Each of the following is a limitation of media publicity EXCEPT:
A) Timing of the publicity is not always completely under the control of the marketer.
B) The fact that media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.
C) Many firms' PR efforts are never associated with their sponsors in the public mind.
D) Media publicity may also misfire through mismanagement and a lack of coordination with the marketing department.

Question

Quizplus · Accepted Answer

This statement actually highlights a potential benefit of media publicity in that it is generally considered to be more credible than paid advertising precisely because the media are not being compensated for providing the information.

Therefore, the correct answer is B.

Each of the Following Is a Limitation of Media Publicity