Question

At Ogden Publications, the marketing department and its teams collaborate with the various editorial teams in order to produce Integrated Marketing Communications (IMC) that are beneficial for the company. Which one of the following is not a likely marketing benefit of IMC for Ogden Publications?

Answer 1

IMC is designed to enhance brand recognition, not diminish it. It also aims to improve cost efficiency and message impact, but it might reduce flexibility in individual campaign messages.

Step-by-step explanation:

Integrated Marketing Communications (IMC) provide several marketing benefits to companies such as Ogden Publications, but one benefit that IMC is not likely to provide is diminished brand recognition. IMC aims to unify and coordinate the company's marketing efforts to present a consistent message, which should ideally enhance brand recognition rather than diminish it.

Other benefits of IMC include improved cost efficiency due to the synergies between different marketing and communication channels, and greater impact on the target audience through a consistent and cohesive message.

However, some might argue IMC could lead to a lack of flexibility in individual campaigns or messages as all marketing efforts are tightly integrated and focused on maintaining a consistent brand image.