If Marketing Communications Are Effective,they Will

question 57

Multiple Choice

If marketing communications are effective,they will

• A) result in purchases by some consumers receiving the communications.
• B) offset any negative publicity the firm may have received.
• C) minimize the number of communication channels used by the firm.
• D) generate interest in the product in over half the consumers who receive the communications.
• E) include all steps of the AIDA model with equal weighting to each step.

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Definitions:

Discount Periods

The time frame in which a discount is available for early payment of an invoice or debt.

Present Value

The current value of a future sum of money or stream of cash flows, given a specified rate of return.

Capital Investments

Funds spent by a company to acquire or upgrade physical assets such as property, industrial buildings, or equipment to increase its long-term revenue.

Discounting Techniques

Methods used in finance to determine the present value of future cash flows or income.