What is the aim of using podcasts for a company such as Purina, a popular manufacturer of dog food?

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Question: What is the aim of using podcasts for a company such as Purina, a popular manufacturer of dog food?

Option 1: 'to increase the number of customers' — This statement is plausible in general marketing terms, but podcasts aimed at Purina are more typically positioned to deepen relationships and familiarity with the brand rather than purely driving new customer acquisition. It may contribute to customer growth, but it's not the primary aim highlighted in many podcasting strategies for established brands.

Option 2: 'to build brand loyalty with a soft sell' — This aligns with common strategic use of branded podcasts. A soft sell approach uses informative, entertaining, or value-adding content to foster trust and emotional connection, which strengthens loyalty over time without aggressive sales pitches. This framing fits Purina’s aim to keep the brand top-of-mind and trusted among pet owners.

Option 3: 'to build brand loyalty with a hard sell' — A hard sell relies on direct, overt—often intrusive—promotions and immediate calls to action. Podcasts typically avoid this format because it can be off-putting to listeners and undermine engagement and trust, especially for a pet-care brand that benefits from credibility and expertise rather than hard sales pressure.

Option 4: 'to increase media coverage' — While podcasts can attract media attention, the direct aim of a corporate podcast is usually to engage listeners and build ongoing relationships rather than primarily to secure external media coverage. Media coverage is more of a secondary effect than the core objective.

In summary, the best-fitting interpretation is that podcasts are used to cultivate a connection with listeners and foster brand loyalty through a subtle, non-intrusive approach, rather than pushing aggressive sales, broad audience growth, or relying mainly on external publicity. The other options describe outcomes that either overstate the direct sales focus, misunderstand the listening experience, or misprioritize the objective of a branded podcast strategy.

2025SU BSN 100 01 Quiz: Chapter12

What is the aim of using podcasts for a company such as Purina, a popular manufacturer of dog food?

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