Terms

Question 1

Public Relations

Answer 1

management function that creates and maintains mutually beneficial relationships with the publics that are essential to the organization’s success using primarily owned, earned and shared media

Question 2

PESO

Answer 2

Paid, earned, shared, owned media

Question 3

B2B

Answer 3

business to business; company selling parts to Ford

Question 4

B2C

Answer 4

business to consumer; Ford selling cars to people

Question 5

RFP

Answer 5

Request for proposal; document to sell your agency to a client

Question 6

AE

Answer 6

account executive; they are the point of contact between the agency and the client.

Question 7

POC

Answer 7

point of contact

Question 8

PIO

Answer 8

public information officer; spokesperson, press secretary, press agent

Question 9

Flack

Answer 9

PR slur

Question 10

MarComm, IMC

Answer 10

integrated marketing communication; office does advertising, PR, and some marketing

Question 11

MarTech

Answer 11

Use of data to identify customers

Question 12

CRM

Answer 12

Customer Relationship Marketing; same as MarTech

Question 13

Trope

Answer 13

stereotype, verbal tick

Question 14

dog whistle

Answer 14

slightly coded insult or slur, inside joke

Question 15

Optics

Answer 15

how it looks

Question 16

POV

Answer 16

Point of view

Question 17

Straw man

Answer 17

imaginary opposition or scapegoat

Question 18

inside baseball

Answer 18

too detailed for an average person to understand

Question 19

Inside the beltway

Answer 19

same as inside the baseball only for politics

Question 20

Organic

Answer 20

output you get as a normal business

Question 21

Organic search

Answer 21

what comes up on a search engine when you type in a subject

Question 22

Lift

Answer 22

difference between organic results and results that you get after PR efforts

Question 23

C-Suite

Answer 23

Senior Management; CEO, CFO, CIO…

Question 24

Verticals/ space

Answer 24

term for industry segment; Mayo clinic is huge in the healthcare space

Question 25

HR

Answer 25

human resources

Question 26

IT

Answer 26

information technology

Question 27

FTE

Answer 27

Full time equivalent; one person working 40 hours a week or several people whose hours add up to 40 hours a week

Question 28

FY

Answer 28

fiscal year

Question 29

CY

Answer 29

calendar year

Question 30

Q1, Q2

Answer 30

quarters

Question 31

YTD

Answer 31

year to date

Question 32

YoY

Answer 32

year over year

Question 33

QoQ

Answer 33

quarter over quarter

Question 34

Delta

Answer 34

change

Question 35

EOB

Answer 35

end of business, 5 p.m.

Question 36

EOD

Answer 36

end of day

Question 37

EOBD

Answer 37

end of business day

Question 38

EOBW

Answer 38

end of business week

Question 39

NFP

Answer 39

not for profit

Question 40

NGO

Answer 40

non government organization

Question 41

M&A

Answer 41

mergers and acquisitions

Question 42

COB

Answer 42

close of business

Question 43

FP

Answer 43

for profit

Question 44

501 c3

Answer 44

tax code for official NFP organizations; tax write off

Question 45

publicly held

Answer 45

stockholders

Question 46

family owned

Answer 46

Hobby Lobby, Chik-fil-A, walmart

Question 47

IPO

Answer 47

initial public offer, first time offer stock

Question 48

IR

Answer 48

investor relations

Question 49

silos

Answer 49

negative term for operating in your own best interest

Question 50

SEO

Answer 50

search engine optimization

Question 51

ORM/ RM

Answer 51

online reputation management; can be good or bad;generate more surveys through encouragement to dilute bad comments

Question 52

Platform

Answer 52

Facebook, Pinterest; program

Question 53

cross platform

Answer 53

travels across more than one program

Question 54

content marketing

Answer 54

selling stuff on web sites and blogs

Question 55

native advertising

Answer 55

product placement

Question 56

convergnce

Answer 56

making promotional efforts come together

Question 57

GDPR

Answer 57

general data protection regulations; EU rules that are strict rules for what businesses can do with user online data

Question 58

CCPA

Answer 58

California Consumer Privacy Act; similar and just took effect; will now be the driving force for everything

Question 59

deliverables

Answer 59

anything you promise a client

Question 60

collateral

Answer 60

piece of print

Question 61

What is the difference between deliverable and collateral

Answer 61

all collateral is deliverable. not all deliverable is collateral

Question 62

Copy

Answer 62

words

Question 63

art

Answer 63

anything that is not copy- photos, charts, graphs

Question 64

Impression

Answer 64

one exposure to a communication to one person; super bowl ad= about 200 million impressions

Question 65

CPM

Answer 65

cost per thousand

Question 66

Metric

Answer 66

something you can quantify; sales and votes

Question 67

ROI

Answer 67

return on investment

Question 68

ROE

Answer 68

return on effort

Question 69

KPI

Answer 69

key performance indicators

Question 70

benchmark

Answer 70

what's the bar

Question 71

dashboard

Answer 71

simple collection of metrics

Question 72

percent change

Answer 72

difference divided by original; difference/original