Many Marketers Are Uncertain as to What the Integrated Marketing

question 94

Multiple Choice

Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program.The only goal of their company's advertising and promotional program is to:

• A)position the company and its brands.
• B)create a positive corporate image.
• C)generate sales.
• D)create memorable advertising.
• E)create awareness of the company.

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Definitions:

Goal Object

The target or endpoint of an individual's efforts or ambitions.

Partial Reinforcement

A conditioning schedule in which a reward is not provided every time the desired response is exhibited, making the response more resistant to extinction.

Continuous Reinforcement

A reinforcement schedule in which a reward follows every correct response, often used to teach new behaviors.

Incentive Motivation

The drive to engage in an action or behavior due to the allure of external rewards or incentives.