The Proliferation of New Media Alternatives Has Led Many Firms

question 59

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 disintegrated marketing communications.
• D) stealth marketing to viral marketing.
• E) advertising to direct marketing and Website development.

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Definitions:

Income Tax Liability

The amount of tax that an individual or entity is legally obligated to pay to a tax authority, based on their income.

Vertical Equity

A principle of taxation that suggests taxpayers with a higher ability to pay should contribute more in taxes than those with a lesser ability to pay.

Horizontal Equity

The principle that individuals with equal ability to pay should face equal tax burdens.

Marginal Tax Rates

The tax rate that applies to the next dollar of taxable income.