Question $37(2$ points$)$

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Public relations is the component of IMC that

A$)$ supports other promotional efforts by generating free$-$media attention.

B$)$ has received the greatest increase in spending.

C$)$ converts mass media advertising into direct marketing.

D$)$ most effectively uses IMC encoding.

E$)$ generates the most gross rating points.

Question $38(2$ points$)$

Listen

Quinn is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Quinn's message will focus on a$($n$)$ appeal.

A$)$ emotional

B$)$ niche marketing

C$)$ informational

D$)$ institutional

E$)$ reminder