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APRD 2001 > Final Exam > Flashcards

Final Exam Flashcards

1
Q

What is a Strategy?

A

a careful plan or method; ex: morning routine

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2
Q

Strategic Thinking

A

discovering new solutions that can rewrite the rules and change the future

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3
Q

Strategic Planning

A

implementing new solutions yielded by strategic thinking

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4
Q

7 Characteristics of Strategic Thinkers

A

Future based
Curious
Long term focused
Risk-taking
Able to prioritize
Nimble
Life long learners

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5
Q

7 Characteristics of Conventional Thinkers

A

Reactive
Isolated
Short term focused
Too cautious
Unable to prioritize
Inflexible
Satisfied

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6
Q

Nimble thinking

A

the ability to anticipate, react and adapt. Optimistic and curious. Doesn’t come naturally to most people

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7
Q

Change agent

A

people willing to put their neck out to make change; dissatisfied with the world

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8
Q

“T-Shaped” people

A

broadly creative with specialization

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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

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10
Q

Fast prototyping

A

Offers an essential competitive edge; is preemptive- be the first and you own the idea - is disruptive!!!

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11
Q

Reasoning

A

building a valid argument that will be the basis for a decision

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12
Q

Deductive reasoning

A

a general premise leads to a specific conclusion

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13
Q

Inductive reasoning

A

a set of specific instances that lead to a generalized conclusion

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14
Q

Premise

A

A statement or proposition from which another is inferred Your argument being sound or faulty all depends on your premise

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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

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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

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17
Q

Metrics

A

tests or standards of measurement; ex: exams in class

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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

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19
Q

Insights

A

actionable, data-driven findings that create business value; ex: band aid case study

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20
Q

Data Point

A

points of data that when looked at as a whole leads to an insight

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21
Q

How to generate an insight (5 things)

A

collect, connect, manage, analyze and discover

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22
Q

Creativity

A

the generation of ideas that are both novel and useful for solving problems

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23
Q

The Pragmatist Perspective of Creativity

A

a perspective primarily concerned with developing and leveraging creativity for practical applications; think: workplace

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24
Q

Edward De Bono

A

coined the term lateral thinking

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25
Q

Lateral Thinking

A

(De Bono) thinking correctly about a problem in order to solve it

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26
Q

Linear Thinking

A

using prior knowledge and logic to solve a problem (what our brains want to do)

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27
Q

Alex Osborn

A

Developed “brainstorming” - First was called applied imagination

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28
Q

Brainstorming

A

(Osborn) A specific idea-generation technique that most people misunderstand- first proposed as “Applied Imagination”

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29
Q

The Brainstorming Process:

A
  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
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30
Q

The Cognitive Perspective of Creativity

A

A more academic perspective that is focused on understanding the nature and process associated with creative thinking

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31
Q

Graham Wallas

A

Proposed the “4 stage process model of creativity”; “The Art of Thought”

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32
Q

The Four Stage Process Model

A

(Wallas) continues to be the most popular and influential model of the creative process
Preparation
Incubation
Illumination
Verification

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33
Q

Four Assumptions of the Four Stage Process Model of Creativity

A

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

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34
Q

JP Guilford

A

Intellect > intelligence ; “Structure of Intellect Model”

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35
Q

The Structure of Intellect Model

A

GUILFORD - highlights the importance of intellect over intelligence in the creative process

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36
Q

Intelligence

A

GUILFORD - what you know; the extent of knowledge that you possess

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37
Q

Intellect

A

GUILFORD - how well you use what you know; how effectively you put your knowledge to work

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38
Q

The Social-Personality Perspective of Creativity

A

Focuses on personality variables, motivational variables and the environment as influences on creativity

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39
Q

Mihalyi Csikszentmihalyi

A

Author and creator of “Flow”; proposed domain specificity

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40
Q

“Flow”

A

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

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41
Q

Domain specificity

A

CSIK - the creative process can look different depending on the field or domain in which it is applied

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42
Q

Teresa Amabile

A

Proposed the “Componential Model of Creativity”

