In the context of communicating marketing message to customers,firms have more control on unpaid methods of communication than on paid methods of communication.

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Firms have more control on paid methods of communication as they have the ability to choose where to place their message, how often it appears, and what it says. Unpaid methods, such as word-of-mouth or social media posts, may be out of the firm's control and can potentially have negative implications.

In the Context of Communicating Marketing Message to Customers,firms Have