Which term describes two-way communication between seller and customer?

• A. Personal and Direct Promotion
• B. Mass Media Promotion
• C. Quantitative data collection
• D. Personal and Interactive Promotion

Answer: (D)

Two-way communication between seller and customer is best described by personal and interactive promotion. It combines direct, individualized contact with opportunities for the customer to respond, ask questions, and give feedback, creating a dialogue rather than a one-way message. This interactivity distinguishes it from mass media promotion, which broadcasts to broad audiences with little immediate feedback, and from data collection, which is about gathering information rather than engaging in promotion. Personal and interactive promotion thus captures the dialogue and responsiveness that define two-way communication.