The Proliferation of New Media Alternatives Has Led Many Firms

question 36

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 diverse marketing communications.
• D) stealth marketing to viral marketing.
• E) advertising to direct marketing and website development.

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Definitions:

Proxy Market Portfolio

A proxy market portfolio is a theoretical bundle of investments that represents a broad market segment, used in financial models to simulate the behavior of entire markets.

Security Market Line

A representation in financial theory that shows the relationship between risk and return for all securities in the capital markets.

Beta

A measure of the volatility, or systematic risk, of a security or a portfolio compared to the market as a whole.

Regression Line

A line of best fit through a dataset in statistical analysis, showing the relationship between the independent variable and the dependent variable.