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?

Loss exposure is

a. any situation in which loss is possible. b. the cause of loss. c. condition that creates the chance of loss. d. dishonesty that increase the chance of loss.

One thing that makes the sport product unique to market is that the core product is beyond the sports marketers' control, whereas in traditional marketing the marketer has more control

a. true b. false