Advertising equivalency may is not always reliable measurement tool because
A) management limits available advertising dollars.
B) Publicity and advertising are very different things.
C) News stories carry greater credibility than advertisements.
D) Both B and C.
E) none of the above.

Question

Quizplus · Accepted Answer

Advertising equivalency assumes that the value of earned media coverage is equal to the value of paid advertising, but this is not always true as publicity and advertising are very different things. News stories carry greater credibility than advertisements, and management may limit available advertising dollars. Therefore, the best choice is D, which combines both B and C.

Advertising Equivalency May Is Not Always Reliable Measurement Tool Because