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Context: Integrated marketing communications (IMC) is a comprehensive way to look at an organizations marketing programs. It starts with the customers point of view and
Context: Integrated marketing communications (IMC) is a comprehensive way to look at an organizations marketing programs. It starts with the customers point of view and marketers should keep customer interest in mind.
Inquiry: What are some reasons marketers are taking an IMC perspective to their advertising and promotional programs? Include a recent example.
Follow-up: Discuss how IMC differs from traditional advertising and promotion.
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