110 test bank for canadian advertising in action 9th edition đề trắc nghiệm marketing

110 Test Bank for Canadian Advertising in Action 9th
Edition

True - False Questions
Canadians 18 and over spend more time watching television
than listening to music CDs and MP3s.
1.
2.

True
False

Business-to-business advertising refers to advertising aimed
only at professional associations such as medical
associations.
1.
2.

True
False

Capital One's television sport showing a man and a woman
tumbling head over heels down a rocky ski slope is an
example of the extreme advertising being used to
prevent audiences from hitting the fast forward button.
1.
2.

True
False

With consumers believing that tea is a healthy beverage,
iced tea manufacturers are experiencing significant
increases in sales because many consumers are
looking for healthy choices in their diet.
1.
2.

True
False

The internet has the potential to become the biggest singlesource generator of revenues among all
communications alternatives.
1.
2.

True
False

The Canadian Code of Advertising Standards addresses
concerns about superstitions and fears in commercial
messages.
1.

True


2.

False

MySpace, YouTube and Facebook are examples of social
media.
1.
2.

True
False

A hidden quality of milk is that it helps your vision as well as
reducing your height.
1.
2.

True
False

Social media sites are a wonderful place for consumers to
deliver word of mouth messages about companies.
1.
2.

True
False

The biggest problem with experiential marketing is that it is
not personal with the customers.
1.
2.

True

False

Advocacy advertising encourages consumers to look for a
particular component or ingredient when buying a final
product.
1.
2.

True
False

A retailer publishing deceptive notices of prize winners
would come under the scrutiny of Avertising
Standards Canada.
1.
2.

True
False

Budweiser’s Bud Camp is a great example of a public
relations activity aimed at 35 to 55 year old men.
1.
2.

True
False

In the growth stage of a product, advertising performs a dual
role, creating awareness while establishing brand

preference.
1.
2.

True
False


Advertising in Canada is big business! In 2008, the amount
spent was $13.3 billion.
1.
2.

True
False

The Folgers' advertising campaign promoting the Aroma
Seal, a plastic lid that keeps the coffee fresh, was
designed to rejuvenate a mature product.
1.
2.

True
False

New media alternatives are solely the domain of younger
generations.
1.
2.

True
False

A press release issued by Greenpeace would be used to
influence the attitudes, opinions and behaviors of
interest groups toward its organization.
1.
2.

True
False

A big challenge for advertisers is how to balance old media
with new media.
1.
2.

True
False

Direct mail is the most common means of delivering directresponse messages to potential consumers.
1.
2.

True
False

Rather than plan a unique event, a company may choose to
sponsor an existing event in order to save money and
reduce risk.

1.
2.

True
False

SUV car ads showing people enjoying themselves outdoors
is an example of an advertiser demonstrating product
superiority.
1.

True


2.

False

Sales promotion which is long term in scope, is an activity
that can enhance and complement advertising.
1.
2.

True
False

Kraft and Gillette use coupons, contests and other
incentives to encourage immediate sales.
1.
2.

True
False

Gillette's launch of its Fusion razor with five blades spaced
30 percent more closely together than its own Mach3
Turbo system is an example of showing a competitive
advantage through product innovation.
1.
2.

True
False

Mutiple Choice Questions - Page 1
When Folgers ran an advertising campaign focusing on the
new Aroma Seal on its packaging, its primary aim was
to
1.
2.
3.
4.
5.

A) sell products to a particular market segment
B) rejuvenate a mature product
C) diversify its product range
D) stress its hidden qualities
E) demonstrate its superiority

A recent phenomenon is the progressive use of lifestyle
association in advertising within the
1.
2.
3.
4.
5.

A) business community
B) government agencies
C) automotive industry
D) tourism industry
E) airline industry

The critical stage for marketing communications in the
product life cycle is
1.
2.
3.
4.
5.

A) the mature stage
B) the introduction and growth stage
C) the introduction stage
D) the growth stage
E) the mature and decline stage


Advocacy advertising by organizations like The United Way

and Greenpeace is designed to
1.
2.
3.
4.
5.

A) Present information on a point of view
B) communicate a special price
C) persuade all market segments
D) launch new products
E) communicate additions to the product mix

Free publicity is often generated through:
1.
2.
3.
4.
5.

