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Publicity is an important element of the promotional mix in the international business environment, but the statement that “publicity always creates a positive influence on sales” is too absolute. Publicity refers to the non-personal communication about a company, product, service, brand, or event that appears in media without the organization directly paying for the media space in the same manner as conventional advertising. It may take the form of newspaper articles, television coverage, online news, social media discussions, reviews, interviews, product launches, public events, awards, or reports about a company’s activities. Because publicity is often perceived as more credible than paid advertising, it can influence consumer attitudes and purchasing decisions. However, its impact is not necessarily positive in every situation. In international business, publicity becomes particularly significant because companies operate across different countries, cultures, political systems, legal environments, economic conditions, and media markets. Positive publicity can increase a multinational company's visibility and help it establish a favourable reputation in foreign markets. For example, when an international company receives media coverage for introducing an environmentally friendly product, supporting local communities, or adopting ethical business practices, consumers may develop greater trust in the company. Such publicity can strengthen brand image and ultimately contribute to increased sales. One of the major advantages of publicity is credibility. Consumers often recognize that advertising is controlled and paid for by the company. Publicity, in contrast, may appear to be an independent evaluation by journalists, experts, customers, or other organizations. Consequently, favourable media coverage may have a stronger persuasive effect than a conventional advertisement. A positive review of an international product by a respected publication, for instance, may encourage consumers to try that product. Similarly, favourable reports about a foreign company's investment in a developing country can improve its reputation among local consumers, governments, and business partners. Publicity can also create awareness of new products and services. When a multinational enterprise enters a new market, publicity through newspapers, television, websites, business magazines, and social media can introduce the company _________ ____ ______ _______ ________ _____ ______ ____ ___ ________ _________ ____.
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