COM3708/201/1/2018
Tutorial Letter 201/1/2018
Advertising and public relations
COM3708
Semester 1
Department of Communication Science
This tutorial letter contains important information
about your module.
BARCODE
, CONTENTS
PAGE
1 INTRODUCTION 3
2 LECTURERS FOR COM3708 3
3 COMPULORY ASSIGNMENT 01 AND 02 3
3.1 Feedback on Assignment 01: Advertising 4
3.2 Feedback on Assignment 02: Public relations 24
4 ASSIGNMENT 03 37
5 THE EXAMINATION 45
5.1 Advertising 45
5.2 Public Relations 46
6 CONCLUSION 46
2
, COM3708/201/1/2018
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 Assignment 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 2018.
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
Mr Lucky Mawasha 012 429 3143
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 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.
Assignment 01 Advertising
Unique assignment number 853106
Due date 07 March 2018
Assignment 02 Public Relations
Unique assignment number 680554
Due date 07 March 2018
3
, 3.1 Feedback on Assignment 01: Advertising
Q1 ………. advertising messages include false, misleading and deceptive
messages and claims and are therefore in violation of the prevailing norms
of socially responsible conduct.
A particularly vexed issue concerning advertising message content relates
to the ‘information versus persuasion distinction’.
(1) Misleading
(2) Comparative
(3) Offensive
(4) Unethical
The correct option is 4
Advertising messages that include false, misleading and deceptive claims are in
general terms called ‘Unethical advertising messages’.
Different types of misleading and false messages are discussed in your
prescribed book.
Option 1 is not the best answer as ‘Misleading claims’ are one of the types of
unethical messages, but specifically refers only to those messages that
exaggerate their claims to the point where it is misleading consumers.
Option 2 is not correct, because comparative advertising specifically refers to
those advertising messages that directly compare two products (for instance your
product and the product of a competitor).
Comparative advertising is not permitted in South Africa as it could be potentially
misleading.
Option 3 is not the correct answer as offensive messages are not necessarily
false, misleading or deceptive, as the question requires.
4
Tutorial Letter 201/1/2018
Advertising and public relations
COM3708
Semester 1
Department of Communication Science
This tutorial letter contains important information
about your module.
BARCODE
, CONTENTS
PAGE
1 INTRODUCTION 3
2 LECTURERS FOR COM3708 3
3 COMPULORY ASSIGNMENT 01 AND 02 3
3.1 Feedback on Assignment 01: Advertising 4
3.2 Feedback on Assignment 02: Public relations 24
4 ASSIGNMENT 03 37
5 THE EXAMINATION 45
5.1 Advertising 45
5.2 Public Relations 46
6 CONCLUSION 46
2
, COM3708/201/1/2018
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 Assignment 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 2018.
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
Mr Lucky Mawasha 012 429 3143
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 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.
Assignment 01 Advertising
Unique assignment number 853106
Due date 07 March 2018
Assignment 02 Public Relations
Unique assignment number 680554
Due date 07 March 2018
3
, 3.1 Feedback on Assignment 01: Advertising
Q1 ………. advertising messages include false, misleading and deceptive
messages and claims and are therefore in violation of the prevailing norms
of socially responsible conduct.
A particularly vexed issue concerning advertising message content relates
to the ‘information versus persuasion distinction’.
(1) Misleading
(2) Comparative
(3) Offensive
(4) Unethical
The correct option is 4
Advertising messages that include false, misleading and deceptive claims are in
general terms called ‘Unethical advertising messages’.
Different types of misleading and false messages are discussed in your
prescribed book.
Option 1 is not the best answer as ‘Misleading claims’ are one of the types of
unethical messages, but specifically refers only to those messages that
exaggerate their claims to the point where it is misleading consumers.
Option 2 is not correct, because comparative advertising specifically refers to
those advertising messages that directly compare two products (for instance your
product and the product of a competitor).
Comparative advertising is not permitted in South Africa as it could be potentially
misleading.
Option 3 is not the correct answer as offensive messages are not necessarily
false, misleading or deceptive, as the question requires.
4
