COM3708/501/3/2018
Tutorial letter 501/3/2018
Advertising and public relations
COM3708
Semesters 1 & 2
Department of Communication Science
BARCODE
,TUTORIAL LETTER 501 FOR COM3708
SEMESTERS 1 & 2
AUTHORS
Dr Janette Hanekom
Dr Lizelle van der Walt
Prof Danie du Plessis
Prof Charmaine du Plessis
Mr Nkosinathi Selekane
Ms Vuyo Seti
Mrs Lienkie du Plessis
Prof Yolandi Slabbert
Mrs Andrea Meyer
Ms Venile Kabini
Mrs Therise Breet-van Niekerk
Dr Takalani Mudzanani
2
, COM3708/501/3/2018
CONTENTS
PAGE
TOPIC 1 ADVERTISING 7
TOPIC 2 PUBLIC RELATIONS 61
TOPIC 3 INTEGRATED COMMUNICATION CAMPAIGNS 101
3
, PREFACE
Dear Student
It is a great pleasure to welcome you to this module in advertising and public relations. We would
like you to share our enthusiasm for this field of study and, as a first step, we urge you to read this
preface in detail. Refer to it as often as you need to, since it will certainly make studying this
module a lot easier.
The fields of advertising and public relations are extremely dynamic and challenging. The learning
content and activities contained in this study guide will therefore afford you opportunities to
explore the latest developments in these fields and help you to discover them as they are
practised today. We hope that you will enjoy the module.
You may select the following options to study this module:
Option 1:
Topic 1 and topic 3 (advertising)
Option 2:
Topic 2 and topic 3 (public relations)
Bear in mind that you have to study topic 3, irrespective of whether you select advertising or
public relations.
1 PURPOSE OF THE MODULE
The aim of this module is to provide insight into and an understanding of the contexts, theories and
practice of either advertising or public relations. The module is aimed at enabling you to
understand these two fields in the different contexts in which they are practised and to apply your
knowledge through the integrated communication campaign.
2 MODULE OUTCOMES
After completing this module, you should be able to
apply your knowledge of the relevant theories and roles of either advertising or public
relations in the context of the organisation through the integrated communication
campaign
apply your knowledge of the fundamentals of traditional as well as online advertising or
public relations activities in the organisation through the integrated communication campaign
3 FRAMEWORK OF THE MODULE
This module consists of three major topics (as shown in the table below), of which you should
select either topic 1 or topic 2 and topic 3.
Each topic is divided into sections referred to as study units. Each topic also has several
learning outcomes that provide the overall focus for the topic.
4
Tutorial letter 501/3/2018
Advertising and public relations
COM3708
Semesters 1 & 2
Department of Communication Science
BARCODE
,TUTORIAL LETTER 501 FOR COM3708
SEMESTERS 1 & 2
AUTHORS
Dr Janette Hanekom
Dr Lizelle van der Walt
Prof Danie du Plessis
Prof Charmaine du Plessis
Mr Nkosinathi Selekane
Ms Vuyo Seti
Mrs Lienkie du Plessis
Prof Yolandi Slabbert
Mrs Andrea Meyer
Ms Venile Kabini
Mrs Therise Breet-van Niekerk
Dr Takalani Mudzanani
2
, COM3708/501/3/2018
CONTENTS
PAGE
TOPIC 1 ADVERTISING 7
TOPIC 2 PUBLIC RELATIONS 61
TOPIC 3 INTEGRATED COMMUNICATION CAMPAIGNS 101
3
, PREFACE
Dear Student
It is a great pleasure to welcome you to this module in advertising and public relations. We would
like you to share our enthusiasm for this field of study and, as a first step, we urge you to read this
preface in detail. Refer to it as often as you need to, since it will certainly make studying this
module a lot easier.
The fields of advertising and public relations are extremely dynamic and challenging. The learning
content and activities contained in this study guide will therefore afford you opportunities to
explore the latest developments in these fields and help you to discover them as they are
practised today. We hope that you will enjoy the module.
You may select the following options to study this module:
Option 1:
Topic 1 and topic 3 (advertising)
Option 2:
Topic 2 and topic 3 (public relations)
Bear in mind that you have to study topic 3, irrespective of whether you select advertising or
public relations.
1 PURPOSE OF THE MODULE
The aim of this module is to provide insight into and an understanding of the contexts, theories and
practice of either advertising or public relations. The module is aimed at enabling you to
understand these two fields in the different contexts in which they are practised and to apply your
knowledge through the integrated communication campaign.
2 MODULE OUTCOMES
After completing this module, you should be able to
apply your knowledge of the relevant theories and roles of either advertising or public
relations in the context of the organisation through the integrated communication
campaign
apply your knowledge of the fundamentals of traditional as well as online advertising or
public relations activities in the organisation through the integrated communication campaign
3 FRAMEWORK OF THE MODULE
This module consists of three major topics (as shown in the table below), of which you should
select either topic 1 or topic 2 and topic 3.
Each topic is divided into sections referred to as study units. Each topic also has several
learning outcomes that provide the overall focus for the topic.
4
