Promotion is primarily used to ___ and ___ between sellers and buyers.

Communicate and influence

What role does promotion play in the marketing mix?

It is one of the four key components, alongside product, price, and place.

True or False: Advertising is a paid form of communication that allows for personal interaction.

False. Advertising is non-personal communication.

What are the six stages of customer readiness in the communication process?

Awareness, Knowledge, Liking, Preference, Conviction, Purchase

Identify the method of promotion that involves direct interaction with customers.

Personal Selling

Fill in the blank: Public relations activities are designed to build and maintain a ___ for an organization.

Favorable image

True or False: Promotion is exclusively for long-term sales strategies.

False. Promotion is primarily for short-term sales.

What are the five elements of the promotional mix?

Advertising, Sales Promotion, Personal Selling, Publicity, Direct Marketing

Fill in the blank: The effect of promotion is generally considered to be ___ in nature.

Short term

What factors influence the selection of a promotion mix?

Type of product, complexity, market size, budget, and competition

Why is radio advertising considered effective?

It reaches a wide audience and has high retention rates among listeners.