56. The _____ is the framework for developing, implementing, and controlling an organization's integrated marketing communications program and activities. 57. The _____ is a written document that describes the overall marketing strategy and programs developed for an organization, product line, or brand.
58. A marketing plan usually includes all of the following EXCEPT: 59. A marketing plan usually includes: 60. The first step in the IMC planning process is: 61. An internal situation analysis looks at all of the following EXCEPT:
62. An external situation analysis could include all of the following EXCEPT: 63. _____ refer to what is to be accomplished by the overall marketing programs and is stated in terms of sales, market share, and profitability. 64. Which of the following is NOT a good example of a communications objective? 65. _____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each promotional mix area.
66. All of the following explain the importance of IMC EXCEPT:
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- Summer '14