Which communication activity focuses on building a favorable public image through unpaid or earned media exposure?

Which communication activity focuses on building a favorable public image through unpaid or earned media exposure?

• A. Advertising
• B. PR/Publicity
• C. Sales Promotion
• D. Visual Merchandising

Answer: (B)

This focuses on shaping how the public views a brand by securing media coverage without paying for it, which is earned media. That’s the domain of public relations and publicity, aiming to build a favorable image through credible third-party coverage rather than paid placements. Advertising uses paid media to place messages, sales promotions are short-term incentives to boost sales, and visual merchandising concentrates on in-store presentation. So, the activity described is PR/publicity.

This focuses on shaping how the public views a brand by securing media coverage without paying for it, which is earned media. That’s the domain of public relations and publicity, aiming to build a favorable image through credible third-party coverage rather than paid placements. Advertising uses paid media to place messages, sales promotions are short-term incentives to boost sales, and visual merchandising concentrates on in-store presentation. So, the activity described is PR/publicity.