COM3708/201/2/2019

Tutorial Letter 201/2/2019

Advertising and public relations

COM3708

Semester 2

Department of Communication Science

This tutorial letter contains important information

about your module.

BARCODE
 CONTENTS
Page

1 INTRODUCTION .......................................................................................................................... 3
2 LECTURERS FOR COM708 ........................................................................................................ 3
3 COMPULSORY ASSIGNMENT 01 AND 02 ................................................................................. 3
3.1 Feedback on Assignment 01: Advertising ..................................................................................... 3
3.2 Feedback on Assignment 02: Public relations ............................................................................. 16
4 ASSIGNMENT 03 ....................................................................................................................... 27
5 THE EXAMINATION ................................................................................................................... 34
5.1 Advertising .................................................................................................................................. 34
5.2 Public relations ........................................................................................................................... 34
6 CONCLUSION............................................................................................................................ 35

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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
October/November 2019.

2 LECTURERS FOR COM3708

NAME TELEPHONE NO E-MAIL ADDRESS

Ms T Breet-Van Niekerk 012 429 6287 breett@unisa.ac.za
Module coordinator
Advertising
Prof Danie du Plessis 012 429 6570 dplesdf@unisa.ac.za
Public relations
Mr Peter Masopoga 012 429 3143 masoplp@unisa.ac.za
Public relations
Mr Nkosinathi Selekane 012 429 2146 seleknl@unisa.ac.za
Advertising

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.

3.1 Feedback on Assignment 01 – Advertising

Unique assignment number 734149

Due date 6 August 2019

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Q1 The following steps should be used when designing a media … .

Step 1: Obtain background and do a situation analysis

Step 2: Set media objectives and aperture opportunities
Step 3: Select the media
Step 4: Schedule and allocate the budget

(1) strategy
(2) plan
(3) square
(4) budget

The correct option is 2

The four steps outlined in the item are the steps to follow when designing a media plan.

Option 1 is not correct as the media strategies are one of the sections of the media plan
(concerned with the components relating to targeting, continuity, and timing of the media plan).

Option 3 is not correct as the ‘media square’ is a term referring to the four important elements
that are central to the media planning process; reach, frequency, impact, and continuity/time.

Option 4 is also not the correct answer as the media budget is part of a media plan, but only
refers to the allocation of money to the selected media activities.

Q2 Various considerations are important when deciding to use an advertising agency

to run a campaign.

Which one of the following is a lesser consideration when choosing an advertising

agency?

(a) The target audience

(b) The available budget
(c) Media considerations
(d) Geographical positioning of the advertising agency
(e) Nature of the product of service to be advertised

(1) (a) (b)

(2) (e)
(3) (b) (c)
(4) (c) (d)

The correct answer is 4

Please turn to page 303 in your prescribed book. Options a, b and e are all valid considerations
when selecting an advertising agency.

The geographical positioning of the advertising agency, option d, is however not a critical
consideration when selecting an advertising agency.

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Q3 An advertisement placed on television and in newspapers will tend to be more

expensive for the advertiser if … .

(a) broadcast at prime time

(b) it takes up more space on a page in a newspaper
(c) broadcast at 03:10 am
(d) takes up a small portion in the classifieds of a newspaper

(1) (c) (d)

(2) (a) (b)
(3) (a) (d)
(4) (b) (d)

The correct option is 2

Advertising during prime time on television and a larger advertisement in a newspaper will
definitely be more expensive as opposed to a small advertisement in the classified section of
a newspaper and 03:10 am in the morning on television.

Q4 Copywriters and art directors in an advertising agency have to meet various

responsibilities, some of which are shared.

Indicate which of the following are shared:

(a) The design of the graphic image for the advertisement.

(b) The creation of visuals in both print and video.
(c) The development of the creative concept (the “big idea”).
(d) Implementing the advertising idea and working in teams.
(e) Managing the creative process.

(1) (a) (b)

(2) (c) (e)
(3) (c) (d)
(4) all of the above

The correct option is 3

As copywriters and art directors share the responsibility of developing the creative concept and
implementing the advertising idea.

Options (a), (b) and (c) are all key responsibilities of the art director specifically.

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Q5 ……….advertising agencies have four major staff functions namely account
management, creative services, media planning and buying, and research.

This type of advertising agency also has its own accounting department, a traffic
department to take care of internal tracking of completion of projects, departments for
broadcast and print production, and a human resources department.

