MKTG 123 Midterm Exam

What is PR?

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

What is John Marston's 4 Step Model?

RACE- Research, Action, Communication, and Evaluation

What is Crifasi's model?

ROSIE- Research, Objectives, Strategies, Implementation, Evaluation

What is RPIE stand for?

Research Planning Implementation Evaluation

What is similar between the three 4-step models?

Research and Evaluation (Implementation for ROSIE and RPIE)

Why are key publics important?

There are many different publics because everyone's needs are different but they may pursue the same interest.

Where does the strength of PR field stem from?

roots in democracy

The fundamental mandate of PR is __________ and its focus is __________.

communication, building relationships

To effectively communicate with a public, it is important to recognize that ...

all publics have their own needs and require different types of communication

A public arises when a group of people...

1. Faces a similar indeterminate situation
2. Recognizes what is indeterminate and problematic in that situation
3. Organizes to do something about the problem

Publics Can Be Classified into what Overlapping Categories?

Internal and external • Primary, secondary, and marginal • Traditional and future • Proponents, opponents, and uncommitted

What is the difference between PR and advertising?

PR is promoting the entire organization, its needs, people, products, and services. It is earned media. Advertising is paid media.

What is "spin"?

Spinning the facts, lying

what is the PR cardinal rule?

Never lie

What are the 4 typical communication goals?

To inform (educate a public) To persuade (persuade people to make actions) To motivate (pull for the team) To build mutual understanding (understanding of group in opposition)

Words have a significant influence on the message conveyed from the interpreter to who?

the receiver

What does "the content is the message" theory mean?

the importance of the message lies within the meaning of the article or intent of speech, accurate and truthful content always

What does "the medium is the message" theory mean?

The source or medium of the message is most important, such as New York Times vs a blog.

What does "the man- or to avoid political incorrectness, the person - is the message" mean?

The speaker is the message, example: Hitler's persuasion

Attitudes are based on what characteristics?

personal, cultural, Educational• Familial• Religious• Social Class• Minority Status

Research indicates that attitudes and behaviors are situational.

True

When is a public opinion born?

When others with similar attitudes reach similar opinions

What is "the silent majority"?

the muddled middle, passive, neutral, indifferent people

What is the theory of cognitive dissonance?

individuals tend to avoid info that is opposed to their own points of view and seek info that is in support of their views

What is social judgement theory?

people may have a range of opinions on a certain subject, anchored by a clear attitude

The Elaboration Likelihood Model suggests that there are what 2 ways that people are persuaded?

Central route (interested and focused) • Peripheral route (not engaged)

What are Maslow's hierarchy of needs in order?

Self-actualization (top)
Esteem•
Acceptance•
Safety•
Physiological (bottom)

Why are Maslow's hierarchy of needs important?

all five levels compose the fundamental motivating factors for an individual or public

In classic persuasion theory, people are of two minds in order to be persuaded, which are...

systematic mode (carefully considered argument) or heuristic mode (skimming the surface)

What kind of evidence will persuade?

Facts - emotions - personalizing (personal experience) - appealing to "you" (asking whats in it for me?)

What are Kanheman's Fast and Slow Thinking 2 systems?

System 1 - Fast (unconscious, automatic, effortless)
System 2 -Slow (deliberate, conscious, effortful, rational thinking)

Reputation is gained by what one says not what one does.

False, Reputation is gained by what one does, not by what one says. This builds reputation, along with trust, recognition, and credibility.

What are ethics?

Right vs. wrong• Religious beliefs• What law requires• Acceptable standards of behavior

What is utilitarianism?

greatest good for greatest number

What is deontology?

do what is right though the world should perish

What is the PRSA Member Code of Ethics values?

Advocacy, honesty, expertise, independence, loyalty, and fairness

The law is what you ______ do and PR is what you _______ do.

Law is what you must do and PR is what you should do.

What is a defamation law?

the laws that govern a person's privacy , libel, faleshood was committed through print, broadcast, or other electronic means, person of subject was identified, the identified person suffered injury

What is copyright law?

Original work of authorship has copyright protection when work is in "fixed" form (literacy, songs, plays, dances, art, movies, audio, recordings, architecture)

What is research?

the systematic collection and interpretation of information to increase understanding

What is applied research?

Strategic (objectives, messages) and evaluative (accomplished goals and objectives)

What is theoretical research?

theories about why people communicate, how public opinion is formed, and how public is created

What is secondary research?

learning from someone else's primary research

What are the 4 elements of surveys?

• Sample -selected target group• Questionnaire• Interviews• Analysis

What are sample surverys?

using a selected target group, representative of total public; random and nonrandom sampling

What is a focus group?

interview. discussion with individuals who were selected on common characteristics

What is a drop off interview?

drops off questionnaire at house after a face to face interview

What is an intercept interview?

intercept respondents on street, malls, etc. short questions

What are delphi panels?

interview. uses opinion leaders, repeated waves of questionnaires sent to same panel of experts

What is the difference between paid, owned, and earned media?

Paid Media (You pay for it, advertising, control content, less credible) Owned Media (channels we operate social media, control content, less expensive, potential of not being trusted) Earned Media (third party endorsement, reporters persuaded to write favorably, positive publicity, most credible, can guarantee nothing)

Which of the following does NOT describe public opinion?
- elusive and fragile
- solid and unchanging
- combustible and changing
- fleeting and vulnerable

solid and unchanging

What is the communication goal that relates to understanding a group in opposition?
-to motivate
-to inform
-to build mutual understanding
-to persuade

to build mutual understanding