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strat com > strat com quiz 1 > Flashcards

strat com quiz 1 Flashcards

1
Q

paid media

A

advertising (billboard)

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2
Q

earned media

A

public relations (someone repost it)

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3
Q

owned media

A

proprietary platfroms (website)

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4
Q

customer centric

A

how does it benefit or does it say anywhere that it does benefit you

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5
Q

marketer centric

A

just in general

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6
Q

what is advertising?

A 
paid space
mediated (prepared)  message
identifiable source 
directed at audience
specific channel
design to persuade
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7
Q

example of an ad commercial

A

active and shakira commercial

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8
Q

what are the 4ps?

A
  1. product
  2. place
  3. price
  4. promotion
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9
Q

product

A

(tangible) features: components of the product of band

benefits: how does it make you feel

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10
Q

price

A

emphasize value

  • price advertising
  • image advertising
  • sale advertising
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11
Q

price advertising

A

equal product for lesser cost

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12
Q

image advertising

A

creates personality perception

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13
Q

sale advertising

A

reducing price to increase sales, move investor and match competitors

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14
Q

place

A

how to distribute; picking your “channel”

  • global
  • regional
  • national
  • local
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15
Q

global/international advertising

A

several/few countries

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16
Q

regional advertising

A

few states; counties or cities

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17
Q

national advertising

A

county-specific

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18
Q

local advertising

A

city/municipal

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19
Q

promotion

A

the communication element

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20
Q

what is IMC?

A

integrated marketing communications

- involves multi-channels to target the customer

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21
Q

why IMC?

A
  • helps get a message from a variety of sources.

- they also either use consumer centric or marketer centric

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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

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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

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24
Q

why use PR?

A
  • to build credibility
  • to create an identity (“brand”)
  • to make more money
  • to save money
  • to manage
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25
Q

PR defined (older)

A

helps to establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics

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26
Q

PR defined (newer)

A

a strat com process that builds mutually beneficial relationship between organization and their publics

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27
Q

public defined

A

any group of people who share common interests or values in a particular situation

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28
Q

what are the five elements of PR

A
  1. manges
  2. two-way communication
  3. planned communication
  4. it is researched communication
  5. it is socially responsible
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29
Q

PR manges

A
  • 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
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30
Q

PR is a two way communication

A

PR speaks and listens

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31
Q

PR is planned communication

A
  • 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
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32
Q

is it researched communication

A

PR assess the environment of the organization and topics at hand to ensure it is communicated effectively

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33
Q

it is socially responsible

A

an organization should be constructive and contribute to society

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34
Q

two lenses for problem solving with PR

A
  • heuristic (or “piratical”) lens

- theoretical (or “scientific”) lens

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35
Q

heuristic (or “piratical”) lens

A
  • using educated guesses trial and error

- slowly gain confidence and competency through each experience

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36
Q

theoretical (or “scientific”) lens

A

based on research, refined over the years by many researchers and experiences

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37
Q

drawbacks of heuristic (or “piratical”) lens

A

trail and error is costly; time intensive, lead to larger errors, potentially limits results

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38
Q

upside of theoretical (or “scientific”) lens

A
  • save time and money

- little to no guessing

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39
Q

PR vs IMC

A

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

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40
Q

publics in public relations

A
  • 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
Q

stakeholders

A

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
Q

types of publics

A
  • traditional
  • nontraditional
  • latent
  • aware
  • active
  • intervening
  • primary
  • secondary
  • internal
  • external
  • domestic
  • international
43
Q

traditional publics

A
  • long term relationship
  • frequent communication
    examples: employees, investors
44
Q

nontraditional publics

A
  • short term
  • infrequent/inconsistent
    examples: special interest groups
45
Q

latent publics

A

unaware

Latent publics share your organization’s values, but these publics don’t yet know of that commonality

46
Q

aware publics

A

they know about you but you have no relationship with them

NO FEEDBACK

47
Q

active publics

A

aware of you, have relationship

48
Q

primary publics

A

directly affect your organization

49
Q

intervening publics

A

publics who share your information with other publics
THIS IS POSITIVE
example: social media

