The Rise in Importance of Accountability and Producing Measurable Results

question 41

Multiple Choice

The rise in importance of accountability and producing measurable results has led marketers to become less reliant on television advertising and shift funds to:

• A)digital and alternative communication venues.
• B)pull marketing strategies.
• C)integrated marketing communication firms.
• D)their own marketing departments instead of advertising agencies.

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Definitions:

U.S. Treasury Bonds

Long-term debt securities issued by the United States Department of the Treasury with a maturity of more than ten years.

Equity Mutual Fund

A corporation that pools the funds of investors, including small investors, and uses them to purchase a bundle of stocks.

U.S. Households

Living arrangements in the United States that include all the people who occupy a housing unit, such as families, roommates, or individuals living alone.

Own Stock

Refers to the possession of shares in a company, indicating partial ownership.