strat com quiz 1 Flashcards
1
Q
paid media
A
advertising (billboard)
2
Q
earned media
A
public relations (someone repost it)
3
Q
owned media
A
proprietary platfroms (website)
4
Q
customer centric
A
how does it benefit or does it say anywhere that it does benefit you
5
Q
marketer centric
A
just in general
6
Q
what is advertising?
A
paid space mediated (prepared) message identifiable source directed at audience specific channel design to persuade
7
Q
example of an ad commercial
A
active and shakira commercial
8
Q
what are the 4ps?
A
- product
- place
- price
- promotion
9
Q
product
A
(tangible) features: components of the product of band
benefits: how does it make you feel
10
Q
price
A
emphasize value
- price advertising
- image advertising
- sale advertising
11
Q
price advertising
A
equal product for lesser cost
12
Q
image advertising
A
creates personality perception
13
Q
sale advertising
A
reducing price to increase sales, move investor and match competitors
14
Q
place
A
how to distribute; picking your “channel”
- global
- regional
- national
- local
15
Q
global/international advertising
A
several/few countries
16
Q
regional advertising
A
few states; counties or cities
17
Q
national advertising
A
county-specific
18
Q
local advertising
A
city/municipal
19
Q
promotion
A
the communication element
20
Q
what is IMC?
A
integrated marketing communications
- involves multi-channels to target the customer
21
Q
why IMC?
A
- helps get a message from a variety of sources.
- they also either use consumer centric or marketer centric
22
Q
relationship marketing
A
creating, maintaining, and enchanting long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value
23
Q
advertising
A
is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media
24
Q
why use PR?
A
- to build credibility
- to create an identity (“brand”)
- to make more money
- to save money
- to manage
25
PR defined (older)
helps to establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics
26
PR defined (newer)
a strat com process that builds mutually beneficial relationship between organization and their publics
27
public defined
any group of people who share common interests or values in a particular situation
28
what are the five elements of PR
1. manges
2. two-way communication
3. planned communication
4. it is researched communication
5. it is socially responsible
29
PR manges
- manages the relationship between an organization and the publics that are important to its success
- provides council on timing, manner and necessary actions
- needs to have measurements to show its success/impact
30
PR is a two way communication
PR speaks and listens
31
PR is planned communication
- PR messages are planned to align with organizations values, needs and direction as well as aligned with the values, needs and directions of the organizations publics
- SEMMDR encoding
32
is it researched communication
PR assess the environment of the organization and topics at hand to ensure it is communicated effectively
33
it is socially responsible
an organization should be constructive and contribute to society
34
two lenses for problem solving with PR
- heuristic (or "piratical") lens
| - theoretical (or "scientific") lens
35
heuristic (or "piratical") lens
- using educated guesses trial and error
| - slowly gain confidence and competency through each experience
36
theoretical (or "scientific") lens
based on research, refined over the years by many researchers and experiences
37
drawbacks of heuristic (or "piratical") lens
trail and error is costly; time intensive, lead to larger errors, potentially limits results
38
upside of theoretical (or "scientific") lens
- save time and money
| - little to no guessing
39
PR vs IMC
imc: advertising (paying for space) + marketing (4Ps and consumer-centric) + some PR tactics
“A mix”
PR: the management of relationships between an organization and its publics
40
publics in public relations
- an organization has multiple publics
- not all publics share the same views/opinions/goals
- need to feed all the publics with relevant and consistent information
41
stakeholders
have a vested interets in organization
DOES NOT MEAN THE SAME AS STOCKHOLDERS
all stakeholders = all publics
all publics DO NOT EQUAL all stakeholders
42
types of publics
- traditional
- nontraditional
- latent
- aware
- active
- intervening
- primary
- secondary
- internal
- external
- domestic
- international
43
traditional publics
- long term relationship
- frequent communication
examples: employees, investors
44
nontraditional publics
- short term
- infrequent/inconsistent
examples: special interest groups
45
latent publics
unaware
| Latent publics share your organization’s values, but these publics don’t yet know of that commonality
46
aware publics
they know about you but you have no relationship with them
| NO FEEDBACK
47
active publics
aware of you, have relationship
48
primary publics
directly affect your organization
49
intervening publics
publics who share your information with other publics
THIS IS POSITIVE
example: social media
50
secondary publics
minimal affect on your organization
51
internal publics
publics within your organization
| examples: employees, owner
52
external publics
publics outside your organization
| examples: customers, government
53
domestic publics
publics within your organization country
54
international publics
outside your country
55
traditional publics
- employees
- news media
- government
- investors
- customers
- mulit- cultural/diverse
- constituent/voters
- business
56
employees publics
most important to communicate with: to ensure profit and success
57
news media publics
- understand their ever-changing field
- know the gatekeeper
- producers and editors
58
government publics
- aid in interpreting legislation
| - keep lines of communication open for when an unfavorable policy is proposed or implemented
59
investors publics
- stockholders
- financial analyst
- fiscal news media
- employee investors
60
customers publics
- what are their trends?
