To implement integrated marketing communication effectively, what is usually required?

Select one:

a.It requires marketers to tightly control all messages the consumer sees or hears about the firm's products.

b.It requires marketers to focus the majority of their time on advertising and personal selling because these are the two elements of promotion that have the greatest direct impact on consumer decisions.

c.It requires that all information used to develop marketing messages flow from the top down to ensure consistency.

d.It requires marketers to identify the key points of contact with their target audience and focus their efforts on these areas.