Chapter 4 - test 1 Flashcards

1
Q

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

A

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.

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2
Q

What functions does it perform for planners?

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

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

A

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

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4
Q

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

A

Research

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5
Q

What are internal, external, and intervening publics?

A
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
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6
Q

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

A

constraint and recognition

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7
Q

On what did Grunig base his classification scheme? Q

A

q

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8
Q

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

A

q

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9
Q

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

A

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

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10
Q

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

A

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

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11
Q

Can you define intermediate and ultimate outcomes?

A

Intermediate outcomes=objectives

Ultimate outcomes=goals

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12
Q

How do they relate to one another?

A

intermediate outcome are steps needed to

reach ultimate outcomes

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13
Q

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

A

q

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14
Q

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

A

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

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15
Q

What information should research gather about channels?

A

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

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