29 Jun The communications process should start with
Question
1. The communications process should start with:
a. a basic belief about the communication piece.
b. an audit of all the potential contacts target customers have with the company and
its brands.
c. an evaluation of the history of advertising used by the firm.
d. hiring communications experts to handle the communication problems of the firm.
2. The concept of ______________ suggests that the company must blend the
promotion tools carefully into a coordinated promotion mix.
a. public relations
b. integrated market planning
c. integrated marketing communications
d. global cultural imperatives
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