Which term describes a nonpaid form of communication that calls attention to your business through media coverage?

• A. Personal selling
• B. Public relations
• C. Rebates
• D. Publicity

Answer: (D)

Publicity is the nonpaid form of communication that calls attention to a business through media coverage. It happens when a company earns coverage in newspapers, TV, radio, blogs, or online outlets without paying for the placement. Because it comes from an independent source, publicity often carries more credibility with audiences than paid advertising. It differs from personal selling, which is direct, paid interaction to persuade a specific buyer; from public relations in its broader scope of managing relationships and reputation (which can include both earned and paid efforts); and from rebates, which are price incentives offered to customers. So publicity best fits the description.