Publicity Is Considered Much More Important Than Advertising, Sales Promotion

Publicity is considered much more important than advertising, sales promotion, or other forms of public relations because of the:

A) control it has over the message.
B) timing of the message.
C) credibility it offers to the message.
D) accuracy of the message.
E) lack of clutter in the messagE.Publicity is highly credible.Unlike advertising and sales promotions, publicity is not usually perceived as being sponsored by the company (in negative instances, it never is) .So consumers perceive this information as more objective and place more confidence in it.