Chapter 12: Integrated Marketing Communications (IMC) questions with correct answers

Marketing communications mix - Answer The specific blend of advertising, sales promotion, public relations, personal selling, and direct marketing tools a company uses to purse its advertising and marketing objectives. 5 promotional tools of the marketing communication mix - Answer Advertising Sales Personal selling Direct response marketing Public relations • Each element of marketing communication mix requires its won delivery medium (a method or vehicle through which the members of the target market can receive the communications. Advertising - Answer Any paid form of non-personal presentation and promotion of ideas, goods, or services in the mass media by an identified sponsor. Sales promotion - Answer Short-term incentives designed to encourage the immediate purchase of a product or service. Personal selling - Answer : Personal presentation by the firm's sales representatives for the purpose of making sales and building customer relationships.