Question: The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations. This has contributed to the

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations. This has contributed to the rapid growth in
Multiple Choice
media advertising.
publicity.
sales promotions.
public relations.
direct marketing.
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this
Multiple Choice
aided recall.
the primacy effect.
category dominance.
elevated awareness.
top-of-mind awareness.
The sender of an integrated marketing communication
Multiple Choice
should attempt to control how the message is received.
can assess the manner in which receivers interpret the message through gross rating points.
controls the meaning all receivers take from the message.
must work with the advertising specialists to ensure all recipients interpret the message accurately.
has little control over what meaning any individual receiver will take from the message.
The increased use of customer databases has

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