Test 2 Review

Question 1

What is brainstorming?

Answer 1

generating more and better ideas, quickly from a group of people

Question 2

Is brainstorming convergent thinking or divergent thinking?

Answer 2

Divergent thinking; idea finding. Convergent; when you are evaluating/judging ideas to chose one. To converge info from multiple multimedia outlets giving the consumer the multiple techniques of media resources.

Question 3

What does creativity have to have to give it value?

Answer 3

1. Originality
2. Relevance
3. Elaboration and Synthesis (well-crafted, elegance, understandable, skillful)

Question 4

Do more ideas produce better ideas?

Answer 4

Yes, because 1st ideas generally stay close to the surface and are familiar. You must go beyond easier ideas.

Question 5

What does idea fluency mean?

Answer 5

Producing a lot of ideas. As many as possible.

Question 6

Most people base their behavior on habit or past experience. What is this called?

Answer 6

Heuristics- routine behavior which is an automatic response that takes little thought process

Question 7

Primary Research

Answer 7

Original research taken to answer specific questions, more expensive to collect, and collect first hand

Question 8

Secondary Research

Answer 8

Examines info that already exists. Gathering info from google, journal etc.

Question 9

Primary Target Audience

Answer 9

The group you MUST reach. Only required to have 1, but can have more

Question 10

Secondary Target Audience

Answer 10

A group that it might be advantageous to reach with the plan if researchers allow. Optional and not required.

Question 11

Reliable Research

Answer 11

Consistency of results: you can reproduce with the same results. They are consistent.

Question 12

Valid Research

Answer 12

Did it measure what it was supposed to? Requires that research results reflect the real status of what the research is measuring.

Question 13

Self-Selected Sampling

Answer 13

In regard to email and internet surveys, the respondents are “self-selected samples” They take the initiative to respond and participate.

Question 14

Intercept Interviews

Answer 14

A variation of the in-person interview. Typically occurs in a mall or public place where interviews intercept shippers and ask them to answer questions.

Question 15

Focus Group

Answer 15

Groups of 8-10 people that engage in open minded discussions about clients, products or companies.

Question 16

Personal Interviews

Answer 16

Expensive because of the time and individual attention involved. Interviewer’s question each respondent separately.

Question 17

Qualitative Research

Answer 17

Unstructured open0minded questions using non-random samples. They are subjective, likely to be biased, based on soft, non-mathematical data. Valid but non-reliable, they cannot be used as a general reflection of public opinion.
Ex: Focus Groups

Question 18

Quantitative Research

Answer 18

Statistically reliable hard data. Numbers-oriented. Goal is to produce insights that use a random sample of respondents to produce results that PE people can project to the wider public.
Ex: Political Polls

Question 19

What is baseline research

Answer 19

Measurement you take before executing a PR plan.

EX: only 10% of people know that bob’s company exists an after a PR 50% know about this company. The 10% is the baseline

Question 20

What;s the purpose of pre-testing a message.

Answer 20

It’s necessary for comparison purposes. To judge whether the goal that needed to be accomplished was met and did the message work as it was intended to be heard.

Question 21

What is Gantt chart? How is it used in planning?

Answer 21

A chart that shows the amount of work done or production completed in periods of time in relation to the amount planned for those periods. Can include start and finish dates, and intermediary activities necessary to complete each tactic.

Question 22

What does SWOT stand for?

Answer 22

Strength
Weakness
Opportunities
Threats

Question 23

How does a SWOT analysis help in the planning process?

Answer 23

Identifies the organization’s strengths, weakness, opportunities and threats. It is a part of situation analysis.

Question 24

What is a Goal?

Answer 24

Description of a destination

Question 25

What is an Objective?

Answer 25

Measure of the progress that’s needed to get to the destination

Question 26

What is a strategy?

Answer 26

Describes how to achieve an objective. Should share the key themes and messages plan. A press or news release is an example

Question 27

What is a tactic?

Answer 27

The action steps to take to implement a strategy and accomplish the objectives of a PR plan.
Ex: Press or news release

Question 28

What’s the purpose of a situation analysis?

Answer 28

To make clear the situation as it exists today. A situation analysis defines the public relations problem of the client and the reasons. Why the client seeks the service of PR professionals.

Question 29

What is an Executive Summary?

Answer 29

The first page of a PR plan. It provides a persuasive overview of the strategy and the tactics of the plan.

Question 30

What is Remedial Public Relations?

Answer 30

Response to some damage to image and reputation and requires remedy.

Question 31

What is One-Time Public Relations?

Answer 31

Celebrate a major event, or opening.

Question 32

What are common blocks to creativity?

Answer 32

Most reside with the individual, fear or criticism, lack of self-confidence, state of body/mind (negative stress), focus on finding right answer, jumping the gun on ideas etc.

Question 33

What are demographics?

Answer 33

Characterized by which people are divided into particular social categories by factors such as age, gender, occupation, ethnicity, race and income.

Question 34

What are Psychographics?

Answer 34

A way to differentiate among people or groups (consumers) by categorizing them according to their attitudes, personality types, or motivations (psychological characteristics).

Question 35

What are hard costs?

Answer 35

Generally tangible and repayable, they can include the costs of paper, ink and stamps

Question 36

What are soft costs?

Answer 36

Intangible like labor and time

Question 37

Explain how the evaluation aspect of the PR process involves thinking both at the end of a campaign and throughout a campaign.

Answer 37

Measure product placement, awareness, understanding, retention of messages, attitudes, opinions and behaviors.

Question 38

What is the purpose of keeping a timeline?

Answer 38

To keep events on track.