Quiz 1

Question 1

the purposeful use of communication by an organization to fulfill its mission

Answer 1

Strategic communication

Question 2

How to achieve successful strategic communication?

Answer 2

IC –> Imitation and common message

Question 3

(Bridging) the divide

Answer 3

the gap between people who do and don’t have access to ICTs

Question 4

ICT

Answer 4

Information communication technology

Question 5

Strategic plan framework

Answer 5

RIIE

1. research/situation analysis
2. Identify goals/objectives
3. implementation
   4 evaluation

Question 6

goals

Answer 6

a broad statement of what an org wants to achieve with its communication strategy

Question 7

objectives

Answer 7

specific statements of what needs to be done to achieve a org’s goal for a communication campaign

Question 8

objectives are…

Answer 8

outcome based, measurable, audience specific, AND time bounded

Question 9

primary audience

Answer 9

people directly affected by a campaign or ad

Question 10

secondary audience

Answer 10

could influence the primary (gatekeepers)

Question 11

“to raise awareness of 50% of Brighton residents of the city’s recycling program by October 2024”

Answer 11

Strategic communication OBJECTIVE

Question 12

PR are Advertising campaigns…

Answer 12

• start with a verb AND
• is informational, attitudinal, or behavioral

Question 13

Infographics

Answer 13

information in design/visualization forms

Question 14

controlled media

Answer 14

Advertising

Question 15

uncontrolled media

Answer 15

PR

Question 16

Advertising?

Answer 16

Builds brand salience. Specific, consistent, repeated messages that build this recognition of messages. Controlled media communication tool

Question 17

Advertising careers

Answer 17

1. Ad agency
2. In house

Question 18

Ad

Answer 18

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

Question 19

2 costs of advertising

Answer 19

1. development of the ad
2. placing the ad (distro)

Question 20

Elements of messages

Answer 20

verbal (written/words) vs nonverbal (graphic)

Question 21

creative brief

Answer 21

short document that tells what org want included and excluded from campaigns/ads

Question 22

demographics

Answer 22

age, income, education

Question 23

psychographics

Answer 23

categorizing consumers according to their attitudes, beliefs, interests, motivations (things they can willingly control)

Question 24

Functions of advertising

Answer 24

identify products
differentiate products
build brand preference + loyalty

Question 25

In house advertising

Answer 25

you are working with one company/org…with the client themselves.
- Pro: intimate knowledge of the org

Question 26

Ad agency

Answer 26

You work for an agency that partners temporarily with different orgs to make ads.
- multiple clients
- more creativity
- less knowledgable with an org

Question 27

ad agency structure

Answer 27

1. account + client management
2. account planning
3. creative development
   pre/post testing
4. media coordination

Question 28

media literacy

Answer 28

to become critical consumers of media products and reflective users of media technologies by understanding how media construct meaning

Question 29

communication

Answer 29

use of symbols systems to convey information

Question 30

communicative eras

Answer 30

oral + written
print + electronic
electronic era
digital era (now)

Question 31

niche nation

Answer 31

a society in which people navigate a more varied and complex media landscape due to
- availability/accessibility
- choices/variety

Question 32

media

Answer 32

the conduit in which messages are conveyed..how its received/sent

Question 33

Roles in media

Answer 33

consumer, producer, citizens (saturated in media with rights + responsibilities)

Question 34

Linear mass communication

Answer 34

senders transmit messages through medium
|
gatekeepers filter info
|
receivers can return messages

Question 35

cultural approach to mass communication

Answer 35

media texts, technologies, industries, users, and cultural context
- still includes gatekeepers

Question 36

high vs low culture

Answer 36

h –> classical music, Shakespeare, ballet

l –> pop music, reality tv, violent video games

Question 37

5 steps of the critical process (become media literate)

Answer 37

description/attention
analysis
interpretation
evaluation
engagement (after)

Question 38

2 step flow theory

Answer 38

media influence and interpersonal influence of consumer beliefs

Question 39

selective exposure

Answer 39

examines the decisions of audiences in selecting certain kinds of media

Question 40

uses and gratifications

Answer 40

examined why audiences consumed certain media…what did they get out of it?

Question 41

cultivation theory

Answer 41

audiences’ perception of their social environment will more closely align with media the more they watch/consume

Question 42

agenda setting theory

Answer 42

exposures effect on media users

Question 43

spiral of silence

Answer 43

examined how public opinion is impacted/subdued by the majority(media+real life)

Question 44

media dependency theory

Answer 44

the strength of media’s impact is dependent on the users dependency