The correct answer is option (1)- (A)-(IV), (B)-(I), (C)-(II), (D)-(III).
| List-I |
List-II |
| (A) Mass Reach |
(IV) Advertising |
| (B) Short term incentives |
(I) Sales Promotion |
| (C) Unpaid form of communication |
(II) Publicity |
| (D) Flexibility |
(III) Personal Selling |
(A) Mass Reach - (IV) 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. Advertising is a medium through which a large number of people can be reached over a vast geographical area. For example, an advertisement message placed in a national daily reaches lakhs of its subscribers.
(B) Short term incentives - (l) Sales Promotion.
Sales promotion refers to short-term incentives, which are designed to encourage the buyers to make immediate purchase of a product or service. These include all promotional efforts other than advertising, personal selling and publicity, used by a company to boost its sales. Sales promotion activities include offering cash discounts, sales contests, free gift offers, and free sample distribution.
(C) Unpaid form of communication- (II) Publicity.
Publicity is an unpaid form of communication. It does not involve any direct expenditure by the marketing firm. Publicity generally takes place when favourable news is presented in the mass media about a product or service. For example, if a manufacturer achieves a breakthrough by developing a car engine, which runs on water instead of petrol, and this news is covered by television or radio or newspapers in the form of a news item. It would be termed as publicity because the engine manufacturer would benefit from such dissemination of information about its achievement by the media but would not bear any cost for the same.
(D) Flexibility- (III) 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. There is lot of flexibility in personal selling. The sales presentation can be adjusted to fit the specific needs of the individual customers. | 
