According to the text, creativity in advertising is most often ...

[Brittanyd9008]

According to the text, creativity in advertising is most often stifled by killers, who are:
 a. a firm's shareholders.
  b. client managers who don't recognize their own role in the killing
  c. advertising agency account managers who resent wearing suits.
  d. media buyers.

Question 2

Compare and contrast the terms promotion and marketing communications, and list the primary tools of marketing communications.

[jaygar71]

Answer to Question 1

B

Answer to Question 2

The 4P characterization of marketing has led to widespread use of the term promotion for describing communications with prospects and customers. However, the term marketing communications is preferred by most marketing practitioners as well as many educators and is the term used to refer to the collection of advertising, sales promotion, public relations, event marketing, and other communication devices; comparatively, the text uses the term promotions as a shorthand reference to sales promotions. The primary tools of marketing communications include media advertising (e.g., TV, radio, magazines, newspapers), direct response and interactive advertising (e.g., direct mail, telephone solicitation, online advertising), place advertising (e.g., billboards and bulletins, posters, transit ads, cinema ads), store signage and point-of-purchase advertising (e.g., external store signs, in-store shelf signs, shopping cart ads, in-store radio and TV), trade- and consumer-oriented promotions (e.g., trade deals and buying allowances, display and advertising allowances, trade shows, cooperative advertising, samples, coupons, premiums, refunds/rebates, contests/sweepstakes, promotional games, bonus packs, price-off deals), and event marketing and sponsorships (e.g., sponsorship of sporting events, arts, fairs, festivals, and causes).