Marketing Communications: Terms and Concepts, Quizzes of Public Relations

Download Marketing Communications: Terms and Concepts and more Quizzes Public Relations in PDF only on Docsity! TERM 1 Marketing Mix Elements DEFINITION 1 PR, Adv, Sales Promo TERM 2 Promotion mix elements DEFINITION 2 Adv, PR, Sales promo, Personal selling TERM 3 IMC plan includes.. DEFINITION 3 all elements of plan formative research: product or service, public, competition TERM 4 PR vs. Advertising DEFINITION 4 information vs. salesmanship TERM 5 Marketing PR vs. Salesmanship DEFINITION 5 Effect of brand is over 4 years vs. less than one year TERM 6 Key asset of PR Marketing DEFINITION 6 Credibility TERM 7 Positioning DEFINITION 7 Do it to create a percieved difference in consumers' minds TERM 8 Positioning steps DEFINITION 8 To--target audience Brand--is... That-- what does it provide Because--of this TERM 9 Marketing PR tactics DEFINITION 9 product place promo price TERM 10 Ries and Ries book The Fall of Advertising and Rise of PR says? DEFINITION 10 Advertising can fan the flames but only PR can fuel the fire TERM 21 Community relations are important because the relationship... DEFINITION 21 o Increases knowledge o Promotes favorable activities o Increases employee activity o Garners more feedback TERM 22 What could you host/do to increase community relations? DEFINITION 22 open houses events boards TERM 23 Community relations is important because a community is... DEFINITION 23 resource setting target for change agent... within comm. relations TERM 24 What steps are taken within community relations? DEFINITION 24 o Issue selection o Developing and implementing the process o Monitoring process o Eval of outcomes TERM 25 What is a crisis? DEFINITION 25 situation characterized by surprise high threats to important values short decision time TERM 26 Crisis comm: Disruption in natural flow effects... DEFINITION 26 physical systems basic assumptions TERM 27 3 goals of crisis comm DEFINITION 27 terminate issue limit damage restore TERM 28 What are the steps in case a crisis occurs? DEFINITION 28 o Put public first o Take responsibility o Never say no comment o Single spokesperson o Provide constant flow of communication o Be familiar with needs and deadlines o Be accessible o Monitor news coverage and public opinion o Dont ignore employees TERM 29 Components of crisis comm plan... what do you do when making a plan? DEFINITION 29 o Risk assessment: what are the threats? o Develop plan o Response o Recovery TERM 30 Three E's for Social Change DEFINITION 30 Education Engineering Enforcement TERM 31 Education: DEFINITION 31 What PR does Let people know whats good/bad TERM 32 Engineering: DEFINITION 32 Making a product acceptable socially TERM 33 Enforcement: DEFINITION 33 Laws Policies TERM 34 Goal of public affairs is important because... DEFINITION 34 Publics effect government by media and public opinions Directly influence legislators TERM 35 Goal of Public policy DEFINITION 35 to form, change, sustain public issues... TERM 46 Public Analysis: DEFINITION 46 What are the behaviors of key segment? You're studying what motivates consumers to buy/use product or company Product category usage & Brand usagewhy or why not? TERM 47 Product Analysis: DEFINITION 47 Study consumer's perception of the product Consumers thoughts and feelings on the produc TERM 48 Competitive Analysis: DEFINITION 48 Done from customer's perspective Who are they? TERM 49 SWOT DEFINITION 49 duh TERM 50 Focus Group DEFINITION 50 Purpose: creating/revising products or services or messages Number of participants: 4-6 or 6-8 Minimum Two focus groups with 2 sub-groups Questions: opening, key, ending 15-60-15 minute sections = 90min group time Then, all things considered, summary, final wrap up Use tape player in center, turn off before asking if there are any questions Dress like audience Theoretical saturation: the point to which you hear the same thing over and over TERM 51 Research Methods DEFINITION 51 all types of.... projective methods -Ethnography: description of sub-cultures, first hand evaluations -Sentence completion - Word associationEx) Stove Top: Craft Macaroni - Personification TERM 52 Communication Audit explains... DEFINITION 52 What's been done and said already when it comes to PR research TERM 53 Objectives: 3 requirements DEFINITION 53 Public Outcome Timeframe TERM 54 Strats vs. Obj DEFINITION 54 Directional statements vs. specific programs TERM 55 Output DEFINITION 55 media coverage oMeasure output by looking at the reach or media impressions oi.e. circulation, listener size, viewer size, hits on a webpage Limitation is circulation may not reach who you want Media coverage does NOT equal exposure Media output does not tell the number of readers TERM 56 Outgrowth DEFINITION 56 measure of audience awareness Measured by: surveys, phone calls, asking people if they saw it Much better than output because you get real results Limitation is accuracy, truthfulness Awareness does NOT equal action TERM 57 Outcome DEFINITION 57 behaviors/actions that are taken Limitation is that PR is not the sole contributor, may be because of a social or economic trend TERM 58 Media Impressions are... DEFINITION 58 Number of actual ad's or mentions in advertising add them together to get total impressions TERM 59 Advertising Equivalency DEFINITION 59 - Attempts to calculate the value of message exposure - Its what advertisers pay to print; it should be equal - Ex) one inch in a newspaper equals $100, so 5 inches equals $500 =] o Problem: salience with articles - Ex) PRSSA at Purdue TERM 60 Budgeting (4 types) DEFINITION 60 1. "percentage of" method- use specific amount of funds for PR activities 2. Competitive necessity method- spending more money doesn't always get what you want 3. Objective- based Method- define a precise objective 4. Left over Method- Whatever left is spent on PR