________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

Question

Quizplus · Accepted Answer

Public relations is the component of the promotion mix that is focused on building and maintaining a positive image of an organization and its products. Unlike personal selling and sales promotion, which are designed to generate short-term increases in sales, public relations is more focused on building long-term relationships with customers and stakeholders. Word-of-mouth and direct marketing may also be used to build a positive image, but they are not typically considered part of the promotion mix.

________ Components of the Promotion Mix Do Not Seek a Short-Term