1. The combination of advertising, sales promotions, publicity, public relations
ID: 1115913 • Letter: 1
Question
1.The combination of advertising, sales promotions, publicity, public relations and personal selling is known as:
a.integrated marketing communication.
b.a pull strategy.
c.a push strategy.
d.the promotion mix.
e.the marketing mix.
2.To determine the effectiveness of a promotion campaign, you should:
a.run ads for another three months.
b.determine if sales increased during the promotion.
c.evaluate results against promotion objectives.
d.determine if competitors’ sales decreased.
e.implement a new promotion campaign and compare results.
3.Innovative marketers have introduced a new form of marketing strategy. They attempt to coordinate the many exposures to promotion that consumers experience in order to make sure that with each exposure the consumer receives a consistent message. The ultimate goal is to develop a relationship with the consumer. What is this strategy called?
a.Publicity
b.Integrated marketing communication
c.Creating awareness
d.Interactive marketing
e.Database marketing
Explanation / Answer
1. The combination of advertising, sales promotion, publicity, public relations and personal selling are called as the promotion mix.
2. To evaluate results against promotion objectives, firstly we should evaluate that is we able to reach our desired objective, sales is a secondary indicator.
3.This is called as database marketing, firms collects user data, his search interests, and based on this big data analysis various products are marketed.
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