Exam 2 Study Guide MKTG 123

Four Elements of Surveys

Sample, Questionnaire, Interviews, Analysis.

Random Sample

A sampling method that requires equality and independence among subjects.

Types of Random Sampling

Simple random, Systematic random, Stratified random, Cluster sampling.

Nonrandom Sample

A sampling method that does not involve random selection.

Types of Nonrandom Sampling

Convenience samples, Quota samples, Volunteer samples.

Interviews

Method of gathering data through direct interaction with subjects.

Types of Interviews

Random selection, Delphi panels, Focus groups, Telephone interviews.

Search Engine Optimization (SEO)

The process of enhancing a website's visibility in search engine results.

Social Media Metrics

Data measurement tools for platform performance, such as Blogger outreach and Twitter analytics.

Public Relations and the Internet

The role of the Internet in enhancing communication and outreach in public relations.

Consumer Class

A global socio-economic group characterized by high levels of consumption and desire for goods.

Handling Consumer Complaints

Strategies for addressing customer grievances to enhance satisfaction.

Consumer-Generated Media

Media created and shared by consumers, often through social platforms.

Flesch Readability Formula

Guidelines for writing clearly and effectively by focusing on sentence structure and vocabulary.

Inverted Pyramid Structure

A writing style where the most important information comes first, followed by additional details.

News Release Components

Elements that should be present in a news release, such as a central subject and factual content.

Internet Releases

Guidelines for formatting and distributing news releases through digital channels.

Awareness Measurement

Evaluate how well the public recognizes and understands messaging from PR efforts.

Recall Measurement

Assess the degree to which individuals can remember the information presented.

Behavior Measurement

Analyze the actions taken by consumers in response to PR activities.

Public Relations Essentials

Understanding the relationship between PR and digital communication tools.

Effective PR Writing

Techniques to ensure clarity and engagement while writing for public relations.

Consumer Rights

Regulatory and ethical standards ensuring fair treatment of consumers.

Consumer Relations Objectives

Goals focused on maintaining customer loyalty and attracting new clients.

Online Feedback Sites

Platforms for consumers to express opinions and grievances about products or services.

Delphi Panels

Groups of expert individuals consulted for their opinions and forecasts.

Quote Inclusion

Including relevant quotes from relevant figures to support the news release.

Communication Objectives

Goals for ensuring effective message delivery in PR practices.

Sampling Methodology

The framework within which participants are selected for a research study.

Report Structure

The organization and presentation of information in a structured format.

Interactivity in Web Design

Techniques used to engage users and enhance their experience on a website.

Viral Complaints

Consumer dissatisfaction that spreads rapidly through social media and online platforms.

Ombudsperson Role

A designated individual responsible for addressing consumer complaints and grievances.

Web Analytics

Tools and methods used to assess website performance and traffic.

Hit Count

The number of times a website is accessed by users.

Engagement Metrics

Data points that reflect user interaction with digital content.

Content Strategy

Planning for effective creation and distribution of online materials.

Market Research

Systematic collection and analysis of data related to consumer preferences.

Social Media Outreach

Strategies for connecting with audiences via social media platforms.

Public Relations Techniques

Methods and practices utilized in strategic communications for publicity.

Global Consumer Trends

Shifts in buyer behavior influenced by international factors.

Internet Penetration Rates

The percentage of the population using the Internet in various regions.

Content Freshness

The importance of regularly updating website content for SEO.

Connection with Journalists

Building relationships with media personnel for effective communication.

Feedback Mechanisms

Processes through which consumers can express their views or find resolutions.

Consumer Loyalty Programs

Initiatives designed to reward and retain customers.

Market Segmentation

Dividing a broad consumer or business market into sub-groups to tailor strategies.

Public Sentiment Analysis

Evaluating consumer feelings and perceptions based on public discussions.

Business Ethics in PR

Adhering to moral principles while conducting public relations activities.

Digital Activism

Use of digital tools to promote political or social change.

Content Localization

Adapting content to fit the language and culture of the target market.

Consumer Engagement

The interaction between consumers and brands or organizations.

Audience Targeting

Strategies focused on delivering messages to specific demographic groups.

Crisis Communication

Strategies for managing reputational risk during challenging situations.

Measurement Metrics

Criteria used to evaluate the effectiveness of PR campaigns.

According to Rudolf Flesch, keys to making writing more readable include all of the following EXCEPT

demonstrate your knowledge of technical terms

A story that touches on an emotional experience uses the ___ angle.

human interest

Which of the following does NOT pertain to the inverted pyramid?

it is a useful exercise in creative writing

"Statistically significant" results are considered ____

Too large to be attributed to chance

Edelman, a leading public relations firm known for its expertise in strategic communication, often engages in projecting website hits based on competitive data. When a public relations professional and her team, like those at Edelman, undertake this task, what are they doing?

determining benchmarks

Among the primary forms of public relations ______ often reveal differences in the ways management and target audiences view communication research, media, messages, and methods

communication audits

Analyzing news coverage is an example of the type of research known as

Content Analysis