Quiz 2

Question 1

Aristotle’s appeals of persuasion

Answer 1

ethos, pathos, logos, common ground

Question 2

ethos

Answer 2

authority –> sources credibility/history

Question 3

pathos

Answer 3

emotion(al) appeal
speaker/audience share feelings

Question 4

logos

Answer 4

logic, rational appeals, definitions and explanations, facts, and statistics

Question 5

common ground

Answer 5

shared beliefs, values, and experiences with the audience

Question 6

false comparison

Answer 6

in logos facts/information. two things are compared that cannot be correlated/compared
ex: someone who’s starving vs someone that ate something

Question 7

creative pyramid

Answer 7

a model used to guide the creative team, when converting advertising strategy to an actual advertisement

Question 8

creative pyramid (model)

Answer 8

action
desire
credibility
interest
attention

Question 9

considerations for celebrity endorser

Answer 9

clean background
a good fit (authentically fits product)
can reach your audience

Question 10

moral clause

Answer 10

part of celebrity endorsement where a company can let a celeb go if they say or do something damaging to the brand (protection)

Question 11

copywriting (how to word messages)

Answer 11

use concrete language
using repetition, alliteration, parallelism

Question 12

concrete vs abstract

Answer 12

abstract is the what –> studying is hard

complex is the how/why –> readings, homework, tiredness

Question 13

ranks model of persuasion

Answer 13

about content (of the message)
intensify vs downplay

Question 14

intensify approach

Answer 14

share your companies good, and another bad

Question 15

downplay

Answer 15

share your companies bad, and others good

Question 16

advertising is…

Answer 16

an application to the Laswell Model

Question 17

Advertising vs PR

Answer 17

• Cost varies
• Goal: Increasing sales (ad) vs maintaining image (pr)
• Credibility: third party endorsements in PR
• Control over messages: pr control over what they’re saying

Question 18

what is PR?

Answer 18

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

Question 19

PRSA

Answer 19

Public relations society of America

Question 20

why pr?

Answer 20

1. crisis - reacting to unfavorable public opinion
2. protective - engaging with your public about issues they care about

Question 21

publics

Answer 21

individuals or groups of individuals that have a direct or indirect association with an organization

Question 22

internal vs external audiences

Answer 22

publics in versus outside of your organization

Question 23

finding and communication to your audience

Answer 23

1. identify these publics
2. articulate why they are important to your organization

Question 24

types of PR

Answer 24

1. city/national
2. internal employees

Question 25

city/national pr type

Answer 25

apply branding techniques to cities/countries
- situational analysis/market research
- objectives
- implementation
- evaluation

Question 26

advertising definition (txt book)

Answer 26

to stimulate the distribution of product

Question 27

consumers

Answer 27

ppl who buy products for personal use

Question 28

PSAs

Answer 28

messages/advertisements sent out free of charge to inform about an issue…sometimes by non-profit

Question 29

medium

Answer 29

conduit in which messages are transferred

Question 30

WOM

Answer 30

word of mouth –> a medium of communication by spoken word…when someone tells you how they like a product
- not structured
- not sponsored/paid for

Question 31

mass media

Answer 31

radio, tv, newspaper –> interactive and addressable

Question 32

marketing

Answer 32

a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization stakeholders

Question 33

marketing 4 Ps

Answer 33

1. (developing) product
2. pricing
3. (distributing) places
4. promoting

Question 34

marketing strategy

Answer 34

helps determine who the targets of advertising should be, in what markets advertisements should appear, and what goals the ads aim to achieve

Question 35

advertising strategy

Answer 35

refine the target audience, define the desired audience response (feelings)

Question 36

market driven economy assumptions

Answer 36

1. self interest
2. complete information
3. many buyers/sellers (comp)
4. absence of externalities

Question 37

externalities

Answer 37

problems caused by products to indirect individuals that are relieved by the government through compensation of regulation

Question 38

branding

Answer 38

to identify products and their source and to differentiate them from others
ex: coca-cola logo + bottle shape

Question 39

product differentiation

Answer 39

vigorously seeking to portray their brands as different from and better than the competition by offer consumers quality, variety, and convenience

Question 40

market segregation

Answer 40

marketers searched for unique GROUPS of people whose needs could be addressed through specialized products

Question 41

USP

Answer 41

Unique selling proposition

Question 42

positioning

Answer 42

separating a particular brand from its competitors by associating that brand with a particular set of needs that ranked high on consumers priority list

Question 43

demarketing

Answer 43

cautioning/suggesting consumers to use products less to slow the demand

Question 44

mega mergers

Answer 44

Cold War era –> trying to get Warsaw –> companies trying to expand their business/communication reach globally