The Proliferation of New Media Alternatives Has Led Many Firms

question 47

Multiple Choice

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

• A) publicity to public relations.
• B) personal selling to advertising.
• C) integrated marketing communications to disintegrated marketing communications.
• D) indirect marketing to viral marketing.
• E) advertising to direct marketing and website development.

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Definitions:

Significance Level

The probability of rejecting the null hypothesis in a statistical test when it is actually true, used as a benchmark to decide whether an observed result is statistically significant.

Hypotheses Testing

In statistics, a method that utilizes information from a sample group to evaluate a presumption about a population's parameter.

Kruskal-Wallis Test

A nonparametric test used to compare three or more independent samples to determine if there is a significant difference between their medians.

Ordinal Data

Data that can be ranked or ordered along some dimension but does not have a fixed distance between rankings.