Which of the following correctly describes 'building credibility' as a marketing objective of public relations?
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → People believe in a product when news about it comes in the print or electronic media.
Option (1) Stories placed in the media create a favourable impression on the target customer before the product reaches the market. — Incorrect. This describes the objective building awareness. Stories in the media build excitement before the launch, so it is about making the product known.
Option (2) Dealers are convinced more easily when they have already heard about the product in the news before it is launched. — Incorrect. This describes the objective stimulates sales force. News before the launch makes it easier for the sales force to deal with retailers and dealers. It helps the salespersons.
Option (3) People believe in a product when news about it comes in the print or electronic media. — Correct. Building credibility means making people trust a product. When news about a product comes in the print or electronic media, people believe in the product because it is in the news.
Option (4) Good public relations gets the media to give space or time to the product, and costs much less than advertising and direct mail. — Incorrect. This describes the objective lowers promotion costs. Its point is the saving on promotion.
NCERT (2026-27 Edition): “Public Relations … In addition, maintaining good public relations also helps in achieving the following marketing objectives: “Public Relations … (c) Stimulates sales force: It becomes easier for the sales force to deal with the retailers and convince dealers if they have already heard about the product in the news before it is launched. Retailers and dealers also feel it is easier to sell the product to the ultimate consumer. |