What is the process of promoting a business by obtaining media coverage without directly paying for it?

• A. Advertising
• B. Publicity
• C. Sponsorship
• D. Word of mouth

Answer: (B)

Publicity is earning media attention without paying for ad space. It happens when a business creates or shares newsworthy information, events, or stories that the media decide to cover, giving credible, independent coverage that enhances awareness. This contrasts with advertising, which is paid for and controlled by the company; sponsorship, which involves a paid partnership for exposure; and word of mouth, which is informal, consumer-driven recommendations.