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.

Advertising

The correct answer is option 1- Advertising.

The statement "The company should use impersonal forms of communication to reach more audiences" reflected advertising element of promotion mix.

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’.