Tutorial Letter 201/1/2020: Advertising and Public Relations

COM3708/201/1/2020
Tutorial Letter 201/1/2020
Advertising and public relations

COM3708
Semester 1
Department of Communication Science
This tutorial letter contains important information

about your module.
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CONTENTS
Page
1 INTRODUCTION .......................................................................................................................... 3
2 LECTURERS FOR COM3708 ...................................................................................................... 3
3 COMPULSORY ASSIGNMENT 01 AND 02 ................................................................................. 3
3.1 Feedback on Assignment 01: Advertising ..................................................................................... 4
3.2 Feedback on Assignment 02: Public relations ............................................................................. 17
4 ASSIGNMENT 03 ....................................................................................................................... 33
5 THE EXAMINATION................................................................................................................... 40
5.1 Advertising .................................................................................................................................. 41
5.2 Public relations ........................................................................................................................... 41
6 CONCLUSION............................................................................................................................ 41
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COM3708/201/1/2020
Dear student
1 INTRODUCTION
The COM3708 team would like to extend their appreciation to you for being part of
this module. We hope you are finding this module interesting and enlightening.
This tutorial letter contains feedback on Assignments 01 and 02, as well as

relevant information you need in order to review your assignment portfolio and
prepare for the examination in May/June 2020.
2 LECTURERS FOR COM3708
NAME TELEPHONE E-MAIL ADDRESS

NO
Ms T Breet-Van Niekerk 012 429 6287 breett@unisa.ac.za
Module coordinator
Advertising
Mr SM Mfuphi 012 429 6661 mfuphsm@unisa.ac.za
Public relations
You are welcome to contact us if you experience any difficulties with any aspects
of the module.
3 COMPULSORY ASSIGNMENT 01 AND 02
You had to submit either Assignment 01 (Advertising) or Assignment 02 (Public

relations) in order to gain admission to the examination at the end of the
semester.
The assignments each consisted of 25 multiple choice questions.
You were required to answer all questions for your chosen assignment.
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3.1 Feedback on Assignment 01 – Advertising
Unique assignment number 772684
Due date 10 March 2020
Q1 Because one product can have several market segments (and few
organisations are capable of successfully marketing their product to all of
these segments), they select only those one or two segments which will be
most receptive to its marketing efforts.
This segment is referred to as the … .
(1) market segment

(2) target audience
(3) consumer audience
(4) target market
The correct option is 3
One product can have several market segments (and few organisations are
capable of successfully marketing their product to all of these segments), they
select only those one or two segments which will be most receptive to its
marketing efforts.
This segment is referred to as the consumer audience.
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Q2 Online advertising entails a process whereby the consumer purposefully

seeks out the advertiser's online message. Consumers can furthermore
choose the time they want to spend on a particular web advertisement.
What characteristics of online advertising can be identified in this

statement?
(a) Affordability
(b) Interactivity
(c) Deliberate exposure
(d) Competency
(1) ae
(2) cd
(3) ab
(4) All of the above
The correct option is not listed
Students will be credited for this question
All the listed characteristics of online advertising can be identified are relevant to
the statement provided.
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Q3 You work as a media planner for a large national advertising agency. There
are elements that you need to consider in your media plan. Select the
elements below that would assist you to produce a good media plan.
You must consider … .
(a) the months or seasons when the advertisements should appear

(b) the markets or regions the advertisements should appear in
(c) the number of people that must be reached
(d) concentrating exclusively on preparing the creative execution of
the clients' communication
(e) selecting the appropriate advertising agency to create the
advertisements
(1) ab
(2) abc
(3) cde
In order to produce a good media plan the following must be considered: the
months or seasons when the advertisements should appear; the markets or
regions the advertisements should appear in and the number of people that must
be reached.
Q4 After noticing an advertisement promoting a new type of oscillating

toothbrush you consider purchasing one. When you see it on promotion at
your local pharmacy you decide to buy it.
Which of the current debates on advertising and its role in society is

exemplified in the story above? The … .
(1) untruthful or deceptive advertising message debate

(2) overcommunication debate
(3) shape-versus-mirror debate
(4) debate about creating demand
The most important question posed in the debate about creating demand is
whether advertising causes demand creation or not. Do external advertising
messages unnecessarily drive consumers to feel a specific need or want for a
specific product, service or cause? Are advertising messages powerful enough to
create demand for products and services which consumers don’t need?
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Q5 Market segmentation is an important tool that marketers use because it … .
(1) assists the creative director to manage the strategy of advertisements

(2) enables an organisation to consider the needs of its target market
(3) can determine a marketer's most profitable position in the market
(4) helps to implement the advertising campaign according to schedule
Market segmentation is an important tool that marketers use because it enables

an organisation to consider the needs of its target market.
Q6 ………. are defined as advertising or other sales representations which

praise the item to be sold with subjective opinions, superlatives, or
exaggerations, vaguely and generally, stating no specific facts.
(1) Endorsements
(2) Puffery tactics
(3) Misleading claims
(4) Demonstrations
Puffery tactics are defined as advertising or other sales representations which

praise the item to be sold with subjective opinions, superlatives, or exaggerations,
vaguely and generally, stating no specific facts.
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Q7 The most visible and publicly known element of the marketing
communication mix, namely ………., is revealed, on a daily basis, by the
creative, exciting, rewarding and challenging industry.
The challenge however, lies in how it is integrated with the many other
marketing communication elements available.
(1) marketing public relations

