Chapter 9 Flashcards
What are the four types of audience segmentation?
- Demographics - age, gender
- Psychographics - attitudes, behaviors
- Behavioral - are they givers? Donators?
- Communication channel - the channels are audience engages with, creator or consumer?
What is more important than a large audience?
A niche audience
Grunig’s situational theory of Public
Organizes audience by certain characteristics.
1. Problem recognition.
2. Constraint recognition.
3. The level of involvement of an audience.
What is one organization that sees employees as an important audience?
Southwest Airlines
Ambassadors
Employees who leverage their own loyalty as a currency
What does B2B stand for?
Business to business
Activists
Individuals who support different causes
Influencer
Someone who has built an audience who is viewed as an authority
What are the five characteristics of influencers?
- Authenticity
- Relevance
- Personality
- Engagement with audience
- Reach
What are the four types of influencers?
- Celebrity influencer.
- Mega influencer.
- Micro influencer.
- Nano influencer.
What are the four types of creators?
- Hero.
- Macro.
- Micro.
- Nano.
What are two features of strong community?
Relevance and consistency
Relationship management
A strategy that allows us to focus on our connections with audiences
What are four features of managed relationships?
- Controlling mutuality.
- Trust.
- Satisfaction.
- Commitment.
Exchange relationships.
When one of the parties involves has specific expectations of each other
Communal relationships
Allows both parties to benefit equally
