Taco Bell allocates its promotional budget to 70% traditional media, which includes television advertising; 20% to digital media, which includes website development; and 10% to new media channels. The fact that the message consumers receive is the same regardless of which channel delivers it reflects Taco Bell's dedication to ___________.
a) lead generation
b) push strategies
c) integrated marketing communications
d) promotional budgeting
e) hierarchy of effects
Answer: C
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