Final Exam Flashcards
(203 cards)
1
Q
What is a Strategy?
A
a careful plan or method; ex: morning routine
2
Q
Strategic Thinking
A
discovering new solutions that can rewrite the rules and change the future
3
Q
Strategic Planning
A
implementing new solutions yielded by strategic thinking
4
Q
7 Characteristics of Strategic Thinkers
A
Future based
Curious
Long term focused
Risk-taking
Able to prioritize
Nimble
Life long learners
5
Q
7 Characteristics of Conventional Thinkers
A
Reactive
Isolated
Short term focused
Too cautious
Unable to prioritize
Inflexible
Satisfied
6
Q
Nimble thinking
A
the ability to anticipate, react and adapt. Optimistic and curious. Doesn’t come naturally to most people
7
Q
Change agent
A
people willing to put their neck out to make change; dissatisfied with the world
8
Q
“T-Shaped” people
A
broadly creative with specialization
9
Q
“Hybrid” roles
A
jobs that didn’t exist a few years ago and leverage multiple talents
ex: Google X “rapid Evaluators” - job curated to people that exceed in software engineering, product management AND communication skills
10
Q
Fast prototyping
A
Offers an essential competitive edge; is preemptive- be the first and you own the idea - is disruptive!!!
11
Q
Reasoning
A
building a valid argument that will be the basis for a decision
12
Q
Deductive reasoning
A
a general premise leads to a specific conclusion
13
Q
Inductive reasoning
A
a set of specific instances that lead to a generalized conclusion
14
Q
Premise
A
A statement or proposition from which another is inferred Your argument being sound or faulty all depends on your premise
15
Q
Big data
A
Large amounts of information are being collected by organizations. Data is only as valuable as the meanings that can be derived from it
16
Q
Benchmark
A
a standard by which other data may be measured or judged; ex: GPA; an airline measuring customer service performance by using average customer service ratings across other airlines
17
Q
Metrics
A
tests or standards of measurement; ex: exams in class
18
Q
Analytics
A
methods of logical analysis; ex: owner of a website uses analytics to measure site visits, views and time spent on site
19
Q
Insights
A
actionable, data-driven findings that create business value; ex: band aid case study
20
Q
Data Point
A
points of data that when looked at as a whole leads to an insight
21
Q
How to generate an insight (5 things)
A
collect, connect, manage, analyze and discover
22
Q
Creativity
A
the generation of ideas that are both novel and useful for solving problems
23
Q
The Pragmatist Perspective of Creativity
A
a perspective primarily concerned with developing and leveraging creativity for practical applications; think: workplace
24
Q
Edward De Bono
A
coined the term lateral thinking
25
Lateral Thinking
(De Bono) thinking correctly about a problem in order to solve it
26
Linear Thinking
using prior knowledge and logic to solve a problem (what our brains want to do)
27
Alex Osborn
Developed “brainstorming” - First was called applied imagination
28
Brainstorming
(Osborn) A specific idea-generation technique that most people misunderstand- first proposed as “Applied Imagination”
29
The Brainstorming Process:
1. Form groups of 3-7 people
2. Clearly state the problem or task at hand
3. Assign someone to write down all the ideas as they are shared
4. Designate someone to help enforce guidelines: suspend judgment, record every idea, encourage unusual ideas and encourage people to build on others’ ideas
30
The Cognitive Perspective of Creativity
A more academic perspective that is focused on understanding the nature and process associated with creative thinking
31
Graham Wallas
Proposed the “4 stage process model of creativity”; “The Art of Thought”
32
The Four Stage Process Model
(Wallas) continues to be the most popular and influential model of the creative process
Preparation
Incubation
Illumination
Verification
33
Four Assumptions of the Four Stage Process Model of Creativity
Creativity is a relatively *simple* process
Stages of the process are *discrete*
The stages are (initially) *sequential*
The stages can be *recursive*; one can revisit a stage if necessary
34
JP Guilford
Intellect > intelligence ; “Structure of Intellect Model”
35
The Structure of Intellect Model
GUILFORD - highlights the importance of intellect over intelligence in the creative process
36
Intelligence
GUILFORD - what you know; the extent of knowledge that you possess
37
Intellect
GUILFORD - how well you use what you know; how effectively you put your knowledge to work
38
The Social-Personality Perspective of Creativity
Focuses on personality variables, motivational variables and the environment as influences on creativity
