A key difference between PR and advertising is that PR
A) always pays for the placement of its messages.
B) controls what the media will do with a message.
C) is an upper-level management activity.
D) is always acting in a purely reactive role.
Answer: C
Communication & Mass Media
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A new brand of laptops was launched by CatchOn Communications. To gain publicity, the companyplaced advertisements in various newspapers and websites. Which type of media channel did CatchOn use?
a. Paid media b. Earned media c. Digitized media d. Owned media
Communication & Mass Media
Writing for magazines is demanding because
a. Simplicity just won’t get the job done; it takes synergy b. The learning curve is steep with print audiences c. You have to know exactly who you are talking to d. You have to synchronize the message with other media
Communication & Mass Media