Test 2: Chapter 9

Front 1

Public Opinion

Back 1

- attitude vs. opinion
- cross section vs. social process
- self-interest
- events
- opinion leaders
- media

Front 2

Life Cycle of an Issue

Back 2

- definition of the issue
- involvement of opinion leaders
- public awareness
- government/regulatory involvement
- resolution

Front 3

Early Ideas

Back 3

- magic bullet/hypodermic
- payne fund study
- war of the words
- hovland: psychology based, individual difference theory
- lazarsfeld: sociology based: social category theory, opinion leaders

Front 4

Opinion Leaders

Back 4

- 10% - 12% of population
- highly interested
- better informed
- early adopter
- good organizer

Front 5

Opinion Leaders

Back 5

- formal: power leaders
- informal
- 2-step flow
- multiple-step flow: media>OL>attentive>inattentive

Front 6

Role of Mass Media

Back 6

- PR role: gandy, 50% media from PR
- klapper: limited effects
- agenda-setting: mass media not good at telling us what to think, very good at telling us what to think about: cohen
* second level agenda setting: set agenda and set of attributes

Front 7

Role of Mass Media

Back 7

- media dependency theory: more powerful media: no prior info, cannot verify
- framing theory: how facts, themes, treatment frame story
* media framing; PR framing
* how audience frames
* iyengar and kinder: prime: how audience is primed to think
* romney vs. obama example
- conflict theory: controversy can build consensus

Front 8

The Dominant View of PR

Back 8

- dominant view: gandy: PR is purposeful, self-interested communication (for client)
- bernays: engineering of consent
- change, crystallize, retain
- use of persuassion
- greeks: ethos (source credibility); logos (logical arguement); pathos (emotional appeal)

Front 9

6 Principles of Persuasion: Robert Cialdini

Back 9

- liking: like those who like them: tupperware
- reciprocity: people repay in kind: disabled american vets
- social proof: people follow the lead of others: lost wallet
- consistency: people fulfill written, public and voluntary commitments: sign, follow-up on pledge
- authority: people defer to experts who provide shortcuts requiring specialized information: NY times expert, 4% shift
- scarcity: people value what's scarce: beef shortage, order jump 600%

Front 10

Formulating Persuasive Messages

Back 10

- yes-yes
- offer structured choices
- seek partial commitment
- ask for more, settle for less

Front 11

Factors in Persuasive Communication

Back 11

- audience analysis: know audience; demos and psychographics; VALS ex. turkey
* survivors/sustainers; belongers; achievers
* channeling: match media to audience ex. achievers/gourmet magazine
- source credibility: ethos calif strawberry board
* expertise
* sincerity
* charisma
* problems with celebrities: too many; overexposure; actions undercut product; speak out, conflict

Front 12

Factors in Persuasive Communication

Back 12

- appeal to self-interest: get in return:
- self-esteem
- contribution to society
- recognition from peers, community
- sense of belonging
- ego gratification
- tax deduction

Front 13

Factors in Persuasive Communication

Back 13

- clarity of message: will they understand; what do I want them to do?
- timing and context: conservation in january, heat bill
- audience participation: involve, trial, UGC
- suggestions for action: pacific G&L: zero interest, kit, service bureau, ZIP

Front 14

Factors in Persuasive Communication

Back 14

- content and structure of messages
- drama: humanize, application, story, case study technique; BB/BS latch key kid
- statistics: caterpillar truck
- surveys and polls: customer satisfaction; 3rd party
- examples: school bond needs
- testimonials: user of product
- endorsements: third party; ADA
- emotional appeals: watch guilt, fear arousal; moderate fear, solution; humane society

Front 15

Persuasion and Manipulation: Limitations of Persuasion

Back 15

- lack of message penetration
- competing messages
- self selection
- self perception

Front 16

The Ethics of Persuasion

Back 16

- need for ethical responsibility
- ultimately good business
- health: message is already suspect; unethical actions don't serve best interests of the client