Which of the following statements correctly reflects a characteristic of public relations as a marketing communications tool?
A. Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
B. They incorporate some concession, inducement, or contribution that gives value to the consumer.
C. Given their live, real-time quality, public relations tools are more actively engaging for consumers.
D. Public relations communications can be prepared to appeal to the addressed individual.
E. Public relations tools create an immediate and interactive episode between two or more persons.
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Which of the following marketing communications tools is most effective at the later stages of the buying process?
A. personal selling
B. public relations
C. advertising
D. sales promotions
E. direct marketing
Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?
A. advertising
B. publicity
C. sales promotion
D. personal selling
E. events and experiences
Which element of the marketing communications mix allows for amplified expressiveness?
A. sales promotion
B. public relations
C. advertising
D. direct and interactive marketing
E. personal selling
Advertising and publicity tools play the most important roles in influencing buying decisions at the ________ stage of buyer readiness.
A. comprehension
B. conviction
C. ordering
D. reordering
E. awareness-building
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