Question

Beenu had a bookstore in Sabad called ‘Book-mark’. For years, the bookstore was doing reasonably well but with the rise of digital books and online retailers, her sales had declined. Beenu’s daughter, who had just completed her MBA with a specialisation in marketing decided to launch a marketing campaign to revive the bookstore. The campaign’s focus was on the joy of reading books in physical form, the joy of turning pages and the warm atmosphere of the bookstore. She organised story writing and other competitions every weekend. The information of these was given to the parents and children through television, radio, children’s magazines, etc. Attractive prizes were offered to the winners. This increased the footfall of the children and their parents and the bookstore soon became popular. 

The tool of communication used by Beenu’s daughter to revive the bookstore was:

विकल्प

• Advertising

• Personal selling

• Sales promotion

• Public relations

Answer 1

Public relations

Explanation:

Beenu's daughter utilized public relations to market the bookstore. She developed a positive image and engaged the community to improve footfall by arranging activities such as story-writing competitions and spreading the word through media such as television, radio, and publications. Public relations involves building relationships and managing a company's image through multiple communication channels.