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43
Q

Componential Model of Creativity

A

AMABILE - identifies 3 essential components involved in the production of any creative work
Creativity relevant skills
Domain relevant skills
Intrinsic Motivation

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44
Q

Advertising Audiences

A

Target Markets and Target Audiences

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45
Q

Target Markets

A

ADV - everyone who a company or brand considers to be a potential customer (The big circle)

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46
Q

Target Audiences

A

ADV - a smaller group of people with shared characteristics who are a part of the market (The smaller circle inside the circle)

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47
Q

Segmentation

A

How to identify target audiences by dividing your target market into smaller groups

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48
Q

Demographics

A

Type of Segmentation
Data collected about a population that helps describe and differentiate them
ex: age, gender, race, location, education level

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49
Q

Psychographics

A

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

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50
Q

Behaviors

A

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

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51
Q

Public Relations audiences

A

Stakeholders and publics

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52
Q

Stakeholders

A

PR - any party that has an interest in the performance of a company or an organization (the big circle)

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53
Q

Publics

A

PR - people whose relationship to the organization is determined by their connection to an issue or problem (The smaller circle inside the circle)

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54
Q

Corporate Public Relations (CPR)

A

managing and disseminating information to influence perception of an organization
ex: the white house speaker of the house

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55
Q

James Grunig

A

proposed the Situational Theory of Publics; falls under CPR

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56
Q

The Situational Theory of Publics

A

GRUNIG - publics organize from the ranks of stakeholders when they recognize an issue and act upon it
Aware, active, activist and latent

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57
Q

Marketing Public Relations (MPR)

A

Using public relations tactics to support marketing goals; ex: the weekend pepsi halftime show press conference and the Always #likeagirl campaign

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58
Q

Account Executive

A

Acts as the liaison between the agency and the client. Helps the client provide the agency with what it will need to develop creative

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59
Q

Brand Manager

A

Confers with the agency account executive to provide information and communicate the brand’s needs. Will also approve any recommendations from the agency

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60
Q

Creative Brief:

A

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.

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61
Q

Who uses a creative brief?

A

They are written for creative directors, art directors and copywriters

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62
Q

What is in a creative brief?

A

Rationale/justification for the advertising
prOblem identification
Target audience information
Competitive analysis

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63
Q

Direct Competitor

A

Another product/brand that’s practically identical to yours; ex: Coke and Pepsi, Target and Walmart

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64
Q

Indirect Competitor:

A

Another product/brand thats similar enough to be a viable alternative to yours; ex: jeans and khakis and joggers

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65
Q

Intangible competition

A

Competing forces such as mindsets, social trends, beliefs, etc; ex: veganism, political party

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66
Q

Dr. Richard Florida

A

Author of “The Rise of the Creative Class” and “The Flight of The Creative Class”

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67
Q

The Creative Class

A

(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

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68
Q

Working Class

A

Manufacturing, construction, farming, “blue collar”

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69
Q

Service Class

A

Service Class: food service, clerical/office, retail, hospitality

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70
Q

Where does the creative class thrive?

A

High quality amenities
Openness to diversity
Identification (I feel like I belong here)
Ethos (dominant assumptions that make a city feel opened or closed)

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71
Q

Why should state/local governments try to attract the Creative Class?

A

Workers who make more money pay higher income taxes

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72
Q

How is creativity economically valuable?

A

Tax revenues enable state and local governments to fund high-quality amenities

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73
Q

Brain Drain

A

The loss of human capital from one area to another or from one industry to another

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74
Q

Senior Account Executive (PR)

A

Strategy!! set budgets, draft product gifts for influencers, organize events, maintain relationships with media, do pitches, media train clients

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75
Q

Account Executive (PR)

A

Execution!! create product gifts for influencers, write press releases, build relationships with media, write social posts

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76
Q

Asst./assoc. Account Executive (PR)

A

Foundational, build media lists; research and pull together information for pitches/slides decks, social posts and press releases

