CBSE 2025, BS Set 1

Question

Explain any **four communication tools** used by the marketers to inform and persuade customers about their firm's products.

Edvaya · Accepted Answer

The correct answer is Subjective. Four communication tools (elements of the **Promotion Mix**) used by marketers are: **1. Advertising:** Advertising is an **impersonal, paid form of communication** by an identified sponsor, used to promote products, services, or ideas through mass media such as television, newspapers, radio, and the internet. Its key features are wide reach, ability to build brand image, and the ability to reach a large number of people simultaneously. However, it is non-personal and does not allow immediate feedback. **2. Personal Selling:** Personal selling involves **oral, face-to-face communication** between a salesperson and one or more prospective customers, with the purpose of making a sale. It is the most effective promotional tool for high-value and complex products because it allows for two-way communication, immediate feedback, and customization of the message to the individual customer's needs. **3. Sales Promotion:** Sales promotion includes **short-term incentives** designed to stimulate immediate purchase of a product. Examples include discounts, buy-one-get-one-free offers, free samples, coupons, rebates, and contests. It supplements advertising and personal selling by providing an extra push to customers to buy now rather than later. **4. Public Relations:** Public relations (PR) involves **managing the communication and relationships** between the organization and its various publics (consumers, investors, employees, government, media) to build and maintain a positive image. PR tools include press releases, sponsorships, community events, corporate social responsibility activities, and newsletters. Unlike advertising, PR is often more credible because it is not paid for directly.

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Business Studies > Marketing Management And Consumer Protection > Marketing Management

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