Question
16. Current trends in communications and promotions indicate that companies are
doing less:
a. marketing and more promotion.
b. broadcasting and more narrowcasting.
c. selling and more advertising.
d. communication and more manipulation.
17. IMC, as presented in the text and in context with promotion, stands for:
a. international manufacturing capacity.
b. international monetary consistency.
c. integrated marketing communications.
d. integrated marketing corporations.
18. _________________ is the concept under which a company carefully integrates and
coordinates its many communications channels to deliver a clear, consistent, and
compelling message about the organization and its products.
a. The promotion mix
b. Integrated international affairs
c. Integrated marketing communications
d. Integrated demand characteristics
