Public Relations Is the Component of IMC That

question 45

Multiple Choice

Public relations is the component of IMC that

• A)supports other promotional efforts by generating free media attention.
• B)has received the greatest increase in spending.
• C)converts mass media advertising into direct marketing.
• D)most effectively uses IMC encoding.
• E)generates the most gross rating points.

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Definitions:

Behavior Modification

The use of operant conditioning techniques to change or replace undesirable behaviors with more desirable ones.

Counterconditioning

A therapy technique used to replace an undesirable response to a stimulus with a desirable one.

Classical Conditioning

The method of learning through repeated association of two stimuli, wherein the first stimulus alone eventually triggers a response that was initially triggered by the second stimulus.

Operant Conditioning

An educational strategy where the strength of behaviors is manipulated through the assignment of incentives or the delivery of deterrents.