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Author Question: In their controversial book The Fall of Advertising and the Rise of PR, Al and Laura Ries wrote that ... (Read 59 times)

panfilo

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on: Aug 11, 2018
In their controversial book The Fall of Advertising and the Rise of PR, Al and Laura Ries wrote that ________.
 
  A) PR is more successful than advertising when launching brands.
  B) the days of the advertising industry are numbered
  C) PR has more credibility than advertising
  D) A and B
  E) B and C

Question 2

What is apologia? What are the five strategies for using it?
 
  What will be an ideal response?


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scottmt

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Reply #1 on: Aug 11, 2018
Answer to Question 1

Answer: A

Answer to Question 2

Apologia is the speech of self-defense, used when an individual or organization responds to criticism
from others. It is not necessarily an apology, although it may contain one. William Benoit identified
five apologia strategies: denial of wrongdoing, evasion of responsibility, reduction of the perceived
offensiveness of the act, promise to take corrective action, and mortification-an admission of
responsibility and the seeking of forgiveness.


panfilo

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Reply #2 on: Aug 11, 2018
Thank you!


scottmt

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Reply #3 on: Aug 11, 2018
Always glad to help...


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