Which of the following communication strategies relies primarily on mass media advertising as opposed to personal selling?
A)Telemarketing
B)Pull strategy
C)Push strategy
D)Customized advertising
E)Point-of-purchase advertising

Question

Quizplus · Accepted Answer

The main decision with regard to communications strategy is the choice between a push strategy and a pull strategy. A push strategy emphasizes personal selling rather than mass media advertising in the promotional mix. A pull strategy depends more on mass media advertising to communicate the marketing message to potential consumers.

Which of the Following Communication Strategies Relies Primarily on Mass