Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

Question

Quizplus · Accepted Answer

Publicity is a form of earned media where a company's message is communicated through media outlets such as news articles or interviews. While a company can pitch their story to the media, they cannot control how the message is presented or whether it will even be picked up by the media. Therefore, advertising would be a more efficient element of the promotion mix for Maryland Chemical if they desire complete control over their message.

Maryland Chemical Demands Complete Control Over Any Message Communicated to the Public