MAR3023 Exam 4 / Questions and Answers Updated / 100% Correct

Promotion Mix - 1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion Advertising - is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media. Personal Selling - is a paid, personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation. Public Relations - is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders Sales promotion - is an activity or material that acts as a direct inducement offering added value or incentive for the product to resellers, salespeople, or customers; free samples, games, rebates, sweepstakes, contests, premiums, and coupons. Integrated Marketing Communications - Coordination of promotion and marketing efforts for maximum impact Goals of Integrated Marketing Communications (IMC) - 1. Consistent - consistent message to customers 2. Coordinated - Coordinate/manage promotional efforts to be logically connected. 3. Complementary - Synchronization to create a greater overall campaign. 4. Continuity - Use more precisely targeted promotional tools overtime.