Prior to the movement to 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

Prior to the movement to integrated marketing communications, the promotional function in most companies was dominated by mass media advertising. This was the traditional approach to marketing communication, where companies would heavily rely on TV, radio, and print ads to promote their products/services. Other forms of promotion were relatively less common, including sales promotion, public relations, publicity, and direct marketing.

Prior to the Movement to Integrated Marketing Communications,the Promotional Function