"It is an impersonal form of communication, which is paid for by the marketers (sponsors) to promote some goods or service" Identify the element of Promotion mix
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Advertising
Option (1) Advertising — Correct. Advertising is impersonal: the same message reaches everyone through newspapers, television or radio, with no face-to-face contact. It is also a paid form: the sponsor pays for the space or time. These two features together mark it out.
Option (2) Public relations — Incorrect. Public relations builds the image of the company with many groups of the public. Its aim is goodwill, not a paid message to sell a product.
Option (3) Personal selling — Incorrect. Personal selling is a personal form of communication: an oral talk between the salesperson and the buyer.
Option (4) Sales promotion — Incorrect. Sales promotion uses short-term offers such as discounts, free samples and contests to push immediate sales.
NCERT (2026-27 Edition): “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. The most common modes of advertising are ‘newspapers’, ‘magazines’, ‘television’, and ‘radio’. The important distinguishing features of advertising are as follows:” “(i) Paid Form: Advertising is a paid form of communication. That is, the sponsor has to bear the cost of communicating with the prospects.” “(ii) Impersonality: There is no direct face-to-face contact between the prospect and the advertiser. It is therefore, referred to as impersonal method of promotion. …” |