Mastering the Complexity
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Questions and Answers

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?

  • 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?

  • 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?

    <p>81%</p> Signup and view all the answers

    What does mobile marketing involve?

    <p>Directing advertising and IBP campaigns to consumers' mobile devices</p> Signup and view all the answers

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