When tennis great Roger Federer appears on print ads for Rolex watches, he is acting as a(n) _______ leader.

In the marketing of a condominium unit, the real estate licensee tells the prospective buyer "that because of the demand for these units the price will double in five years." This statement by the licensee is:

A. An acceptable practice in the marketing of residential condominium units. B. An example of a dual agency and need not be disclosed. C. A violation of the license law. D. Required to be in writing and made part of the real estate sales contract.

The textbook reports that messages must benefit audiences—meaning that messages address audience interests and concerns. Which criterion would typically be the most important in public relations messages distributed through the mass media?

A. Audience impact D. Prominence B. Proximity E. Novelty or oddity C. Timeliness