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Kin 255 > Chapter 14: Program Promotion > Flashcards

Chapter 14: Program Promotion Flashcards

1
Q

Promotion will fulfill at least one of the following functions

A
  1. inform
  2. educate
  3. persuade
  4. remind
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2
Q

inform (promotion)

A

make people aware
give facts or info about programs

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3
Q

educate (promotion)

A

teaching people how to do something (how to participate, how to register, why they want to)

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4
Q

persuasion (promotion)

A

tries to bring about change in attitudes or behaviours (helpful to outline benefits)

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5
Q

remind (promotion)

A

tell people again

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6
Q

in any communication there is

A

sender and a receiver

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7
Q

to promote program services how must the programmer be concerned about sender and receiver

A

form and content of the message to be sent, but also must understand the educational and cultural background of those who are intended to receive the message

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8
Q

promotion will be most successful when supported with a product that is

A

well designed, delivered at the right time and place, and made available at the appropriate price

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9
Q

persuasion

A

aims to bring about a change in attitude or behaviour

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10
Q

the persuasiveness of any form of communication will be affected by: (6)

A

comprehension of the advertisement
effects of prior knowledge
involvement with the topic
repetition of the message
credibility of the source
attitudes toward the advertisement

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11
Q

why is persuasion different than the other three types of promotion

A

because its goal is to bring about change in attitude or behaviour

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12
Q

the purpose of promotion is to bring

A

the agency’s services to the attention of the intended audience, or target market

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13
Q

leisure service agencies normally use how may communication channels to promote their programs

A

at least two

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14
Q

what two communication channels do leisure service agencies use

A

first is aimed at the general public
second is a more targeted effort directed to the target market for the service

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15
Q

the method of promotion you choose should

A

catch the attention of your intended audience

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16
Q

what is the usual communication channel for the general public for municipal leisure services

A

an agency publication that includes all the programs and services for a given time periods (ex: leisure guide)

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17
Q

what is the usual method for a more targeted effort to inform target market

A

an in-house produced single-paper flyer that is distributed to recreation centers, the agency’s main office, neighbourhood locations, and perhaps mailed to previous participants of similar programs

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18
Q

targeting is more cost effective because

A

it places info about a program in the hands of individuals most likely to purchase or use the service

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19
Q

agencies have increasingly been using

A

digital signage and social media platforms to deliver material that would have previously been placed in a single paper printed flyer

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20
Q

larger agencies that can afford it will employ

A

communication specialists who develop and implement communication plans for the agency to ensure unified messaging and branding

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21
Q

Examples of communication tools

A

brochures
news releases
flyers
web
social media
email
specialty publications
tourism offices and chambers of commerce
cable tv public access programs

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22
Q

well written brochures capture the

A

expectations of the target market and conveys how the program will provide benefits by meeting these expectations

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23
Q

brochures should include 5 w’s and the H

A

who, what, when, where, why and how

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24
Q

guidelines for brochures

A

clarity
details
use the senses
use personal experiences
use conversational speech
opposition
general vs detail
repeat
parallel construction of sentences and phrases

