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COMM 324 > Chapter 1 > Flashcards

Chapter 1 Flashcards

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1
Q

In the current external environment for stratcomm, what risks are present?

A

Risk of information overload, reputation damage, trust issues, challenges & barriers in current business model

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2
Q

In the current stratcomm external environment, what is there a growing need for?

A

Integrated advertising & communications campaigns. Clear communication and strategies.

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3
Q

In current external environment, what are visuals (photo/video) considered to be and what?

A

Social currency because they enhance corporate stores

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4
Q

How are the lines of stratcomm blurring?

A

Rapid growth & focus on integrated media strategy and implementation

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5
Q

Companies are transforming into their own media outlets, called ? And using others to share their messages, called?

A

Content marketing

Influencers

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6
Q

Focuses on the goal to communicate a concept, process, or data that satisfies a long term strategic goal of an organization by allowing satisfaction of an integrated advertising & PR process

A

Strategic communications

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7
Q

Paid communication and persuasive communication that uses mass & interactive media to reach broad audiences in order to connect an identified sponsor with buyers

A

Advertising

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8
Q

What are the 3 things all advertising does?

A
  1. demands creative, original messages
  2. must be strategically sound, well executed
  3. is delivered through some form of media
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9
Q

What are the 3 basic functions of advertising?

A
  • identification
  • information
  • persuasion
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10
Q

Advertising identifies a product and/or the store where it’s sold

A

Identification

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11
Q

Advertising provides information about a product

A

Information

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12
Q

Advertising may persuade people to buy things

A

Persuasion

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13
Q

A strategic communication process that builds mutually beneficial relationships between organizations and their publics

A

Public relations

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14
Q

____ anticipates, analyzes, and interprets public opinion.

A

PR

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15
Q

What are the 4 key components of stratcomm?

A
  1. strategy
  2. messages
  3. media
  4. evaluation
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16
Q

This stratcomm area focuses on long-term brand identity and image

A

Brand advertising

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17
Q

This key area of stratcomm focuses on selling merchandise in a geographical area

A

Retail or local advertising

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18
Q

This stratcomm area tries to stimulate an immediate customer response

A

Direct-response advertising

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19
Q

This is a stratcomm area that is sent from one business to another

A

Business-to-business advertising

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20
Q

This key stratcomm area establishes a corporate identity, attempts to win the public over to the organization’s point of view

A

Institutional advertising

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21
Q

Key stratcomm area that is used by charities, associations, and hospitals

A

Nonprofit advertising

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22
Q

A stratcomm area that is typically developed for a good cause, usually pro bono

A

Public service advertising

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23
Q

Key stratcomm area where specific advertising areas address specific situations or issues

A

Specialized advertising

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24
Q

A key stat comm area: Interactions between people via electronic communication that enable users to create and share content and network in virtual communications

