As a manager for a firm that produces a variety of recreational equipment and sporting goods, Kevin 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. Kevin feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Kevin realizes that publicity lacks the credibility that advertising can generate.

Question

Quizplus · Accepted Answer

Advertising is often perceived as less credible than publicity because it is paid for by the company, whereas publicity is typically seen as more objective and trustworthy.

As a Manager for a Firm That Produces a Variety