(2) advertising
(3) public relations
(4) business communication
The most visible and publicly known element of the marketing communication mix,
namely advertising is revealed, on a daily basis, by the creative, exciting,
rewarding and challenging industry. The challenge however, lies in how it is
integrated with the many other marketing communication elements available.
Q8 Activa Group Pty Ltd, a manufacturing organisation, constantly uses email

to communicate with its stakeholders, informing them about product
developments as well as important decisions that might be of interest to
them.
This scenario refers to the ………. pillar of effective online communication.
(1) dialogue
(2) borderless communication
(3) inclusive communication
(4) continuous communication
This scenario refers to the continuous communication pillar of effective online

communication.
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QUESTIONS 9-12
Online advertisers are interested in many functions of the internet that can aid
advertising messages in their attempt to sell a product or service or create a
positive image for an organisation.
Match the online advertising function in column A with the description in column
B.
COLUMN A COLUMN B
Q9 The dialogue role (1) The most important advertising-related role
that the internet plays is to provide
information. The internet is a huge online
library which consumers use to find general
as well as product and service information.
Q10 The social role (2) Advertisers can adapt information from their
traditional media to suit the online
environment.
Q11 The information role (3) Social networking refers to a category of
websites that serves as a vehicle for users to
express themselves, interact with friends, and
publish their own content on the Internet.
Because these types of social networking
focus on the power of relationships, users are
more likely to respond to messages on the
site, such as advertising messages, if they
effectively become part of the social context.
The relationships that users form on these
websites also play a significant role in their
decision-making processes.
Q12 Online publishing (4) The Internet not only provides information,
entertainment and social networking, but also
opens up the possibility of two-way
communication.
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Question 9
The internet not only provides information, entertainment and social networking,
but also opens up the possibility of two-way communication.
Question 10
Social networking refers to a category of websites that serves as a vehicle for

users to express themselves, interact with friends, and publish their own content
on the Internet. Because these types of social networking focus on the power of
relationships, users are more likely to respond to messages on the site, such as
advertising messages, if they effectively become part of the social context. The
relationships that users form on these websites also play a significant role in their
decision-making processes.
Question 11
The most important advertising-related role that the internet plays is to provide
information. The internet is a huge online library which consumers use to find
general as well as product and service information.
Question 12
Advertisers can adapt information from their traditional media to suit the online
environment.
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Q13 A ………. is usually a relatively small agency that concentrates exclusively

on achieving the creative execution of its clients' communications. It has
one or more writers and artists and is capable of preparing advertising for
print media, outdoor media, radio and television.
This type of agency focuses entirely on the idea and the creative product.
(1) minority agency

(2) virtual agency
(3) industry-focused agency
(4) creative boutique
A minority agency is usually a relatively small agency that concentrates

exclusively on achieving the creative execution of its clients’ communications. It
has one or more writers and artists and is capable of preparing advertising for
print media, outdoor media, radio and television. This type of agency focuses
entirely on the idea and the creative product.
Q14 ………. refers to the relative degree of awareness, or measured

advertisement noticing, that a particular creative execution achieves in any
given medium.
Aspects such as the advertisement's headline, illustration, body copy and

other message components can affect the impact that an advertisement
has on its target audience.
(1) Reach
(2) Frequency
(3) Continuity
(4) Impact
Impact refers to the relative degree of awareness, or measured advertisement

noticing, that a particular creative execution achieves in any given medium.
Aspects such as the advertisement’s headline, illustration, body copy and other
message components can affect the impact that an advertisement has on its
target audience.
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Q15 What phase of the advertising campaign entails formal research which
serves to guide the other phases in the advertising campaign?
(1) Situation analysis

(2) Problem identification
(3) SWOT analysis
(4) Historical research
This phase of the advertising campaign entails formal research which serves to
guide the other phases in the advertising campaign which will also have an effect
on the campaign’s success. Formal research, which can use primary and
secondary research techniques, entails research about the product; the specific
organisation; the target audience and the competition.
Q16 When a trait or group of traits of a specific cultural group is misrepresented

it amounts to stereotyping. The issue of portraying people fairly and
accurately in advertisements is linked to the 'shape-versus-mirror' debate.
Which stereotypes need to be considered when it comes to portraying

people fairly and accurately?
(a) Misleading claims

(b) Age-related stereotypes
(c) Poor taste in advertising
(d) Gender stereotypes
(e) Body image and self-image
(1) bde
(2) acd
(3) cd
The issue of portraying people fairly and accurately in advertisements is linked to

the ‘shape versus-mirror’ debate. The stereotypes that need to be considered
when it comes to portraying people fairly and accurately are age-related
stereotypes, gender stereotypes and stereotypes related to body image and self-
image.
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QUESTIONS 17-19
Creative advertising can attract attention and create awareness, as well as

generating interest in and excitement about an ordinary product. Advertising
agencies employ the services of a variety of creative people who perform a
variety of creative roles in the advertising agency.
Match the creative director listed in column A with the description of that
person’s role in column B.
COLUMN A COLUMN B
Q17 (1) They are responsible for the graphic image of the
Copywriters advertisement and create the visuals in both print and
video; they lay out the advertisement elements in print.
Q18 (2) They compile a media plan, which must be

Art directors approved by the advertiser. Once approved, the
media plan becomes a ‘blueprint’ for the selection and
use of different media.
Q19 (3) They have a good visual imagination and excellent

