What Does an Integrated Marketing Communications Strategy Begin With

What does an integrated marketing communications strategy begin with?

A) separating the parts of the promotional mix into categories based on the media that is being utilized
B) isolating and eliminating non-promotional contacts between the consumer and the organization
C) consumer wants and needs, working in reverse to the product, brand, or organization
D) the realization that different components of promotion should deliver different messages to their target audiences

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