Which of the following is true of using publicity as a promotional strategy?
a. Companies have to spend more for publicity than advertising or personal selling.
b. Companies have less control over whether the press publishes good or bad news.
c. Consumers tend to believe more in company-disseminated information than in publicity-generated news.
d. Companies tend to view all kinds of publicity—good or bad—as profitable for the company's reputation and its brand equity.
Answer: b. Companies have less control over whether the press publishes good or bad news.