Marketing Minds
This model categorizes media as paid, shared, owned, and earned.
What is the PESO Model?
This theory explains how the way information is presented can influence how audiences understand an issue.
What is Framing Effects?
Often called the "Father of Public Relations," this communication pioneer helped popularize the use of psychology and persuasion in strategic communication.
Who is Edward Bernays?
This is the specific group an organization intends to reach with a message.
What is a Target Audience?
This is a person or group that can affect or be affected by an organization's actions.
What is a Stakeholder?
This field focuses on building and maintaining relationships between organizations and their publics.
What is PR?
This theory argues people actively choose media that satisfies their needs and interests.
What is Uses and Gratifications Theory?
Practitioners use these to help explain, predict, and guide communication strategies and audience behavior.
What are theories? ("What are models?" is also acceptable)
This is the process of gathering information about an audience before developing communication strategies.
What is Audience Analysis?
This tool helps organizations classify stakeholders according to their level of influence and interest in an issue.
Influence (Power)-Interest Stakeholder Matrix
Nike launches a new shoe and promotes it through social media, TV commercials, email marketing, and influencer partnerships using the same slogan and visual identity.
What is IMC?
After months of news coverage about inflation, many Americans identify inflation as one of the country's most important issues. What theory explains this phenomenon?
What is Agenda Setting Theory?
A celebrity launches an outrageous publicity stunt solely to generate news coverage and attract public attention, with little concern for dialogue or relationship-building.
What is the Press Agentry/Publicity Model?
Before promoting a new electric vehicle, Ford studies consumers' age, income, education level, and geographic location to better understand potential buyers. What type of audience analysis is Ford conducting?
What is Demographic Analysis?
A university plans to eliminate a degree program. Current students will experience direct consequences of the decision, while community members may experience only indirect effects. Students would most likely be classified as what type of stakeholder?
What are Primary Stakeholders?
Starbucks introduces a new seasonal drink, lowers prices for loyalty members, expands distribution through grocery stores, and launches a promotional campaign. Which marketing framework would best explain these decisions?
What are the 4 P's?
A person who regularly watches crime dramas begins believing crime rates are much higher than statistics indicate. What theory explains this phenomenon?
What is Cultivation Theory?
Patagonia regularly gathers feedback from customers and environmental groups, then adjusts company policies based on stakeholder concerns. Which PR Model does this scenario represent?
What is the Two-Way Symmetrical Model?
Lululemon researches consumers' values, lifestyles, interests, and attitudes to better understand why they choose certain fitness brands. What type of audience analysis is being used?
What is Psychographic Analysis?
Disney is preparing to build a new resort. Investors want rapid expansion, environmental groups oppose construction, local businesses support the project, and residents worry about traffic congestion. According to Mitchell, Agle, and Wood's Stakeholder Typology, what three factors should Disney evaluate when deciding which stakeholders deserve the most attention?
What are Power, Legitimacy, and Urgency?
A customer encounters Apple through a store visit, a YouTube ad, a product review, the Apple website, customer service, and a social media post shared by a friend. Collectively, these interactions are known as what?
What are brand touchpoints?
A pharmaceutical company develops advertisements featuring extensive scientific evidence because the audience has high involvement and motivation to evaluate the information carefully. Which route of ELM is being targeted?
What is the Central Route?
This PR model is used when a company surveys consumers to determine which messages are most persuasive and then uses that information to shape future campaigns.
What is the Two-Way Asymmetrical Model?
A public health agency finds that one group recognizes an issue, actively seeks information, and believes it can take action to address the problem. According to Situational Theory of Publics, this group would be classified as what?
What is an Active Public?
Target opens a new store location. The company recognizes that local government officials, community leaders, customers, employees, and investors will all have different interests and concerns. What is the primary purpose of prioritizing stakeholders in this situation?
What is determining which stakeholders require the most attention and resources?