Question
Download Solution PDFWhich one of the following is not coordinated in the horizontal integration of Integrated Marketing Communications?
Answer (Detailed Solution Below)
Detailed Solution
Download Solution PDFKey PointsIntegrated Marketing Communication
- The process of integrating a brand's messaging so that it is consistent across all media that the brand utilizes to reach its target audience is known as integrated marketing communications (IMC).
- It is a tactical strategy that directs communication across all marketing platforms.
Important PointsHorizontal Marketing Communication
- Horizontal integration happens across business functions and the marketing mix.
- For Example: production, packaging, finance, distribution, and communications should collaborate and be aware that their choices and actions affect customers.
- Whereas multiple departments can cooperate with one another through data integration, including sales promotion, direct mail, and advertising.
- This calls for a marketing information system that gathers and distributes pertinent data among several departments.
Hence, it can be concluded that Customer Service is not coordinated in the horizontal integration of Integrated Marketing Communications.
Last updated on Jul 6, 2025
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