A) retail advertising
B) Public relations
C) direct response advertising
D) end-product advertising
E) Personal selling

To encourage volume buying or seasonal buying, a
distributor may offer
1.
2.

3.
4.
5.

A) a contest
B) coupons
C) price discounts
D) merchandising tips
E) a loyalty program

An advertisement promoting fabricated parts in a specialized
industry publication is an example of
1.
2.
3.
4.
5.

A) industrial advertising
B) corporate advertising
C) trade advertising
D) professional advertising
E) national advertising

The United Way's campaign about helping the homeless is
an example of
1.
2.
3.
4.

5.

A) consumer advertising
B) retail advertising
C) advocacy advertising
D) direct-response advertising
E) end-product advertising

The legal profession can be reached through advertising in
magazines such as Canadian Lawyer. This is known
as
1.
2.

A) consumer advertising
B) industrial advertising


3.
4.
5.

C) trade advertising
D) Business-to-business advertising
E) national advertising

The most common way to show competitive advantage is to
1.
2.
3.

4.
5.

A) sell more products
B) demonstrate product superiority
C) avoid innovation
D) keep prices low
E) match the competition

For news and commercial messages, today's consumers are
more reliant on
1.
2.
3.
4.
5.

A) television
B) computers and mobile digital technology
C) newspapers
D) satellite radio
E) magazines

In reaching today's multi-tasking consumer who is active in
several media at the same time, advertisers must
consider
1.
2.
3.
4.

5.

A) the impact of PVRs on television viewing
B) developing a stronger billboard presence
C) placing messages at a time and place where the consumer is engaged
D) embedding product messages into the scripts of TV shows
E) increasing the media placement budget

A story about a product in a newscast or newspaper is an
example of which form of integrated marketing
communications?
1.
2.
3.
4.
5.

A) advertising
B) sales promotion
C) public relations
D) event marketing
E) sponsorship

The fastest growing advertising medium is
1.
2.
3.
4.
5.

A) internet advertising
B) television advertising
C) end-product advertising
D) direct-response advertising
E) radio advertising


You would use sales promotion to
1.
2.
3.
4.
5.

A) increase the product mix
B) encourage an immediate response from consumers
C) increase advertising dollars
D) improve distribution
E) increase the use of the media

Assuming that consumers develop a favourable attitude
toward a specific service or brand, advertising can be
both
1.
2.
3.
4.
5.

A) informative and multi-cultural

B) informative and segmented
C) persuasive and direct response
D) informative and persuasive
E) positive and negative

Sony issuing a press release about the launch of its new
Bravia High Definition LCD digital colour television is
an example of which marketing communications tool?
1.
2.
3.
4.
5.

A) Advertising
B) trade promotion
C) event marketing
D) public relations
E) interactive communications

Direct response communications includes
1.
2.
3.
4.
5.

A) national brand ads
B) infomercials
C) flyers

D) point of sale materials
E) out-of-home advertising

Facebook, YouTube and Twitter are examples of
1.
2.
3.
4.
5.

A) rich media messages
B) macro-based opportunities
C) permission-based email
D) electronic media
E) social media

Trade advertising is done by manufacturers and directed at
1.
2.
3.
4.

A) the legal profession
B) consumers
C) industrial buyers
D) channel members


5.

E) advertising agencies

Sales promotion activity is when a store communicates
1.
2.
3.
4.
5.

A) store image
B) its location
C) takeover information
D) changes in personnel
E) A request for immediate response

Corporate advertising may be used to
1.
2.
3.
4.
5.

A) increase sales force
B) increase media budget
C) enhance a firm's image among its publics
D) reduce costs
E) improve product development

When one company sends advertising messages directly to
another company this is a form of

1.
2.
3.
4.
5.

A) advocacy advertising
B) sponsorship
C) corporate advertising
D) end-product advertising
E) direct-response advertising

People are going online and discussing their experiences
with products they have used. This activity takes place
on:
1.
2.
3.
4.
5.

A) television
B) radio
C) magazines
D) billboards
E) Social media

When Green Giant Corn advertises in Canadian Grocer
Magazine, they are involved in:
1.

2.
3.
4.
5.

A) direct response advertising
B) trade advertising
C) retail advertising
D) advocacy advertising
E) brand advertising

Advertising is best defined as____
1.
2.

A) a tool of communication
B) a paid form of marketing communication designed to influence thought patterns
and purchase behavior


3.
4.
5.

