Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buying office in New York City that makes decisions on its giftware buys.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyers?

Question

Quizplus · Accepted Answer

Personal selling is the most appropriate promotional element for Lenox to use as it involves direct communication with the Macy's buyers and allows Lenox to customize its presentation and address any concerns or objections the buyers may have. This approach is likely to be more effective than advertising or sales promotion, which are less personalized, or public relations, which may not directly reach the Macy's buyers. While advertising and public relations could be used as supplementary elements, personal selling should be the primary focus for reaching out to Macy's.