Broadcast writing skills. Apart from being able to visualise they
directors are also very verbal, that is, they are able to express
themselves well. They are also open to new experiences
and these new experiences can manifest into coming
up with innovative ideas.
(4) They can also be part of the team when a television

commercial is created. These directors manage the
creative process and play an important part in
maintaining the focus of the advertising strategy and
ensuring that the creative concept is strategic.
Question 17
Copywriters have a good visual imagination and excellent writing skills. Apart from
being able to visualise they are also very verbal, that is, they are able to express
themselves well. They are also open to new experiences and these new
experiences can manifest into coming up with innovative ideas.
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Question 18
Art directors are responsible for the graphic image of the advertisement and
create the visuals in both print and video; they lay out the advertisement elements
in print.
Question 19
Broadcast directors can also be part of the team when a television commercial is
created. These directors manage the creative process and play an important part
in maintaining the focus of the advertising strategy and ensuring that the creative
concept is strategic.
Q20 The first aspect of media selection is ………. which will assist the media
buyer to determine how much money to allocate to each medium; how
frequently it will be spent; how much money will be spent in each
geographic area, and so on. The recommended allocations should be
adhered to as closely as possible.
(1) profiling the target audience

(2) the allocation of money
(3) to use the gross rating point levels or GRPs guides
(4) developing a media schedule
The allocation of money is the first aspect of media selection which will assist the
media buyer to determine how much money to allocate to each medium; how
frequently it will be spent; how much money will be spent in each geographic area.
The recommended allocations should be adhered to as closely as possible.
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Q21 Some organisations' advertisements are not noticed, perhaps because

there are too many advertisements on a single page. Consumers are easily
irritated by a clutter of advertisements and tend to disregard them.
The above mentioned statement can be seen as a disadvantage of … .
(1) online publishing

(2) traditional advertising
(3) online marketing
(4) online advertising
A disadvantage of online advertising can be that some organisations’

advertisements are not noticed, perhaps because there are too many
advertisements on a single page. Consumers are easily irritated by a clutter of
advertisements and tend to disregard them.
Q22 Advertising plays an/a ………. role since it brings cost efficiency to the
marketing effort. This element of the marketing communication mix reaches
a large audience and therefore brings down the cost of marketing efforts.
It is argued that the more people know about the product, the higher the
sales will be. The higher the level of sales is, the cheaper the product.
(1) marketing
(2) communication
(3) economic
(4) sales
Advertising plays an economic role since it brings cost efficiency to the marketing
effort. This element of the marketing communication mix reaches a large audience
and therefore brings down the cost of marketing efforts. It is argued that the more
people know about the product, the higher the sales will be. The higher the level
of sales is, the cheaper the product.
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Q23 Online advertising enables the consumer to exercise extensive to
exhaustive control over the content with which he or she interacts, thus
making him/her a partner in the process of communication and message
production.
The unique characteristic of online advertising referred to above is … .
(1) equality
(2) interactivity
(3) information intensity
(4) individualisation
The interactive characteristics of online advertising enables the consumer to

exercise extensive to exhaustive control over the content with which he or she
interacts, thus making him/her a partner in the process of communication and
message production.
Q24 One of the advantages of online advertising is that of … .
As a result of the Internet's ability to target specific individuals, messages

can also be designed to appeal to the specific needs and wants of the
target audience. The interactive nature of this medium enables marketing
in the form of one-to-one messaging.
(1) message tailoring

(2) target marketing
(3) interactive capabilities
(4) information access
Advantages of online advertising is that of message tailoring. As a result of the

Internet’s ability to target specific individuals, messages can also be designed to
appeal to the specific needs and wants of the target audience. The interactive
nature of this medium enables marketing in the form of one-to-one messaging.
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Q25 Advertisers normally do a ………. analysis to ascertain how consumers

spend their time, energy and money.
(1) psychographic
(2) lifestyle
(3) behavioural
(4) needs
Advertisers need to consider people’s lifestyles because they need to be aware of

how a person spends his or her time, energy and money. A person’s lifestyle is
also an indication of his or her activities, interests and opinions and advertisers
will use that information to make their advertisements more appealing. Advertisers
normally do a lifestyle analysis to ascertain how consumers spend their time,
energy and money.
3.2 Feedback on Assignment 02: Public relations
Unique assignment number 504854
Due date 10 March 2020
Questions 1-3
Read the scenario below and answer questions 1-3.
The South African Post Office (SAPO) has been hit by strikes and has
been reported in the media in 2015 and 2016 as facing a serious financial
crisis. Its newly appointed CEO Mark Barnes has come up with a strategy to
turn the situation around and ensure that SAPO recovers so that it will operate
profitably again. Mr Barnes needs the support of all the employees as internal
stakeholders. However, he first needs to ensure that employees understand
the new strategy. The situation at SAPO has drawn a lot of attention from
the media and investors, who are monitoring the organisation with interest to
see if Mr Barnes’ strategy will be successful.
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Q1 Which of the following media can be used to communicate the new
strategy to SAPO employees?
(1) News agencies

(2) Radio
(3) Images and words
(4) Online media relations
Options 1 (News agencies), 2 (radio) and 4 (online media relations) are all media
that are directed towards external audiences. Of course online media would have
been appropriate to convey internal messages – but the fourth option
specifically refers to ‘media relations’ which implies external audiences in the
form of the mainstream media. In addition, it may be possible for SAPO to have
an internal streaming radio station – which can be directed to employees only (for
purposes of this assignment we accept that it does not exist).
That leaves us with Option 3: images and words. Strictly speaking, images and
words (option 3) are not ‘media’ comparable to the other three options. This is
because all three others will make use of images and words to convey the
message – and without images and/or words no message will exist. However,
Option 3 is the only option that does not refer to external audiences and can
therefore vaguely be considered as media for addressing employees – and
therefore the key.
Q2 Which of the following online public relations tools can be used by

