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Concept Checks
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1

What are the six elements required for communication to occur?
 
2

Explain the difference between advertising and publicity when both appear on television.
 
3

Which promotional element should be offered only on a short-term basis?
 
4

For consumer products, why is advertising emphasized more than personal selling?
 
5

Explain the differences between a push strategy and a pull strategy.
 
6

What are the characteristics of good promotion objectives?
 
7

What are the weaknesses of the percentage of sales budgeting approach?
 
8

How have advertising agencies changed to facilitate the use of IMC programs?
 
9

What are the three types of responses generated by direct marketing activities?
 





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