Integrated Marketing Communications

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Decision Point: Your IMC Strategy

With the four IMC tactics identified, you sit down with the turmeric product development team to discuss the strategy. The team disagrees about how to handle the IMC strategy; some team members feel that each channel presents an opportunity to deliver a unique message whereas other team members want to utilize a common message.

Which of the three strategies do you recommend using for your IMC program?

Select an option from the choices below and click Submit.

Clear, consistent message across channels: Organize all communication so that the consumer receives the same consistent, compelling message regardless of channel.

Customize messages for each channel: To take advantage of the unique channel attributes, use different messages tailored for each channel.

Combination strategy: Keep some elements of the message consistent across channels but focus on a different product feature in each channel.

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