Which of the following statements regarding the marketing communications mix is false?
A) The marketing communications mix should be consistent with the other elements of the marketing mix.
B) An effective marketing communications mix must capitalize on the advantages of each marketing communications tool.
C) In consumer marketing situations, the preferred marketing communications tool is personal selling.
D) The benefits of personal selling may outweigh the costs in certain types of product/market situations.
E) Firms in the direct selling industry, such as Avon and Mary Kay, use an atypical marketing communications strategy.

Question

Quizplus · Accepted Answer

In consumer marketing situations, other marketing communications tools such as advertising, sales promotion, and public relations are typically preferred over personal selling, which is more commonly used in business-to-business marketing situations. Therefore, the statement that personal selling is the preferred marketing communications tool in consumer marketing situations is false.

Which of the Following Statements Regarding the Marketing Communications Mix