Discussion
A mass communication programme about a product or an organisation, for which no payment is made, is called as ...........
Answer: A
It is called publicity.
Publicity is non-personal communication about a product, service or organisation that appears in the mass media, such as a news story, a review or a feature, without being paid for by the sponsor. Because the medium decides what to print or broadcast, the firm cannot control the message, but it tends to be more credible than paid messages.
Advertising is also mass communication, but it is paid for by an identified sponsor. Salesmanship is personal, face-to-face selling. Sales promotion schemes are short-term incentives such as discounts, coupons and contests, which cost the firm money and are not mass communication in the media.
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