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62 Cards in this Set
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- Back
- 3rd side (hint)
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Advertising |
Is a process that involves the planning, creating and placing of paid adverts on the Mass Media to inform and persuade the audience to behave in a certain manner as intended by advertising an identified sponsor. |
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Public Relations |
Is the relationship between an organisation and its public or groups or sects. |
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The British Institute of Public Relations (BIRP) definition. |
Public relations is a deliberate, planned and sustained effort to establish and maintain a mutual understanding between an organisation and its publics. |
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Analysis of Public Relations |
* It is an effort or action of set activities, as well as using a methodology by being deliberate and using intensive and consistent planning.
*The actions done are to establish and maintain a mutual understanding.
* The beneficiaries of these actions and plans are the organisation and publics. |
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The Mexican Statement was birthed to during a conference in Mexico in the year _________. |
1978 |
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Definition of Public Relations according to the Mexican Statement |
Public Relations is the art and science of analysing trends, predicting consequences, counselling organisation's leadership, implementing planned programmes which will serve beneficial both as an organisation's and public's interest. |
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Analysis of the Mexican Statement |
Public Relations sees both from an art and science view and by sciences, social sciences. The PRO serves as an advisor and plays the role as a seer when trends like the public's values, opinions, beliefs and decisions are weighed in order to find repercussions that will bounce back on the organisation negatively. They warn the organisation against problems that will arise from choosing at specific programme. |
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PR News's definition of Public relations |
Public relations is a management function which evaluates public attitudes, identifies the policies and procedures of an individual organisation with the public's interest and plans or executes programmes of action to earn public understanding and acceptance. |
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Analysis of PR News's definition |
* PR duties are to be carried out by management teams or workers that are considered high profile.
* People's attitudes are evaluated through the gathering of opinions and thoughts about the organisation. This is the analysis of trends.
* Though the organisation cannot ignore the public's and opinions but it must align with the interests of the organisation's policies.
* Whatever earns you acceptance is known as public relations. |
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Kalu Nwosu's definition of Public Relations |
Public relations is working in and being guided by public interest considerations or being socially responsible in order to be socially acceptable, looking good by building and sustaining good images through good deeds that will win favourable considerations for us among the members of the publics. |
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Analysis of Kalu Nwosu's definition |
* The organisation must work according to the public interest as must have been identified.
* For the organisation to be accepted by the public, they must be socially responsible. If accepted by the public, they must be ready to brace up to its responsibilities which may include tax payment.
* For the company to look good, they must do good deeds in order to sustain the good image already established in public. |
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PR means what? |
Performance before Recognition |
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NIPR means? |
Nigerian Institute of Public Relations |
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Definition of a model |
A model is a simplified way of representing a concept graphically. |
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The RACE model was birthed to by who? |
John Marston |
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RACE stands for? |
Research, Action, Communication and Evaluation |
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True or false. Every Public Relations programmed must begin and end with research. |
True |
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Types of Research |
* Simple Facts Finding Research: Looks for important facts or information.
* Motivation Research: Motivation research seeks the reasons why people do what they do and what motivates them to take such an action or have a certain behaviour towards a subject.
* Opinion Research: This is set up to know what a person thinks about a situation or subject. Also known as an option survey.
