The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.

Related MCQs

• Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.
• The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.
• If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?
• A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
• After determining its advertising objectives, a company next sets its ____________ for each product.
• A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
• Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?
• Which type of sales promotion uses free samples, coupons, and rebates?
• All of the following would be considered to be major public relations tools EXCEPT:
• Although the promotion mix is the company’s primary communication activity, the __________________ must be coordinated for greatest communication impact.