What do actions taken by a business to gain customer attention represent?

The actions taken by a business to gain customer attention represent publicity because publicity focuses on creating awareness and generating interest in a company's products or services through various means without direct payment for media space. This can include public relations efforts, events, or news releases designed to attract attention and enhance the company's image in the eyes of the public.

In contrast, marketing encompasses a broader scope of activities that include advertising, research, and sales strategies aimed at promoting products and understanding customer needs. Franchising and horizontal integration refer to specific business strategies related to business models and structural growth, which are not directly tied to customer attention. Therefore, while marketing is a part of the overarching strategy, publicity specifically addresses the actions that directly aim to capture customer interest.