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With the use of integrated marketing communications, a
company's mass-market advertisements, Web site, e-mail,
and personal selling communications all have ________.

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rusiness-to-consumer companies are more likely to


emphasize a ________ promotion strategy, while
business-to-business companies are more likely to
emphasize a ________ promotion strategy.

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àfter determining its advertising objectives, the


company's next step in developing an
advertising program is to ________.

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¢oaring media costs, focused target marketing


strategies, and the growing array of new media have
increased the importance of ________.

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Khe Internet, video on demand, and DVRs (digital


video recorders) present which of the following
problems for marketers?
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Which of the following is not one of the


major steps in media selection?
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oobbying, or building and maintaining relations


with legislators and government officials to
influence legislation and regulation, is part of
________.
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