"A variety of programmes designed to promote or protect a company's image and its individual products in the eyes of the public". This tool of promotion mix is:

Public relations

The correct answer is Option (4) → Public relations

"..Managing public opinion of an organisation is an important task which can be performed by the marketing department. The business needs to communicate effectively to customers, suppliers, and dealers, since they are instrumental in increasing the sales and profit. Besides those who come into direct contact with the organisation or its products, there are other members of the general public whose voice  or opinion is equally important. This public may be interested in the company and its product and have an impact on the business ability to achieve its objectives. Thus, it becomes imperative to manage public opinion and the company’s relation with the public on a regular basis. Therefore, public relations involve a variety of programmes designed to promote or protect a company’s image and its individual products in the eyes of the public."