Compared to other promotional tools, publicity
A) costs more.
B) offers the firm little control over the message.
C) prevents a response from competitive firms.
D) is the easiest to manage.

Question

Quizplus · Accepted Answer

Publicity offers the firm little control over the message. Unlike advertising and personal selling, publicity is not a direct form of promotion, which means that the message is not controlled by the firm. Instead, publicity relies on news stories, articles, and other forms of media coverage, which can be unpredictable and difficult to manage. While publicity can be an effective way to generate buzz and awareness for a brand or product, it comes with the risk of negative coverage or unfavorable interpretations of the message.

Compared to Other Promotional Tools, Publicity