Exam (elaborations)
COM3708 EXAM PACK 2023
- Institution
- University Of South Africa (Unisa)
the document has the latest questions and elaborate answers
[Show more]
Content preview
COM3708 EXAMPACK 2023
UPDATED REVISION
PACK
, Stuvia.com - The study-notes marketplace
COM3708
ADVERTISING AN
PUBLIC RELATION
ASSISTANCE PACK
Downloaded by: wilmansb14 | wilmansb@gmail.com
Distribution of this document is illegal
, Stuvia.com - The study-notes marketplace
Defining Advertising
Advertising is the persuasive and influential communication of
messages to a specified segment of an audience by an identified
advertiser who pays for unmodified messages to be delivered
through the mass media.
Paid communication
For commercial advertising messages, the advertiser is allowed to
provide any information on the product, service or idea advertised
because it is paid for by the advertiser.
Mass media
The advertising message is usually communicated to the target
audience by means of mass media, which include newspapers,
magazines, outdoor advertising, radio, television, cinema and the
Internet.
The messages are impersonal and advertisers receive delayed
feedback from members of the
audience.
Identified advertiser
The advertiser is introduced by the advertising message, the main
purpose of which is also to identify the advertiser’s product, service
or idea. The advertisement should also orientate the audience
positively towards the advertiser and the product, service or idea
advertised.
Downloaded by: wilmansb14 | wilmansb@gmail.com
Distribution of this document is illegal
, Stuvia.com - The study-notes marketplace
Specified segments of audiences
Advertising messages are aimed at specific individuals and not at
every individual consumer. Certain products or services are
advertised only to those audience members whose needs and wants
will be satisfied by using it.
Persuasive/influential message
Message also aims to persuade consumers to buy a specific service,
use a specific product, or believe a specific idea. The message should
therefore be influential in nature in that a response or reaction
should be elicited from audience members.
Unmodified message
No gatekeeper may alter the advertising message.
The message should convey only the information that the advertiser
wants the target audience members to
receive.
It is clear that over the years the advertising phenomenon has
evolved enormously
Downloaded by: wilmansb14 | wilmansb@gmail.com
Distribution of this document is illegal
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller AlectaGroup. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R60,00. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
84866 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now