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77
Q

Intern

A

support!! team as needed, primarily internal work within agency team

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78
Q

Differences in PR working “in- house” vs. an agency/firm

A

“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

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79
Q

Project vs. retainer

A

For a project: agency work with clients PR team to meet objectives of a project $$
On retainer: Agency handles (almost) all PR for client $$$$$

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80
Q

Advantages of hiring a PR agency/firm

A

Broad media contacts
International reach
Variety of skills, specialization and expertise
Objectivity/ broader perspective
Extensive resources

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81
Q

Disadvantages of Hiring a PR agency/firm

A

Superficial grasp of client/problem
Lack of full time commitment
Need for prolonged briefing period
Expensive
Only know what client reveals

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82
Q

Account/Client Services ADV

A

engages with clients

83
Q

Titles of account/client services ADV

A

Account executive/manager; account supervisor/director

84
Q

Roles of Agent/Client services ADV

A

client growth and support, BD & sales, industry trends/competition, performance reporting, storytelling

85
Q

Design/Creative Services ADV

A

develops ideas to concepts

86
Q

Titles of Design/Creative services ADV

A

Creative director, art director/designer, copywriter

87
Q

Roles of Design/Creative Services ADV

A

Steward of brand (clients), presentations (to clients), big idea generation, storyteller/problem solver

88
Q

Production Services ADV

A

executes the big idea

89
Q

Titles of Production Services ADV

A

Producer/Program director, project/traffic manager

90
Q

Roles of Production Services ADV

A

Workflow organization/tracking, pitch support/RFP responses, cross-platform coordination, Integration (In house), Scope/quote management, storyteller

91
Q

Market Research/Strategy ADV

A

Distills essence of issue and solution

92
Q

Titles of Market Research/Strategy ADV

A

Director of strategy, research and planning

93
Q

Roles of Market Research/Strategy ADV

A

Conduct original research, interpret market data, translate data into insights, truth-teller, storyteller

94
Q

Media Planning/Buying ADV

A

Places media for optimal effect

95
Q

Titles of Media Planning/Buying ADV

A

Media planner/buyer

96
Q

Roles of Media Planning/Buying ADV

A

Channel strategy, budget planner, recommends/negotiates buys, projects/measures performance, storyteller

97
Q

Executive Management ADV

A

Oversees all aspects of firm

98
Q

Titles of executive management ADV

A

CEO, COO, President, MD

99
Q

Roles of executive management ADV

A

Industry and market spokesperson, business development, strategic thinking and culture, resource allocation, directorships

100
Q

Operational Services ADV

A

Supports the organization

101
Q

Titles of operational services

A

CFO, CIO, CTO, CPO, HR

102
Q

Roles of operational services ADV

A

Financial reporting/planning, accounting/cash flow management, compliance/governance, software implementations, hiring/firing/recruiting/training

103
Q

Are all agencies structured differently?

A

YES

104
Q

What are the advantages of working at an advertising agency/firm?

A

Prestige
Build network
Diversity of work and exposure
Objectivity/broader perspective
Extensive resources
Build a Portfolio

105
Q

What are the disadvantages of working at an advertising agency/firm

A

Shallow involvement in strategy
Inconsistent workload and clients
Constant proving of value
Dependent on client openness
Long hours and ultra fast pace
Turnover

106
Q

Group

A

People who are together

107
Q

Team

A

people organized to work together

108
Q

Nominal group (type of…)

A

Type of.. TEAM
individuals work alone before teamwork begins

109
Q

Dyad (type of…)

A

Type of.. TEAM
two people working together who are considered partners

110
Q

Synergy

A

The combined effect is greater than the sum of separate effects

111
Q

Dimensions of synergy

A

individual knowledge, personality differences, interaction

112
Q

What are the six dynamics of high-performing teams?

A
  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
Q

“Side Conversations”

A

people from time to time go outside the group and bring relevant outside information back in

114
Q

Groupthink

A

The pressure to achieve consensus results in bad decisions ex: “Challenger disaster” NASA’s failed launch mission

115
Q

Social Loafing

A

Members of a team underperform, believing that others will “pick up the slack”

116
Q

How can social loafing be prevented?

