Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by:
A)mass-media advertising.
B)sales promotion.
C)public relations.
D)publicity.
E)direct marketing.

Question

Quizplus · Accepted Answer

Before the development of integrated marketing communications, the promotional function in most companies was dominated by mass-media advertising, which was considered the most effective way of reaching a large audience. Companies relied heavily on television, radio, newspaper, and magazines to create brand awareness and promote their products or services. Sales promotion, public relations, publicity, and direct marketing existed but were not as prevalent or integrated as they are today.

Prior to the Development of Integrated Marketing Communications, the Promotional