How is communication by marketers that seeks to influence potential buyers described?

The correct answer is promotion because it encompasses all the activities and strategies that marketers use to communicate with potential buyers with the aim of influencing their purchasing decisions. Promotion is a broader term that includes various methods, such as advertising, public relations, sales promotions, and direct marketing. Its main goal is to create awareness, generate interest, and ultimately encourage customers to make a purchase.

Advertising, while a crucial component of promotion, refers specifically to paid, non-personal communication through various media. It is one method of promotion but does not encompass the entire scope of activities that aim to influence buyers.

Sales strategy focuses on the specific plans or techniques used by sales teams to sell products or services. It is more about the tactical execution of selling rather than the broader communication tactics aimed at influencing buyer behavior.

Branding involves creating a unique identity and image for a product or company in the consumer's mind. While branding can influence buyers' perceptions, it is not solely about directly communicating promotional messages to drive immediate purchases.

Overall, promotion is the most inclusive term that captures the essence of communication strategies designed to sway potential buyers to make a decision in favor of a product or service.