IGCSE Travel and Tourism Practice Exam

The term that refers to the various means of communication used to highlight a company's products and services is "promotion." Promotion encompasses a wide array of activities and techniques that businesses use to inform, persuade, and remind potential customers about their offerings. This can include advertising, public relations, social media campaigns, sales promotions, and direct marketing. The ultimate goal of promotion is to build awareness and encourage consumer action, enhancing the visibility and attractiveness of a company’s products or services.

In contrast, market segmentation involves dividing a broad target market into smaller, more defined groups based on specific characteristics to tailor marketing efforts effectively. A fly-drive package is a specific type of travel product that combines flights and car rentals, which does not encompass general communication strategies. Branding refers to the process of creating a unique identity for a product or company, which includes elements like a name, logo, and overall image, but does not specifically address the communication methods used to promote products and services. Hence, the emphasis on various communication methods solidly positions promotion as the correct answer.