The goal of any marketing communication is to a

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The goal of any marketing communication is to: A. maximiz e sales. B. increase public relations click-through rates. C. overwhelm negative publicity with commercial speech. D. replace cause-related marketing with non-cause-related E. get the right message to the right audience through the A successful marketing communication strategy will get the right message to the right audience through the right media. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 80. (p. 341) The proliferation of new media alternatives has led many firms to shift their promotional budgets from: Marketing dollars have recently been shifted toward direct marketing, website development, and product placement. AACSB: Analytic
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Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 81. (p. 341) Many marketers are shifting marketing communication resources away from advertising and toward: Marketing dollars have recently been shifted toward direct marketing, website development, product placement, and online advertising. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 82. (p. 342) Compared to other IMC alternatives, advertising is extremely effective for: Advertising is best suited for creating awareness and interest. Because it is a relatively passive medium, it does not do as well at generating desire and spurring consumers to action. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 83. (p. 342) One difficulty associated with using advertising as
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