Newport Chemicals demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Question

Quizplus · Accepted Answer

A disadvantage of publicity is that there is no guarantee the news media will use the information, and even if they do, the timing may not be desirable or the media may modify the story. Thus, the business has no control over how, when, or if the media gives it favorable publicity.

Newport Chemicals Demands Complete Control Over Any Message Communicated to the Public