Chapter 6

Question 1

The process and the means by which objectives are achieved

Answer 1

tactics

Question 2

Goals of Communication:

Baaam

Answer 2

◦ Message exposure
◦ Accurate dissemination of the message
◦ Acceptance of the message as valid
◦ Attitude change
◦ Behavior change

Question 3

To be an effective communicator you must understand

Answer 3

• What and how people receive messages
• Howthey process info and change perceptions
• Which kinds of media and communication tools are most appropriate for a message

WHAT AND HOW THEY GET IT. HOW THEY INTERPRET IT. WHAT IS THE BEST WAY TO COMMUNICATE IT.

Question 4

The integrated PR media model includes what extremes of communication

Answer 4

mass and personalized

Question 5

List mass to personalized communication

PCIEO

Answer 5

Public
Controlled
Interactive
Events
One-on-One

Question 6

Public media is used to

Answer 6

build awareness

Question 7

Controlled is used to

Answer 7

promote and provide details

Question 8

Interactive

Answer 8

respond to inquiries exchange info

Question 9

what is used to motivate participants and reinforce

Answer 9

events

Question 10

obtain commitmentes

Answer 10

one-on-one

Question 11

First objective of comm

Answer 11

message exposure

Question 12

second

Answer 12

accurate dissemination of message

Question 13

third

Answer 13

acceptance of message

Question 14

fourth

Answer 14

attitude change

Question 15

fifth

Answer 15

change overt behavior

Question 16

most effective type of two way comm

Answer 16

interpersonal comm

Question 17

comm needs to attract passive and active audiences

Answer 17

passive only look for entertainment

Question 18

who makes a message more credible

Answer 18

media gate keepers

Question 19

variables of credibility

SPI

Answer 19

source credibility
performance
involvement

Question 20

What makes a message memorable

Answer 20

variety of channels
repetition
key point clearly stated and summarized

Question 21

First step in measurment

Answer 21

PRODUCTION:

design and determine exactly what and how you will measure success

Question 22

second step of measurement

Answer 22

EXPOSURE:
-Measure media clicks, sites carrying info,
-Measure how many people have been exposed to the info - via impressions (slots between commercials)
-what is the advertising value of the various types of exposure
-count info requests
-cost per person reached
measure attendance at events

Question 23

measure audience awareness

Answer 23

through surveys of info and day after recall

Question 24

measure audience attitude via

Answer 24

baseline studies of audience attitudes before, during and after a campaign demonstrates how well message was received and if able to influence attitudes

Question 25

measure of audience action taken

Answer 25

ticket sales, reductions in drinking and driving, texting etc. Meeting the objective. Do you see tangible sales