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Kliatchko (2008) offers a comprehensive historical review of the Integrated Marketing Communication (IMC) concept and critique of the definition and four pillars. What marketers need is a set of well-grounded, comprehensive criteria by which any proposed IMC can be systematically and thoroughly judged. Marketers need to know which questions to ask to make sure their agencies have done their due diligence to truly optimize the design of their IMC programs. With this new communications environment and those broad sets of communication options and communication objectives in mind, you are required to assemble the optimal IMC program structures, and discuss, from the perspectives of marketers and their customers, the key issues critical to effective design and implementation of IMC strategy.
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