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ADPR > TEST 2 - (extra) set 2 > Flashcards

TEST 2 - (extra) set 2 Flashcards

(61 cards)

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1
Q

Three Scheduling Methods

A
  1. Continuity
  2. Flighting
  3. Pulsing
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2
Q

Program Planning - Budget

A

Impacts the scheduling of various media-related activities, but also impacts every other aspect of the campaign

Two major categories:

  1. Staff time
  2. Out-of-pocket expenses
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3
Q

Program Planning - Evaluation

A

Did you meet your objectives?

Relying on metrics to determine if objectives have been met

Key decision is what metric will you be able to use?
~ i.e., sales data? follow-up calls for info? attitudinal surveys?

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4
Q

Communication

A

Third Essential Step in Effective PR

The process and means by which objectives are actually achieved & by which tactics are developed and implemented

AKA, execution

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5
Q

Key Goals of PR Communication

A 
~ Message exposure
~ Accurate dissemination
~ Acceptance of the message
~ Attitude change
~ Behavior change
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6
Q

Message Exposure

A

Key Goal of PR Communication

Intended audience exposed to message in intended form

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7
Q

Accurate Dissemination

A

Key Goal of PR Communication

Basic message remains intact as sent through various media and it reaches the correct publics

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8
Q

Acceptance of the Message

A

Key Goal of PR Communication

Audience pays attention, retains, and accepts the message

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9
Q

Attitude Change

A

Key Goal of PR Communication

Shift in attitudes in direction of message

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10
Q

Behavior Change

A

Key Goal of PR Communication

Make donation, purchase service, etc.

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11
Q

Grunig’s Phases of Communication

A
  1. Audience receives the message
  2. Audience pays attention to the message
  3. Audience understands the message
  4. Audience believes the message
  5. Audience remembers the message
  6. Audience acts on the message
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12
Q

Digital Marketing Trifecta

A

Earned, Owned and Paid Media

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13
Q

Earned Media

A

Sharing

~ Mentions
~ Shares
~ Reposts
~ Reviews

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14
Q

Paid Media

A

Advertising

~ Pay per click
~ Display ads
~ Retargeting
~ Paid influencers 
~ Paid content promotion
~ Social media ads
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15
Q

Owned Media

A

Owned Media Web Properties

~ Website
~ Mobile site
~ Blog site
~ Social medial channels

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16
Q

Earned and Owned Media

A

SEO & brand content drive earned media (sharing) & traffic

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17
Q

Earned and Paid Media

A

Propel sharing & engagement with paid promotion

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18
Q

Paid and Owned Media

A

Gain more exposure to web properties with SEO and PPC

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19
Q

Earned, Paid, & Owned Media

A

Leverage owned, earned and paid media for a comprehensive marketing strategy

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20
Q

Making The Audience See The Message

A

5 Types of Communication Media:

  1. Public Media
  2. Controlled Media
  3. Interactive Media
  4. Events
  5. One-on-one Communication
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21
Q

Public Media

A

Used to build awareness and credibility

One-way form of communication with:
~ Low audience engagement
~ High reach
~ Relatively low costs

I.e., paid advertisements, product placements in traditional media; out-of-home media

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22
Q

Controlled Media

A

Used to promote and provide greater detail than public media

Largely one-way form of communication with:
~ Somewhat higher levels of audience engagement
~ Smaller reach
~ Moderate costs

Typically not quite as “mass” in appeal

I.e., brochures, newsletters, direct mail, exhibits or displays, annual reports

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23
Q

Interactive Media

A

Used to respond to queries, engage audiences, and exchange information

Typically two-way form of communication with:
~ High audience engagement
~ Moderate reach
~ Moderate costs

I.e., email, blogs, wikis, websites, social media, etc

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24
Q

Events

A

Motivate participants and reinforce existing attitudes

Can be two-way form of communication with:
~ Moderate audience engagement
~ Low reach
~ Moderate costs

