Test 2 Review Flashcards
Test 2 Review Questions (38 cards)
What is brainstorming?
generating more and better ideas, quickly from a group of people
Is brainstorming convergent thinking or divergent thinking?
Divergent thinking; idea finding. Convergent; when you are evaluating/judging ideas to chose one. To converge info from multiple multimedia outlets giving the consumer the multiple techniques of media resources.
What does creativity have to have to give it value?
- Originality
- Relevance
- Elaboration and Synthesis (well-crafted, elegance, understandable, skillful)
Do more ideas produce better ideas?
Yes, because 1st ideas generally stay close to the surface and are familiar. You must go beyond easier ideas.
What does idea fluency mean?
Producing a lot of ideas. As many as possible.
Most people base their behavior on habit or past experience. What is this called?
Heuristics- routine behavior which is an automatic response that takes little thought process
Primary Research
Original research taken to answer specific questions, more expensive to collect, and collect first hand
Secondary Research
Examines info that already exists. Gathering info from google, journal etc.
Primary Target Audience
The group you MUST reach. Only required to have 1, but can have more
Secondary Target Audience
A group that it might be advantageous to reach with the plan if researchers allow. Optional and not required.
Reliable Research
Consistency of results: you can reproduce with the same results. They are consistent.
Valid Research
Did it measure what it was supposed to? Requires that research results reflect the real status of what the research is measuring.
Self-Selected Sampling
In regard to email and internet surveys, the respondents are “self-selected samples” They take the initiative to respond and participate.
Intercept Interviews
A variation of the in-person interview. Typically occurs in a mall or public place where interviews intercept shippers and ask them to answer questions.
Focus Group
Groups of 8-10 people that engage in open minded discussions about clients, products or companies.
Personal Interviews
Expensive because of the time and individual attention involved. Interviewer’s question each respondent separately.
Qualitative Research
Unstructured open0minded questions using non-random samples. They are subjective, likely to be biased, based on soft, non-mathematical data. Valid but non-reliable, they cannot be used as a general reflection of public opinion.
Ex: Focus Groups
Quantitative Research
Statistically reliable hard data. Numbers-oriented. Goal is to produce insights that use a random sample of respondents to produce results that PE people can project to the wider public.
Ex: Political Polls
What is baseline research
Measurement you take before executing a PR plan.
EX: only 10% of people know that bob’s company exists an after a PR 50% know about this company. The 10% is the baseline
What;s the purpose of pre-testing a message.
It’s necessary for comparison purposes. To judge whether the goal that needed to be accomplished was met and did the message work as it was intended to be heard.
What is Gantt chart? How is it used in planning?
A chart that shows the amount of work done or production completed in periods of time in relation to the amount planned for those periods. Can include start and finish dates, and intermediary activities necessary to complete each tactic.
What does SWOT stand for?
Strength
Weakness
Opportunities
Threats
How does a SWOT analysis help in the planning process?
Identifies the organization’s strengths, weakness, opportunities and threats. It is a part of situation analysis.
What is a Goal?
Description of a destination
