题目内容

________ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

A. Publicity campaigns
B. Trade promotions
C. Advertisements
D. Public relations
Events and experiences

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Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

A. direct marketing
B. public relations and publicity
C. personal selling
D. advertising
E. sales promotion

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit(请求) response or dialogue from specific customers and prospects?

A. advertising
B. personal selling
C. direct marketing
D. public relations
E. sales promotion

________ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

A. Personal selling
B. Direct marketing
C. Sales promotion
D. Interactive marketing
E. Public relations

________ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

A. Personal selling
B. Sales promotion
C. Word-of-mouth marketing
D. Public relations
E. Advertising