Which promotional activity involves communicating with media and the public to build a favourable image without directly paying for advertising space?
Correct answer: A. Public relations
- A. Public relations
- B. Personal selling
- C. Sales promotion
- D. Direct marketing
Explanation
Public relations manages communication with the public and media to develop goodwill and a favourable organisational image. Sales promotion uses short-term incentives, while personal selling involves direct interaction with potential buyers.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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