Karolina Has Been Working in Integrated Marketing Communications for High

question 35

Multiple Choice

Karolina has been working in integrated marketing communications for High Flying Kites Company.She is very conscious of how much money her employer has to spend and would like to reach potential customers using the most precise method of targeting individuals who would be interested in the company's products.Which of the following would be the best communications method for achieving her goals?

• A) Database marketing
• B) Mass media
• C) Special-interest magazines
• D) Podcasts

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Definitions:

Cost-Benefit Analysis

A comparison of the marginal costs of a project or program with the marginal benefits to decide whether or not to employ resources in that project or program and to what extent.

Future Use

The intention or plan to deploy resources, products, or services at a later date, often considering the long-term benefits or applications.

Conservation

The act of preserving, protecting, or restoring the natural environment, resources, and biodiversity for future generations.

User Cost

The opportunity cost of extracting and selling a non-renewable natural resource today rather than waiting to extract and sell the resource in the future; the present value of the decline in future revenue that will occur because a nonrenewable natural resource is extracted and sold today rather than being extracted and sold in the future.