Chapter 4

Question 1

What benefits do advertising and PR professionals derive from doing research?

Answer 1

Understand increasingly fragmented audiences.
Helps managers listen to and understand publics/markets. Confirms how widespread complaints are about the organization and its products and services. Provides information that identifies the best strategies. Uncovers unintended effects of messages. Provide facts for setting objectives.

Question 2

What functions does it perform for planners?

Answer 2

1. Identifies problems
2. Understands effects or implications of problems
3. Selects strategic direction
4. Tests strategy
5. Tracks implementation
6. Evaluates results

Question 3

The Stages of Development or Involvement approach identifies publics in what manner?

Answer 3

Active, passive, apathetic, ignorant, or a nonpublic.

Question 4

What is it about a public that determines into which of the five Involvement categories it should be placed?

Answer 4

Research

Question 5

What are internal, external, and intervening publics?

Answer 5

Internal: those within the organization
who have a stake in its actions:
employees, volunteers,
investors
External: those outside the organization
who have a stake in its actions
Intervening (intercessory): those
between the organization and
a public

Question 6

Grunig’s table of eight classifications of publics ties each table cell to what information about publics’ willingness to take action?

Answer 6

constraint and recognition

Question 7

On what did Grunig base his classification scheme? Q

Answer 7

q

Question 8

Grunig’s model can do something that the Involvement Approach cannot. What is it? Q

Answer 8

q

Question 9

Can Grunig’s Situational Model and the Involvement Approach be used to identify markets? Why or why not?

Answer 9

No because a market doesn’t need to be aware to be a market.

Question 10

What are some of the traditional methods of identifying publics? Can they also be used to identify markets?

Answer 10

Geographics, demographics, psychographics, covert power, position, reputation, membership, role in decision process.

Question 11

Can you define intermediate and ultimate outcomes?

Answer 11

Intermediate outcomes=objectives

Ultimate outcomes=goals

Question 12

How do they relate to one another?

Answer 12

intermediate outcome are steps needed to

reach ultimate outcomes

Question 13

Planners sometimes use other terms for these concepts. What are those terms?

Answer 13

q

Question 14

Why is it important for research to identify the channels of communication publics and markets use?

Answer 14

Credibility=do markets & public trust source
Reach and frequency=will a large portion
of the audience access the message often
Efficiency=cost to reach public and markets cost per thousand
Control=does the channel allow the source
control over the message
Advertising has high control publicity has low control
Flexibility=is a channel convenient
for the audience
Context=environment of message not fighting through noise

Question 15

What information should research gather about channels?

Answer 15

Credibility=do markets & public trust source
Reach and frequency=will a large portion
of the audience access the message often
Efficiency=cost to reach public and markets -cost per thousand