Author Question: By definition, a communication must meet three criteria to be considered an advertisement. Describe ... (Read 33 times)

jace · **on:** Jun 28, 2018

By definition, a communication must meet three criteria to be considered an advertisement. Describe a public service announcement that you have seen recently, then outline how it meets, or fails to meet, each of these criteria.

Question 2

Hallmark runs a commercial saying that people who receive greeting cards appreciate the cards more when they see the Hallmark name on the back. This is an example of
a. primary demand stimulation.
b. direct response advertising.
c. attempting to add symbolic value to a product.
d. integrated marketing communications.

af · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

The three criteria that must be met for a communication to be considered an advertisement are that it must be paid for, it must be mass mediated, and it must be an attempt to persuade. A public service advertisement is mass mediated and an attempt to persuade. However, by definition, a public service announcement is not paid for and cannot be considered advertising.

Answer to Question 2

C