(1) In-house
(2) Full-service
(3) Industry-focused
(4) Minority

The correct option is 2

Full-service advertising agencies are independent advertising agencies that can handle all the
advertising needs of their clients (compared to a specialised agency that focus on a specific
area, audience, or industry). Full-service advertising agencies are known for the four staff
functions mentioned in the question and handles the advertising process from beginning to end.

Option 1 is not correct as in-house advertising agencies are owned and supervised by the
organisations they advertise. An in-house adverting agency would usually make use of the
organisation’s human resources and accounting departments.

Option 3 is also not correct. Industry-focused advertising agencies are specialised agencies and
although they could have the four staff functions mentioned in this question and include all the
departments mentioned in the question, they are specifically known for their focus on a specific
field/industry.

Option 4 is also not correct, as minority-agencies are advertising agencies specifically focused
on minority ethnic, cultural, or religious groups.

As for other specialised agencies, minority agencies could have all the staff functions and
departments mentioned in the question, but instead of being known for their complete structure,
they are known for their focus.

QUESTIONS 6 TO 8

The traditional consumer-response advertising models are subsumed under three main
paradigms that proceed from the central premise animating each model. This is referred to as
the three-order paradigmatic consumer-response classification.

Match the paradigm in column A with the models in column B.

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COLUMN A COLUMN B
Q6 The traditional sequential paradigm (1)
o AIDA
o Hierarchy of effects
o Innovation adoption
o Information processing
Q7 The factorial variability paradigm (2)
o Association model of the advertising
communication process
o Facets model of effects
Q8 The inclusive facets paradigm (3)
o Three-orders model of information
transfer
o Hierarchy of effects
o Innovation processing
o Information adoption
(4)
o Three-orders model of information
processing
o Integrated information response
o FCB grid

This question might look complex, but if you study the table of the three main paradigms and
their associated consumer response models in your prescribed book, you will notice that the
correct answers can only be:

Question 6
Option 1

Question 7
Option 4

Question 8
Option 2

Option 3 is the only option not correct for one of the questions. If you study this option closely,
you will notice that it contains a collection of models associated with different paradigms.

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Q9 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

The correct option is 1

An 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.

Q10 Advertisers normally do a ………. analysis to ascertain how consumers spend

their time, energy and money.

(1) psychographic
(2) lifestyle
(3) behavioural
(4) needs

The correct option is 2

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.

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QUESTIONS 11 TO 13

Creative advertising can attract attention and create awareness, as well as generate 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
Q11 Copywriters (1) They 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.

Q12 Art directors (2) They compile a media plan, which must be approved by
the advertiser. Once approved, the media plan becomes
a“blueprint” for the selection and use of different media.

Q13 Broadcast directors (3) They 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 in them
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 11
The correct option is 3

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.

Question 12
The correct option is 1

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.

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Question 13
The correct option is 4

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.

Q14 In the FCB grid of the FCB planning model, a consumer purchasing the same
brand of washing powder signifies ………. involvement.

(1) high
(2) low
(3) knowledge
(4) informative

The correct option is 2

In the FCB grid of the FCB planning model the habit formation strategy is used for low
involvement thinking, usually including products that are used routinely. These products include
household items such as food and cleaning products.

Q15 A new pharmacy chain in Gauteng wants to launch an advertising campaign in order to
introduce their various pharmacies, services and products to their target audience. As
they do not have the necessary expertise to plan and implement an advertising
campaign themselves, they will have to use the services of an advertising agency.

The new pharmacy chain in Gauteng will most probably use a/an ………. agency.

(1) media buying

(2) creative boutique
(3) industry-focused
(4) virtual

The correct option is 3

Industry-focused agencies concentrate on specific industries such as pharmaceuticals.

The remaining options are all valid, but not applicable to this scenario.

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Q16 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 correct option is 2

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.

Q17 Activa Group Pty Ltd, a manufacturing organisation, constantly uses e-mail 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

The correct option is 4

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

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Q18 ………. 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

The correct option is 4

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.

Q19 What phase of the advertising campaign entails formal research that serves to
guide the other phases in the advertising campaign?

(1) Situation analysis

(2) Problem identification
(3) SW OT analysis
(4) Historical research

The correct option is 1

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.

Q20 After the spread of literacy in ancient Rome (from 200 BC onwards) ……….
advertising became prevalent, with advertisements being painted on walls in the form
of announcements.

(1) print
(2) written
(3) oral
(4) visual

The correct option is 2

Written advertising was used when ancient Romans painted announcements on their walls.

Option 1 is not correct, because printed advertisements only became known during the
industrial revolution when the printing of masses of advertising material became possible.

