By taking the consumer journey and consumer expectations into consideration in the development, integrated marketing communications $($IMC$)$ become a key element in a company$$s $\_\_\_\_\_\_\_\_$ strategy.

Multiple Choice

sustainable development

market segmentation

retail life cycle

generic business

customer experience management

The ideal IMC program does not need any evaluation if it is executed according to plan.

In addition to ensuring that traditional forms of communication are integrated, companies must be able to monitor consumer content, respond to inconsistent messages, and answer questions from individual customers.

Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.