Management of a Company That Adheres to the Principle of Integrated

Multiple Choice

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following?

A) The use of multiple marketing communications channels is advantageous.
B) Short- term relationships with customers are more profitable than long- term relationships with customers.
C) Long- term relationships with customers are best nurtured through public relations.
D) Long- term relationships with customers are best nurtured through sales promotion.
E) The use of a single marketing communications channel is advantageous.