Question

Which of the following is most consistent with the integrated marketing approach?

A) A good product will sell itself.
B) If left alone, consumers are inclined to purchase only inexpensive products.
C) All communication to consumers must deliver a consistent message irrespective of the medium.
D) In order to succeed, the main focus should be on having an efficient production process in place.
E) Online marketing is less important than traditional marketing efforts.

Answer 1

The answer most aligned with integrated marketing is having all consumer communications deliver a consistent message. This approach supports brand consistency, which is crucial in differentiating a product in a market where advertising plays a significant role.

Step-by-step explanation:

The concept of integrated marketing emphasizes a consistent and unified message across all forms of communication to the consumer. Consistent with the integrated marketing approach is C) All communication to consumers must deliver a consistent message irrespective of the medium. This strategy ensures that consumers have a cohesive understanding of the brand, message, and value proposition, regardless of where or how they encounter the product or service.

To understand why this is the case, we should look at how advertising functions in monopolistic competition. Advertising aims to differentiate a firm's products from its competitors, either by making the perceived demand curve more inelastic or by increasing demand. A successful advertising campaign in such a market structure can lead to higher prices or greater quantities sold, boosting profits. For an integrated marketing campaign to be effective, it is crucial that all communication is aligned to reinforce the product's differentiation and value, ensuring that the brand message is uniformly understood across various marketing channels.