Which of the following statements is true of the integrated marketing communications concept?
a. It allows each element of the promotional mix to convey a different message about a product to the target market.
b. It increases the rift between personal selling and the other elements of the promotional mix.
c. It focuses on the careful coordination of all promotional messages for a product or service to maintain the consistency of messages.
d. It helps consumers distinguish between the five elements of the promotional mix in an advertisement.
Answer: c. It focuses on the careful coordination of all promotional messages for a product or service to maintain the consistency of messages.