If a brand incorporates the feelings of fear and guilt into its persuasive message, it is using what type of appeal?

Identify one ethical standard journalists are held to.

• Subjectivity

• Independence

• Experience

• Persuasion

Name the news value that causes things to be newsworthy due to how well known someone or something is.

• Significance

• Unusualness

• Human Interest

• Prominence

True or False: A journalist's objective is to motivate and persuade their audience.

• True

• False

Copywriters use features and benefits to persuade audiences. Features tell the audience:

• how a product will improve their lives.

• what rewards the target will receive for purchasing the product.

• how the product solves problems.

• what the product is made of.

Identify the news values in this headline that engage the audience:

"Local Target Stores to increase starting wage to as much as $27 per hour"

• Prominence, proximity and timeliness

• Significance, timeliness and human interest

• Newness, timeliness and conflict

• Unusualness, prominence and human interest

This type of media garners a low level of trust with consumers and is costly, but allows the brand to control the message, medium and visuals.

• Paid

• Earned

• Shared

• Owned

True or False: The primary goal in integrated marketing-communications work is to objectively inform audiences.

• True

• False

True or False: Organizations pay for publicity, so they can control the message.

• True

• False

The segment of the population most likely to help your organization reach its goal and objectives is a _______________.