Getting the Word Out
This communication approach seeks to coordinate advertising, public relations, social media, and other channels so audiences receive a unified message.
What is Integrated Marketing Communication (IMC)?
This PR pioneer is most associated with using social science and psychology to shape public opinion.
Who is Edward Bernays?
This AIDA stage occurs when an audience first notices a message.
What is Attention?
This process helps communicators understand who their audience is before developing messages.
What is an Audience Analysis?
People or groups affected by an organization's decisions are known as these.
What are stakeholders?
Any interaction a person has with a brand that influences how they view that organization is known as a ______.
What is Brand Touchpoint?
Unlike public relations, this communication function involves paying for message placement and controlling the content.
What is Advertising?
This PR model emphasizes distributing truthful information to the public rather than generating publicity.
What is the Public Information Model?
A car buyer spends weeks comparing safety ratings, fuel economy, and consumer reviews before choosing a vehicle. Which route of persuasion is most likely being used?
What is ELM's Central Route?
Age, gender, occupation, education, and income are all examples of this type of analysis.
What is a Demographic Analysis?
An investor is generally classified as this type of stakeholder.
What is an external stakeholder?
Dividing a large audience into smaller groups based on shared characteristics is called ______.
What is Audience Segmentation?
A local bakery is featured in a newspaper article after donating thousands of cookies to a community fundraiser. The bakery did not pay for the coverage. What type of media is this?
What is earned media?
A company surveys employees before introducing a new workplace policy. Leaders review the data but ultimately use it only to create messages that encourage support for the policy. Which model is this?
What is the Two-Way Asymmetrical Model?
A local news station spends several weeks highlighting rising housing costs. Soon, many residents identify housing as the most important issue facing the community. Which theory helps explain this outcome?
What is Agenda Setting Theory?
A sports drink company studies consumers' fitness goals, attitudes toward health, and lifestyles before launching a campaign. What type of audience analysis is being used?
What is Psychographic Analysis?
A new city development project will affect nearby residents, but most residents do not yet realize the impact. According to Situational Theory of Publics, what type of public are they?
What is a Latent Public?
Netflix develops a campaign targeting people who have never subscribed to the platform before. What user status best describes this audience?
What is Prospective Users?
After facing criticism from community members, a company hosts town hall meetings and listens to concerns in order to improve relationships and trust. Which communication function is most directly involved?
What is public relations?
A city government gathers resident feedback about a park renovation and changes the project based on concerns raised during town hall meetings. Which PR model is being demonstrated?
What is Two-Way Symmetrical?
A fast-food chain uses a popular singer in a commercial. A customer wants to try the meal because they like the singer, not because of information about the food. Which ELM route is illustrated?
What is the peripheral route?
A movie theater notices attendance increases dramatically on rainy weekends and uses this information to create promotions. What type of audience analysis is being used?
What is a Behavioristic Analysis?
A stakeholder has little influence but expresses strong interest in an issue. According to the stakeholder matrix, how should an organization manage this stakeholder?
What is Keep Informed?
A grocery store identifies customers who shop several times per week versus customers who visit only occasionally. Which behavioristic segmentation variable is being used?
What is Usage Rate?
A nonprofit uses a website, social media, email newsletters, influencer shares, local news coverage, and paid search ads during a fundraising campaign. Explain how this approach reflects the PESO model.
It combines paid, earned, shared, and owned media.
A celebrity charity repeatedly makes exaggerated claims and attention-grabbing stunts simply to gain media coverage. Which PR model best fits this strategy?
What is the Press Agentry Model?
A person regularly watches television programs that portray the world as unusually dangerous and violent. Over time, they begin believing crime is more common than it actually is. Which theory best explains this perception?
What is Cultivation Theory/Analysis?
An emergency management agency develops hurricane-preparedness messages after a major storm damages nearby communities. Which type of audience analysis would be especially valuable?
What is a Situational/Contextual Analysis?
A communication team determines that a local activist group has strong interest, significant influence, and the ability to affect public opinion regarding a company's new project. What stakeholder-management strategy should be used?
What is Manage Closely?
A luxury automobile advertisement focuses on prestige, accomplishment, and social recognition more than transportation. Which need in Maslow's Hierarchy is being targeted?
What are Esteem Needs?