SAPO’s public relations department to provide customer support,
answer questions and post news and new information such as media
releases, earnings reports?
(1) Internal online communication

(2) Online conferences
(3) Online forums
(4) Online investor relations
If the question is properly analysed the indication is that it specifically refers to

external audiences – and a series of activities ranging from customer support and
earnings reports must be covered by the tool which need to be selected from the
four options.
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The first option (internal online communication) are eliminated because it

obviously refers to internal audiences.
The second option (online conferences) refers to a single channel that will not be
able to convey the variety of activities implicated in the question.
In a similar way, Option 3 (online forums) may be closer to the truth and will allow
for the full range of activities implied in the question itself, but are usually more
informal in character and therefore will not accommodate both queries as well as
official regulatory information such as earnings reports.
That leaves us with only Option 4 (online investor relations) that provides a formal
channel for communicating with various stakeholders – including investors.
Q3 You are the new public relations officer for SAPO and one of your goal
is to ensure that the organisation’s traditional and online public relations
are integrated.
What are the three components of integrated online public relations

that you need to consider?
(1) Message consistency, interactivity and mission orientated

(2) Early detection, planning and controlling
(3) Online events, online publications and online mailing lists
(4) Internet, extranet and website
For this question, the key can be found by considering the focus of the different
options.
Option 2 (early detection…) refers to crisis communication and is not

specifically focussed on integration.
Option 3 (online events …) simply depicts the activities and also does not focus
on integration specifically.
Option 4 is a list of media that can be used to serve as channels carrying

messages.
The only option referring to elements of integration is Option 1 which is the key.
Message consistency, interactivity and a mission orientation are all elements
contributing to integration.
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Q4 Which of the following is NOT one of Grunig and Hunt’s four models of
public relations?
(1) Press agentry/publicity

(2) Public information
(3) Relationship management theory
(4) Two-way symmetrical model
Options 1, 2 and 4 are all linked to the models described by Grunig and Hunt
(they described the progression in the development of public relations models
from the one-sided press agentry model focussing on providing information to a
more balanced view propagating a symmetrical model where both parties have
equal ‘power’ in the relationship and aiming to achieve mutual understanding.
The one model that stands out is the Relationship management theory (Option
3) which takes the principle of mutuality even further by describing public
relations as the management of relationships that are beneficial to all
stakeholders. Therefore Option 3 is the key – a model that goes beyond what
Grunig and Hunt proposed.
Q5 Which of the following statements describe(s) the two-way symmetrical

model of public relations?
(1) Public relations practitioners serve as mediators between an

organisation and its publics.
(2) Evaluative measurement is applied to determine to what extent a
public relations intervention has impacted the audience’s grasp of
how the organisation and its management perceive their publics.
(3) Although communication and public relations remain at the service of
the organisation, communication has uneven effects.
(4) The purpose of this model is to achieve an even exchange of
understanding between an organisation and its publics.
The question requires you to read the four Grunig and Hunt models on pages
227 and 228 of the prescribed texts.
Of the four options, two (Options 2 and 3) obviously does not refer to the
‘symmetry’ of the relationship between an organisation and its audiences.
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Option 4 (The purpose …) does imply some form of symmetry by referring to “…

an even exchange of understanding …” – although it does not specifically refers
to the role of practitioners. It would have been a viable key of the first option was
not present.
The key is Option 1 in which the mediation functions of practitioners are

emphasised – a role highly associated with the two-way symmetrical model of
public relations (more so than the descriptions provided in option 4).
Q6 Traditionally the term “Public” which was used to define public relations
implied a/an ………. audience.
(1) passive
(2) active
(3) segmented
(4) unresponsive
The concept of ‘public’ is being considered in this question. In traditional

definitions of public relations the ‘audiences’ or publics were well defined and
segmented – but the overall view of those publics (segmented or not) were that
they are ‘targets’ towards messages are directed.
The implication is that these publics are passive receivers of targeted

messages (Option 1) –which is the key for this question.
The other three options were not describing the publics as well as the first option.
The publics in the earlier definitions were therefore not active (Option 2) and
although they were viewed as unresponsive (Option 4), they were not and
responded without the organisation knowing it or being interested in those
responses.
It is true that the audiences were being segmented (Option 3) – but they were
still passive – being segmented only as “targets” for specific messages.
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Q7 The old PRISA definition of public relations viewed the task of public
relations as one- sided effort undertaken by the organisation to
intentionally spread its message.
The latest PRISA definition has shown a shift in this paradigm. It now
views public relations as fulfilling a/an ………. role.
(1) manipulative
(2) dictatorship
(3) facilitation
(4) persuasive
Of the four options, only one are not representing one-sided manipulative
behaviour from the organisation’s side.
The words manipulative (Option 1), dictatorship (Option 2) and persuasive

(Option 3) are all representative of ideas of what Public Relations should NOT
be.
Therefore the facilitation (Option 3) role of public relations is the key – and the
only one option that properly describe the public relations function in a
contemporary environment.
Q8 A system approach emphasises the importance of maintaining the ……….

and interdependence of the various systems and ………. in society.
(1) systems and subsystems

