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Foundations of Strategic Communication - Section 1: Lesson 3

QuestionAnswer
Paid Media Part of the PESO Framework. Any media placement that requires payment for delivering a brand's message.
Earned Media Part of the PESO Framework. Free publicity gained through media coverage or public recognition without payment.
Shared Media Part of the PESO Framework. Content shared by audiences, primarily on social media platforms, resulting in peer-to-peer distribution.
Owned Media Part of the PESO Framework. Content and platforms fully controlled by the brand, often considered proprietary assets.
Primary Messages It is the core, overarching idea a brand communicates. It is simple, clear, and memorable, often expressed through a slogan or tagline to convey the brand's main position or focus.
Supporting (Secondary) Messages Provides evidence, facts, statistics, and examples that reinforce and add credibility to the primary message. They offer relevant details without overshadowing the main idea.
Foundational Messages Provides facts, reasoning, or emotional appeals to persuade the audience and often include a call to action for engagement or response.
Informational Messages The most common form of messaging, using verbal and written media. Includes traditional channels like print, digital, TV, radio, newspapers, magazines, and direct mail.
Symbolic Messages Communicated through audio-visual elements that are not strictly informational. Includes logos, colors, signage, audio signatures, and branding visuals.
Actions Brand actions can communicate strong messages, often louder than words, such as politically charged actions taken by corporations.
Experiential Messages Messages delivered through personal experiences with the brand. Includes product use, customer service interactions, or experiences in physical stores (e.g., Apple Store, Starbucks).
Second-Hand Messages Messages unintentionally received by individuals outside the target audience. Common in today’s 24-hour news cycle and can spread beyond the intended reach.
Unintended Messages Occur when messages are misinterpreted due to unclear language, poor context, or inappropriate tone. Can also happen when a non-target audience misinterprets the message negatively, potentially harming the brand.
Vision Statements Articulates the organization's long-term goals and aspirational impact on the world.
Mission Statements Guides decision-making and inspires employees.
Value Statements Reflects the organization’s core principles that guide actions and decision-making.
Initial Exposure Phase The audience quickly decides whether to engage with a message. Key factors influencing attention: Relevance, Attitude, News Value, and Perception.
Authenticity Assessment Phase The audience evaluates the truthfulness and credibility of the message. A message must align with existing beliefs or introduce new ideas without causing excessive dissonance to be persuasive.
Change Effect Phase The message needs to pass the "so what?" test by influencing: attitudes, beliefs, feelings, and behaviors.
Action Phase The final persuasion phase where the goal is to motivate action based on the message.
Demographic General audience characteristics that are easily measurable (e.g., age, gender, income, education, marital status, race).
Geographic Focuses on where the audience lives and how location influences perspectives.
Psychographic Explores lifestyles, values, beliefs, interests, aspirations, cultural associations, self-image, and generational identity.
Behavioristic Focuses on buying motivations, styles, media preferences, and loyalty behaviors.
Primary Research Custom, proprietary research conducted for a specific organization or audience (e.g. surveys, interviews, focus groups. etc.).
Secondary Research Uses existing data from external sources (e.g., news articles, academic papers, trade reports, etc.).
Tertiary Research Involves summarizing or analyzing already aggregated and segmented data.
Qualitative Research Exploratory or Problem-Finding. Takes more time to collect information because it Focuses on opinions, feelings, and attitudes.
Quantitative Research Problem-refining. Quicker collection process because it focuses on numbers and measurable data.
SWOT Analysis Strengths, Weaknesses, Opportunities, and Threats assess the internal and external factors that influence communication efforts.
PESO Framework Stand for Paid Media, Earned Media, Shared Media, and Owned Media.
Created by: Matt-Studebaker
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