Promotional tools vary in cost effectiveness at different stages of buyer readiness. What promotional tools are most important when the buyer is in the awareness stage?
A) sales promotion and advertising
B) advertising and personal selling
C) personal selling and sales promotion
D) advertising and publicity
E) publicity and personal selling

Question

Quizplus · Accepted Answer

When the buyer is in the awareness stage, they are just becoming familiar with the product or service. Therefore, the most important promotional tools would be ones that can help spread awareness, such as advertising and publicity. Advertising could include display ads, online ads or broadcast media. Publicity could include press releases, social media posts, and reviews. These tools can help build awareness and generate interest in the product or service. Personal selling and sales promotion are more effective when the buyer has moved past the awareness stage and is actively considering a purchase.

Promotional Tools Vary in Cost Effectiveness at Different Stages of Buyer