Received the greatest increase in spending is a media

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received the greatest increase in spending is: A. media advertisin g. B. direct marketing. C. public relations. D. sales promotions. E. publicity.
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Direct marketing has received the greatest recent increase in aggregate spending. 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 93. (p. 343) Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of: Direct marketing is the form of marketing communication that is most easily personalized. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 94. (p. 343) The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in: Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium
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Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 95. (p. 343) A major factor contributing to the growth in the use of direct marketing IMC efforts is: A. reduced government re deceptive advertising pr B. expanded use of personal selling. C. a shift from objective-and-task to rule-of-thumb budgetin D. increased use of credit and debit cards, and online shop E. the reduction in IMC noise allowing for a decreased lag Direct marketing is the form of marketing communication that is most easily personalized through the use of customer databases. The growth of these databases has been stimulated by increased use of credit cards and increased online shopping. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 16-03 Describe the various integrative communication channels. Topic: Elements of an Integrated Marketing Communication Strategy 96. (p. 344) When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased (your book) also purchased ..........
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