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1.
Integrated Marketing Communications is using a consistent message over multiple communications tools to increase the value of the message.


 
2.
The positioning statement is an assertion that represents how the product should be perceived in the minds of the consumer.


 
3.
The acronym S.M.A.R.T. stands for______________________________.


 
6.
Explain at least two positives and two negatives of Public Relations.


 
8.
Describe the four types of Internet advertising and provide one advantage and one disadvantage for each.


 
12.
The four types of characteristics used to determine a target market are _______________.


 
15.
Explain the five steps in the Media Planning Process.


 
18.
Objective-and-task budgeting allocates budgeting dollars as a fixed percentage of past sales.


 
19.
Explain how manufacturers (or service providers) and consumers benefit from sales promotions.
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20.
Explain the CAN method of determining an effective advertisement and provide an example for each.
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21. 

Intellectual Property Audit

Refer to page 513 in your textbook. You will find an exhibit showing a questionnaire for an intellectual property audit. Review the questionnaire carefully. As a business owner, what steps would you take to prepare for this audit?

Your response should be a minimum of 150 words and should follow proper APA essay format. A title and reference page are not included in the word count for this assignment. Please upload your work to the dropbox upon completion of your written work.

 
 
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