State the five types of avenues big business marketers use to get their message out. Briefly describe three of those five types covered in this chapter.

Question

What will be an ideal response?

Answer 1

Traditional means of conveying a message includes advertising, sales promotion, public/press relations, direct marketing, and personal selling.
Advertising: Advertising is often used to support the corporate identity and value propositions that are established through public relations efforts. Part of conveying your message to your customers, advertising outlets include newspapers, magazines, billboards, television, and Internet banner ads.
Public relations are activities used to establish and promote a favorable opinion by the public. Public relations includes publicity and other forms of communication to the public in general. Publics that are routinely the target of these messages include government, shareholders, education systems, special interest groups, neighbors to the firm, competition, other business in general, employees and potential employees, investors, and potential clients.
Press relations are those activities you do to influence or increase media coverage of your business. Media include newspapers, magazines, websites, blogs, radio, and television. These can be targeted to the general public or for specific groups like industry or trade associations, professions, neighborhoods, or lines of business.