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Option 3 is also incorrect. Oral advertising refers to advertising using spoken words. Examples
of oral advertisers in ancient Babylon are the barkers and criers.

Option 4 is not the ideal answer either. Even though advertising message that can be perceived
with the eyes can be described as visual, we usually use the term ‘visual’ to refer to non-word
displays.

Q21 ………. sponsorships are used when the sponsor not only provides money in
return for name association, but also participates in providing the content.

Additional sponsorship opportunities available to online advertisers include naming

rights to sites; input relating to the overall “look and feel” of the site; and editorial
sponsorships.

(1) Regular
(2) Interactive
(3) Content
(4) Strategic

The correct option is 3

Content sponsorships are used when the sponsor not only provides money in return for
name association but participates in providing the content.

Options 2 and 4 are invalid. The only other valid option was 1, regular sponsorships, which is
however used when an organisation pays to sponsor a section of a site.

Q22 ………. advertising differs from awareness or image advertising, which focuses
on creating awareness of and interest in an image of a product.

This type of advertising influences consumers to select a specific brand the next
time they shop.

(1) Retail
(2) Non-commercial and commercial
(3) Action or response
(4) Primary and selective demand

The correct option is 3

Action or response advertising is a specific category of advertising that seeks a response or an

action from the consumer thereby influencing the choices consumers make.

Option 1, retail advertising, is also a category of advertising, but refers to advertising focused on
the retailer (such as chemist, sporting goods store, grocery store) and the brands held by that
retailer.

Another category of advertising is given as Option 2, but Option 2 is not the correct answer
here.

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Non-commercial advertising refers to advertising by charities, educational institutions,
government and other public causes or institutions.

Commercial advertising refers to a collection of advertising categories for commercial purposes

such as product sales, direct response and retail advertising.

Primary and selective demand advertising (Option 4) refers to advertising that intends to
stimulate support for a specific industry/product category (primary demand) or for the products
of a specific manufacturer instead of focusing on only one product (selective demand).

Q23 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) (b) (d) (e)

(2) (a) (c) (d)
(3) (c) (d)
(4) all of the above

The correct option is 1

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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Q24 You access the Edgars website to browse through their latest online catalogue. While
doing so a message comes up asking whether you would like to subscribe to an e-
mail newsletter.

Which forms of online advertising can you identify in the above scenario?

(a) Standard banners

(b) Online shopping mall
(c) E-mail marketing
(d) Pop-ups

(1) (a) (c)

(2) (b) (d)
(3) (c) (d)
(4) (b) (c) (d)

The correct option is 4

Option a:
Standard banners are online advertisements in the form of side panels, skyscrapers or verticals
found on advertising-supported websites. In the case of the Edgars website, a banner
advertisement will typically appear above, below or on the side of the main content of a specific
page.

Option b:
Online shopping malls are websites where consumers purchase products and are seen as a
form of online advertising. Edgars.co.za is an example of such a website.

Option c:
E-mail marketing is a marketing message that reaches a consumer or potential consumer via
their e-mail to promote a specific product or organisation. An example of e-mail marketing can
be a company newsletter.

Option d:
Pop-ups are online advertisements that appear on the screen of a browsing consumer in order
to get their attention. They are usually larger than banner advertisements and smaller than the
full screen and appear.

In the short scenario given for Question 4, three forms of online advertising are visible.

Browsing the online catalogue of the Edgars website describes the use of an online shopping
mall, a pop-up appearing to get your attention is another form of online advertising and the e-
mail newsletter, which you are prompted for, refers to e-mail marketing.

Option 4 is therefore the only possible correct answer as the other options are either incomplete
or also include Option a, that is not identifiable from the scenario.

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Q25 ………. are defined as advertising or other sales representations that 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

The correct option is 2

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.

3.2 Feedback on Assignment 02: Public relations

Unique assignment number 868575

Due date 6 August 2019

Q1 In terms of an online public relation integrated approach, online public relations will use
integrated … .

(1) marketing programmes

(2) online or printed advertisements
(3) sales promotion
(4) all of the above

The correct option is 4

In terms of an integrated approach, it is essential for online public relations to use integrated
marketing programmes, online or printed advertisements, sales promotions and so on.

As this approach will require a much wider application than simple design and development of a
corporate website.

Q2 Furthermore, the integrated online public relation approach has three key components.

These components are message … .

(1) consistency, interactivity and mission oriented

(2) delivery, reciprocity and goal driven
(3) segmentation, interactivity and mission oriented
(4) consistency, passiveness and mission oriented

The correct option is 1

It is concluded that integrated online public relations has the following three key components:
message consistency (the same message regardless of media used), interactivity (meaningful
dialogue) and mission orientated (everything stems from the mission of the organisation).

