________ refers to the means by which firms attempt to inform, persuade, and remind consumers — directly or indirectly — about the products and brands they sell.
A. Human resource development
B. Marketing communications
C. Financial management
D. Operations management
E. Planning
Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?
A. advertising
B. personal selling
C. sales promotion
D. direct marketing
E. public relations
Tracy works for a cellular phone company that offers trade-in allowances toward the upgrade of new phones, which is an example of ________.
A. a sales promotion
B. interactive marketing
C. word-of-mouth marketing
D. personal selling
E. events and experiences
Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
A. advertising
B. direct marketing
C. public relations
D. personal selling
E. sales promotion