Do your research
Probability - selected according to mathematical guidelines where everyone has an equal chance of being selected
Nonprobability - does not follow mathematical guidelines and therefore can result in biased sampling NOT GENERALIZABLE
This is the extreme degree of attachment between a customer and a brand to the extent that the brand becomes part of that particular customer's self-identity
What is brand love?
Reliability versus validity in research
Reliability - CONSITENCY to which results can be replicated
Validity - ACCURACY; degree to which an instrument measures what it claims to measure
Name and describe the three ethical principles of Strat Comm
Teleological - value-based
Deontological - ruled-based
Virtue - ethics-based
Public Be Damned (1850-1900); Public Be Informed (1901-1922); Mutual Understanding (1923-1974); Mutual Adjustment (1975-present)
These are four issues to consider when deciding probability v. nonprobability samples
1. Purpose of the study (do you need generalizable results or exploratory data)
2. Cost versus value
3. Time constraints
4. Amount of acceptable error (in pilot/primary studies, nonprob. acceptable)
Describe brand equity.
a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent.
Consumer value derived from brand rather than product or service
These are the four levels of measurement in research
Nominal - numbers represent a substitution for the item. Number's value has no meaning
Ordinal - values are rank ordered--- first=highest/best, does not measure between points
Interval - ordinal but also measures distance between scores without absolute zero point
Ratio - internal with an absolute zero point
Differentiate between misinformation and disinformation
Misinformation - repeating or replicating false information; NOT intentional
Disinformation - INTENTIONALLY portraying something in an inaccurate way to cause and affect the audience
Name the 10 functions of Strategic Communication
Public affairs, Crisis management, Development, Lobbying, Publicity, Press agentry Investor relations, Issue management, Marketing, Advertising
These are the types of nonprobability sampling methods
1. Convenience sample
2. Volunteer sample
3. Purposive sample - selected for certain characteristics
4. Quote sample
Three word phrase that combine brand functions with descriptive and emotional modifiers
"Emotional modifier + Descriptive modifier + Brand functions"
What is a brand mantra?
These are types of measurement scales
Thurston - give value statements about an issue; take the mean
Likert Type - evaluate a statement by giving it a quant. value with a level of agreement
Guttman - Each scale item has a scale value associated with it; sum the selection for score
Semantic Differentials - rating scare for connotative meaning
Differentiate between libel and slander
libel - Bible (written)
slander - said (spoken)
These are the three types of people in Strat Comm
These are the types of probability samples
1. Simple random - equal chance
2. Random Digit Dialing
3. Systematic Random - every nth number from a population
This is the term for how much a customer is worth over their lifetime of doing business with a company
What is Customer Lifetime Value?
These are some qualitative research techniques
Field observations, focus group, quality circles, "on line" focus groups, intensive interviews, case studies, ethnography
These are the four parts of the Potter Model
1. Definitions
2. Values
3. Principles
4. Loyalties
These are the 8 Tasks of Strat Comm
What are Planned program, Relationships supported, Monitors brand, Measurable changes, Counsel management, Researches impact, Two-way communication, New and maintained relationships?
Some other sampling methods
4. Stratified
5. Proportionate Stratified
6. Cluster
7. Multistage
8. Snowball
This is a statement that outlines the value and experience a company's customers can expect from its products or services
What is a brand promise?
Experimental, Survey, Meta-Analysis, Quantitative Case Study, Applied Behavior Analysis, Longitudinal
Differentiate between copyright and trademark
Trademark - owned content of the organization; 80-year window
Copyright - legal term for ownership; verified - needs a patent; unofficial - the unsaid right over anything you create
These are the six Strat Comm Industries
What are Persuasion, Advertising, Branding, Marketing, Promotional culture, Publicity