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Q3 The old PRISA definition of public relations viewed the task of public relations as a
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

The correct option is 3

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.

Q4 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

The correct option is 3

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.

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.

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Q5 ………. is no longer seen as generosity.

Rather, it has become an obligation that is not only expected from companies, but
is also seen as a component of corporate citizenship.

(1) Corporate social responsibility

(2) Value driven public relation
(3) Relationship management public relation
(4) Corporate philanthropy

The correct option is 4

Corporate philanthropy is a public relations tool used to build relationships with stakeholders as
an obligation in creating great good within the community context that the organisation exists
within.

Large corporations are evidently most affected by this but small, local businesses can also
contribute to community causes and are frequently also expected to fulfil a socially beneficial
role.

Q6 ………. is an example of controlled media.

(1) Newspapers
(2) Pamphlets
(3) Brochures
(4) Written memoranda

Options 2, 3 and 4 are correct

A mark should be awarded to any of the three 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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Q7 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).

Q8 Public relations … .

(1) creates a positive image of an organisation

(2) is a form of advertising that is designed to influence the attitude towards and
belief about a particular organisation
(3) is designed to establish and maintain an understanding between any
organisation and its public
(4) aims to foster trust in the integrity of any organisation

The correct option is 3

The PRISA definition emphasises the management of perceptions and strategic relations which
implies that the organisation recognises its dependence on these.

There is a shift in the power relationships; the organisation depends on its stakeholders/public
and their perceptions and on its relationships with them.

Q9 In an organisation, the public relation practitioner’s role is to … .

(1) explain an organisation’s policy

(2) work with staff to create a positive attitude
(3) stress that the organisation is socially aware
(4) all of the above

The correct option is 4

The role of the public relations practitioner is to mutually create beneficial relationship with
relevant stakeholders.

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This entails explaining the policy of the organisation to these stakeholders and in turn explaining
the stakeholders needs, wants to the organisation.

The policies will evidently postulate that the organisation is socially aware of the issues of the
environment it exists within.

The staff members are an essential component in the public relations process, as the staff
members assists the organisation to effectively portray a positive image to external
stakeholders.

Q10 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

The correct option is 3

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.

Q11 Newspapers, television, radio and magazines are used for communicating with
the external public.

Which one of the following statements is correct?

(1) Newspapers are not the most credible form 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.

The correct option is option 4

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.

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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).

Q12 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

The correct option is option 4

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 (Page 252/3 of the
prescribed book).

Q13 It is important for an organisation to have a solid crisis management plan.

Crisis management can be defined as … .

(1) “any measure that plans in advance for a crisis”

(2) “any measure that removes the risk and uncertainty from a given situation”
(3) “a plan that allows the organisation to be more in control during a crisis”
(4) all of the above

The correct option is 4

A crisis plan is defined as “any measure that plans in advance for a crisis, any measure that
removes the risk and uncertainty from a given situation and thereby allows you to be more in
control” (Angelopulo & Barker 2013:375).

Q14 Online crisis management involves a threefold process.

These can be identified as … .

(1) proactive planning

(2) response
(3) post-evaluation
(4) all the above

The correct option is 4

Online crisis management is a threefold process, as it entails proactively planning and preparing
the organisation for a possible crisis.

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This will give an organisation an opportunity to sufficiently and promptly respond to a crisis, and
to employ post-evaluative action in order to facilitate learning and prepare the organisation for
future crisis events.

Q15 According to one of the following approaches the task of public relations practitioners
is to ensure that values are the driving forces of an organisation and its
communication practices.

Identify the applicable approach from the following list.

(1) The systems approach

(2) The values-driven approach
(3) The postmodern critique
(4) The process approach

The correct option is 2

According to Angelopulo and Barker (2013) the basic point of the value-driven approach to
public relations is that an organisation‘s core values should govern the public relations process
from inception to conclusion.

The public holds public and private organisations accountable for what they are doing.

Q16 Traditionally, the public was grouped into different categories. Which category can
be aligned with the current public according to the latest PRISA definition?

(1) Intervening public

(2) Latent, aware and active public
(3) Proponents, opponents and the uncommitted
(4) Primary and secondary public

The correct option is 2

The current public when you look at the current public relations landscape are not passive but
stakeholders that actively enjoy a certain relationship that is two-way, interdependent and
reciprocal.

