Which of the following is a step in the integrated marketing communications planning process?

• A. Public relations management
• B. Product pricing
• C. Customer support
• D. Research

Answer: (D)

Research is the foundation of the integrated marketing communications planning process. It provides the data and insights that guide every subsequent step—clarifying who the target audience is, what they care about, which channels reach them best, and how success will be measured. With solid research, objectives can be realistic, messages can be crafted to resonate, and the evaluation plan can accurately gauge impact.

Public relations management, while important, is a function within the communications mix rather than a specific planning step. Product pricing concerns the price strategy of the product, not the IMC plan itself. Customer support relates to post-sale service and customer relationship management, not the planning sequence for integrated communications.