Marketing an Introduction, Gary Armstrong
Chapter 12: Communicating customer value: Advertising, sales promotion and public relations
Chapter 12: Communicating customer value: Advertising, sales promotion and public relations
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Kartei Details
| Karten | 39 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 01.06.2013 / 31.05.2022 |
| Lizenzierung | Kein Urheberrechtsschutz (CC0) |
| Weblink |
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| Einbinden |
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A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
Which of the following is not an aspect of the promotion mix?
Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.
All of the following are reasons that marketers are losing confidence in television advertising except ________.
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________.
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?
