Read the following passage carefully and answer the given questions.
A new company is thinking of launching its product in an already established industry, but before that, the company wants to test the acceptance of the product in the market. Thus, the company decided to distribute free samples and collect responses about the product from the consumers. On analyisng the data received from the sampled consumers, the following observations were noted:
1. The company charges low prices compared to their competitors in the market. This is done by the company to capture market share.
2. The company should use impersonal forms of communication to reach more audiences.
3. The company must focus on adopting a three-level channel of distribution.
4. Concrete steps must be taken to monitor the image of the company in the eyes of the public.
"The company should use impersonal forms of communication to reach more audiences".
Identify the element of promotion mix highlighted in the aforesaid statement.
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Advertising
Option (1) Advertising — Correct. The passage says the company should use “impersonal forms of communication to reach more audiences”. Advertising is an impersonal form of communication, paid for by the marketer. There is no face-to-face talk. Through newspapers, TV and radio, one message reaches a very large number of people.
Option (2) Personal Selling — Incorrect. Personal selling is a personal form of communication. The seller meets the buyer face to face. So it reaches only a few people at a time.
Option (3) Public Relations — Incorrect. Public relations is about building the company’s image and goodwill. It is not the paid, impersonal message the statement describes.
Option (4) Sales Promotion — Incorrect. Sales promotion means short-term offers like discounts and free samples. It is not described as an impersonal form of communication.
NCERT (2026-27 Edition): “Advertising … Advertising is perhaps the most commonly used tool of promotion. It is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or service. The most common modes of advertising are ‘newspapers’, ‘magazines’, ‘television’, and ‘radio’. …” “Personal Selling Personal selling involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales. It is a personal form of communication. …” |