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Learning Objective: 02-05 Outline the implementation of the marketing mix as a means to increase customer value. Topic: Role of Promotion

51.

When marketers use a variety of communication disciplines—advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing—in combination to communicate a value proposition to the customer, it is referred to as

A. integrated marketing communications. B. multimedia marketing. C. diverse marketing communications. D. comprehensive promotion. E. managed marketing communications. Integrated marketing communications (IMC) represents the promotion P of the four Ps. It encompasses a variety of communication disciplines—advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media—in combination to provide clarity, consistency, and maximum communicative impact.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 02-05 Outline the implementation of the marketing mix as a means to increase customer value. Topic: IMC

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Test Bank for M Marketing 5th Grewal  

Test Bank M Marketing 5th Edition Grewal 2017 (Test Bank Download) (9781259446290) (1259446298). Instant access. All chapter are included. A...

Test Bank for M Marketing 5th Grewal  

Test Bank M Marketing 5th Edition Grewal 2017 (Test Bank Download) (9781259446290) (1259446298). Instant access. All chapter are included. A...