(2) linearity and systems
(3) equilibrium and subsystems
(4) hierarchy and processes
This question may be a little bit confusing because it requires students to

complete a sentence with two ‘gaps’ with the options not perfectly fitting those
gaps (with the addition of an “and” between the two words.
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However, Option 1 (systems and subsystems) would assist partly with the
second word to complete the second ‘gap’ but not the first.
Option 2 obviously does not make sense if one would try to fit it into the ‘gaps’
because neither “linearity” (which is not related to the systems approach) nor a
repeat of “system” in the second gap will make sense.
Similarly, the two words in Option 4 are not typical of the systems theory.
The only option is therefore Option 3 (the key) that fits the statement properly and
which is generally true.
Q9 Thando and Muzi are a married couple who would like to go to a holiday,
in the process they do their research on different holiday destinations of
their choice, their choice is based on a variety of values such as fun,
companionship, safety and price.
This is similar to the ………. in public relations.
(1) postmodern critique

(2) values-driven approach
(3) process approach
(4) system approach
The key to this question is obviously Option 2 (values-driven approach) because

the considerations of the two characters are not typical of postmodern critique
(Option 1), the process approach (Option 3) or the systems approach (Option 4).
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Q10 A postmodern critique sees the postmodern public relationspractitioners
as an organisational activist, the practitioner becomes a change agent
through … .
(1) facilitating articulation of dissenting voices

(2) communication with various stakeholders
(3) continuous interaction with the relevant stakeholders
(4) integration of feedback from the relevant stakeholders
Options 2, 3 and 4 are typical public relations functions that can be associated
with most of the contemporary models of public relations.
The only option (Option 1) that specifically relates to the more ‘unpopular’ or
controversial relations in an organisation – typical of a postmodern approach –
refers to the dissenting voices that need to be articulated by the public relations
practitioner. This is also more associated with the “activist” and “change-agent”
roles of practitioners.
Therefore Option 1 is the key.
Q11 Which of the following combinations represents the strategic role of public
relations?
(a) Doing environmental scanning in the macro, task and micro

environments of the organisation.
(b) Disseminating information to the organisation’s publics.
(c) Determining stakeholder concerns, feelings and attitudes of the
organisation.
(d) Compiling a communication strategy.
(1) ab
(2) cd
(3) ac
(4) ad
Option 3 is the key because dissemination of information (statement b) is an

obvious function not specifically related to a strategic approach – something that
has to be done.
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In a similar way the compiling of a communication strategy (statement d) is the

outcome of a strategic process and not a component of the process itself.
Therefore statements a and c would represents the strategic role of public

relations.
Q12 A public relations practitioner who ensures that values that empower
society are the driving forces of the organisation.
Which one of the f ollowing approaches to public relations is exemplified in

its communication process?

(2) Value driven approach
(4) Corporate responsibility
The key to solve this question is (similar to in question 9) again found in the
description of the ‘driving force’ of the practitioner – namely the values of society
that needs to be aligned with the organisation’s.
Of course, the only approach that strives towards synchronising values in

society and the organisation is the “value driven approach” which is Option 2 –
and the key to the question. The other options are not related to the issues
described in the question.
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Q13 The trial of former South African Paralympian Oscar Pistorius for the
murder of his girlfriend Reeva Steenkamp attracted attention from both
local and international publics.
Select the statement that best applies to the newsworthiness of the Oscar
Pistorius case.
(1) The Oscar Pistorius case as a news event was statistically

deviant and had huge potential to change the status quo at a local,
regional, national and international level.
(2) The cultural significance of the Oscar Pistorius case added to the
newsworthiness and economic impact of the event.
(3) The newsworthiness of the story was based purely on the political
significance of the event.
(4) The newsworthiness of the story was based purely on the public
significance of the event.
The four options to this question are all more or less problematic. The issue here
is to eliminate the more obvious incorrect options and end up with the most
viable explanation for the newsworthiness of the case. From a theoretical point of
view the best explanation of the newsworthiness of the case is that, it was
statistically and normatively deviant (a star athlete murdering his girlfriend) as
well as socially significant (cultural and public significance).
Option 4 explain the newsworthiness based purely on the public significance

of the event – which is not true.
Option 3 refers to the political significance of the event – which is also not
relevant.
Option 2 refers to the cultural significance – which can apply partly – but not
as the primary reason for newsworthiness - but then link it to economic
significance – which is not entirely applicable.
This leaves only Option 1 with statistical deviance as the most important reason
for the newsworthiness – but linking it to potential to change the status quo
deviance (which is not applicable).
Option 1 (although flawed) is, however, the best possible predictor of the
newsworthiness of the case.
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Q14 Deviance can be defined as … .
(1) “News items that are usual, less important or not relevant”.
(2) “Things, people, events that are not significant in any way”.
(3) “News that entertain, inform and attracts different audiences”.
(4) None of the above.
None of the above statements is correct because deviance can be defined as

news items that are unusual, different or odd – that is events, persons or things
that are not considered normal according to a society’s generally accepted social
values, norms or expectations (Page 245 of the prescribed book).
Q15 Last year in April, South Africa saw news stories of women brutally being
murdered by either strangers or their partners in different provinces.
Which theoretical distinct component of deviance will determine the

newsworthiness of these news or stories?
(1) Potential for social change deviance

(2) Statistical deviance
(3) Normative deviance
(4) Public significance
Even though option 1 and 3 relates to basic theoretical components of

deviance, they do not specifically relate to the outlined behaviour (brutal killing of
women) that violates a social collective’s existing norms (Page 246 of the
prescribed book).
Options 4 is a dimension of social significance.
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Q16 Which of the following is not true regarding the axioms framed by
Ledingham (2003) concerning organisation-public relationships? Rather
than communication, the relationships … .
(1) are the principal concern of the domain of public relations

