Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:
A) messages delivered by salespeople to the consumers.
B) publicity.
C) personal selling.
D) advertising messages and their placement in the media.

Question

Quizplus · Accepted Answer

Marketers have limited control over publicity because it is free media coverage that is generated by external forces such as news media, word-of-mouth, and social media. While marketers can try to influence the media and public opinion through their public relations efforts, they cannot guarantee the message or the tone of the coverage. In contrast, they have more direct control over personal selling, advertising, direct marketing, and sales promotion, which are all paid promotional tools that they can design, execute, and evaluate according to their marketing objectives and budgets. Similarly, salespeople are trained and supervised by the company, so they can be guided and motivated to communicate the desired messages and respond to the customers' needs and objections. However, publicity is typically uncontrollable and unpredictable, as it can be positive or negative, true or false, and viral or localized. Thus, marketers need to monitor and manage their reputation and brand image through effective crisis management, social listening, and online engagement strategies.

Marketers Can Directly Control Most of the Promotional Tools They