In general, marketers tend to see the role of __________ as leading to long-term results, and the role of __________ as generating short-term results.

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In this question, we’re comparing how marketers typically classify activities by their impact horizon: long-term results versus short-term results.
Option 1: 'direct response; personal selling' Direct response emphasizes immediate action and measurable responses, which are usually tied to short-term outcomes, and personal selling can be used for both short- and long-term goals, but this pairing is not the classic dominant split between long-term branding and short-term promotions.
Option 2: 'advertising; public relations' Advertising is traditionally associated with broad reach and brand-building (often long-term), while public relations also emphasizes reputation and relationships over time; this option mismatches the notion of short-term results being primarily driven by a promotional tactic designed for quick sales spikes.
Option 3: 'advertising; sales promotion' Advertising is widely viewed as a vehicle for building brand equity and sustaining long-term results, whereas sales promotions are typically designed to create immediate, short-term responses to boost sales or trial; this pairing aligns with the conventional distinction between long-term versus short-term marketing effects.
Option 4: 'personal selling; advertising' Personal selling can contribute to both short- and long-term outcomes, but pairing it with advertising in this way reverses the common emphasis, making the short-term role of advertising, which is more often associated with broader branding, appear misaligned here.
Overall, option 3 matches the standard marketing perspective that advertising supports long-term outcomes while sales promotions target short-term results. The other options either misattribute the time horizon to the tactic or mix strategies in a way that contradicts typical usage.

COMM_V 296 205 206 2024W2 2024W2 COMM 296 FINAL EXAM - Sec 205 206 - April 22, 2025 - Requires Respondus LockDown Browser

In general, marketers tend to see the role of as leading to long-term results, and the role of as generating short-term results.

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