________is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences

1. ________is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.

Integrated marketing communications (IMC)

2. A nonpersonal, indirectly paid presentation of an organization, good, or service.

Publicity

3. 1Pharmaceutical companies historically marketed only to doctors. They now spend billions of dollars annually to advertise prescription drugs directly to consumers. Their strategy is designed to encourage the consumers to ask their doctors for a specific drug by name. These pharmaceutical companies are using a(n) __________ strategy.

pull

4. The best approach to promotion budgeting is __________ budgeting method whereby the company determines its promotion objectives, outlines the tasks to accomplish those objectives and determines the promotion cost of performing those tasks.

objective and task budgeting