A

social media

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25
Key stratcomm area: Information that catches public interest and is relayed through the news media
Publicity
26
A key stratcomm area: A management function enabling organizations to achieve effective relationships with various publics in order to manage the image and reputation of the organization
Public relations
27
What 2 categories of roles do advertising play?
1. marketing and communication roles | 2. economic and societal roles
28
In its marketing & communication role, advertising provides information about a product and transforms a product into a what?
Distinctive brand by creating an image (brand image)
29
In its economic and societal roles, it works to create demand for brands and lower prices for consumers because of the high demand. Shapes our self image and sense of style through things we wear and use
Economic and societal roles
30
What is SWOT analysis?
``` Strengths Weaknesses Opportunities Threats Strategic implications ```
31
- Message, sponsor, or advertiser - Likely to have marketing team that initiates ad efforts - Hires ad agency
Organization
32
- Creates, produces, distributes messages - Employs experts passionate about their work - Can negotiate the best media deals for clients
Agency
33
Provides specialized services to advertisers and agencies. Includes artists, writers, photographers, producers, printers, and vendors
Professional suppliers and consultants
34
What are the types of agencies?
1. full service agencies 2. in house agencies 3. Specialized agencies - creative boutiques - media-buying services
35
Generalists. An agency that provides clients with the primary planning and advertising services
Full-service agency
36
Specialized. An agency within an advertiser's organization that performs all the tasks on outside agency would provide for the advertiser.
In-house agency
37
Specialize in certain function, audience, industries, or markets
Specialized agencies
38
Small agencies that work only on the creative execution of an idea or product. Usually serve companies directly but are sometimes retained by full-service agencies that are overloaded with work. Focuses on creative execution, usually no staff for media, research, and planning
Creative boutiques
39
Specialize in the purchase of media for clients
Media-buying services
40
What are jobs found within the agency? (5 of them)
1. account management 2. account planning and research 3. creative development and production 4. media research, planning, and buying 5. internal operations
41
This department provides research, planning, and buying services
Media research, planning, and buying
42
Includes traffic, print production, finance, and human resources
Internal operations
43
What are the 5 main sources that people get paid through in agencies?
1. commission 2. fees 3. retainers 4. based on performance 5. value billing
44
Consumer-generated advertising creates what?
Valuable brand publicity
45
Consumers have taken control of media and marketing through?
Web and social media
46
This has fragmented the media world with new, ever-changing forms
Digital media
47
_____ must take a stronger leadership role in the development of brand strategy
Agencies
48
A paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience), provide information about products and interpret the product features in terms of consumers needs and wants
Advertising
49
A strategic communication process that builds mutually beneficial relationships between organizations and their publics. Anticipating, analyzing, and interpreting public opinion
Public relations
50
What are some of the key areas of stratcomm?
Brand advertising, retail advertising, direct-response, B2B, and Institutional advertising + nonprofit, specialized advertising social media, PR, and publicity
51
What are the 4 focuses of stratcomm?
1. Strategy 2. Message 3. Media 4. Evaluation
52
Stratcomm focus: | The design or plan by which objectives are accomplished
Strategy
53
Stratcomm focus: | The words, pictures, and ideas that create meaning in an advertisement
Message
54
Stratcomm focus: The channels of communication that carry the ad message to target audiences
Media
55
Stratcomm focus: Effectiveness means meeting the stated objectives, and that can be determined only if evaluation is built into the strategy
Evaluation
56
Generalists. An agency that provides clients with the primary planning and advertising services
Full-service agency
57
Specialists. An agency within an advertiser's organization that performs all the tasks an outside agency would provide for the advertiser
In-house agencies
58
Specialize in certain functions, audiences, industries, or markets
Specialized agencies
59
Small agencies that work only on the creative execution of an idea or product. Usually serve companies directly but are sometimes retained by full-service agencies that are overloaded with work, Focuses on creative execution, usually no staff for media, research, and planning.
Creative boutiques
60
Specialize in the purchase of media for clients
Media-buying services
61
What are the 4 key players?
1. organization 2. agency 3. media 4. professional suppliers and consultants
62
Key player: | The advertiser. #1 key player. Management of advertising.
The organization
63
Key player: Creates, produces, and distributes the message. They use external (full-service) because it thinks it will be more efficient in creating ads than the advertiser would be. Organizations use internal (in-house) when its more cost efficient and effective
The agency
64
Key player: The system used to deliver messages and engage audiences. Mass media rise led to huge development of advertising because you're able to reach a widespread audience.
The media
65
What are the channels of communication for traditional media?
All of the channels of communication that carry message from advertisers --> audience --> back to companies.
66
Advertising is most cost efficient when?
It uses mass media to reach large numbers of prospective consumers
67
Key player: Writers, artists, photographers, director, producers, printers, and self-employed freelancers. Includes user-generated content in this social media age
Professional suppliers and consultants
68
Large conglomerations of agencies under a central ownership. All of the offices that operate under one agency name
Agency networks
69
One or more advertising agency network and other types of marketing communication agencies and marketing services consulting firms
Holding companies
70
Account services. A liaison between the client and the agency. Typically has 3 levels: management supervisor, account supervisor, and account executive
Account management
71
Focus of this job within agency is on gaining insights into consumer thinking and behaviors in order to develop messages that focus on the consumer's perspective and relationship with the brand. Gathers all the available intelligence on the market and consumers and acts as the voice of the consumer
Account planning and research

COMM 324 (1 decks)

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