m48_10

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

• sales promotion

• direct and digital marketing

• public relations

• personal selling

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

• personal selling; digital activities

• public relations activities; digital activities

• digital activities; mass marketing

• mass marketing; digital marketing

The key is to ________ traditional mass media with online, mobile and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences.

• prioritize

• design

• spend on

• integrate

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

• buzz marketing

• integrated marketing communication

• word-of-mouth marketing

• experiential marketing

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

• direct and digital marketing

• sales promotion

• personal selling

• public relations