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Public Relations > Test 1 > Flashcards

Test 1 Flashcards

0
Q

Preliminary fact finding includes the ______ ____ and ____ _____

A

Initial interview and archival research

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1
Q

What does PIE stand for

A

Planning, implementation, evaluation

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2
Q

Preliminary fact finding is followed by at least one form of _____ _____

A

Secondary research

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3
Q

Looking back on what they’ve already done

A

Archival research

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4
Q

These are newsletters, annual reports, other publications

A

External documents

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5
Q

These are memoranda, board meeting minutes, and summaries of previous campaigns,

A

Internal documents

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6
Q

Gathering research that has been conducted/published elsewhere

A

Secondary research

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7
Q

Same information provided through state and federal government

A

Government sources

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8
Q

The science of grouping individuals by characteristics over which individuals have little or no control, such as age, gender, race, ethnicity

A

Demographics

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9
Q

The science or grouping individuals together by their lifestyle choices Over which they do have control, such as levels of education, occupation, income, housing choice, marital status, family size

A

Pyschographics

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10
Q

50 and over

A

Seniors

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11
Q

80 and older

A

Elderly

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12
Q

Born in the 1950s/early 1960s

A

Baby boomers

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13
Q

Thirty-something’s born in mid 1960s/ early 1970s

A

Mid lifers

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14
Q

Twenty something’s, typically children of early baby boomers

A

Generation X

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15
Q

Children of late baby boomers, mostly teens and preteens

A

Generation Y

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16
Q

Audiences that can be reached through affiliation

A

Prepackaged

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17
Q

Chosen to provide all information from key audiences- surveys, questionnaires, focus groups, field trips, observations

A

Primary research method

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18
Q

Questions raised by the background research that will be answered on the primary research

A

Research objectives

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19
Q

Consumer habits and purchasing decisions, media habits, attitudes beliefs and opinions, existing knowledge are the broad categories for what

A

Research objectives

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20
Q

Free to anyone

A

Traditional news sources

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21
Q

Available by subscription

A

Specialized sources

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22
Q

After all the background research information is gathered, the preliminary fact finding should be combined in a background _____ ____

A

Research summary

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23
Q

This can help an organization spend its resources wisely and avoid spending them addressing non-existent issues

A

Research

24
Q

There are 2 general categories of research that public relations professionals deal with:

A

Qualitative and quantitative

25
Q

Cost and speed, opportunity for probing breadth and depth of responses, effectiveness with special audiences, visual stimuli, sense of security, and serendipity and spontaneity are all advantages of what

A

Qualitative

26
Q

The person gathering the information becomes an active or passive participant in the activity being studied, similarly to working undercover

A

Field observations

27
Q

Allows the researcher to closely watch the consumer as they interact with the product or exhibit other behaviors

A

Direct consumer observations

28
Q

A research technique that involves smiling confidential surveys in multiply cycles

A

Delphi study

29
Q

One in which questions are asked on a varsity of topics (tobacco)

A

Omnibus survey

30
Q

Allows the respondents to choose their own adjectives or adverbs

A

Open-ended objectives

31
Q

Provide to the respondents a list or responses such as adjectives and adverbs from which life to choose

A

Close-ended questions

32
Q

Research questions that ask for factual inform won

A

Demographic/psychographic questions

33
Q

Ask for opinions

A

Substantive

34
Q

A survey question with only two possible answers

A

Dichotomous questions

35
Q

Questions that are followed by a list of three or more possible responses

A

Multiple-choice questions

36
Q

Research questions that ask the respondent to choose from a list of possible answers that moves upward or downward from a natural Zero point

A

Barometer scale questions

37
Q

Research questions that ask respondents to choose tenor answers from a list that includes extremes and various degrees between

A

Likert scale questions

38
Q

Research questions that ask respondents to rank order items from a list, such as first preference and second

A

Ranking scale questions

39
Q

A research question that contains the error of including more than one question combined to ask for one answer

A

Double-barrel questions

40
Q

As scientific study of the media coverage of a topic or issue

A

Content analysis

41
Q
  1. Defined the purpose of study
  2. Define the communication to be studied
  3. Define the coding categories to be counted
  4. Sample and categorize the message
  5. Analyze and interpret the results
A

These are 5 steps in the process of content analysis

42
Q

General outcome of a campaign

A

Goals

43
Q

The information you want your audience to know

A

Informational objectives

44
Q

What you want your audiences to do

A

Motivational objectives

45
Q

Influencing the policy decisions of governmental bodies

A

Statutory objectives

46
Q

Increase in product sales for a profit making company

A

Financial objectives

47
Q

Objectives should be ___ ____. ____

A

Realistic, clearly defined, and measurable

48
Q

Basic ideas you want your audience to remember

A

Messages

49
Q

Overarching ideas that relate to all your audiences on I’ve performance

A

Themes

50
Q

Categories of communication tactics used to reach audiences

A

Communication channels

51
Q

Overall concept, approach, or plan for the performs

A

Strategies

52
Q

Print, brochures, news media, advertising

A

Media channels

53
Q

Events, community involvement, direct mail

A

Non-media channels

54
Q

Email, blogs, internet, social media

A

Interactive media channels

55
Q

Factors to be considered

A

Who the client is, who the Audiences are, time available

56
Q

Advantages of news media

A

Credibility, low cost, handles complex material, permanence

57
Q

Drawbacks of newspapers

A

Control of message is lost,lack of appeal to the youth, skepticism

58
Q

Advantages of magazines

A

Ability to target specific audiences, editors look more favorably at publicity materials,

Public Relations (1 decks)

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