Which of the following is true of using publicity as a promotional strategy?
A) Companies have to spend more for publicity than advertising or personal selling.
B) Companies have less control over whether the press publishes good or bad news.
C) Consumers tend to believe more in company-disseminated information than in publicity-generated news.
D) Companies tend to view all kinds of publicity - good or bad - as profitable for the company's reputation and its brand equity.

Question

Quizplus · Accepted Answer

Publicity involves media coverage and content that is not directly paid for by the company, which means the company has less control over the content and whether it is positive or negative.

Which of the Following Is True of Using Publicity as a Promotional