The Proliferation of New Media Alternatives Has Led Many Firms

question 47

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) indirect marketing to viral marketing.
• E) advertising to direct marketing and website development.

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Definitions:

Affective Forecasting

The process of predicting how one would feel in response to future emotional events.

Low Grade

A term often used in education and medicine indicating a performance, quality, or condition that is below average or minimum accepted standards.

High Grade

A term indicating a level of superior quality or performance, often used in educational or professional contexts to denote excellence.

Loss Aversion

A cognitive bias that describes how the pain of losing is psychologically more powerful than the pleasure of gaining.