One advantage of publicity is that the marketer does not have to put forth any effort since the marketer has no control over how the media presents the company or its products.

Question

Quizplus · Accepted Answer

This statement is false. Publicity still requires effort from the marketer to craft and distribute press releases or to communicate with the media in order to generate coverage. While the marketer may not have control over how the media presents the company or its products, they still need to actively pursue and manage publicity opportunities.

One Advantage of Publicity Is That the Marketer Does Not