Answer to Question 1
Blogs and social media provide ways for companies to engage in two-way online communications that more closely resemble the high-trust personal contact mode of communication than the low-trust mass media mode. They also allow companies to achieve these benefits without incurring the high cost of traditional personal contact techniques.
Answer to Question 2
The level of complexity inherent in the product or service is an important factor in media choice. Products that have few characteristics or that are easy to understand can be promoted well using mass media. Because mass media is expensive to produce, most companies use it to deliver short messages (although there are exceptions, such as infomercials). Highly complex products and services are best promoted through personal contact, which allows the potential customer to ask clarifying questions during the promotional presentation.
Answer to Question 3
Product is the physical item or service that a company is selling. Elements such as quality, design, features, characteristics, and even the packaging make up the product. These intrinsic characteristics of the product are important, but customers perceptions of the product, called the products brand, can be as important as the actual characteristics of the product.
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