Strategic Communication

Question 1

Advertising

Answer 1

paid, non-personal communication regarding goods, services, organizations, people, places, and ideas

Question 2

Public Relations

Answer 2

involves communication that fosters a favorable image for goods, services, organizations, people, places and ideas among various publics

Question 3

Public relations is…

Answer 3

more image oriented than sales oriented

Question 4

Advertising is…

Answer 4

paid for…. publicity is prayed for

Question 5

Usefulness of Advertising

Answer 5

• low involvement purchases=easier to change consumer behavior
• ads can have a strong effect
• effectiveness rises with long term campaigns

Question 6

Characteristics of Advertising

Answer 6

• cost per viewer is very low
• personal selling
• ads are inflexible/high total expenditures

Question 7

advertising themes

Answer 7

the overall appeals for its campaign

Question 8

advertising media

Answer 8

costs are outlays for media time or space

Question 9

reach

Answer 9

refers to the # of viewers, reader, etc in a mediums audience.

Question 10

circulation

Answer 10

of copies sold or distributed

Question 11

waste

Answer 11

part of a mediums audience not in a firms target market

Question 12

message permanence

Answer 12

refers to # of exposures one ad generates and how long it remains available to the audience

Question 13

persuasive impact

Answer 13

is the ability of a medium to stimulate consumers

Question 14

narrowcasting

Answer 14

advertising messages presented to rather limited and well defined audiences - is a way to reduce the audience waste with mass media

Question 15

frequency

Answer 15

how often a medium can be used

Question 16

clutter

Answer 16

of ads found in a single program, issue etc

Question 17

lead time

Answer 17

period required by a medium for placing an ad

Question 18

entropy

Answer 18

the uncertainty of a situation

• caused by missing information
• could be a negative
• strategically engaging