The Marketing Department at Ogden Publications is organized into four teams, each of which is responsible for contributing to a different aspect of the company's promotional efforts for the various magazines that it publishes. For Integrated Marketing Communications (IMC) to work well at Ogden, the four marketing teams in collaboration with each magazine's editorial team should:
a. Ensure that all marketing mix elements — marketing communications, product design and packaging, pricing, and channel availability — send a consistent message to customers.
b. Emphasize the unique nature of each magazine.
c. Create a different marketing message for each magazine to capture the interest of its unique readership.
d. Be concerned with providing a consistent message only in its consumer and trade advertising and promotions for its line-up of magazines.
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