Why Is Publicity Considered by Many Marketers to Be the Strongest

question 24

Multiple Choice

Why is publicity considered by many marketers to be the strongest form of marketing communications?

• A)Its effectiveness at completing the communications process.
• B)Its ability to make or destroy a brand.
• C)The fact that consumers perceive the communication as biased.
• D)The ease with which it is coordinated with other communications activities.
• E)The positive image it always attaches to products and organizations.

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Definitions:

Utility

A measure of the satisfaction or benefit derived from consuming goods and services.

Allocation

The process of assigning a cost, or a group of costs, to one or more cost objectives, in reasonable proportion to the benefits provided or other equitable relationship.

Goodwill

An intangible asset representing the value of a company’s brand name, solid customer base, good customer relations, and employee morale.

Amortize

To amortize means to gradually reduce or write off the cost or value of an asset or a debt over a period.