Which promotional techniques are appropriate for unsought products?

• A. Personal selling and direct marketing.
• B. Mass media advertising only.
• C. In-store product demonstrations.
• D. Direct mail campaigns.

Answer: (A)

For unsought products, the goal is to create awareness and move potential buyers from interest to action through direct, personalized communication. Personal selling provides that hand-on, tailored approach: a sales representative can explain benefits in the buyer’s specific context, address objections, and guide the decision process. Direct marketing supports this by delivering targeted messages and offers directly to carefully chosen prospects, making it easier to measure response and follow up. Together, they combine reach with relevance, which is essential when customers aren’t actively seeking the product.

Broad mass media advertising tends to spread a general message and may not persuade someone who isn’t looking for the item. In-store demonstrations can help at the point of purchase but don’t reach all potential buyers and lack the ongoing, targeted engagement that personal selling plus direct marketing provide. Direct mail alone lacks the interactive, persuasive pressure needed to close sales without a salesperson’s follow-up.