C) a subsection of business
D) a sales tool designed to elicit an immediate response from consumers
E) a media division within a marketing department

Advertising's basic role is to
1.

2.
3.
4.
5.

A) influence the behaviour of a target market
B) induce trial purchase
C) increase demographic sales
D) increase multicultural awareness
E) reduce media costs

Changes in consumer behaviour related to media
consumption dictate that a media plan must include
1.
2.
3.
4.
5.

A) prime time television
B) a strong internet presence
C) direct response marketing
D) event marketing
E) sponsorship

Advertising is just one component of marketing
communications activities, along with
1.
2.
3.

4.
5.

A) personal selling
B) logistics
C) inventory
D) media planning
E) budgeting

60 Free Test Bank for Canadian Advertising in Action
9th Edition by Tuckwell Mutiple Choice Questions
- Page 2
In terms of marketing communications, all elements should
1.
2.
3.
4.
5.

A) say the same thing and complement each other
B) work to communicate several different messages
C) take a secondary importance to advertising
D) be invested in equally
E) be handled by one outside supplier

Canadian consumers are complaining more about
advertising than ever before. The medium that
attracted the most complaints was
1.
2.

3.
4.

A) television
B) the Internet
C) radio
D) print


5.

E) outdoor

When Kraft Delissio was the first brand to market a pizza
with a wheat crust, it claimed that other pizzas had
"crust envy". The advertiser's goal was to
1.
2.
3.
4.
5.

A) rejuvenate a mature product
B) communicate a hidden quality
C) target lifestyle aspirations
D) communicate a sales promotion
E) demonstrate a superiority

The Canadian Code of Advertising Standards addresses
1.

2.
3.
4.
5.

A) Canadian programming content
B) broadcast licence applications
C) cable television licences
D) Canadian ownership of broadcast licences
E) testimonials

Delivering a message directly to a potential customer is
1.
2.
3.
4.
5.

A) promotional advertising
B) Direct response advertising
C) advocacy advertising
D) corporate advertising
E) retail advertising

Advertising designed to influence public opinion is referred
to as
1.
2.
3.
4.

5.

A) advocacy advertising
B) service industry advertising
C) product advertising
D) promotional advertising
E) public advertising

Advertising that focuses on improving the company’s image
is known as
1.
2.
3.
4.
5.

A) socially responsible advertising
B) multi-faceted advertising
C) corporate advertising
D) industrial advertising
E) advocacy advertising

Budweiser’s Bud Camp is an example of
1.
2.
3.

A) Experiential marketing
B) Lifestyle advertising
C) Prestige promotions

4.
5.

D) Value advertising
E) Versatility display

The very nature of mass advertising helps to
1.
2.
3.
4.
5.

A) create clutter in media
B) drive store traffic and sales
C) build brand awareness and shape consumers' opinions
D) build customer databases
E) create word of mouth advertising

When Procter & Gamble launched Crest White Strips and
stimulated a teeth-whitening craze in North America, it
established a competitive advantage by
1.
2.
3.
4.
5.

A) offering a unique sales proposition
B) offering a product innovation
C) re-positioning its product line
D) targeting a niche audience
E) stressing hidden qualities

Advertising that bypasses traditional channels of
distribution in delivery of the product and allows
consumers to order directly is referred to as
1.
2.
3.
4.
5.

A) end-product advertising
B) retail advertising
C) direct-response advertising
D) consumer advertising
E) service-industry advertising

An advertisement featuring refrigerated display units in
Canadian Grocer is an example of
1.
2.
3.
4.
5.

A) industrial advertising

B) merchandising advertising
C) trade advertising
D) professional advertising
E) service-industry advertising

Which type of promotions are popular during the mature
stage of product because of their ability to encourage
repeat or multiple purchases?
1.
2.
3.
4.
5.

A) coupons and price discounts
B) premium offers and contests
C) price discounts and bonus packs
D) seasonal packaging and coupons
E) sale prices


Companies that approach communications as a complete
package, embrace the concept of
1.
2.
3.
4.
5.

A) marketing strategy

B) creative advertising
C) integrated marketing communications
D) product superiority
E) customer satisfaction

The Canadian Code of Advertising Standards is administered
by
1.
2.
3.
4.
5.

