Quiz 1 Flashcards
Strategic Communication + intro to advertising
the purposeful use of communication by an organization to fulfill its mission
Strategic communication
How to achieve successful strategic communication?
IC –> Imitation and common message
(Bridging) the divide
the gap between people who do and don’t have access to ICTs
ICT
Information communication technology
Strategic plan framework
RIIE
- research/situation analysis
- Identify goals/objectives
- implementation
4 evaluation
goals
a broad statement of what an org wants to achieve with its communication strategy
objectives
specific statements of what needs to be done to achieve a org’s goal for a communication campaign
objectives are…
outcome based, measurable, audience specific, AND time bounded
primary audience
people directly affected by a campaign or ad
secondary audience
could influence the primary (gatekeepers)
“to raise awareness of 50% of Brighton residents of the city’s recycling program by October 2024”
Strategic communication OBJECTIVE
PR are Advertising campaigns…
- start with a verb AND
- is informational, attitudinal, or behavioral
Infographics
information in design/visualization forms
controlled media
Advertising
uncontrolled media
PR
Advertising?
Builds brand salience. Specific, consistent, repeated messages that build this recognition of messages. Controlled media communication tool
Advertising careers
- Ad agency
- In house
Ad
a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action for the future
- paid
- mediated
- sourced
- persuades
2 costs of advertising
- development of the ad
- placing the ad (distro)
Elements of messages
verbal (written/words) vs nonverbal (graphic)
creative brief
short document that tells what org want included and excluded from campaigns/ads
demographics
age, income, education
psychographics
categorizing consumers according to their attitudes, beliefs, interests, motivations (things they can willingly control)
Functions of advertising
identify products
differentiate products
build brand preference + loyalty
In house advertising
you are working with one company/org…with the client themselves.
- Pro: intimate knowledge of the org
Ad agency
You work for an agency that partners temporarily with different orgs to make ads.
- multiple clients
- more creativity
- less knowledgable with an org
ad agency structure
- account + client management
- account planning
- creative development
pre/post testing - media coordination
media literacy
to become critical consumers of media products and reflective users of media technologies by understanding how media construct meaning
communication
use of symbols systems to convey information
communicative eras
oral + written
print + electronic
electronic era
digital era (now)
niche nation
a society in which people navigate a more varied and complex media landscape due to
- availability/accessibility
- choices/variety
media
the conduit in which messages are conveyed..how its received/sent
Roles in media
consumer, producer, citizens (saturated in media with rights + responsibilities)
Linear mass communication
senders transmit messages through medium
|
gatekeepers filter info
|
receivers can return messages
cultural approach to mass communication
media texts, technologies, industries, users, and cultural context
- still includes gatekeepers
high vs low culture
h –> classical music, Shakespeare, ballet
l –> pop music, reality tv, violent video games
5 steps of the critical process (become media literate)
description/attention
analysis
interpretation
evaluation
engagement (after)
2 step flow theory
media influence and interpersonal influence of consumer beliefs
selective exposure
examines the decisions of audiences in selecting certain kinds of media
uses and gratifications
examined why audiences consumed certain media…what did they get out of it?
cultivation theory
audiences’ perception of their social environment will more closely align with media the more they watch/consume
agenda setting theory
exposures effect on media users
spiral of silence
examined how public opinion is impacted/subdued by the majority(media+real life)
media dependency theory
the strength of media’s impact is dependent on the users dependency
