What does personal selling involve in the promotional mix?

Personal selling is an integral part of the promotional mix that focuses on direct interaction between a salesperson and a consumer. This approach allows for two-way communication, enabling the salesperson to tailor their message to meet the specific needs and preferences of the consumer. This personal interaction can help build relationships, address individual questions or concerns, and ultimately persuade the consumer to make a purchase.

In contrast to other promotional methods, such as advertising or public relations, which often rely on one-way communication to a broad audience, personal selling is characterized by its interactive nature. This direct communication can significantly enhance the effectiveness of a sales pitch, as it allows for immediate feedback and adaptability in the conversation.

The other options relate to different aspects of the promotional mix but do not encompass the specific nature of personal selling. Managing company image through media is more aligned with public relations, while using non-paid advertising channels pertains to publicity or earned media. Creating awareness through social media focuses on digital marketing strategies, which typically involve broader outreach rather than personal interaction. Thus, the unique characteristics of direct communication in personal selling make it the correct answer in the context of promotional activities.