39
Mihalyi Csikszentmihalyi
Author and creator of “Flow”; proposed domain specificity
40
“Flow”
CSIK - being completely involved in an activity for its own sake. The ego falls away, time flies. Every action, movement and thought follows inevitably from the previous one. Your whole being is involved and your using your skills to the utmost
41
Domain specificity
CSIK - the creative process can look different depending on the field or domain in which it is applied
42
Teresa Amabile
Proposed the “Componential Model of Creativity”
43
Componential Model of Creativity
AMABILE - identifies 3 essential components involved in the production of any creative work
Creativity relevant skills
Domain relevant skills
Intrinsic Motivation
44
Advertising Audiences
Target Markets and Target Audiences
45
Target Markets
ADV - everyone who a company or brand considers to be a potential customer (The big circle)
46
Target Audiences
ADV - a smaller group of people with shared characteristics who are a part of the market (The smaller circle inside the circle)
47
Segmentation
How to identify target audiences by dividing your target market into smaller groups
48
Demographics
Type of Segmentation
Data collected about a population that helps describe and differentiate them
ex: age, gender, race, location, education level
49
Psychographics
Type of Segmentation
Things we can learn about people's attitudes, interests, personality, values, opinions and lifestyles
ex: Carol is an extrovert and believes we need to do something about climate change. She is also very interested in eastern religions
50
Behaviors
Type of Segmentation
People's activities that may relate to something we sell or be relevant to how we communicate with them
ex: ken plays soccer on the weekends and loves snowboarding. He is also an avid online gamer with friends
51
Public Relations audiences
Stakeholders and publics
52
Stakeholders
PR - any party that has an interest in the performance of a company or an organization (the big circle)
53
Publics
PR - people whose relationship to the organization is determined by their connection to an issue or problem (The smaller circle inside the circle)
54
Corporate Public Relations (CPR)
managing and disseminating information to influence perception of an organization
ex: the white house speaker of the house
55
James Grunig
proposed the Situational Theory of Publics; falls under CPR
56
The Situational Theory of Publics
GRUNIG - publics organize from the ranks of stakeholders when they recognize an issue and act upon it
Aware, active, activist and latent
57
Marketing Public Relations (MPR)
Using public relations tactics to support marketing goals; ex: the weekend pepsi halftime show press conference and the Always #likeagirl campaign
58
Account Executive
Acts as the liaison between the agency and the client. Helps the client provide the agency with what it will need to develop creative
59
Brand Manager
Confers with the agency account executive to provide information and communicate the brand’s needs. Will also approve any recommendations from the agency
60
Creative Brief:
research document that provides a foundation for the creative team’s work; large amounts of relevant client/product information is distilled into a concise, accessible format.
61
Who uses a creative brief?
They are written for creative directors, art directors and copywriters
62
What is in a creative brief?
Rationale/justification for the advertising
prOblem identification
Target audience information
Competitive analysis
63
Direct Competitor
Another product/brand that's practically identical to yours; ex: Coke and Pepsi, Target and Walmart
64
Indirect Competitor:
Another product/brand thats similar enough to be a viable alternative to yours; ex: jeans and khakis and joggers
65
Intangible competition
Competing forces such as mindsets, social trends, beliefs, etc; ex: veganism, political party
66
Dr. Richard Florida
Author of “The Rise of the Creative Class” and “The Flight of The Creative Class”
67
The Creative Class
(⅓ of all american workers) is paid to think and invent; to innovate. Earn nearly twice as much on average than members of the service or working class
68
Working Class
Manufacturing, construction, farming, “blue collar"
69
Service Class
Service Class: food service, clerical/office, retail, hospitality
70
Where does the creative class thrive?
High quality amenities
Openness to diversity
Identification (I feel like I belong here)
Ethos (dominant assumptions that make a city feel opened or closed)
71
Why should state/local governments try to attract the Creative Class?
Workers who make more money pay higher income taxes
72
How is creativity economically valuable?
