The primary goal of an integrated marketing communications program is to
A. control all facets of a product's distribution.
B. communicate with customers primarily through mass-media advertising.
C. create a strong distribution network, via marketing, that is capable of destabilizing any competition.
D. have a company's entire marketing and promotional activities project a consistent, unified image to its customers.
E. have complete control over all the channel partners in the distribution channel and to slow down the rate of diffusion of a new product among the customers.
Answer: D
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