Question

Which of the following is considered to be the greatest obstacle in implementing integrated marketing communication (IMC)?

A.IMC often results in greater economies of scale.
B.Since each communication discipline has the same cost structure, the concept of IMC itself becomes invalid.
C.IMC is only compatible with smaller organizations and surveys have witnessed compatibility issues when the process is scaled up.
D.The implementation of IMC is most likely to result in interdepartmental budget allocations problems.
E.Lack of people with the requisite broad perspective and skills to make it work.

Answer 1

The correct answer is option D. The implementation of IMC is most likely to result in interdepartmental budget allocation problems.

Step-by-step explanation:

The question addresses the concept of Integrated Marketing Communication (IMC), which is a strategic approach that integrates various promotional tools and sources within a company to provide clarity, consistency, and maximum communication impact. The greatest obstacle in implementing IMC, according to the question, is not related to economies of scale or the compatibility with only smaller organizations.

The most significant challenge lies with interdepartmental budget allocations issues, where different departments must effectively collaborate and share resources, which can lead to power struggles and conflicting goals. Moreover, another major hurdle is the lack of individuals possessing a wide array of skills and perspectives to successfully oversee and integrate the IMC process.

Reflecting on the barriers to entry, such as large advertising budgets used by established firms like Coca-Cola and Pepsi, we can understand that a well-implemented IMC strategy can be a crucial competitive advantage for a firm. Additionally, the developments in information and communication technologies make it easier for firms of all sizes to reach a broader audience, which may influence their approach towards IMC and marketing strategies in general.