Tax revenues enable state and local governments to fund high-quality amenities
73
Brain Drain
The loss of human capital from one area to another or from one industry to another
74
Senior Account Executive (PR)
Strategy!! set budgets, draft product gifts for influencers, organize events, maintain relationships with media, do pitches, media train clients
75
Account Executive (PR)
Execution!! create product gifts for influencers, write press releases, build relationships with media, write social posts
76
Asst./assoc. Account Executive (PR)
Foundational, build media lists; research and pull together information for pitches/slides decks, social posts and press releases
77
Intern
support!! team as needed, primarily internal work within agency team
78
Differences in PR working "in- house" vs. an agency/firm
“In House”:
Work for the organization, institutional knowledge, depth and commitment, less time pressure
Agency/Firm:
Represent many clients, pressure to perform, provides breadth of experience and expertise, offers worldwide network
79
Project vs. retainer
For a project: agency work with clients PR team to meet objectives of a project $$
On retainer: Agency handles (almost) all PR for client $$$$$
80
Advantages of hiring a PR agency/firm
Broad media contacts
International reach
Variety of skills, specialization and expertise
Objectivity/ broader perspective
Extensive resources
81
Disadvantages of Hiring a PR agency/firm
Superficial grasp of client/problem
Lack of full time commitment
Need for prolonged briefing period
Expensive
Only know what client reveals
82
Account/Client Services ADV
engages with clients
83
Titles of account/client services ADV
Account executive/manager; account supervisor/director
84
Roles of Agent/Client services ADV
client growth and support, BD & sales, industry trends/competition, performance reporting, storytelling
85
Design/Creative Services ADV
develops ideas to concepts
86
Titles of Design/Creative services ADV
Creative director, art director/designer, copywriter
87
Roles of Design/Creative Services ADV
Steward of brand (clients), presentations (to clients), big idea generation, storyteller/problem solver
88
Production Services ADV
executes the big idea
89
Titles of Production Services ADV
Producer/Program director, project/traffic manager
90
Roles of Production Services ADV
Workflow organization/tracking, pitch support/RFP responses, cross-platform coordination, Integration (In house), Scope/quote management, storyteller
91
Market Research/Strategy ADV
Distills essence of issue and solution
92
Titles of Market Research/Strategy ADV
Director of strategy, research and planning
93
Roles of Market Research/Strategy ADV
Conduct original research, interpret market data, translate data into insights, truth-teller, storyteller
94
Media Planning/Buying ADV
Places media for optimal effect
95
Titles of Media Planning/Buying ADV
Media planner/buyer
96
Roles of Media Planning/Buying ADV
Channel strategy, budget planner, recommends/negotiates buys, projects/measures performance, storyteller
97
Executive Management ADV
Oversees all aspects of firm
98
Titles of executive management ADV
CEO, COO, President, MD
99
Roles of executive management ADV
Industry and market spokesperson, business development, strategic thinking and culture, resource allocation, directorships
100
Operational Services ADV
Supports the organization
101
Titles of operational services
CFO, CIO, CTO, CPO, HR
102
Roles of operational services ADV
Financial reporting/planning, accounting/cash flow management, compliance/governance, software implementations, hiring/firing/recruiting/training
103
Are all agencies structured differently?
YES
104
What are the advantages of working at an advertising agency/firm?
Prestige
Build network
Diversity of work and exposure
Objectivity/broader perspective
Extensive resources
Build a Portfolio
105
What are the disadvantages of working at an advertising agency/firm
Shallow involvement in strategy
Inconsistent workload and clients
Constant proving of value
Dependent on client openness
Long hours and ultra fast pace
Turnover
106
Group
People who are together
107
Team
people organized to work together
108
Nominal group (type of...)
Type of.. TEAM
individuals work alone before teamwork begins
109
Dyad (type of...)
Type of.. TEAM
two people working together who are considered partners
110
Synergy
The combined effect is greater than the sum of separate effects
111
Dimensions of synergy
individual knowledge, personality differences, interaction
112
What are the six dynamics of high-performing teams?
1. Everyone on the team both talks and listens
2. The interactions are energetic and face to face
3. People connect with one another directly
4. Side conversations are carried on within the team
5. Go outside and bring relevant outside information back in
6. Individual contributions/talents are less important than successful communication patterns
113
"Side Conversations"
people from time to time go outside the group and bring relevant outside information back in
114
Groupthink
The pressure to achieve consensus results in bad decisions ex: “Challenger disaster” NASA’s failed launch mission
115
Social Loafing
Members of a team underperform, believing that others will “pick up the slack”
116
How can social loafing be prevented?
1. Don’t create teams that are too big
2. Assign individual responsibilities
3. Ask for regular reports from team members
4. Recognize and praise strong individual performance
117
Production Blocks
personality variables among team members prevent full and productive participation from all
118
Team Building
Activities intended to transform individual contributors into cohesive, collaborative and successful coworkers
119
Why do team building?
Fosters socializatoin and collegiality
Reveals strengths, weaknesses and interests
Promotes healthy competition
Can celebrate achievement
Promptes collaboration
Promotes better communication
120
How do you do team building?
Determine the goals of the activity
Design the activity to match the stated goals
Identify how youll measure success
Consult the team - options?
Document the activity
121
How can team building be optimized?