- where/how do they shop (place)
- know the decision makers (usually female)
61
multi- cultural/diverse publics
- age
- diverse
- race
- industry
- faith/ non religious
62
constituent/voters publics
citizens and elected officials
63
business (b2b) publics
- suppliers
- distributers
- vendors
- industry partners/ association
64
demographics
age, sex, race, education, income, number of children
65
psychographics
what a public thinks, believes, feels and values
66
coorientation
A research process which helps PR practitioners decide where a specific public agrees with an organization on a particular issue
67
mass marketing
a strategy in which a business goes after its whole market with one message
68
market segmentation
a strategy in which a business goes after unique groups within its market with tailored messages
69
the 2 areas under the segmentation process
- identify
| - combine
70
4 areas of the segmentation process(under identify)
- demographics
- psychographics
- behavioral
- geographics
71
geographics
```
(regional data)
- city state
- county
- state
- store locations
advertisers are looking for region with the highest return rate ($)
```
72
demographics
- age
-sex
- ethnicity
- income
- education
- occupation
often combined with geographic data to create target market
73
example of demographics
hispanic purchasing power in the rise and therefore of great interest to advertise it
ex Havana
74
segmentation: behavior
- user status
- purchase Occassion
- benefits sought
75
user status variables
- sole-users
- semi-sole
- discount users
- aware non-triers
- trial/rejectors
- repertoire
76
sole-users
exclusive; loyal
77
semi-sole users
have a preference, but open
78
discount users
purchase sale items; some loyalty
79
aware non-triers
use competitive products
80
trial/rejectors
tried and didn't like the product
81
repertoire
superior product attributes; will buy at full price
82
volume segmentation
consumers are categorized by markets as light, medium or heavy users of a product based on their usage rate
83
80/20 rule
20% of all users consume 80% of the product
84
when/ why someone buys a product
purchase Occassion
- business or personal
- factors include: season, fad, frequency of need
85
benefits sought- what they want from a product
- quality
- price
- sex appeal
- healthy lifestyle
- brand impact
86
psychographics
group consumers by:
- values
- attitudes
- personality
- lifestyle
87
VALS meaning
values, attitude and lifestyle
88
VALS psychographics
ideals- conceded w principles
achievement- success
self-expression- desire for expereinces
89
business & government segmentation.
- NAICS
- market concentration
- end user
90
NAICS
North American Industry Classification System (NAICS) helps advertisers determine what businesses are in the market for based on codes
91
market concentration
Market for similar types of industrial goods are often located in specific geographical regions.
92
end user
Businesses can also segment by the end user
93
combine
Combine these groups into larger market segments according to their interest in the product’s utility.
94
the target market process
1. determine which target market has the greatest profit potential
2. determine which market(s) can be most successfully penetrated
3. once target market(s) are identified, implement the 4Ps of Marketing
95
the positioning process
The positioning process takes into account the 4Ps of marketing
96
Product Positioning
Linking the product to a word in the consumer’s mind
97
product Differentiation:
creates a difference that appeals to the preferences of a distinct product segment.
98
Product Branding
Combination of name, words, symbols and/or design that identifies the product.
99
Product Packaging:
provides clear identification of product at Point of Sale (POS).
