Before launching its new electric scooter, a company’s public relations department places stories about the scooter in newspapers and TV news. The aim is to create excitement in the market, so that buyers form a favourable impression even before the advertisements begin. Which marketing objective of public relations is the department mainly aiming at?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Building awareness
Option (1) Building credibility — Incorrect. Credibility comes when news about a product appears in the media and people believe in it because it is in the news. The aim here is excitement before the launch.
Option (2) Building awareness — Correct. The department places stories and dramatises the product in the media. This builds marketplace excitement before the product reaches the market or ads begin, and creates a favourable impression on buyers.
Option (3) Stimulating the sales force — Incorrect. This objective makes it easier for salespeople to deal with retailers and dealers who have already heard of the product. The case is about buyers.
Option (4) Lowering promotion costs — Incorrect. This objective means that good public relations cost much less than advertising and direct mail. The case says nothing about cost.
NCERT (2026-27 Edition):
|