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25
use personal experiences (brochures)
use both your own and other's experiences to create interest and association with a program and its benefits
26
use conversational speech (brochures)
reading dialogue creates a sense of "being there" and sharing an experience
27
opposition (brochures)
contrasting long with short sentences, fast with slow pace of reading and so on
28
general vs detail (brochures)
anchor detail (usually unknown info) to info that is better known
29
repeat (brochures)
repeat and repeat words, phrases and details that are strong and add support to one's point when repeated
30
parallel construction of sentences and phrases (brochures)
a more sophisticated form of repetition that can be used for additional emphasis
31
new releases are
free to the sponsoring agency
32
its important to know deadlines and prepare a well written copy of a news release because
many agencies are competing for the same space in newspapers
33
why will newspapers rewrite you copy
because they know you have submitted this exact same info to other and want theirs to be unique
34
why should news releases have a good lead and the inverted pyramid form of writing
the most important info should be at the beginning and let the reader know what the story is about
35
what should news release have in top left hand corner
writers name, address, email address, phone number, title of story, and release date of the story
36
5 news releases most likely to be published
1. news events that involve local events 2. news releases that are timely 3. news releases that involve prominent individuals or institutions 4. stories involving a large number of people and that have human interest 5. stories that involve novel happenings
37
it is important for programmers to be selective in the types of
materials they submit to newspapers not everything is newsworthy
38
almost all agencies use ... to promote their programs
in-house flyers
39
the quality of the a program flyer that promotes a program or service often depends on
the revenue of the program
40
how do programmers produce the one page promotional flyers
will do the design, artwork, layout, and copywriting, and may even have to reproduce the flyer
41
flyer design
1. keep the purpose in mind (inform, educate, remind and persuade) 2. should include attractive artwork, good layout, well written copy with complete info, excellent quality production 3. ensure the selected images contribute to overall message and purpose
42
when to select artwork
first, it will become the central theme of the flyer
43
what is important to do for stock art
have permission
44
illustration and copy need to be laid out with the following in mind:
balance, proportion, sequence, unity, emphasis
45
for photos that feature agency participants
its essential to follow policies related to photo releases
46
5 key layout elements
formal and informal balance proportion of elements sequence of presentation unity of content emphasis
47
formal and informal balance
overall pleasing visual image
48
formal balance
everything done on one half of flyer is done on other half achieved through symmetry
49
informal balance
achieved through arranging the various design elements in different ways until an overall visual balance is achieved assymetrical is more difficult for beginners
50
proportion of elements
the relationship of sizes of teh various design elements to each other and to the overall flyer
51
how to achieve proportion of elements
should avoid arranging spaces with obvious mathematical relationships diving into halves or quadrants is less interesting than other ways of dividing
52
sequence of presentation
the layout determines how the reader progresses through the flyer and it should be in logical sequence that flows from left to right and top to bottom
53
how to add interest with sequence of presentation
redirect eye through flyer by taking advantage of eye movement from big elements to small, black to lighter, colour to non-colour, unusual shapes to usual shapes
54
unity of content
the illustration, copy, and overall look of a flyer should make harmonious presentation
55
emphasis
certain elements of the flyer should be emphasized: the headline, artwork or copy
56
for flyers with several pieces of artwork
one should stand out
57
when nothing on a flyer is emphasized
everything and nothing will stand out
58
writing copy for flyers is similar to
writing for brochures except in brochures the copy will normally be written in paragraph form and clustered together, flyer copy may be split apart and disperesed
59
for writing copy for flyers it is best for the programmer to expand brochure copy into
complete, logical passages that can be distributed throughout the flyer and intermingled with artwork and illustrations
60
considerations for brochures, news releases, and flyers
content timing format and design distribution cost
61
content (copy)
informative, accurate, concise and appealing
62
timing (copy)
ensure people have it with enough time to plan for the program one of the first processes in implementing program
63
format and design (copy)
make sure they are attractive to your target market, use pictures that appeal to them and express desired emotions
64
distribution
the way that makes the most sense, geographic areas, stores, mail outs
65
cost (copy)
budget will reflect what you can do
66
5 parts of web
learn about and register photo contact download discover
67
learn about and register (web)
customers can learn about and register for programs and services
68
photo (web)
photo gallery of programs and venues
69
contact (web)
contact agency staff
70
download (web)
download brochures and annual reports
71
discover (web)
discover volunteer and job opportunities
72
websites must be kept
up to date so they are a current source of info
73
5 things digital signage does
1. informs of upcoming events 2. reminds that registration will end soon 3. persuades people to get involved 4. displays local weather and live news feeds 5. warns of emergency situations and security threats
74
4 steps of social media
1. assign one staff to monitor and update social media 2. update twitter and facebook accounts several times a week with info that matters 3. people at top of agency should tweet or update their facebook status 4. make sure agency's website feature twitter and facebook icons for easy acess
75
the appealing part of social media is
the ability to interact with people through posts
76
legal considerations for angency social media accounts should always be discussed with
the agency's legal counsel, especially for photos and contests
77
benefits of email
fast, inexpensive, and can be targeted
78
agency can obtain email addresses and permission through program registration which
sets the agency up for well targeted future communicatiosn
79
specialty publications
newspapers magazines blog posts newsletters to niche markets
80
writing for publications may require
more preperation because the article will need to focus specifically on the target market, as opposed to general population
81
once you start publishing specialty publications your readers will
expect you to continue so make sure you have the time to do it if you start
82
leisure services and agencies have opportunities to display promotional items at
tourism offices and local chamber of commerce can also post events and program on web calendars of these organizations as well as establish web links between these organizatiosn and other leisure service agencies

Kin 255 (23 decks)

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