50
Q

secondary publics

A

minimal affect on your organization

51
Q

internal publics

A

publics within your organization

examples: employees, owner

52
Q

external publics

A

publics outside your organization

examples: customers, government

53
Q

domestic publics

A

publics within your organization country

54
Q

international publics

A

outside your country

55
Q

traditional publics

A
  • employees
  • news media
  • government
  • investors
  • customers
  • mulit- cultural/diverse
  • constituent/voters
  • business
56
Q

employees publics

A

most important to communicate with: to ensure profit and success

57
Q

news media publics

A
  • understand their ever-changing field
  • know the gatekeeper
    - producers and editors
58
Q

government publics

A
  • aid in interpreting legislation

- keep lines of communication open for when an unfavorable policy is proposed or implemented

59
Q

investors publics

A
  • stockholders
  • financial analyst
  • fiscal news media
  • employee investors
60
Q

customers publics

A
  • what are their trends?
  • where/how do they shop (place)
  • know the decision makers (usually female)
61
Q

multi- cultural/diverse publics

A
  • age
  • diverse
  • race
  • industry
  • faith/ non religious
62
Q

constituent/voters publics

A

citizens and elected officials

63
Q

business (b2b) publics

A
  • suppliers
  • distributers
  • vendors
  • industry partners/ association
64
Q

demographics

A

age, sex, race, education, income, number of children

65
Q

psychographics

A

what a public thinks, believes, feels and values

66
Q

coorientation

A

A research process which helps PR practitioners decide where a specific public agrees with an organization on a particular issue

67
Q

mass marketing

A

a strategy in which a business goes after its whole market with one message

68
Q

market segmentation

A

a strategy in which a business goes after unique groups within its market with tailored messages

69
Q

the 2 areas under the segmentation process

A
  • identify

- combine

70
Q

4 areas of the segmentation process(under identify)

A
  • demographics
  • psychographics
  • behavioral
  • geographics
71
Q

geographics

A 
(regional data)
 - city state 
- county
- state 
- store locations
advertisers are looking for region with the highest return rate ($)
72
Q

demographics

A
  • age
    -sex
  • ethnicity
  • income
  • education
  • occupation
    often combined with geographic data to create target market
73
Q

example of demographics

A

hispanic purchasing power in the rise and therefore of great interest to advertise it
ex Havana

74
Q

segmentation: behavior

A
  • user status
  • purchase Occassion
  • benefits sought
75
Q

user status variables

A
  • sole-users
  • semi-sole
  • discount users
  • aware non-triers
  • trial/rejectors
  • repertoire
76
Q

sole-users

A

exclusive; loyal

77
Q

semi-sole users

A

have a preference, but open

78
Q

discount users

A

purchase sale items; some loyalty

79
Q

aware non-triers

A

use competitive products

80
Q

trial/rejectors

A

tried and didn’t like the product

81
Q

repertoire

A

superior product attributes; will buy at full price

82
Q

volume segmentation

A

consumers are categorized by markets as light, medium or heavy users of a product based on their usage rate

83
Q

80/20 rule

A

20% of all users consume 80% of the product

84
Q

when/ why someone buys a product

A

purchase Occassion

  • business or personal
  • factors include: season, fad, frequency of need
85
Q

benefits sought- what they want from a product

A
  • quality
  • price
  • sex appeal
  • healthy lifestyle
  • brand impact
86
Q

psychographics

A

group consumers by:

  • values
  • attitudes
  • personality
  • lifestyle
87
Q

VALS meaning

A

values, attitude and lifestyle

88
Q

VALS psychographics

A

ideals- conceded w principles
achievement- success
self-expression- desire for expereinces

89
Q

business & government segmentation.

A
  • NAICS
  • market concentration
  • end user
90
Q

NAICS

A

North American Industry Classification System (NAICS) helps advertisers determine what businesses are in the market for based on codes

91
Q

market concentration

A

Market for similar types of industrial goods are often located in specific geographical regions.

92
Q

end user

A

Businesses can also segment by the end user

93
Q

combine

A

Combine these groups into larger market segments according to their interest in the product’s utility.

94
Q

the target market process

A
  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
Q

the positioning process

A

The positioning process takes into account the 4Ps of marketing

96
Q

Product Positioning

A

Linking the product to a word in the consumer’s mind

97
Q

product Differentiation:

A

creates a difference that appeals to the preferences of a distinct product segment.

98
Q

Product Branding

A

Combination of name, words, symbols and/or design that identifies the product.

99
Q

Product Packaging:

A

provides clear identification of product at Point of Sale (POS).

strat com (2 decks)

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