Which statement best describes the use of 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 the dissemination of information by third-party sources, and companies have less control over the content and whether it portrays them in a positive or negative light. Unlike advertising or personal selling, where messages are crafted and controlled by the company, publicity can result from media reports, reviews, or other forms of public exposure that the company cannot directly control.

Which Statement Best Describes the Use of Publicity as a Promotional