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22 Cards in this Set
- Front
- Back
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What are the 7 Techniques for Persuasion?
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1. Drama
2. Survey or Polls 3. Testimonials 4. Third 5. Emotional Appeals 6. Use of Statistics 7. Specific Examples |
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Look at News Values
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Look at News Values
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Look at Defining Publics
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Look at Defining Publics
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Look at the facets of model of advertising
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Look at the facets of model of advertising
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What are the three components of association?
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1. Symbolism
2. Conditioned Learning- creates links and bonds through repetition 3. Brand Transformation |
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What are the 6 components of persuasion?
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1. Attitudes
2. Argument 3. Motivation 4. Conviction and Preference 5. Loyalty 6. Involvment |
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How is behavior related to advertising?
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it is a important goal of advertising
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What is the 5 step test for being libel?
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1. Publication – has to be published (printed or broadcasting count).
It is assumed from the fact of publication that someone read, heard or saw the offending words or image. 2. Identification – the story identifies the person clearly by name, photograph or through description. Reporters should obtain precise identification of anyone mentioned in a story involving wrongdoing. 3. Defamation – whether it is of such as nature to lower the plaintiff in the estimation of others. 4. Falsity – the information is not true 5. Actual Injury |
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What is the 4 step process in the communication model?
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1. Sender
2. Message 3. Channel 4. Receiver |
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What is the goal of internal relations?
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-provide open communication and build relationships with everyone inside the corporation
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What is the big idea?
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a creative concept that implements the advertising strategy so that the message is both attention getting and memorable.
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What is a reach objective?
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how many different members of the target audience can be exposed to the message in a particular time frame.
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What is reach?
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– percentage of a medium’s audience that is exposed at least once to the advertiser’s message during a specific time frame.
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What is frequency objective?
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estimates the number of times the exposure is expected to happen. A general rule of thumb is that it takes 3-4 exposures for a message to sink in.
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What is public opinion?
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when people can be affected by the outcome of an issue
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How is New Media Different from Traditional Media?
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- people can have access to ther e information more quickly, update it it from anywhere, search easily for content, particpate in the news, replay content when they want and customize it to there liking
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What can you measure/evaluate to determine whether a public relations campaign has meet your objectives?
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- attendence
-message exposure -the overall impression -cost per person -how many people request for info evaluation -depth of coverage -dominance -subject, tone, positioning - who is quoted -finiancial outcomes -conversation index |
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How does a company respond to cyber smear?
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-trademark infringement if site is not clearly identified
-monitor sites -policy changes -customer service -identify issues that you need change -report any to the SEC |
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What are the basic design princples?
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Direction- natural eye movement
Dominance - focal point, visual, one element Unity- White Space- some but not alot Contrast Balance- formal and informal Proportion Simplify- fewer the elements |
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What is blurbs?
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usually one or two sentences that summarizes the story
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What is briefs?
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Blurbs are usually a few sentences, but a brief can stand in place of a story. Blurbs are used to entice readers to read more
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What are internet objectives?
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1. Listening-
2. Talking 3. Energizing 4. Helping 5.Embracing |
