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Relationship-building goals and strategies are seldom included in the plans of business firms.

Tactical plans typically determine an organization’s primary strategic objectives and exclude short-term actions from their purview.

Viral marketing involves efforts that allow satisfied customers to spread the word about products to other customers.

An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.

The planning process begins at the corporate level with the first step being the development of strategic objectives.

An IMC strategy sends product-focused messages.

The advertiser’s challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Retailers must consider the overall profitability of each product line and product category to develop a successful merchandise mix.

Josh usually buys one brand of orange juice but, occasionally, will buy a competitive brand if it’s on sale. Josh is exhibiting brand insistence.

Few businesses want the distinction of being the first to charge higher prices.