I.e., meetings, conferences, contests, presentations, trade shows, rallies

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25
One-on-one Communication
Obtain commitments, negotiate, and solve problems Two way communication with: ~ High audience engagement ~ Low reach ~ High costs I.e., personal visits, lobbying, telephone calls
26
Making The Audience Pay Attention to the Message
Adapting to different audiences ~ Passive vs. Active 83% of learning is accomplished through sight and 11% through hearing Present a "need" early in the message when audience attention is typically high People pay attention to messages that fit with pre-existing values Take advantage of events in the news that may be salient to audiences
27
Passive Audiences
May only pay attention b/c they seek a diversion May require stylish and creative messages to garner their attention
28
Active Audiences
Already engaged in your message, so different, more detail-based tactics likely to work best
29
Making Sure The Message is Understood
Communicator & receiver must speak same language Communicator must understand cultural differences, education levels, and what constitutes jargon Check writing for simplicity & clarity ~ Readability formulas Use symbols, acronyms, easy-to-remember slogans Avoid jargon, cliche, hype, euphemisms, discriminatory language
30
Readability Formulas
~ Flesch | ~ Cloze
31
Flesh
Measure of average sentence length and number of one-syllable words
32
Cloze
Ease with which reader can read sentence where words are removed
33
Making Sure The Message is Believable & Credible
~ Source credibility ~ Message Context ~ Cognitive dissonance ~ Involvement
34
Making Sure The Message is Believable & Credible - Source Credibility
Advertisements vs. News articles Sleeper effect: over time, we forget the source and retain the information
35
Making Sure The Message is Believable & Credible - Message Context
Making sure your message is backed up by your actions
36
Making Sure The Message is Believable & Credible - Cognitive Dissonance
We strive for consistency between our attitudes and between our behaviors and we take steps to ensure this is the case
37
Making Sure The Message is Believable & Credible - Involvement
For low ________ groups, cues like source attractiveness can enhance credibility
38
Making Sure the Message is Memorable
Repetition is necessary b/c more than half of people need to hear a message 3-5 times before they believe it Delivering the message in a variety of ways across multiple communication channels
39
Making Sure the Audience Acts on the Message
Five-stage Adoption Process: 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption ``` Rogers' Diffusion of Innovations ~ Relative advantage ~ Compatibility ~ Complexity ~ Trialability ~ Observability ``` Also influenced by the proper targeting of your message
40
Awareness
Adoption Process Stage 1 Via advertising or other properly placed media
41
Interest
Adoption Process Stage 2 Ideally leads to an interest in publics to learn more about product, service, or organization
42
Evaluation
Adoption Process Stage 3 Consumer evaluates the idea or product in terms of needs and wants met
43
Trial
Adoption Process Stage 4 Consumer samples the product or idea
44
Adoption
Adoption Process Stage 5 Idea or product is integrated into individual's life
45
Relative Advantage
Rogers' Diffusion of Innovations Is the innovation better than the idea it replaces?
46
Compatibility
Rogers' Diffusion of Innovations Is the innovation consistent with needs of potential adopters?
47
Complexity
Rogers' Diffusion of Innovations Is the innovation easy to incorporate for adopters?
48
Trialability
Rogers' Diffusion of Innovations Can the innovation be experienced on limited basis first?
49
Observability
Rogers' Diffusion of Innovations Are the results of the innovation visible to others?
50
Primary Public
Main target audience for whom you prioritize message strategy and tactics
51
Intervening Publics
Opinion leaders, friends and family that have contact with your primary audience
52
Moderating Publics
Publics that share a common goal or philosophy with your primary public ~ i.e., work colleagues, members of an activist group Heavily influences the primary public
53
Measurement
Fourth Essential Step in Effective PR The evaluation of results against agreed-upon objectives established during planning The manner by which we collect PR-related data during the research process
54
Basic Evaluation Questions
``` ~ Adequately planned? ~ Message understood? ~ How could strategy have been more effective? ~ Audiences reached? ~ What was unforeseen? ~ Budget met? ~ Future improvement? ~ Objectives achieved? ```
55
Measurement of Production / Dissemination
Counts how many releases, photos, pitch letters, etc. where made within a specific time frame Emphasize quantity instead of quality
56
Measurement of Message Exposure
``` ~ Compile clippings/mentions ~ Media impressions ~ Internet hits ~ Advertising equivalency ~ Systematic tracking ~ Information requests ~ Cost per person ~ Audience attendance ```
57
Measurement of Audience Awareness
Often a survey-based probing day-after recall
58
Measurement of Audience Attitude
Survey based baseline/benchmark studies
59
Measurement of Audience Action
Measures of desired behaviors Typically self-report
60
Measurements of Social Media
``` ~ Social media leads ~ Engagement duration ~ Bounce rate ~ Membership increase & Active network size ~ Activity ratio ~ Conversions ~ Brand mentions ~ Loyalty ~ Virality ~ Blog interaction ```
61
Social Media Leads
Measurement of Social Media Tracking web traffic for all your resources and identifying top social sources 

ADPR (7 decks)

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