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Q17 The trial of former South African Paralympian Oscar Pistorius for the murder of his
girlfriend, Reeva Steenkamp, attracted attention from both the local and international
public.

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 correct option is 1

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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Q18 In an open system the organisation … .

(a) functions without reference to its environment

(b) continually interacts with its environment
(c) is open to inputs and feedback
(d) receives feedback that allows the system to maintain homeostasis
(e) relies on an asymmetrical approach

(1) (a) (b) (d)

(2) (c) (e) (d)
(3) (b) (a) (c)
(4) (b) (c) (d)

The correct option is 4

In an open system an organisation allows the external environment to influence the internal
environment.

This enquires the organisation to allow feedback from all the relevant stakeholders from
external environment in formulating the organisational strategy.

The organisation will continuously adapt to change easily and build as well maintain
beneficial relationships with the relevant stakeholder.

The organisation will be able to survive even when the market is rough.

Q19 Falling under close media or government scrutiny can be identified as … .

(1) opportunity
(2) publicity
(3) crisis
(4) evaluation

The correct key is option 3

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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Q20 In addition, the organisation can still attempt to control the situation before it grows
into a full-blown crisis.

This characterises which stage?

(1) Prodromal stage

(2) Containment stage
(3) Prevention
(4) Recovery

The correct option is 1

The prodromal stage is a stage were the warning signs of a crisis can be detected.

At this point the organisation can still attempt to mitigate the situation before it grows into a full
blown crisis.

Therefore, it is important to detect early warning signs, notify and inform employees immediately
about the situation.

Q21 After an organisation has identified its stakeholders, formative research needs to be
initiated in exploring the complex nature of these stakeholders.

Which should be explored?

(1) Characteristics
(2) Attitudes
(3) Limitations
(4) All of the above

The correct option is 4

This strategy enables the public relations practitioner to identify through formative research and
communicate to the relevant stakeholder thus effectively managing perceptions between the
organisation and these stakeholders.

Furthermore exploring the stakeholder’s characteristics, attitudes, limitation will assist in

determining the type of influence these stakeholders exert on the organisation.

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Q22 According to Angelopulo and Barker (2013), in order for an organisation to
effectively manage relationships with its public, the organisation needs to answer the
following question/s.

Identify the question/s from the below.

(1) Who are the opinion leaders and decision-makers in the stakeholders group?
(2) What is the nature of the relationship between the organisation and the public?
(3) What is the public’s monthly gross income in each household?
(4) Who are the providers within this stakeholder group?

The correct option is 1

Opinion leaders within a group play a major role in influencing and shaping the group’s frame of
thinking.

By identifying these leaders the organisation can effectively shape the consumers perception
about the organisation and its policies through these opinion leaders.

Q23 A public relations practitioner ensures that the values that empower society are the
driving forces of the organisation.

Which one of the following approaches to public relations is exemplified in its

communication process?

(1) Relationship management theory

(2) Value driven approach
(3) Relationship management theory
(4) Corporate responsibility

The correct option is 2

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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Q24 A process approach describes public relations as a scientific process in problem

solving and a change process within an organisation. There are four steps that are
proposed.

What is the order of these steps?

(1) Defining the problem, evaluating, planning and programming, and taking
action and communication.
(2) Defining the problem or opportunity, planning and programming, taking action
and communicating, and evaluating.
(3) Evaluating, planning and programming, taking action, and defining the problem
or opportunity.
(4) Defining the problem or opportunity, planning and programming, evaluating
and taking action, and communicating.

The correct option is 2

The process approach assumes that public relations involves a series of routines or accepted
procedures in an ongoing and systematic process that is not limited to a specific time frame.

The following four-step problem solving process is applied in this order:

Defining the problem (or opportunity), planning and programming, taking action and
communicating and evaluation.

Q25 According to the relationship management theory, there are axioms of the
organisation and public relationships.

The relationships … .

(1) are one-sided, one-way communication, individualistic

(2) are transactional, goal oriented, dynamic
(3) involve communication, and are driven by perceived needs and wants
(4) both 2 and 3

The correct option is 4

The relationships in this theory are: transactional, dynamic, goal oriented, driven by perceived
needs and wants of interacting organisations and publics, dependent on the degree to which
expectations are met for their continuance and involves communication.

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.

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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.

 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.

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 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.

 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?

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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).

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.

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 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.)

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.

 Define the needs of the audience.

 Briefly describe the competition.

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 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).

 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.

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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?

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.

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5 THE EXAMINATION

You will write the examination in October/November 2019. 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.

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)

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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.

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