Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics?
A) The mass market has become more uniform in its needs and preferences.
B) The global market for goods and services is diminishing.
C) Advertising results are hard to measure.
D) Consumers are taking greater control of the communication process.
E) Most audiences have completely migrated away from television.

Question

Quizplus · Accepted Answer

Consumers are increasingly seeking information on their own terms and using technology to control what messages they receive, making traditional advertising less effective. Public relations tactics, which often involve more direct and interactive forms of communication, are becoming more popular as they better align with how consumers prefer to receive information today.

Why Are Marketers Decreasing Their Usage of Advertising to Reach