________ involves an amalgam of public relations, sales promotion, and corporate philanthropy.

________ involves an amalgam of public relations, sales promotion, and corporate philanthropy.
 a. Cause-related marketing
 b. Ambushing
 c. Generating sales
 d. A customized event

Question 2

Successful implementation of IMC often results in:
 a. media saturation.
 b. higher audience reach.
 c. identifying several unexpected target market opportunities.
 d. synergies and interdependence of the product mix that creates a comparative advantage.

Question 3

Construct is a term used for concepts that are measured with multiple variables.
 
 Indicate whether the statement is true or false

Question 4

Some firms develop their own events rather than sponsoring existing events. This is called a(n) ________ event.
 a. complementary
 b. customized
 c. ambush
 d. cause-related

Question 5

A firm's promotional strategy includes all of the following except:
 a. publicity.
 b. personal selling.
 c. advertising.
 d. noise.

Question 6

Scales provide correspondence rules that indicate that a certain value on a scale corresponds to some true value of a concept.
 
 Indicate whether the statement is true or false

Question 7

What specific factors should a company consider when selecting an event?
 a. image matchup
 b. target audience fit
 c. clutter
 d. All of these are correct.

Question 8

________ coordinates media advertising, direct mail, personal selling, sales promotion, public relations, and sponsorships -- to produce a unified, customer-focused promotional message.
 a. Indirect evaluation
 b. Integrated marketing communications
 c. Marketing canaps
 d. Branding

Question 9

Researchers measure concepts through a process known as generalization.
 
 Indicate whether the statement is true or false