State the balance of the communications mix, Marketing Management

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The balance of the communications mix

Role of advertising and sales promotions in business-to-business communications is mainly to support personal selling effort. This contrasts with the mix which predominates in consumer markets. Personal selling has a relatively minor role and is significant at the point of purchase only in product categories where involvement is high (cars, white goods and financial services), reflecting high levels of perceived risk. However, increasing use of direct marketing.

 


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