A
  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
Q

Production Blocks

A

personality variables among team members prevent full and productive participation from all

118
Q

Team Building

A

Activities intended to transform individual contributors into cohesive, collaborative and successful coworkers

119
Q

Why do team building?

A

Fosters socializatoin and collegiality
Reveals strengths, weaknesses and interests
Promotes healthy competition
Can celebrate achievement
Promptes collaboration
Promotes better communication

120
Q

How do you do team building?

A

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
Q

How can team building be optimized?

A

Make it task oriented
Make it optional
Make it less demanfding
Make it more natural

122
Q

Conscious Capitalism

A

Advertising - doing business in ways that benefit those who participate in the system without hurting those who participate at the same time

123
Q

Corporate Social Responsibility

A

PR - the voluntary actions that a corporation implements as it pursues its mission and fulfills its perceived obligations to stakeholders

124
Q

The “Triple Bottom Line” Approach:

A

People
Planet
Profits

125
Q

Corporate Reputation

A

an overall assessment of an organization by its stakeholders influence on reputation

126
Q

Influences on Reputation

A

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
Q

Reputation Management

A

Attention Generation
Uncertainty Reduction
Transcendence

128
Q

Ethics

A

standards of conduct observed by groups in the workplace

129
Q

Morals

A

standards of conduct for our own behavior

130
Q

Bill Bernbach

A

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
Q

“Beyond Obligation”

A

A philosophy that demands reaching beyond our pro forma responsibilities and situates decision making within a socially responsible framework

132
Q

Objective

A

answers the question: What do we want to accomplish?

133
Q

Strategy

A

Answers the question: What will we do to achieve the objective? It is the actions we need to take

134
Q

Tactic

A

Answers the question: How will we implement the strategy?

135
Q

SWOT analysis

A

Strengths
Weaknesses
Opportunities
Threats

136
Q

Where do objectives usually come from?

A

Opportunities

137
Q

How an objective is formatted

A

Action: what is the action we are going to take
Benchmark: how we quantify the action
Timetable: when will this happen?

138
Q

Double Barreled Objective

A

trying to shove two objectives into one

139
Q

Advertising effectiveness

A

How advertising achieves its objectives and delivers a return on investments (ROI)
EX: awareness, sales, recall, perception, interest

140
Q

Pre-Testing

A

allows brands to measure the potential impact of an advertising campaign before launch

141
Q

Copy Testing

A

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
Q

Post-Testing

A

allows brands to measure how an ad campaign performed in a variety of different ways

143
Q

Post testing - Awareness

A

METHOD OF POST TESTING - After the campaign ends, ask representative sample of your audience if they are aware of the brand

144
Q

Recall

A

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
Q

Attitudes

A

METHOD OF POST TESTING - After your campaign ends, ask a representative sample of your audience about their feelings towards your brand

146
Q

Sales

A

METHOD OF POST TESTING - After the campaign ends, did sales change?

147
Q

Reach

A

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
Q

Frequency

A

The potential number of times an individual is likely to encounter a message

149
Q

Public Relations Effectiveness

A

How well PR strategies achieve their objectives and serve client’ interests

150
Q

Key Performance Indicators (KPI)

A

measure performance over time that help evaluate PR strategies

151
Q

Media Impressions

A

KPI - each time an audience member encounters a message or content in the media

152
Q

Media Engagement

A

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
Q

Web Traffic

A

KPI - For online content, unique visitors, new visitors and referrals from other sites can be identified and counted

154
Q

Earned Media Coverage

A

KPI - unpaid press coverage of, or publicity regarding PR strategies from external sources

155
Q

Public Offering

A

When a private company first offers stock in that company to the public - most cases called initial public offering (IPO)

156
Q

Retail Channel

A

how a good or service passes until it reaches the end consumer

157
Q

Licensing

A

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
Q

Turnover

A

the number or percentage of workers who leave an organization and are replaced by new employees

