Advertising
What is the purpose of advertising?
Advertising aims to promote products, services, or brands to generate sales, increase brand awareness, and influence consumer behavior.
Define “campaign” in advertising.
A coordinated series of marketing activities designed to achieve specific objectives within a defined timeframe.
Define "verbal communication."
Verbal communication refers to the use of spoken words or language to convey messages, ideas, or information between individuals or groups.
What does “SEO” stand for?
Search Engine Optimization.
What is the main objective of Public Relations?
Build and maintain a positive reputation for the organization or individual it represents.
What is A/B Testing?
A/B Testing is a method used in advertising to compare two versions (A and B) of a webpage, ad, or element to determine which one performs better in terms of achieving the desired outcome, such as click-through rates or conversion rates.
Define the term "branding" in advertising
The process of creating a unique identity and perception for a product or company in consumers' minds.
What are some examples of non-verbal communication?
Examples of non-verbal communication include facial expressions, body language, gestures, eye contact, posture, tone of voice, and physical distance.
What does "ROI" stand for in advertising?
Return on Investment
What is a press release and what purpose does it serve in PR?
A press release is a written communication distributed to the media to announce news, events, or updates related to a company, organization, or individual
What is the role of a creative brief in advertising campaigns?
A creative brief serves as a blueprint for advertising campaigns, providing essential information and guidelines to creative teams, including objectives, target audience insights, key messages, brand positioning, and tone of voice.
Explain the meaning of "endorsement" in PR.
A public declaration of support or approval by a person or organization for a product, service, cause, or individual, often through testimonials, statements, or affiliations, aimed at enhancing credibility and influencing public opinion.
Explain the concept of "feedback" in communication.
Feedback in communication refers to the process of providing or receiving responses to messages or interactions, helping to clarify understanding, validate perceptions, and improve communication effectiveness.
What does “KPI” stand for?
Key Performance Indicator
Explain the difference between proactive and reactive PR strategies.
Proactive PR strategies involve anticipating potential opportunities / Reactive PR strategies involve responding to unplanned events, crises, or negative publicity in real-time to address concerns, manage perceptions, and protect the organization's reputation.
How can target audience segmentation enhance advertising effectiveness?
Target audience segmentation allows advertisers to tailor messages and content to specific groups based on demographics, interests, behaviors, or preferences, increasing relevance and resonance with the audience, thus improving advertising effectiveness.
Define “earned media”
Publicity or exposure gained through unpaid or organic efforts, such as media coverage, word-of-mouth referrals, or social media mentions, resulting from the merit or interest value of the content or brand.
How can effective communication skills benefit businesses?
Effective communication skills can enhance productivity and efficiency by ensuring clear understanding of tasks, goals, and expectations among employees, reducing errors, misunderstandings, and conflicts.
What does "CTR" mean in digital advertising?
Click-Through Rate
How can social media be utilized in PR campaigns?
Social media can be utilized in PR campaigns to engage with target audiences, amplify messaging, share content, and foster meaningful conversations.
Describe the AIDA model and its relevance in advertising.
The AIDA model stands for Attention, Interest, Desire, and Action, representing the stages a consumer typically goes through when exposed to advertising messages. It outlines the sequential steps in which advertising should capture attention, spark interest, stimulate desire, and prompt action from the audience.
Define "crisis communication" in PR.
Involves the strategic management and dissemination of information during times of unexpected events or situations that have the potential to harm the reputation, operations, or stakeholders of an organization
What are examples of persuasive techniques commonly used in advertising and public speaking.
Emotions (pathos), logic (logos), credibility (ethos), rhetorical questions, repetition, and use of evidence or testimonials to support claims.
What does each letter in “SMART” goal mean?
Specific, Measurable, Achievable, Relevant, and Time-bound.
What are the steps involved in crisis management in PR?
Identifying and assessing the crisis:
Developing a crisis communication plan:
Implementing the crisis communication plan:
Monitoring and adapting:
Evaluating and learning: