Chapter 6 Flashcards
(25 cards)
The process and the means by which objectives are achieved
tactics
Goals of Communication:
Baaam
◦ Message exposure ◦ Accurate dissemination of the message ◦ Acceptance of the message as valid ◦ Attitude change ◦ Behavior change
To be an effective communicator you must understand
- What and how people receive messages
- Howthey process info and change perceptions
- Which kinds of media and communication tools are most appropriate for a message
WHAT AND HOW THEY GET IT. HOW THEY INTERPRET IT. WHAT IS THE BEST WAY TO COMMUNICATE IT.
The integrated PR media model includes what extremes of communication
mass and personalized
List mass to personalized communication
PCIEO
Public Controlled Interactive Events One-on-One
Public media is used to
build awareness
Controlled is used to
promote and provide details
Interactive
respond to inquiries exchange info
what is used to motivate participants and reinforce
events
obtain commitmentes
one-on-one
First objective of comm
message exposure
second
accurate dissemination of message
third
acceptance of message
fourth
attitude change
fifth
change overt behavior
most effective type of two way comm
interpersonal comm
comm needs to attract passive and active audiences
passive only look for entertainment
who makes a message more credible
media gate keepers
variables of credibility
SPI
source credibility
performance
involvement
What makes a message memorable
variety of channels
repetition
key point clearly stated and summarized
First step in measurment
PRODUCTION:
design and determine exactly what and how you will measure success
second step of measurement
EXPOSURE:
-Measure media clicks, sites carrying info,
-Measure how many people have been exposed to the info - via impressions (slots between commercials)
-what is the advertising value of the various types of exposure
-count info requests
-cost per person reached
measure attendance at events
measure audience awareness
through surveys of info and day after recall
measure audience attitude via
baseline studies of audience attitudes before, during and after a campaign demonstrates how well message was received and if able to influence attitudes