(2) are effectively managed to support mutual understanding and
benefit
(3) can be sustained by communication alone
(4) are driven by the perceived needs and wants of interacting
organisations and publics
Option 1, 2 and 4 relate to axioms framed by Ledingham (2003) concerning

organisation-public relationships, therefore the only incorrect key is option 3
(Page 232 of the prescribed book).
Q17 ………. is an example of controlled media.
(1) Pamphlets
(2) Brochures
(3) Written memoranda
A mark should be awarded to any of the options.
Controlled media are those media over which the organisation has some
control concerning what is said, how it is said, when it said, and to whom, for
example brochures, newsletters, pamphlets, written memoranda and reports,
etcetera.
Uncontrolled media, on the other hand, are the opposite of controlled media in
that the organisation has no control in terms of what goes in those media, for
example newspapers, radio or television etcetera. (Page 242/3 of the prescribed
book)
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Q18 Planning for a crisis comprises four consecutive steps according to the
generally accepted model.
Which of the following conforms to the model?
(1) Risk assessment, developing the plan, response and recovery.

(2) Risk assessment, developing the plan, defining the problem and
planning and programming.
(3) Defining the problem, planning and programming, taking action and
communicating and evaluating.
(4) Defining the problem, planning and programming, evaluating the
crisis and recovery.
The correct option 1
Even though option 2 labels the first two steps correctly (Risk assessment,
developing the plan), it loses tract with the last two steps.
Options 3 and 4 are completely misplaced (Page 252 of the prescribed book).
Q19 Newspapers, television, radio and magazines are used for communicating
with external publics.
Which one of the following statements is correct?
(1) Newspapers are not the most credible for of media.

(2) Television is not the most intimate medium.
(3) Radio does not offer a range of publicity opportunities.
(4) Magazines provide durable information.
Magazines provide durable information, they have a longer life than newspapers
and they can reach readers with specialised interest(s).
Option 1 is incorrect because newspapers are the most credible of all media.
Television is the most intimate medium, therefore option 2 is incorrect.
Option 3 is misplaced because, as a mobile medium that addresses mobile

audiences, radio does offer a wide range of publicity opportunities (Page 243/4 of
the prescribed book).
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Q20 During a crisis communication plan various stakeholders should be
identified.
Who are the key stakeholders?
(1) Employees
(2) Media
(3) The curious public
(4) All the above
All the named options represent key stakeholders that would be impacted
upon during the crisis, therefore they need to be identified during a crisis
communication plan (Pages 252-3 of the prescribed book).
Q21 When the crisis end an organisation should evaluate the quality of its
response and take appropriate action from the lesson learnt.
This step is known as … .
(1) response
(2) risk assessment
(3) developing plan
(4) none of the above
After the crisis has ended, an organisation should evaluate the quality of its
response and take appropriate action from the lessons learnt. This is done
through the Recovery step, which is none of the options named (Page 254 of
the prescribed book).
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Q22 According to Angelopulo and Barker (2013) there are seven potential
benefits that may result from a crisis.
Which one is not the correct option?
(1) Latent problems are faced.

(2) Heroes are born and people become the focus of attention.
(3) People can be changed
(4) Sale increase
The first three options (1, 2, and 3) are correct, they form part of the seven
potential benefits identified to result from a crisis (Page 251 of the prescribed
book).
The last option is the odd one out.
Q23 Falling under close media or government scrutiny it can be identified as …..
communication.
(1) opportunity
(2) publicity
(3) crisis
(4) evaluation
The description well fits crisis communication because it characterises crisis as

a situation, often marked by forewarnings, that runs the risk of falling under
close media or government scrutiny (Page 251 of the prescribed book).
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Q24 ………. can be described as “tracking of trading in the organisation‘s
shares; monitoring of speculative activities; and distribution of information
to potential online investors”.
(1) Online newsroom

(2) Online publication
(3) Website launch planning
(4) Online investor relation
The description best suits the online investor relations as an online public
relations tool. The other options are distractors (Page 371 of the prescribed
book).
Q25 Four major social scientific perspective exist from which public relations
theory can be built upon or benefit.
Which one is the incorrect option?
(1) Symbolic interactionism

(2) Conflict management
(3) Haberman ‘s theory of communication action
(4) Conflict theories
Symbolic interactionism is one of the four major social scientific perspectives

from which public relations theory can be built upon or benefit.
The other three are exchange theories, conflict theories and structural-
functional theories
(also referred to by some researchers as the ‘systems approach’).
Options 2, 3 and 4 are far from the answer (Page 367 of the prescribed book).
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4 ASSIGNMENT 03
By now you will have submitted Assignment 03, the integrated communication
campaign. For this assignment, you were expected to plan an integrated
communication campaign for a real organisation.
You were required to provide an official letter from the organisation you worked
with.
If you did not include this letter in your portfolio, your mark were halved.
To plan the campaign, you were expected to consult the study material and
make use of the Interactive Model of Communication Campaigns.
This model proposes four phases for communication campaigns:
• Phase 1: Assess
• Phase 2: Create
• Phase 3: Implement
• Phase 4: Evaluate
For the purposes of Assignment 03, you were required to complete only phase 1
and phase 2 of the campaign.
The following discussion has been adapted from Angelopulo (2006:393–416).
1 PHASE 1: ASSESS
To successfully complete phase 1, you needed to:
1.1 Identify the communicator
This entailed
• Writing a letter to a selected organisation explaining that you would like to

