Author Question: Which of the following is FALSE with respect to integrated marketing communications? a. Marketers ... (Read 156 times)

penguins · **on:** Jun 28, 2018

Which of the following is FALSE with respect to integrated marketing communications?
a. Marketers must focus on the big picture when planning promotional programs.
b. The short-term results of promotion must be examined carefully in order to justify all promotional expenses.
c. Any effort at integrated marketing communications must always start with the customer.
d. The advantages and disadvantages of each promotional method must be weighed against their costs and the firm's strategy.
e. The role of each promotional mix element varies by stage in the customer purchase process.

Question 2

_________ analysis tries to uncover explanatory and predictive models of business performance based on the
relationship between data inputs and business outcomes.
a. Regression
b. Descriptive
c. Predictive
d. Perceptive
e. None of the above