midterm Flashcards
Advertising
the public promotion of a product or service
public relations
grow brand organically by maintaining relationships
Buyer Journey
ACD: awareness, consideration, decision
propaganda
information that can be biased, spread through different forms of communication, the goal is to persuade
transfer propaganda
using holidays, symbols, or a vibe (something well-known) and associating it with that feeling. Transfer of association by feelings not words.
card-stacking propaganda
only showing the good information and hiding contradicting or bad information, hiding something
plain folk propaganda
appeal to the average audience, making products or political candidates seem more relatable.
types of propaganda
bandwagon, glittering generalities, card stacking, name calling, testimonial, plain folks and transfer
bandwagon propaganda
using persuasion to create a trend which creates some type of societal pressure that makes people want to be a part of that group.
testimonial propaganda
using a personal story to pull at heart strings, giving a success story.
glittering generality propaganda
a vague word/catchphrase that evokes positive feelings rather than information using words.
name calling propaganda
using words or actions to antagonize another brand
swot analysis
strengths, weakness, opportunities, threats. Use it to look at an organization to see what they could do better and what they do well.
gost analysis
goal, objectives, strategies, tactics. 3 tactics per strategy. tactics are smaller goals to accomplish. It gets more and more specific.
B2B
businesses selling to other businesses
B2C
businesses selling to consumers
press conference
meet with media to discuss a crisis or new product with your brand. NOT open to the public. Hoping to share with the public through the media.
earned vs. paid media
earned media is when you already earned the medias trust and they report for you. Paid media is when you pay the media to report on your company.
Media Kit
need to have prepared for press conference. Includes contact info (yours as the PR person NOT CEO), what you are going to be talking about, important dates, press release, and give to press
Internal communication vs. external communication
internal: communication within the company external: communication outside of the company
newsworthy
benefits our company by gaining attention from the public and people will remember your brand, timely and relevant
4 steps of a good PR practice
Analyze, Plan, Implement, Evaluate- APIE
Target Persona
an imaginary person that represents your specific target audience that you want to sell to.
ABC of crisis communication
A- admitting that something negative has happened and apologize. B- Be proactive and part of the change. C- commit to never let it happen again.
clipping
a series of what other companies and consumers are saying about your brand. Take from magazines, articles, etc.
Another name for media kit
Press kit
localization
when you are trying to relate to your consumers by making your brand seem not just physically local but psychologically as well.
What is considered newsworthy?
CHOPPIT: C- conflict, H- Human interest, O- odd or unusual, P- Prominence, P- Proximity , I -impact, T-timely
KPI
Key Performance indicator
KOL
Key Opinion Leader
