midterm

Question 1

Advertising

Answer 1

the public promotion of a product or service

Question 2

public relations

Answer 2

grow brand organically by maintaining relationships

Question 3

Buyer Journey

Answer 3

ACD: awareness, consideration, decision

Question 4

propaganda

Answer 4

information that can be biased, spread through different forms of communication, the goal is to persuade

Question 5

transfer propaganda

Answer 5

using holidays, symbols, or a vibe (something well-known) and associating it with that feeling. Transfer of association by feelings not words.

Question 6

card-stacking propaganda

Answer 6

only showing the good information and hiding contradicting or bad information, hiding something

Question 7

plain folk propaganda

Answer 7

appeal to the average audience, making products or political candidates seem more relatable.

Question 8

types of propaganda

Answer 8

bandwagon, glittering generalities, card stacking, name calling, testimonial, plain folks and transfer

Question 9

bandwagon propaganda

Answer 9

using persuasion to create a trend which creates some type of societal pressure that makes people want to be a part of that group.

Question 10

testimonial propaganda

Answer 10

using a personal story to pull at heart strings, giving a success story.

Question 11

glittering generality propaganda

Answer 11

a vague word/catchphrase that evokes positive feelings rather than information using words.

Question 12

name calling propaganda

Answer 12

using words or actions to antagonize another brand

Question 13

swot analysis

Answer 13

strengths, weakness, opportunities, threats. Use it to look at an organization to see what they could do better and what they do well.

Question 14

gost analysis

Answer 14

goal, objectives, strategies, tactics. 3 tactics per strategy. tactics are smaller goals to accomplish. It gets more and more specific.

Question 15

B2B

Answer 15

businesses selling to other businesses

Question 16

B2C

Answer 16

businesses selling to consumers

Question 17

press conference

Answer 17

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.

Question 18

earned vs. paid media

Answer 18

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.

Question 19

Media Kit

Answer 19

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

Question 20

Internal communication vs. external communication

Answer 20

internal: communication within the company external: communication outside of the company

Question 21

newsworthy

Answer 21

benefits our company by gaining attention from the public and people will remember your brand, timely and relevant

Question 22

4 steps of a good PR practice

Answer 22

Analyze, Plan, Implement, Evaluate- APIE

Question 23

Target Persona

Answer 23

an imaginary person that represents your specific target audience that you want to sell to.

Question 24

ABC of crisis communication

Answer 24

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.

Question 25

clipping

Answer 25

a series of what other companies and consumers are saying about your brand. Take from magazines, articles, etc.

Question 26

Another name for media kit

Answer 26

Press kit

Question 27

localization

Answer 27

when you are trying to relate to your consumers by making your brand seem not just physically local but psychologically as well.

Question 28

What is considered newsworthy?

Answer 28

CHOPPIT: C- conflict, H- Human interest, O- odd or unusual, P- Prominence, P- Proximity , I -impact, T-timely

Question 29

KPI

Answer 29

Key Performance indicator

Question 30

KOL

Answer 30

Key Opinion Leader