159
Q

Metropolitan Statistical Area (MSA)

A

a geographic region with a relatively high population density at its core and close economic ties throughout the area

160
Q

Saturation

A

(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
Q

Same-Store Sales

A

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
Q

Peak/Non-Peak

A

the busiest vs the least busy time periods during a stores daily hours of operation

163
Q

Gross Revenues

A

all positive revenues

164
Q

Net Revenues

A

revenues after the costs of doing business are subtracted

165
Q

Malcolm Gladwell

A

Journalist staff writer for the New Yorker, author of several NYT bestseller books - The Tipping Point

166
Q

The Traditional Cause and Effect relationship

A

The cause is proportionate to the effect

167
Q

The Reconceptualization of the Cause and Effect relationship

A

(Gladwell) They are disproportionate

168
Q

The Tipping Point

A

(Gladwell) that magic moment when an idea, trend or social behavior crosses a threshold, tips and spreads like a wildfire

169
Q

The Three Rules of the Tipping Point

A

The Law of the Few
The Stickiness Factor
The Power of Context

170
Q

The Law of the Few

A

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
Q

The Stickiness Factor

A

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
Q

The Power of Context

A

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
Q

Six Degrees of Separation

A

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
Q

Connectors

A

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
Q

Mavens

A

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
Q

Salesmen

A

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
Q

The First Amendment (1789)

A

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
Q

PRSA

A

Public Relations Society of America PRSA

179
Q

PRSA Code of Ethics

A

introduced in 1950

180
Q

PRSA Values

A

Advocacy, loyalty, independence, fairness, expertise, honesty

181
Q

PRSA Provisions

A

Free flow of information
Competition
Disclosure of information
Safeguarding confidences
Enhancing the profession

182
Q

Libel

A

a WRITTEN statement that is determined to be defamatory

183
Q

Slander

A

a SPOKEN statement that is determined to be defamatory

184
Q

Defamatory

A

a statement that incurs damage to reputation (person, business, organization)

185
Q

Commercial Speech

A

any promotion of goods and services in order to make a profit - is NOT constitutionally protected

186
Q

Valentine vs Chrestensen (1942)

A

The US Supreme court upheld a lower court decision that commercial speech is not constitutionally protected

187
Q

Deutsch/Volkswagen Case

A

Corporate press release basically performing a stunt - BAD FOR PR!! A false press release tarnishes the profession - it is dishonest

188
Q

Marketing Architects/Direct Alternatives Case

A

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
Q

Who regulates advertising in the US?

A

A combination of state and federal government entities can file suit against companies for false or deceptive advertising practices

190
Q

Federal Trade Commission (FTC):

A

Established by the government in 1914 to protect consumers and promote competition

191
Q

FTC Truth in Advertising Rules

A

Advertising must be truthful and nondeceptive
Advertisers must have evidence to back up their claims
Advertisements cannot be unfair

192
Q

Deception

A

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
Q

Reasonable Customer

A

definition may change based on the nature of the product or service that’s being advertised - case by case definition

194
Q

Material

A

Did the false claim that was made have substantive effect on whether or not you bought the product

195
Q

Puffery

A

Ads that make claims that constitute matters of opinion and use superlatives - not considered problematic because they can’t be proven or disproven

196
Q

FTC Penalties

A

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
Q

Is it the right of a company to advertise protected by the first amendment?

A

YES

198
Q

Under what 3 circumstances can an ad agency be held liable for a client’s false or misleading claims?

A

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
Q

Advertising Self-Regulatory Council (ASRC)

A

was originally known as the National Advertising Review Board (NARB)

200
Q

AAF

A

American Advertising Federation

201
Q

Reputation Management- Attention Generation

A

an early stage EX: uber’s first ads explaining what rideshare is

202
Q

Reputation Management - Uncertainty Reduction

A

EX: anytime uber continues to make you feel safe

203
Q

Reputation Management - Transcendence

A

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

APRD 2001 (1 decks)

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