plan an integrated communication campaign on their behalf.
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• Communicating with representatives of the organisation about the campaign.
• Writing a report on this communication.
1.2 Identify the target audience
• This step involved formal research methods.
• You had to formulate a research problem statement.
o When developing your problem statement or research problem you

needed to remember that your research was going provide you with
information intended to help you to understand your target audience
better (in other words, to know what their attitudes and perceptions
were).
o Remember, the problem statement looks at your target audience and

asks how you are going to gather information from them that will help
you with your communication campaign.
• You had to formulate sub-problems.
o The purpose of formulating sub-problems is to divide the main research

problem into smaller researchable units.
o For example, your sub-problems needed to relate to the audiences’

levels of awareness of the organisation, their perceptions of the
organisation, their media preferences, their needs and expectations,
their preferred ways of contact and feedback, and so on.
• You had to formulate research questions.
o This step turns your sub-problems into questions, which you answer
by conducting research. For example, one of your research questions
could have been: “What are the current levels of awareness amongst
potential donors towards the charity?”
o You should have formulated at least three research questions.
• You needed to identify the unit of analysis.
o In the case of a survey (and an analysis of audiences), the unit of

analysis would simply be individuals.
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• You needed to define your population(s).
o You had to define your population carefully, because this would

determine your sample and sampling procedure.
• You had to decide on sampling procedures.
o You were required to discuss your sampling method in detail. What

method was used and how did you physically select your respondents?
o You needed to specify your sample size.
• You had to specify your methodology and measuring instrument.
o Was your research based on a qualitative or quantitative approach?
o You had to supply an example of the measuring instrument you made

use of (e.g. your questionnaire and interview schedule).
• You had to report your results.
o You needed to report the results in detail. How many realised

responses did you receive? What were the frequency tables for all
items in the questionnaire?
Here is an example of a frequency table.
Yes No Don’t know

Question 3 35% 25% 40%
• You needed to discuss at least three communication issues identified in

the results that would have an influence on the way you were going to plan
the campaign.
• You had to explain how you made provision for audience segmentation
(in terms of demographics, psychographics and/or socio-graphics).
35
1.3 Analyse the situation
• You had to provide a historical review and forecast.
o We wanted you to describe the evolution of the product/service/idea,

explain the present status, and highlight problems or opportunities that
should be dealt with.
• You needed to formulate the central idea of the communication campaign
o This is based on the findings of your research as well as the historical

review and forecast.
• You needed to describe the social, political and economic environment.
o You should have described how information on the organisation is

disseminated, the conditions of its distribution, and how society in
general, the target audience and important stakeholders feel about this.
o Again, this would have been based on the findings of your research
as well as the historical review and forecast.
• You needed to identify competitors.
o We wanted you to provide demographic and psychographic details of

the competitors, and describe their concepts and ideas, strengths and
weaknesses.
• We wanted you to provide a description of the organisation and its culture.
• You needed to describe the relationship infrastructure.
o To do this, you should have reviewed platforms that support the

relationship between audience and communicator, for example,
customer databases, and points of contact between audience and
communicator.
• You had to supply other information that was critical for the campaign.
o This would have covered timing, budget constraints, obligations,

conditions and directives for integration (standardised identity, common
themes, symbols, tone and manner, etc.)
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1.4 Culmination of phase 1
You needed to
• Identify the issues relevant to the campaign.
• Discuss how the issues affected the planning of the campaign.
• Provide three broad general aims for the campaign.
• Identify the communication problem or opportunity.
2 PHASE 2: CREATE
This is considered the most important phase, because everything that is to be

implemented later is conceived and formulated during the creation phase.
To successfully complete phase 2 you needed to:
2.1 Stipulate the communication problem or opportunity
To do this, you needed to
• Formulate the main communication problem or opportunity.
• Explain why this campaign was necessary.
• Explain that the aims of the campaign were.
• Discuss three audience characteristics.
o You could have done this in terms of demographics, psychographics or

socio-graphics, or a combination of all three.
• Provide a description of the product/service/idea.
• Discuss the role played by the product/service/idea in the lives of the target
audience.
37
• Define the needs of the audience.
• Briefly describe the competition.
• Describe the environment in which the product/service/idea exists.
• Conduct a SWOT analysis, during which you would have identified strengths,
weaknesses, opportunities and threats as they applied to the
product/service/idea.
2.2 Establish the campaign topic
This is the core reason for communicating, and refers to a particular concept
that is to be communicated about the product/service/idea.
2.3 Formulate strategic communication objectives
The strategic objectives need to take the following into account:
• what the communication campaign is to achieve
• the audience(s)
• how successful the campaign will be among the target audience
• the resultant physical actions or behaviour
• the due dates, or the time by which these objectives are to be achieved
2.4 Create the communication message
• This involves formulating the big idea, which requires
o Identifying the central idea or theme based on the needs of the audience.
o Differentiating the product/service/idea from competing concepts,

identifying a benefit it offers the audience, and associating it with some
form of excitement or image (e.g. through endorsements).
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COM3708/201/1/2020
• You needed to establish the message approach. For this, you would have
had to
o Decide what would attract the audience more effectively:an emotional

or rational approach, or both?
o Identify eight different ways of presenting your message.
o Consider the audience and the media to be used.
o Decide whether your message was going to be humorous, factual,

dramatic, a testimonial, a demonstration, an endorsement, and so on.
2.5 Budget and responsibilities
• Reviewing the budget and making any changes, and obtaining approval for a
revised budget.
• Identifying people involved in the campaign and allocating the necessary

