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APR 271 > Terms > Flashcards

Terms Flashcards

1
Q

Public Relations

A

management function that creates and maintains mutually beneficial relationships with the publics that are essential to the organization’s success using primarily owned, earned and shared media

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2
Q

PESO

A

Paid, earned, shared, owned media

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3
Q

B2B

A

business to business; company selling parts to Ford

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4
Q

B2C

A

business to consumer; Ford selling cars to people

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5
Q

RFP

A

Request for proposal; document to sell your agency to a client

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6
Q

AE

A

account executive; they are the point of contact between the agency and the client.

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7
Q

POC

A

point of contact

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8
Q

PIO

A

public information officer; spokesperson, press secretary, press agent

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9
Q

Flack

A

PR slur

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10
Q

MarComm, IMC

A

integrated marketing communication; office does advertising, PR, and some marketing

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11
Q

MarTech

A

Use of data to identify customers

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12
Q

CRM

A

Customer Relationship Marketing; same as MarTech

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13
Q

Trope

A

stereotype, verbal tick

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14
Q

dog whistle

A

slightly coded insult or slur, inside joke

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15
Q

Optics

A

how it looks

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16
Q

POV

A

Point of view

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17
Q

Straw man

A

imaginary opposition or scapegoat

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18
Q

inside baseball

A

too detailed for an average person to understand

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19
Q

Inside the beltway

A

same as inside the baseball only for politics

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20
Q

Organic

A

output you get as a normal business

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21
Q

Organic search

A

what comes up on a search engine when you type in a subject

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22
Q

Lift

A

difference between organic results and results that you get after PR efforts

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23
Q

C-Suite

A

Senior Management; CEO, CFO, CIO…

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24
Q

Verticals/ space

A

term for industry segment; Mayo clinic is huge in the healthcare space

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25
Q

HR

A

human resources

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26
Q

IT

A

information technology

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27
Q

FTE

A

Full time equivalent; one person working 40 hours a week or several people whose hours add up to 40 hours a week

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28
Q

FY

A

fiscal year

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29
Q

CY

A

calendar year

30
Q

Q1, Q2

A

quarters

31
Q

YTD

A

year to date

32
Q

YoY

A

year over year

33
Q

QoQ

A

quarter over quarter

34
Q

Delta

A

change

35
Q

EOB

A

end of business, 5 p.m.

36
Q

EOD

A

end of day

37
Q

EOBD

A

end of business day

38
Q

EOBW

A

end of business week

39
Q

NFP

A

not for profit

40
Q

NGO

A

non government organization

41
Q

M&A

A

mergers and acquisitions

42
Q

COB

A

close of business

43
Q

FP

A

for profit

44
Q

501 c3

A

tax code for official NFP organizations; tax write off

45
Q

publicly held

A

stockholders

46
Q

family owned

A

Hobby Lobby, Chik-fil-A, walmart

47
Q

IPO

A

initial public offer, first time offer stock

48
Q

IR

A

investor relations

49
Q

silos

A

negative term for operating in your own best interest

50
Q

SEO

A

search engine optimization

51
Q

ORM/ RM

A

online reputation management; can be good or bad;generate more surveys through encouragement to dilute bad comments

52
Q

Platform

A

Facebook, Pinterest; program

53
Q

cross platform

A

travels across more than one program

54
Q

content marketing

A

selling stuff on web sites and blogs

55
Q

native advertising

A

product placement

56
Q

convergnce

A

making promotional efforts come together

57
Q

GDPR

A

general data protection regulations; EU rules that are strict rules for what businesses can do with user online data

58
Q

CCPA

A

California Consumer Privacy Act; similar and just took effect; will now be the driving force for everything

59
Q

deliverables

A

anything you promise a client

60
Q

collateral

A

piece of print

61
Q

What is the difference between deliverable and collateral

A

all collateral is deliverable. not all deliverable is collateral

62
Q

Copy

A

words

63
Q

art

A

anything that is not copy- photos, charts, graphs

64
Q

Impression

A

one exposure to a communication to one person; super bowl ad= about 200 million impressions

65
Q

CPM

A

cost per thousand

66
Q

Metric

A

something you can quantify; sales and votes

67
Q

ROI

A

return on investment

68
Q

ROE

A

return on effort

69
Q

KPI

A

key performance indicators

70
Q

benchmark

A

what’s the bar

71
Q

dashboard

A

simple collection of metrics

72
Q

percent change

A

difference divided by original; difference/original

APR 271 (1 decks)

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