Brenda Wants to Reduce Mass Media IMC and to Increase

question 134

Multiple Choice

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages.To achieve this goal,Brenda will likely increase her use of

• A) sales promotions.
• B) advertising.
• C) public relations.
• D) price reductions.
• E) direct marketing.

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Definitions:

Secondary Data Analysis

The process of analyzing data that was collected by someone else, for a purpose other than the current research interest.

Online Surveys

A method of collecting data or feedback from a wide audience via the internet.

Focus Groups

A qualitative research method involving small, diverse groups of people discussing specific topics of interest.

Quantitative Research

A systematic empirical investigation of observable phenomena via statistical, mathematical, or computational techniques to gather quantifiable data and express it numerically.