Which of the Following Is Not Descriptive of the Advertising

question 11

Multiple Choice

Which of the following is not descriptive of the advertising and promotion pyramid?

• A)the base of the pyramid has tools with a wider coverage of the target audience
• B)the tools at the top of the pyramid have lower cost per contact than tools at the bottom
• C)the pyramid implies a trade-off between coverage and cost per contact
• D)the Internet can be used at all levels in the pyramid
• E)the Internet as a communication tool in the pyramid is scalable and cost-efficient

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Definitions:

Integrated Marketing Communications

A strategic approach to marketing that combines multiple communication methods—such as advertising, sales promotion, public relations—to provide clarity, consistency, and maximum communicative impact.

Consistent Message

A communication strategy that ensures all marketing materials and messages are uniform across different mediums and channels.

Integrated Marketing Communications

A strategic approach that aims to ensure consistency of message and the complementary use of media to reinforce the customer's perception of a brand or product.