A company launching a new solar cooker runs a campaign. One part of it tells people what the cooker does, and the other part urges them to buy it. These two parts of the campaign match:
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → the twin objective of promotion, informing and persuading
Option (1) the two methods of promotion, advertising and personal selling — Incorrect. Advertising and personal selling are two of the four methods of promotion, with publicity and sales promotion. They are tools for reaching people, and either one can tell and urge. They are not the two aims a campaign serves.
Option (2) the twin objective of promotion, informing and persuading — Correct. Promotion uses communication with a twin objective: to inform potential customers about a product and to persuade them to buy it. Telling people what the cooker does informs them; urging them to buy persuades them.
Option (3) the two decisions in advertising, the message and the media — Incorrect. The message and the media are decisions about advertising: what to say and where to say it, such as in newspapers or on TV. They are not the two aims of telling and urging.
Option (4) the two objectives of public relations, building awareness and building credibility — Incorrect. Building awareness and building credibility are marketing objectives of public relations, reached through stories and news about the product in the media. They are not the aims of the firm’s own campaign telling people about the cooker and urging them to buy it.
NCERT (2026-27 Edition): “Promotion A company may produce a good quality product, price it appropriately and make it available at the selling points, which are convenient to customers. But in spite of all this, the product may not sell well in the market. There is a need for developing proper communication with the market. In the absence of communication, the customers would not be able to know about the product and how it can satisfy their needs and wants or may not be convinced about its utility and benefits. Promotion refers to the use of communication with the twin objective of informing potential customers about a product and persuading them to buy it. In other words, promotion is an important element of marketing mix by which marketers makes use of various tools of communication to encourage exchange of goods and services in the market.” |