The owner of Mercury Appraisal Company held a ribbon-cutting event when he opened his new business. He invited city dignitaries, representatives from news media, and anyone who might eventually need his services. The presence of news representatives, whom he hoped would cover the event in their respective media, was an attempt to use which of the following elements of the promotional mix?
A) advertising
B) sales promotion
C) personal selling
D) public relations

Question

Quizplus · Accepted Answer

The presence of news representatives suggests that the owner of Mercury Appraisal Company is using public relations (PR) as part of his promotional mix. PR involves building and maintaining relationships with various stakeholders, including the media, with the goal of creating positive publicity and enhancing the organization's image. The ribbon-cutting event is an example of a PR tactic that can help generate media coverage and raise awareness of the new business.

The Owner of Mercury Appraisal Company Held a Ribbon-Cutting Event