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16 Cards in this Set
- Front
- Back
Outline the steps in developing a communication campaign
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1) Research
2) Planning 3) Implementation 4) Evaluation |
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What are the elements that make up the Research stage of the campaign process?
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1) Problem or Opportunity Identification
2) Solution Identification 3) Analysis of Publics |
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What are the five different elements of the Planning stage of campaigns?
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1) Setting goals
2) Selecting communication strategies 3) Selecting communication channels 4) Budgeting 5) Scheduling |
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What are the two different concerns in the Evaluation stage of campaigns?
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1) Message impact - communication goals
2) Campaign impact - organizational goals |
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Briefly explain the six elements of the matrix
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The 3 types of communication are physical, psychological, and sociological. The 3 elements of each are content, structure, and function.
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Explain Content, Structure, and Function of the Physical level
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Content- the 5 senses
Structure- intense, spatial, chronological, easily contrasted Function- attribute to symbols, easily repeated, contradicted, substituted, complemented, accented, & verified...attributes to communicators in developing status or relationships |
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Explain Content, Structure, and Function of the Psychological level
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Content- reference one makes which is denotative and connotative, style is logical, interesting, emotional, assertive, concise or ambiguous, or factual
Structure- organic, spatial and chronological, cause/effect, problem/solution, climax/anti-climax Function- facilitate, inform, promise/reward, bargain, problem-solving, persuade, threaten/punishment |
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Explain Content, Structure, and Function of the Sociological level
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Content- themes such as fantasy, symbolic, or saga
Structure- symmetry, relationship, relates to symbol Function- identify problems & solutions, regulate behavior, and exchange information, socially raise consciousness and resolve conflicts |
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Identify the function of messages as physical objects
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1) Attribution to symbols - if repeated, can be contradicted, substituted, complemented, accented, or verified
2) Attribution to communicators - deeper level establishing a relationship |
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Briefly discuss the concept of the "social content" of messages
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A message could have a certain meaning on a personal level but could have possibly an entirely different meaning on a social level. Messages might be created specifically for the social aspect. The goal might be to raise thinking and conversing about the message, campaign, or product
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What are the two aspects of the content of messages at the psychological level?
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1) Reference
2) Style |
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List the seven psychological functions of messages
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1) Facilitate
2) Inform 3) Promise/Reward 4) Bargain 5) Problem solving 6) Persuasion 7) Threaten/punishment |
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What are the two different types of psychological structures?
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1) Organic (spatial, chronological)
2) Psychological (cause/effect, problem/solution, climax/anti-climax) |
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Briefly discuss the two different sociological functions of messages
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1) Task performance - pertains to identifying problems & solutions, regulating behavior, and exchanging info
2) Group maintenance - involves socializing, raising consciousness, and resolving conflicts |
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What is the physical content of communication? Are some more important than others?
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The 5 senses: sight, hearing, smell, taste, and touch
Sight and Hearing are the most important when dealing with communication. Sight is single most important |
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What is the definition of public relations and how is change explained?
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Public relations is about setting and implementing goals to establish a relationship. Change occurs when the function of the communication changes, when changing audience member's ideas, or when changing an environment
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