Make it task oriented
Make it optional
Make it less demanfding
Make it more natural
122
Conscious Capitalism
Advertising - doing business in ways that benefit those who participate in the system without hurting those who participate at the same time
123
Corporate Social Responsibility
PR - the voluntary actions that a corporation implements as it pursues its mission and fulfills its perceived obligations to stakeholders
124
The “Triple Bottom Line” Approach:
People
Planet
Profits
125
Corporate Reputation
an overall assessment of an organization by its stakeholders influence on reputation
126
Influences on Reputation
Primary Influence: (tiny circle) a company’s own behavior and actions
Secondary Influence: (middle circle) customer word of mouth
Tertiary Influence: (big circle) advertising/PR agencies → we can only do so much
127
Reputation Management
Attention Generation
Uncertainty Reduction
Transcendence
128
Ethics
standards of conduct observed by groups in the workplace
129
Morals
standards of conduct for our own behavior
130
Bill Bernbach
Co-Founder of Doyle Dayne Bernbach (DBB) → Levy’s Rye Bread Campaign - sold the product and pushed society forward; diversity of campaigns was unheard of
131
“Beyond Obligation”
A philosophy that demands reaching beyond our pro forma responsibilities and situates decision making within a socially responsible framework
132
Objective
answers the question: What do we want to accomplish?
133
Strategy
Answers the question: What will we do to achieve the objective? It is the actions we need to take
134
Tactic
Answers the question: How will we implement the strategy?
135
SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
136
Where do objectives usually come from?
Opportunities
137
How an objective is formatted
Action: what is the action we are going to take
Benchmark: how we quantify the action
Timetable: when will this happen?
138
Double Barreled Objective
trying to shove two objectives into one
139
Advertising effectiveness
How advertising achieves its objectives and delivers a return on investments (ROI)
EX: awareness, sales, recall, perception, interest
140
Pre-Testing
allows brands to measure the potential impact of an advertising campaign before launch
141
Copy Testing
METHOD OF PRE TESTING - campaign ads are shared with members of the target audience in advance to get their reactions to the work (not as common as it used to be)
142
Post-Testing
allows brands to measure how an ad campaign performed in a variety of different ways
143
Post testing - Awareness
METHOD OF POST TESTING - After the campaign ends, ask representative sample of your audience if they are aware of the brand
144
Recall
METHOD OF POST TESTING - After the campaign ends, ask a representative sample of your audience if they remember your campaign or elements of it
145
Attitudes
METHOD OF POST TESTING - After your campaign ends, ask a representative sample of your audience about their feelings towards your brand
146
Sales
METHOD OF POST TESTING - After the campaign ends, did sales change?
147
Reach
the potential number of individuals that could encounter a message EX: the size of a TV audience or total readership number for a magazine **reach is about POTENTIAL number, not actual
148
Frequency
The potential number of times an individual is likely to encounter a message
149
Public Relations Effectiveness
How well PR strategies achieve their objectives and serve client’ interests
150
Key Performance Indicators (KPI)
measure performance over time that help evaluate PR strategies
151
Media Impressions
KPI - each time an audience member encounters a message or content in the media
152
Media Engagement
KPI - describes the nature of the encounter with a message or content in the media (Did the audience pay attention or interact as we hoped?)
153
Web Traffic
KPI - For online content, unique visitors, new visitors and referrals from other sites can be identified and counted
154
Earned Media Coverage
KPI - unpaid press coverage of, or publicity regarding PR strategies from external sources
155
Public Offering
When a private company first offers stock in that company to the public - most cases called initial public offering (IPO)
156
Retail Channel
how a good or service passes until it reaches the end consumer
157
Licensing
Renting or leasing an intangible asset (such as a brand name) to a company or individual that wants to use the brand in association with a product for an agreed-upon period of time EX: college merch
158
Turnover
the number or percentage of workers who leave an organization and are replaced by new employees
159
Metropolitan Statistical Area (MSA)
a geographic region with a relatively high population density at its core and close economic ties throughout the area
160
Saturation
(market saturation) when a product becomes diffused within a market, making it easily available and a powerful competitor to other products in the category
161
Same-Store Sales
A financial metric that companies in the retail industry use to evaluate performance of their stores that have been operating for a year or more
162
Peak/Non-Peak
the busiest vs the least busy time periods during a stores daily hours of operation
163
Gross Revenues
all positive revenues
164
Net Revenues
revenues after the costs of doing business are subtracted
165
Malcolm Gladwell
Journalist staff writer for the New Yorker, author of several NYT bestseller books - The Tipping Point
166
The Traditional Cause and Effect relationship
The cause is proportionate to the effect
167
The Reconceptualization of the Cause and Effect relationship