A) Canadian Radio-television and Telecommunications Commission
B) AOL and Time Warner
C) The Competition Act
D) Advertising Standards Canada
E) Canadian Institute of Advertising

Which medium accounts for the largest portion of
advertising revenue among the mass media in
Canada?
1.
2.
3.
4.
5.

A) radio
B) television

C) magazines
D) billboards
E) Internet

If a brand finds itself in a product category where
competitors invest heavily in advertising, that brand
should
1.
2.
3.
4.
5.

A) adopt an online strategy
B) pursue new customer segments
C) evaluate less expensive alternatives such as sales promotion
D) reduce advertising spending
E) divert advertising dollars to broadcast media only

Engagement in advertising deals with how _________ the
consumer is while receiving our message.
1.
2.
3.
4.
5.

A) sleepy
B) Socially active
C) distracted

D) involved
E) unaware


In a competitive environment, brand leaders protect their turf
by
1.
2.
3.
4.
5.

A) investing in sales promotion
B) implementing price discounting
C) maintaining significant advertising budgets
D) making a short term commitment to advertising
E) relying more on personal selling

The primary job of personal selling is to
1.
2.
3.
4.
5.

A) secure widespread distribution of a product
B) to support an event
C) to encourage volume or seasonal buying
D) to generate free publicity
E) to stimulate awareness of a product

Which type of advertising communicates a distinct reason to
buy now rather than later?
1.
2.
3.
4.
5.

A) corporate advertising
B) national advertising
C) service-industry advertising
D) advocacy advertising
E) promotional advertising

Canadian content is the cornerstone of the
1.
2.
3.
4.
5.

A) Telecommunications Act
B) Canadian Code of Advertising Standards
C) Competition Act
D) Broadcasting Act
E) Canadian Broadcasting Corporation

The iced tea segment is growing based on consumers'
perceptions that tea is a healthy beverage. This is an

example of
1.
2.
3.
4.
5.

A) selective conception
B) brand preference
C) primary demand
D) a product innovation
E) a lifestyle consideration

When Teflon coating on a flying pan was first introduced this
was an example of a product
1.
2.
3.

A) attribute
B) benefit
C) incentive


4.
5.

D) lifestyle association
E) innovation

It is imperative that the brand ________ so that repeat
purchases occur in the longer term.
1.
2.
3.
4.
5.

A) uses a lifestyle association
B) has a product innovation
C) meets consumer expectations
D) is in the introductory stage
E) is inexpensive

A grocery store using coupons, cash refunds and contests is
using this IMC activity.
1.
2.
3.
4.
5.

A) public relations
B) pricing strategy
C) sales promotion
D) advertising
E) personal selling

Tim Hortons association with the Men's Canadian Curling
Championship is an example of

1.
2.
3.
4.
5.

A) database marketing
B) sales promotion activities
C) sponsorship
D) national advertising
E) public relations

Major networks are streaming shows and sporting events for
viewing online. This has led to
1.
2.
3.
4.
5.

A) On-demand viewing
B) total commercial-free viewing
C) more tech-savvy consumers
D) consumers becoming more isolated in society
E) consumers losing control of their TV

At what stage in the product life cycle must the product
focus on creating brand preference?
1.
2.

3.
4.
5.

A) introduction
B) growth
C) maturity
D) decline
E) withdrawal


A television commercial showing "twenty-somethings"
driving a Pontiac Sunfire downtown on a Saturday
night while grooving to popular music is an example
of
1.
2.
3.
4.
5.

A) pop advertising
B) lifestyle association
C) sex-role stereotyping
D) hidden qualities
E) information-driven communication

The largest advertising categories in Canada include:
1.
2.

3.
4.
5.

A) financial institutions
B) packaged good companies
C) educational institutions
D) insurance companies
E) government

Free Text Questions
If IKEA were to develop an advertising campaign featuring
affordable furniture solutions for the challenges of
student life, what technique would IKEA be using to
differentiate its products? Discuss the effectiveness of
this technique.
Answer Given

A recent phenomenon in advertising is the progressive use of lifestyle associations
to differentiate among products. Advertisers target lifestyle aspirations by
appealing to the emotional side of the purchase decision. The advertising makes
an emotional connection with potential consumers and shows how the product
plays a role in one's life.

Event Marketing and Sponsorship is considered a growth
area of marketing communications. Discuss the
benefits of these IMC activities.
Answer Given

Similar to public relations, event marketing and sponsorship often yield favourable

news coverage and publicity. Customers may feel better about the sponsor
knowing that it is participating in something that is meaningful to that customer,
and it may ultimately influence product purchases.


