Dean, a manager for a firm that produces a variety of recreational equipment and sporting goods, is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Dean feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Dean realizes that publicity lacks the credibility that advertising can generate.

Question

Quizplus · Accepted Answer

Aside from being free, the biggest advantage of publicity is that it is more believable than advertising. Thus, if believability is a concern, Dean should first write a press release about the safety statistics that grabs the attention of media. If the news media report this information, Dean will not only save advertising money, but he may also enhance the public's belief in the information presented.

Dean, a Manager for a Firm That Produces a Variety