(Gladwell) They are disproportionate
168
The Tipping Point
(Gladwell) that magic moment when an idea, trend or social behavior crosses a threshold, tips and spreads like a wildfire
169
The Three Rules of the Tipping Point
The Law of the Few
The Stickiness Factor
The Power of Context
170
The Law of the Few
1/3 Rules of the Tipping Point - in a given process or system, some people matter more than others - based on their social connections, enthusiasm, energy and personality
EX: influencers
171
The Stickiness Factor
2/3 Rules of the Tipping Point
Simple changes in the presentation and structuring information can make a difference in the message’s impact - there is a simple way to package information that makes it irresistible
EX: Blues Clues - slowing down the pace of dialogue = give kids a change to respond
172
The Power of Context
3/3 Rules of the Tipping Point
Human beings are a lot more sensitive to their environment than they seem. Environmental conditions (circumstances) must be right for the ‘tip’ to occur
Kitty Genovese: The bystander effect
173
Six Degrees of Separation
Everybody on the planet is connected within 6 degrees - a small number of people are linked to everyone else else in a few steps
174
Connectors
know lots of people, make new friends very easily, maintain many “weak ties” or casual social connections and know many different kinds of people
175
Mavens
One who accumulates knowledge, like to help people by providing information, their motivation is to educate and assist (not to persuade) and they are both students and teachers
176
Salesmen
They use subtle, non verbal cues when communicating that enhance persuasiveness, engage in conversation and gesture synchrony, build trust and rapport with others very quickly
177
The First Amendment (1789)
Congress shall make no law respecting an establishment, religion or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, ant do petition the government for a redress of grievances.
178
PRSA
Public Relations Society of America PRSA
179
PRSA Code of Ethics
introduced in 1950
180
PRSA Values
Advocacy, loyalty, independence, fairness, expertise, honesty
181
PRSA Provisions
Free flow of information
Competition
Disclosure of information
Safeguarding confidences
Enhancing the profession
182
Libel
a WRITTEN statement that is determined to be defamatory
183
Slander
a SPOKEN statement that is determined to be defamatory
184
Defamatory
a statement that incurs damage to reputation (person, business, organization)
185
Commercial Speech
any promotion of goods and services in order to make a profit - is NOT constitutionally protected
186
Valentine vs Chrestensen (1942)
The US Supreme court upheld a lower court decision that commercial speech is not constitutionally protected
187
Deutsch/Volkswagen Case
Corporate press release basically performing a stunt - BAD FOR PR!! A false press release tarnishes the profession - it is dishonest
188
Marketing Architects/Direct Alternatives Case
MA was the ad agency, DA was the weight loss product company - the agency was liable in the creation of deceptive advertising - had to pay $2 million fine (the largest fine ever paid by an ad agency)
189
Who regulates advertising in the US?
A combination of state and federal government entities can file suit against companies for false or deceptive advertising practices
190
Federal Trade Commission (FTC):
Established by the government in 1914 to protect consumers and promote competition
191
FTC Truth in Advertising Rules
Advertising must be truthful and nondeceptive
Advertisers must have evidence to back up their claims
Advertisements cannot be unfair
192
Deception
When an ad’s claims are likely to mislead a “reasonable customer” and when the ads claim in question is “material” or important to a consumers decision to buy or use the product
193
Reasonable Customer
definition may change based on the nature of the product or service that's being advertised - case by case definition
194
Material
Did the false claim that was made have substantive effect on whether or not you bought the product
195
Puffery
Ads that make claims that constitute matters of opinion and use superlatives - not considered problematic because they can't be proven or disproven
196
FTC Penalties
Cease and Desist orders: the advertiser must stop running the false or deceptive advertising
Civil penalties: the advertiser must pay monetary fines or give full or partial refunds to customers
Corrective advertising: the advertiser must run new ads to address false or deceptive claims or include disclaimers in future advertising
197
Is it the right of a company to advertise protected by the first amendment?
YES
198
Under what 3 circumstances can an ad agency be held liable for a client's false or misleading claims?
The agency knew the claims were false or misleading
The claim was the agency’s idea/strategy
The agency stood to benefit financially from the deception
199
Advertising Self-Regulatory Council (ASRC)
was originally known as the National Advertising Review Board (NARB)
200
AAF
American Advertising Federation
201
Reputation Management- Attention Generation
an early stage EX: uber’s first ads explaining what rideshare is
202
Reputation Management - Uncertainty Reduction
EX: anytime uber continues to make you feel safe
203
Reputation Management - Transcendence
Not many reach this level so famous and so powerful that they have a platform that will make people listen to them on the topics the product isn’t related to EX: coca cola #makeithappy campaign
