Marketers have always relied onward free publicity to further enhance their company's communications programs.

Marketers have always relied onward free publicity to further enhance their company's communications programs. I've been guilty of this myself. if it were not that we would spend advertising dollars first--because we knew it had value in and of itself and it worked for us--in those markets that fit our overall sales and marketing strategy and then would lean heavily upon the publicity machine. Media was certainly more

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