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Questions and Answers
Which form of communication is central to the IBP approach?
Which form of communication is central to the IBP approach?
- Marketing communication
- Brand promotion (correct)
- IMC
- Advertising
What is the main issue with the IMC thinking of the past?
What is the main issue with the IMC thinking of the past?
- It is not brand centric (correct)
- It does not consider consumer preferences
- It lacks measurement and research
- It is not relevant in the modern era
What is the impact of consumer preferences and new technologies on the communication environment?
What is the impact of consumer preferences and new technologies on the communication environment?
- They are blurring the lines between information and entertainment
- They are increasing mobile marketing reach
- They are stressing the importance of measurement and research
- They are reshaping it (correct)
What percentage of American consumers can mobile marketing reach?
What percentage of American consumers can mobile marketing reach?
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What does mobile marketing involve?
What does mobile marketing involve?
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