tasks to them.
• Relationship infrastructure
This involves making sure everything is in place to make the campaign possible. Is
the database updated and does the infrastructure exist to deal with the additional
interest the campaign will generate?
• Communication mix
o You needed to use a proper mix of media and communication

techniques.
o In this case, you should have made plans to incorporate advertising and
public relations elements, and harnessed the relevant media necessary
to do so.
• Review mechanisms
How did you ensure that the campaign would be properly internally integrated?
Did you put mechanisms in place for monitoring progress and providing
alternatives if the campaign did not achieve the goals set for it?
39
2.6 Select the media
You needed to
• Provide a list of at least eight media activities.
• Substantiate your choice of media by referring to the criteria of reach,

frequency and impact. These media must be selected with the target
audience and communication objectives in mind.
• Explain how each medium contributed to internal integration. (How did the
communication activities planned meet the overall objectives of the
campaign?)
2.7 Produce the communication material
You needed to
• Produce all the materials (at least in draft format) for the media you selected
(e.g. advertisements, pamphlets, press releases and online designs).
• Explain how each of these assists in conveying the meaning you intended, in
that way contributing to the big idea.
5 THE EXAMINATION
You will write the examination in May/June 2020. The examination consists of two
sections. If you studied Advertising, you will answer section A. If you studied
Public Relations, you will answer section B. Each section consists of three essay-
type questions, of which you must answer any two. Each question is marked out
of 30, so the total mark allocation for the examination paper is 60.
The examination paper is based on the prescribed book, the study guide and the
tutorial letters. You will not be examined on the integrated communication
campaign (topic 3). Write your answers to the examination questions in the
answer books that will be handed out at the examination venue.
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COM3708/201/1/2020
5.1 Advertising
For section A (Advertising) you need to study Chapter 8, Chapter 9 and Chapter
10 (the section on Online advertising only) of your prescribed book.
All the following sections will be important:
• Defining the nature of advertising

• The Classification of advertising
• Roles of advertising
• Advertising and its role in the marketing mix and overall and communication
strategy of the organisation
• Advertising and its role in society Advertising consumer response theory The
ethics of advertising
• The advertising agency
• Advertising media
• Media selection for advertising
• Creative roles within the advertising agency
• The consumer audience and consumer behaviour
• The consumer decision process
• The advertising campaign
• Chapter 10 only study Online advertising (10.11)
5.2 Public Relations
• Chapter 7 of the prescribed book and Chapter 10 (study only online public
relations) Public relations in context
• Public relations theory
• Public relations functions
• Public relations practice in business organisations, government and non-profit
organisations
• Corporate social responsibility
• Media and public relations
• Planning a public relations campaign
• Crisis communication
• Chapter 10 only study online public relations (10.12)
6 CONCLUSION
The COM3708 team hopes you have enjoyed this module. We wish you every
success in the final examination, and in your future studies.
41

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COM3708/201/1/2020

Tutorial Letter 201/1/2020

Advertising and public relations

Department of Communication Science

This tutorial letter contains important information

This tutorial letter contains feedback on Assignments 01 and 02, as well as

2 LECTURERS FOR COM3708

NAME TELEPHONE E-MAIL ADDRESS

3 COMPULSORY ASSIGNMENT 01 AND 02

You had to submit either Assignment 01 (Advertising) or Assignment 02 (Public

The assignments each consisted of 25 multiple choice questions.

Unique assignment number 772684

Due date 10 March 2020

This segment is referred to as the … .

(1) market segment

The correct option is 3

This segment is referred to as the consumer audience.

Q2 Online advertising entails a process whereby the consumer purposefully

What characteristics of online advertising can be identified in this

The correct option is not listed

Students will be credited for this question

You must consider … .

(a) the months or seasons when the advertisements should appear

The correct option is 2

Q4 After noticing an advertisement promoting a new type of oscillating

Which of the current debates on advertising and its role in society is

(1) untruthful or deceptive advertising message debate

The correct option is 4

Q5 Market segmentation is an important tool that marketers use because it … .

(1) assists the creative director to manage the strategy of advertisements

The correct option is 2

Market segmentation is an important tool that marketers use because it enables

Q6 ………. are defined as advertising or other sales representations which

The correct option is 2

Puffery tactics are defined as advertising or other sales representations which

(1) marketing public relations

The correct option is 2

Q8 Activa Group Pty Ltd, a manufacturing organisation, constantly uses email

This scenario refers to the ………. pillar of effective online communication.

The correct option is 4

This scenario refers to the continuous communication pillar of effective online

Social networking refers to a category of websites that serves as a vehicle for

Q13 A ………. is usually a relatively small agency that concentrates exclusively

(1) minority agency

The correct option is 4

A minority agency is usually a relatively small agency that concentrates

Q14 ………. refers to the relative degree of awareness, or measured

Aspects such as the advertisement's headline, illustration, body copy and

The correct option is 4

Impact refers to the relative degree of awareness, or measured advertisement

(1) Situation analysis

The correct option is 1

Q16 When a trait or group of traits of a specific cultural group is misrepresented

Which stereotypes need to be considered when it comes to portraying

(a) Misleading claims

The correct option is 1

The issue of portraying people fairly and accurately in advertisements is linked to

Creative advertising can attract attention and create awareness, as well as

Q18 (2) They compile a media plan, which must be

Q19 (3) They have a good visual imagination and excellent

(4) They can also be part of the team when a television

(1) profiling the target audience