A television channel promotes its new reality show through print and broadcast advertising as well as personal appearances by show participants in promotional events, Web sites, and merchandise signed by the participants. To make sure that all of the promotional messages are coordinated, the television channel should use the:
a. integrated marketing communications approach.
b. integrated communications management approach.
c. AIDA model.
d. interpersonal and mass communications approach.
ANSWER: a
The television channel must use integrated marketing communications (IMC). Integrated marketing communications is the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point at which a company meets a consumer.
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