The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the:
a. integrated marketing communications approach.
b. integrated communications management approach.
c. AIDA concept.
d. interpersonal and mass communications approach.
e. coordinated market management approach.
ANSWER: a