMC) is FALSE?
a.
IMC refers to the strategic, coordinated use of promotion to create one consistent message.
b.
IMC takes a 360-degree view of the customer.
c.
The role of mass television advertising is growing more important to IMC strategy.
d.
IMC reduces costs and increases efficiency because it can reduce or eliminate redundancies and waste.
e.
The key to IMC is consistency and uniformity of message across all elements of promotion.
Answer: c.
The role of mass television advertising is growing more important to IMC strategy.
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