Generally, companies that develop Integrated Marketing Communications (IMC) programs which do not contain specific objectives:
A. will have too many benchmark measures against which the success or failure of their programs can be assessed.
B. will never be successful.
C. may find it difficult to facilitate coordination of the efforts of various groups working on a promotional campaign since the various groups may not understand what goal they are working towards.
D. will be able to save money since they won't spend too much time worrying about what they are trying to do.
E. be more successful than companies that develop IMC programs with specific objectives.
Answer: c