* Media Research: Finds the appropriate medium or media, if used, can be used will be effective. |
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What does Action do in the RACE model? |
Action is also known as setting a strategy and it is a special set of activities or goals done or carried out. |
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Communication in the RACE model does what? |
Performance (action) and recognition (publicity). Action without publicity is useless and this information is passed have either to the public or stakeholders. |
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Evaluation as a part of the RACE model. |
Evaluation will help to check or confirm the effectiveness of your action. It helps you understand your audience and the problems plaguing them. |
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The Six-Points Public Relations Planning formula was propounded by who? |
Frank Jefkins |
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The Six-Points Public Relations Planning Formula |
* Appreciation of the situation (research) * Defining your objectives (action) * Identifying the public * Media selection and techniques: Identify the right media by learning about its Strength, Weakness, Opportunity and Threats (SWOT) * Communication * Budget * Assessment of results (evaluation) |
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ROPE model was made by? |
Jerry Hendrix |
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ROPE means what? |
Research, Objectives, Programming, Evaluation |
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Objectives in the ROPE models means? |
Objectives can either be long term or short term. Short term are placed under urgency and a need to be done immediately. |
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Programming in the ROPE model. |
Programming defines the slots for all actions. This may includes how long a campaign will run for. |
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Four Models of Public Relations Practice was created by? |
James Gruing |
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The Four Models of Public Relations Practice looks at what? |
The history and evolution of Public Relations |
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First in this model is the Press Agency Model that is also known as what? |
Publicity Model |
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The Press Agency Model focuses on what? |
They were interested in their agency or companies or organisations headlining the news or being the talk of media or front page of the newspaper. The nature of the information given was false. |
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The public information model did what? |
The difference between this stage and the publicity model was that the PRO so honesty as a virtue. In this time PR officials were not bothered about feedback from the people instead the only information published were about the company. It was a one-way flow of information. |
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The two-way asymmetrical model did what? |
There is no change in the company but hearing the audience gives them something to debunk claims. Hence, the need to listen to their public in order to publish information that will suit them. |
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The two-way symmetrical did what? |
The last stage of the four models of public relations practice ended up being a two-way communication because now, the public were being listened to and their request implemented as a program or policy by the individual organisation. |
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What is advertising? |
Advertising is a process of which planning creating and placing paid adverts on the mass media to inform and persuade the audience to behave in a particular manner as intended by advertising an identified sponsor. |
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Features of Advertising |
* Advertising is a series of activities. * Advertising is all about planning. * Advertising is concerned in creation. * Advertising involves placement in the media. * Advertising is a paid message. * It must be in the mass media (impersonal media). |
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Advertising is meant to do what? |
To inform and persuade people in order to change the consumer's manner of behaviour. |
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Adverts come from who? |
Sponsors |
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________________ are end products of advertising. |
Advertisement |
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______________ is a process of identifying needs of consumer's and satisfying such needs. |
Marketing |
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Marketing involves what? |
It involves the creation of an idea or concept (conceptualisation) of products or services and making it available to the consumer's through exchange. |
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Advertising is called _______________. |
Marketing communication |
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A need in the human make up requires ____________. |
Satisfaction |
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____________ can be created but ____________ cannot be created. |
Wants, needs |
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Needs can have various wants. True or false. |
True |
When hungry (need), you have a choice to eat rice, spaghetti, amala etc. All these choices are known as wants. |
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Before production of products, the process is already begun (research and planning) but it isn't complete without_____________. |
Availability |
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In mass selling, what is used to inform and persuade customers to buy products? |
The mass media |
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Direct selling is done through___________ and ____________. |
Merchandising, interpersonal sales |
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Features of a product makes it peculiar. Yes or no. |
Yes |
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Promotion is NOT a key for selling. Yes or no. |
False |
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____________ is part of promotional needs. |
Advertising |
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Products are scarce and price is used to ration __________________. |
Product consumption |
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The 4Ps of Marketing |
Product, price, place, promotion |
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What must have a promise? |
A product |
The promise is sought by consumers to know if the product in question feeds their needs. |
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What happens in place? |
Where there is distribution and availability. |
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_______________ aids distribution. |
Promotion |
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Tools that make up promotion |
* Sale promotion (giveaway promos etc.) * Public Relations * Personal selling * Merchandising or resellers support * Advertising |
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The act of persuasion is unnecessary or unimportant. True or false. |
False |
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Summary of Advertising as Marketing |
* Advertising is part of marketing communication. * Advertising is part of promotional needs. * Advertising is mass selling (mediators are in the form of the mass media and it is a part of enhancing marketing). |
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What is Advertising as Communication? |
Advertising uses communication activities in order to sell a product or products. |
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Features of Advertising as Communication |
* In marketing, advertising is regarded as communication. * Advertising is part of the communication process. FLOWCHART: Advertiser (sender)>Advertisement (message)>Mass Media (channel(s))<Consumer(receiver)<Purchase (feedback). * Advertising is mass communication (adverts reach out to scattered heterogenous audience). * There is an involvement of communication skills like writing, photography, videos, graphics etc. * The idea is to inform an persuade through the consumer's line of thinking. |
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Similarities between PR and Advertising |
* Advertising and PR are part of marketing communication. * Advertising and PR are part of promotional needs or tools. * Advertising and PR are strategic communication (involves planning). * Advertising and PR are part of scientific communication (involves research). * PR looks at consumer behaviour while Advertising looks at the attitude of consumers towards an organisation. * Advertising and PR are adjuncts of mass communication. |
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