Final answer:
Charles must recognize that each IMC alternative represents a part of a whole in order to reach his target audience with the desired message.
Step-by-step explanation:
In evaluating how to allocate his firm's IMC (Integrated Marketing Communications) budget, Charles must recognize that each IMC alternative represents a part of a whole. This means that different advertising media, public relations efforts, and social media opportunities should work together to reach the target audience with the desired message.
For example, if Charles decides to invest in TV commercials, social media ads, and press releases, each of these components should complement and support each other to create a cohesive and effective marketing campaign.