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PR Campaigns Exam 3 Phase 3 (Troy-Drinkard)

Terms in this set (46)

what are conventional communication categories
-controlled v uncontrolled
-internal v external
-mass v targeted
-popular v trade
-one-way v interactive
-public v non-public
-print v electronic v digital
-owned v earned v paid
what is the menu of strategic communication tactics
interpersonal communication, organizational media(owned), news media(earned), advertising & promotional media(paid)
what are the 3 types of interpersonal communication tactics
personal involvement, information exchange, special event
define personal involvement
organizational-site involvement, audience-site involvement
define information exchange
educational gathering, product exhibition, meeting, public demonstration, speech
define special event
civic, sporting, contest, holiday, progress-oriented, historic, social, artistic, fundraising, publicity
what are the different types of organization and social media in owned media
publication, direct mail, electronic media, digital media, social media
define publication
serial/newsletter, stand-alone/brochure, progress report, user kit, research report, miscellaneous print
define direct mail
letter, memo, postcard, invitation, catalog
define electronic media
audio/podcast, video/streaming, electronic publishing
define digital media
email, online publication, mobile device, website
define social media
blog/microblog, collaboration/wiki, social network, news aggregate, media sharing, customer review
what is information subsidy
facts, quotes, background material and other information from a public relations source provided to journalist in their news-gathering efforts
what are the different types of news in earned media
newspaper, magazine, news blog, radio, tv, direct news subsidy, indirect news subsidy, opinion subsidy, interactive media engagement
define newspaper
general-interest, trade, special-interest, special-audience, organization
define magazine
popular (same categories as newspaper)
define radio
terrestrial, online, satellite
define tv
terrestrial, cable, online, satellite
define direct news subsidy
news fact sheet, event listing, interview notes, news release, feature release, audio news release, video b-roll, video news release, social media release, transmedia news package, media kit, online newsroom
define indirect news subsidy
media advisory, story idea memo, query letter
define opinion subsidy
position statement, letter to editor, guest editorial
define interactive media engagement
news interview, news conference, studio interview, satellite media tour, editorial conference
what are different advertising and promotional tactics used in paid media
print advertising, electronic media advertising, out-of-home advertising, promotional items
define print advertising
magazine, newspaper, advertorial, directory, house ad
define electronic media advertising
tv, cable tv, radio, digital media, long-form tv/radio
define out-of-home advertising
outdoor poster, arena poster, singage, out-of-home video, transit, aerial, inflatable
define promotional items
branded clothing, costumes, office/home accessories, direct-mail items
what are the different blending advertising & program contents
native advertising, product placement, digital insertion
what is native advertising also known as
sponsored news
what is product placement also known as
branded entertainment
define native advertising
advertising place within a medium to match the medium itself
ex: a print ad designed to look like a news story
define product placement
advertising embedded within a program
ex: use of a particular auto brand in a TV show or movie
define digital insertion
advertising with images altered electronically
ex: inserting of company logo on video images, with different logos used for different audiences
what is the order you should package communication tactics
by media category, by public, by goal, by objective, by department
what is the order of a campaign plan book
title page, executive summary, table of contents, statement of principles/philosophy, situation analysis, strategic approach, tactical recommendations, schedule, budget, evaluation plan, consultant credentials & resources
define frequency of tactics
number and patterns of messages presented to a public
principles" multiple presentation, repetition
patterns: continuity, flighting/bursting, pulsing, massing
define message reach
number of different people in a public who are exposed to a single message
what are the 2 types of charts in a campaign timeline
-gantt chart
-pert chart
what are the different budgets in a campaign budgets
personnel, material costs, media cost, equipment & facilities, administrative costs
what are the different approaches to budgeting
competitive parity, same-as-before, percentage-of-sales, unit-of-sales, all-you-can-afford, cost-benefit analysis, what-if-not-funded, stage-of-lifecycle, zero-based, objective-based
what is a fixed budget
indication of specific costs associated with each budget item
what is a variable budget
indication of range of costs possible with each budget item
what are the different types of budgets
full cost, break even point, per capita
define full cost budget
inclusion of full value of all tactics, even those donated, discounted, or recouped from income such as ticket sales
define break even point
calculation of the level of achievement required to offset the cost of a program
define per capita
calculation of the number of participants required to offset the cost of a program
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