Which of the following BEST encapsulates promotional efforts that are paid for and that are directly intended to increase business?

The choice that best encapsulates promotional efforts that are paid for and directly intended to increase business is advertising. Advertising involves the strategic placement of messages in various media outlets, such as television, radio, print, and digital platforms, with the primary goal of promoting products, services, or brands to a target audience. This approach is proactive and typically requires a financial investment to reach potential customers, differentiating it from other promotional methods.

For instance, public relations focuses on creating a favorable image and building relationships with the public but often relies on unpaid channels like news coverage rather than paid media. Word-of-mouth refers to informal communication and personal recommendations, which, while powerful, do not involve direct payment or structured efforts by a business to promote messages. Social media marketing, while it can involve paid promotions, often includes organic strategies aimed at engaging audiences without direct costs. Therefore, advertising stands out as the clear choice when considering paid promotional efforts intended to drive business growth.