Chapter 15 Flashcards
1
Q
Marketing communication branches
A
interpersonal: individuals face to face
mass: large audience
2
Q
Advertising
A
tv radio newspapers social media
paid by a marketer
3
Q
Publicity
A
public relations strategies
not paid by marketers
4
Q
Sales promotion
A
adds value to the brand
stimulates consumer purchasing
5
Q
personal selling
A
communication between 2 people
planned presentation
6
Q
Direct response
A
message from marketing company to individual target audience
7
Q
online marketing
A
through internet
customers can respond
8
Q
content marketing
A
reinforces brands position
9
Q
consumer-generated content
A
customer helps the company
10
Q
REASONS FOR GROWTH
A
BUDGET CUTS
ACCOUNTABILITY
MEASURABILITY
FRAGMENTATION
