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Question
When dealing with a negative situation, if company leaders try to convince the public the firm is not responsible and the predicament could not have been foreseen, the company is using an excuse as a form of impression management.Answer
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C) account planner.
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A) account executive.
B) creative.
C) account planner.
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The first step in selecting an advertising agency is to decide the criteria that will be used for the selection process.
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C) an analysis of the product positioning.
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Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.
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Successful global integrated marketing communication campaigns include all of the following tactics except:
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Quantitative methods of developing a marketing communications budget rely on computer models or simulations.
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B) there is little flexibility in how marketing dollars can be spent.
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One of the problems with the percentage of sales budgeting method is:
A) deciding on the percentage level.
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A) post-hoc analysis.
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The product positioning strategy based on how a product is used is the ________ positioning approach.
A) product attributes
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When Mercedes Benz promises the finest luxury automobile, the positioning approach being used is:
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The product positioning strategy based on value or prestige is the ________ positioning approach.
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The most common method of segmenting business markets by industry is to use:
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