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Question
Scenario 16-4You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. You recall that the owner of one firm had said in the past that you"d done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts. At the time, he wanted you to clarify what you meant by synergy. You replied that synergy refers to:
a. planning ahead for the use of new media as they emerge.
b. making sure all media efforts reinforce each other for maximum effect.
c. sharing communication goals among clients and suppliers.
d. using all the interactive capabilities of any given media.
Answer
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