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JOUR 420 Final Exam Study Guide 150 points Fall 2013On Chapters 8, 10, 11, 12, 13 and the Media Moments below. You may also anticipate somequestions about your project.The test is in the same format as the Midterm: 30 multiple choice, 20 vocabulary.50 questions, each worth 3 points. Ch. 8 The Creative Side1. The effects models, particularly FACETS.a. FACETS: i. See/hear- create attention, awareness, interest, recognitionii. Feel- Touch emotions and create feelingsiii. Think/Understand- deliver information, aid understanding, create recalliv. Connect- establish brand identity and associations, transform a product into a brand with distinctive personality and imagev. Believe- change attitudes, create conviction and preference, stimulate trustvi. Act/Do- stimulate trial, purchase, repurchase, or some other form of action, such as visiting a store or website.b. Figure 3: Facets Model of Effectsi. Perception- See/hearii. Emotion- Feeliii. Persuasion- believeiv. Behavior- actv. Association- Connectvi. Cognition- think/understand 2. Why every ad needs a hero, and what the different “heroes” may be.a. Product as hero, consumer as hero, benefit as hero: Ex. Gillette 3. The classic ads and campaigns we discussed: VW, Got Milk, Dove, etc.a. VW Lemon ad, Modern classic ad like the “milk moustache,” Dove campaign for beauty.b. Appealing across generationsCh. 10 Media Basics1. Media and vehicles: examples of eacha. Media- we are referring to the way messages are delivered to target audiences, and increasingly, back to companies, as well as among audience memebrs themselves. b. Media is a plural noun and is an umbrella term for all types of print, broadcast, out-of-home, and internet connection. c. The singular noun “medium” refers to each specific type (TV is a medium for example)d. A media vehicle- is a specific TV Program (60 minutes, the simpsons), Newspaper: (The Washington post), Magazine: (Cosmo)12-13-20131i. It’s a publication, network, channel, station or program that makes up a medium.e. Niche media- communication channels through which messages are sent to niche segments.i. AARP is an example that targets baby boomers and is a niche publication yet it is the world’s largest circulation magazine.f. Addressable media- such as the Internet, mail, and telephone are used to send brand messages to specific geographic and electronic addresses.g. Interactive media- such as the phone and Internet, allow two-way communication between companies and customers.h. Measured media- which refers to the ability of media planners to analyze the cost of a media buy relative to the size of the medium’s audience.2. Message involvement, intrusivenessa. Intrusiveness: cutting through the clutter- the more personal the message, the more intrusive it becomes. b. Exposure- doesn’t equate to readership or viewership, just because the television is on doesn’t mean anyone is paying attention to itc. Circulation- refers to the number of copies soldd. Ratings- percent of exposure, (television and radio industries use this) and it is easier measurements to work with because it converts the raw figure to a percentage of households. e. Share- share of audience- which refers to the percent of viewers based on the number of sets turned on. The share figure is ALWAYS larger than the rating, since the base is smaller. f. Reach- percentage of the media audience exposed at least once to the advertiser’s message during a specific time frameg. Frequency- refers to the number of times a person is exposed to the advertisement. Rule of thumb: hear something or see something three times before it makes an impact. 3. Understanding basic numbers: people vs. households, audience size and share^^^^Ch. 11 Communication: Public Relations Tactics1. Different kinds of media and how PR uses eacha. Controlled Media- PR pros control content, timing and placement (e.g. advertising)i. We control wen the message is sent and how often it’s repeatedb. Uncontrolled media- someone else controls content, timing and placement (e.g. publicity results)i. Some portions are controlled whereas others are uncontrolled2. Difference between controlled and uncontrolled mediaa. ^^^^^3. Different types of publics: employees, investors, consumers, et al.a. Employees- face-to-face meetings, newsletters, magazines, videos, bulletin boards, speeches, e-mail, special events12-13-20132b. Investors- Newsletters, magazines, annual reports, websites, conference calls, facility tours, webcasts, media advisories to financial news mediac. Governments- lobbies, disclosure documents, etcd. Found on page 346Ch 12 Traditional Media1. When each of the major media categories emerged and whya. Print Media- 150-1900 – Civil Warb. Broadcast- 1900-1950 – WWIc. Online- 1950-Now – Online2. Strengths of each media type: which works best in what situations.a. Pay attention to the traditional media model in handoutb. Newspaper: the medium of retaili. ROP – Run of Paperii. FSI- Free-standing insertiii. Classifiedc. Magazines: Reach people with special interestsi. General circulation (like sports and music) or controlled circulation (like AARP over 50)d. Direct Maili. Print vehicles mailed to select lists1. Direct marketing catalogs/direct mail piecese. Radio: the companion mediumi. Always with you, in the car, on the trainii. Highest in the morning drive from 6-10am with 50% listenersf. Televisioni. Provides broadcast Reach1. Delivery method: highest = cable2. Ways to buy TV advertising: less frequency = annually while morefrequency = daily. The Reach is more if you reach National and smaller if you reach local/spot. g. Out-Of-Home Mediai. Outdoor works in large environments 1. Billboard, on a bus, on a building2. Use it in media combination (always drive traffic to a website froma billboard, etc.)3. Measuring audience size: how big is a rating pointa. When you about a television show having a rating of 20 that means that 20 percent, or 1/5 of all households with televisions were tuned in to that program. 20 rating point is a huge figure. But a share is a better estimate of impressions. The share figure for a particular program is always larger than its rating, since the abase is smaller. i. For example: if the Super Bowl gets a rating of 40 (40 % of all householdson television) its share would be 67 if the total HUT was 60 percent. In other words, the Super Bowl has 2/3 (40 divided by 60= 67) of all households that have their television sets turned


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KU JOUR 420 - Final Exam Study Guide

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