Alpine Gum offered consumers a significant benefit over its
competitor Hall's lozenges: its medicinal properties
last 20 minutes compared to only seven or eight
minutes for a lozenge. Discuss Alpine's advantage and
how it contributed to its advertising campaign.
Answer Given

The most common way to show advantage is to demonstrate the superiority of a
product compared to a similar product or stating what the product can do. Alpine's
campaign had impact because the message was meaningful to the target
audience.

Explain the relationship between a company's corporate
image and consumer's attitudes.
Answer Given

An Ipsos-Reid study showed that a positive corporate image is likely to help
ensure a specific brand ends up on a consumer's list of products to consider. 85
percent of adults surveyed believed that a positive corporate image affects their
choices. Essentially, a company's advertising and marketing communications
reflect the image of the company and its products or services, and is designed to
transform consumers' attitudes.

Explain the difference between product advertising and
promotional advertising.

Answer Given

Product advertising informs customers of the benefits of a particular brand,
communicating features, attributes and benefits. A feature is something about a
product, an attribute is the functional result of the feature, and the benefit clarifies
how it is important to the consumer. Features, attributes and benefits are
communicated in functional or emotional terms to elicit a consumer response.
Promotional advertising is designed to accomplish a single task, to get consumers
to take action immediately. It communicates a distinct reason why buying now is
better than buying later. Advertising that announces a limited time offer is an
example of promotional advertising.

Define personal selling and explain its relationship to
advertising.
Answer Given

Personal selling is a personalized form of communication that involves a seller
presenting the features and benefits of a product or service to a buyer for the
purpose of making a sale. A sales representative presents the merits of a brand to
the buyer at the head office of a retailer. To illustrate the importance of personal
selling, consider how a new product such as Tide to Go or Minute Maid Simply
Orange arrives on the shelf at your local supermarket.


Discuss how an advertisement featuring a contest for Bell
Mobility would impact product sales.
Answer Given

Sales promotion activities like a contest encourage immediate sales and may
encourage volume buying or seasonal buying. Sales promotion activities may also

encourage merchandising activity in retail stores which can provide the opportunity
for increased sales at the point of purchase.

Why is it so important for a product to live up to the promise
advertising makes?
Answer Given

Advertising messages focus on the unique selling points of the product and the
benefits the customer will derive from them. Getting the customer to try a product
once, at great expense, only to be disappointed in the quality or whatever the
primary benefit was to be is a waste of money. It is imperative that the brand meet
consumer expectations so that repeat purchases occur in the longer term.

Advertising has always played a major role in achieving
brand and company objectives. Discuss how
opportunities for contemporary advertising to do this
are changing.
Answer Given

Advertising plays a major role by helping attract new customers and retain current
customers. Contemporary advertising is now more targeted based on database
and interactive marketing techniques. New opportunities tend to be more microbased than macro-based (mass advertising), but the purpose is the same, to help
a brand or company grow.

The most common way to show a competitive advantage is
to demonstrate product superiority. Provide an
example from a recent advertisement you've seen.
Answer Given

Advertisers demonstrate the superiority of a given product by comparing it to a

similar product or by making significant claims about what the product will do.
Examples could include any product that is more affordable (KIA), faster (Bell
Sympatico), superior performance/clarity (Sony), etc.

Describe how Van Houtte Cafe increased the impact of its
advertising campaign by combining it with other
elements of marketing communications.
Answer Given


Van Houtte combined a coupon offer and a vacation contest in one promotion to
encourage immediate purchase of its products. Such strategies are frequently
implemented in conjunction with an advertising campaign.

How do product demand and the product life cycle influence
the decision to invest in advertising?
Answer Given

Positive primary demand (for a product category) provides the best economic
environment in which to advertise. Conversely, if primary demand is declining,
investment in advertising should be reduced or even withdrawn. When selective
demand (for a specific product) is positive, it makes sense to invest in a brand
campaign.

The term engagement of the audience is very important in
advertising today. Explain this term with an example.
Answer Given

For advertisers, the challenge is getting their message across in one medium
while the consumer is active at the same time in several other media. We often

call this multi-tasking. The advertiser has to get and hold the attention of the
consumer. An example would be a very funny or controversial commercial that can
only be found at the advertisers website.

