Which of the following is a process of combining traditional marketing activities with activities on social media? correct answers Multichannel promotion strategy
Which promotion element has relatively low cost, generally high credibility, and has a relatively difficult understanding of its effe...
which of the following is a process of combining t
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Which of the following is a process of combining traditional marketing activities with activities
on social media? correct answers Multichannel promotion strategy
Which promotion element has relatively low cost, generally high credibility, and has a relatively
difficult understanding of its effectiveness? correct answers Public relations
During which step of developing the promotion mix do marketers try to create awareness and
inform the market of a product and its benefits? correct answers When establishing
communication objectives
In which of the following budgeting techniques does an organization first define specific
communication goals and then tries to calculate what kind of promotion will be needed to meet
those goals? correct answers Objective-task method
Which type of advertising seeks to influence public opinion in areas that serve the public interest,
such as texting while driving? correct answers Advocacy
Which of the following types of advertising content is created when consumers discuss a product
using digital technology? correct answers Consumer-generated
What is advertising? correct answers Any nonpersonal communication from an identified
sponsor using the mass media
Which of the following describes the process whereby a receiver assigns meaning to a message?
correct answers Decoding
What is the first step in developing an advertising campaign? correct answers Understand the
target audience
What is the creative strategy? correct answers The process that turns a concept into an
advertisement
Which of the following is nonpersonal communication from an identified sponsor using the mass
media? correct answers Advertising
User-generated content (UGC) is __________. correct answers online consumer comments,
opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and
product-related stories available to other consumers
What is the name for the process that marketers use to plan, develop, execute, and evaluate
coordinated, measurable, persuasive brand communication programs over time to target
audiences? correct answers Integrated marketing communication
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