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APRD 2005 > Midterm Exam > Flashcards

Midterm Exam Flashcards

1
Q

Strategic Writing has 4 elements

A

Goal oriented writing
Advance organizational or business goals
Help organizations achieve values driven, mission related goals
Focus on clear messages

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2
Q

Brand Voice

A

a consistent way of conveying a brands message to an audience

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3
Q

Why does Brand Voice Matter?

A

Words are an important part of brand identity and when used effectively, they can shape the way a brand is perceived

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4
Q

Understand why you are writing. What is the organization’s goal?

A

To share the company’s core business and effectively communicate the strategic messages

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5
Q

The 9-step writing process

A

Research
Brainstorming
Organizing/Outlining
Writing
Revision
Editing
Seeking Approval
Distribution
Evaluation

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6
Q

In the 9 step writing process, editing asks what questions?

A

Who, What, When and Why

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7
Q

What does good writing start with?

A

Good research

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8
Q

Target Audience

A

a smaller group of people with shared characteristics who are a part of the market (The smaller circle inside the circle)

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9
Q

Potential Target Audiences

A

Generations, income, education, location, sports fans, pet lovers, gamers, concertgoers, etc

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10
Q

Logos

A

logic; using logic to induce reasoning

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11
Q

Techniques to build Logos

A

statistics, cognitive dissonance , contextual relevance

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12
Q

Pathos

A

emotional reasoning

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13
Q

Techniques to build pathos

A

human interest (insert humanity into a story), common ground, appeal to self interest

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14
Q

Ethos

A

appeal to ethics/morals; build credibility

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15
Q

Techniques to build ethos

A

Testimonials, endorsements, halo effect

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16
Q

What does IMC stand for?

A

Integrated Marketing Communication

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17
Q

How does IMC connect to strategic writing?

A

As a writer, think about message integration
Target audience receives many messages
Messages should be aligned and coordinated

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18
Q

The 4 P’s for marketers

A

Product (name, design, packaging)
Price
Place
Promotion

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19
Q

The PESO Model

A

an integrated approach to communications that blends paid, earned, shared and owned media to establish thought leadership, credibility, trust and authority that fuel a brand reputation

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20
Q

Owned Media

A

Controlled, diverse, brand-focused, content a business/organization owns
Things that consumers can’t mess with, any communication consumers can alter

21
Q

Earned Media

A

uncontrolled, credible, outlet-driven
PR Pros pitch journalists, blogs, social media influencers to “earn” media coverage. No $$ is exchanged

22
Q

Shared Media

A

uncontrolled, co-created, audience-centric
Brand ‘owns’ the content on its socials, but social media platforms control how their own platform works

23
Q

Paid Media

A

Controlled, paid, multi-channel
Paying for content to be seen by whom, where and when a brand seeks to place its message

24
Q

Dual Processing

A

there’s heart and theres mind; we decide with emotions first and rationalize it later

25
Q

Dual persuading

A

Persuade through emotions then support with facts

26
Q

Creative Brief

A

document that summarizes research in order to identify a clear, effective strategic message to be delivered to a well-defined target audience

27
Q

Why do we use creative briefs?

A

Thinking through who the target is and what the message is important to them
Making sure the message addresses [advertising, PR, communications messages, etc] objectives
Considering alternative directions and debating them with the other members of the team

28
Q

How are creative briefs structured?

A

Short answers to a series of questions

29
Q

Creative brief in summary

A

Who do we want to talk to?
What do we want them to do?
What can we tell them about the brand so they do it?

30
Q

Insight

A

An accurate and deep intuitive understanding of a person or thing

31
Q

Elements of News value

A

Timeline: new information
Impact: effects media readers/viewers/listeners
Uniqueness: different from other stories
Conflict: involves a clash of people or forces
Proximity: events geographically close to readers/viewers/listeners
Celebrity: involves famous person/people

32
Q

News Release

A

A written document or statement that provides information about a significant event to members of the news media

33
Q

What do news media expect from good news releases?

A

A written document or statement that provides information about a significant event to members of the news media

34
Q

What do news media expect from good news releases?

A

Each component of news value is present

35
Q

How are news releases structured?

A
  1. Email subject line
  2. Organization name, date and contact information
  3. Headline and subhead
  4. The lead paragraph
  5. Second paragraph
  6. Background information
  7. The boilerplate
36
Q

News release headlines contain

A

Start the headline with the company name + what they’re doing
EX: “Blenders eyewear unveils winning eyewear collaboration with Dein Sanders”

37
Q

A news release lead paragraph contains

A

Repeats the information from the headline and subhead, Most important facts in the lead, Grab attention of journalist fast

38
Q

Why do PR pros pitch media?

A

Grab attention of a reporter, editor
To ultimately cover whatever story you are suggesting

39
Q

What is a media pitch?

A

Short email, quickly communicating its value
Personalized to each specific media outlet/person
Highlights specific interest to gatekeeper’s audience
Exchange relationship

40
Q

How do PR pros pitch media?

A

Email - common and preferred
Phone - nearly never the first contract; only in breaking news situations and for TV news mostly
Mailed - good for new products
Tweeted or X’d - DM - good all-around approach

41
Q

What makes a good media pitch?

A

Ends with a question
Descriptive elements
Not repetitive and straight to the point

42
Q

Core aspects of advertising

A

Persuasive messages
Identified sponsor
Controlled media (paid placements, how often you send it and where/when it appears)

43
Q

5 rules of writing digital ads

A
  1. Must be concise
  2. Must attract attention without being annoying
  3. Must persuade the viewer to click or tap through the website etc
  4. Optimized based on platform
  5. Rapidly changing area
44
Q

5 Rules of writing print ads

A
  1. Stay on message: be creative but not at the expense of strategy
  2. Be conversational
  3. Don’t repeat yourself
  4. Edit
  5. Study other ads
45
Q

8 Rules of Broadcast Writing

A
  1. Stick to short sentences
  2. One major idea per sentence
  3. Make it personal
  4. Use simple subject-verb-object sentence structure
  5. Use active voice
  6. Use present tense
  7. Write it as you would say it
  8. Words and pictures work in unison
46
Q

What is the AIDA copywriting formula?

A

Attention
Interest
Desire
Action

47
Q

What makes a good audio ad?

A

Simple message
Clear call to action
Maximizes voice, music and sound effects

48
Q

What is a concept?

A

With the brief in hand, the creative team will brainstorm fun concepts for ad campaigns
The concept should both sell the product,service and be entertaining, engaging or arresting
What does a “concept” look like?
A concept is a thematic thread a brand uses to sell a product via many different channels
These are called integrated campaigns meaning they integrate all forms of media
Presenting Concepts
Sketches, stock images - a rough mock up

APRD 2005 (1 decks)

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