Newspapers and magazines now have online content. How is
this working out for them from a financial standpoint?
Answer Given

Online readers have grown accustomed to free content. Publishing companies
have not been able to attract advertising revenues on their websites fast enough
to compensate for the lost revenues incurred in hard copy.

Why are members of contemporary Canadian society
complaining about the use of sex in advertising to sell
products?
Answer Given

Critics charge that advertisers are using more and more sex with each passing
year. Using sex appeals in an appropriate manner and for appropriate products
seems natural, but gratuitous sex is something consumers shouldn't have to
tolerate.

Identify and briefly explain the differences between trade and
industrial advertising.
Answer Given

Trade advertising is conducted by manufacturers and directed towards distribution
channel members. Messages usually stress the product's acceptance by other
intermediaries, the promotions that the manufacturer will offer to help re-sell the

product and its profit margins. Industrial advertising is conducted by suppliers
targeting industrial buyers of capital equipment, accessories, fabricated parts or
raw materials. The advertising message is supportive of personal selling activities.
Industrial advertising tends to stimulate awareness and generate sales leads.

Why is it imperative that a brand meets consumer
expectations?
Answer Given

It is imperative that the brand meet consumer expectations (delivered as
promised) so that repeat purchases occur in the longer term. Poor or inconsistent
quality is inconsistent with customer relationship management programs that
companies are now implementing.

Define direct-response communications. Provide a recent
example.
Answer Given

Direct-response communications is a form of advertising in which messages are
delivered directly to potential customers on an individual basis. Direct mail is the
most common means of delivering these messages, but other forms of
communication such as direct-response television, print and telemarketing play a
significant role. Current examples would include Carol Alt informercials, Columbia
House CD and DVD club, etc.

Discuss the challenges that new technologies are posing for
advertisers today.
Answer Given

The increasing penetration of satellite dishes, cable television, and the availability
of so many stations have changed the way that people view television. Audiences
will continue to be chopped into increasingly smaller sizes, a phenomenon
referred to as audience fragmentation. In addition, consumers are increasingly
taking control of their television viewing by using their remote controls or PVRs.
Online delivery of many television shows and sporting events has led to ondemand viewing.

What are the critical stages for advertising in the product life
cycle?
Answer Given

The critical stages for marketing communications are the product's introduction
and growth stages. Advertising objectives focus on the creation of primary demand
if it is a new product category and creating awareness for the new brand name
and package in the consumer's mind.


Extreme advertising is designed to "turn up the volume" and
prevent someone from fast forwarding them on the
PVR. Discuss this statement.
Answer Given

Advertisers have only a few seconds to catch the attention of today's viewers
before they're gone! To many people in the advertising industry this style of ad fits
with today's fads. We have extreme sports, extreme music, extreme food and
drink; ad agencies are simply trying to keep up.

What strategies should a company consider if it opts to
rejuvenate a brand when it reaches the mature stage of
its product life cycle?

Answer Given

Strategic options may include modifying or improving the product, presenting new
uses for the product (and thereby increasing frequency of use), or attracting new
user segments to the product. Regardless of the strategic option selected,
advertising would play a key role in communicating the new direction.

Should the success of an advertising campaign be measured
strictly in terms of product sales? Why or why not?
Answer Given

Such measurement is misleading, as there is no direct relationship between
advertising and sales. Other variables beyond advertising influence the
consumer's decision-making process. Marketing decisions regarding product,
price, distribution, sales promotion, personal selling, and event marketing, for
example, all combine to have an effect on sales. It is not reasonable to hold one
variable, such as advertising, responsible when sales decline or increase.

The United Way's campaign about helping the homeless
dramatically depicts the nature of the problem while
encouraging the public to find a solution. What form of
advertising is this and what is its primary objective?
Answer Given

This is an example of advocacy advertising, defined as any public communication
paid for by an identified sponsor that presents information or a point of view on a
publicly recognized, controversial issue. The purpose of advocacy advertising is to
influence public opinion.

The goal of integrated marketing communications is to
coordinate the various components of the marketing
mix to achieve common objectives. What are the seven
major elements of this mix?
Answer Given

The marketing mix comprises seven major elements: advertising, public relations,
sales promotion, personal selling, event marketing and sponsorships, direct
response advertising and online interactive communications.