final exam review
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
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| Backgrounder | show 🗑
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| Fact Sheet | show 🗑
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| Answer to 36... | show 🗑
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| Media Alert | show 🗑
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| They use the 5Ws and H format to quickly deliver information | show 🗑
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| Inverted Pyramid | show 🗑
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| Boiler Plate | show 🗑
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| What is public relations? | show 🗑
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| show | helps to influence an audience’s perceptions by building relationships and shaping public conversations about a client or company. These public conversations often take place through mass media and social media
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| Marketing | show 🗑
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| show | focuses on drawing attention to the product via strategic placement/imagery; communication tool used by marketers in order to get customers to act; paid media; component of marketing
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| show | creating a favorable image through relationship building and reputation management; draws
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| Media Relations | show 🗑
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| show | true.
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| What is an account manager? | show 🗑
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| show | are responsible for presenting information about the consumer. They analyze audiences and figure out ways to achieve brand loyalty through advertising.
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| What is the creative department? | show 🗑
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| What does the media department do? | show 🗑
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| What is a press kit? | show 🗑
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| show | true; Examples include a company merger, the launch of a new product, a rebranding campaign, or a major change in organizational leadership
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| Materials that can be found in a press kit include... | show 🗑
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| show | Disseminate news, maintain brand image, and put a positive spin on negative events.
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| Broad categories of a creative brief include... | show 🗑
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| Key consumer insight | show 🗑
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| Advertising problem | show 🗑
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| Advertising objective | show 🗑
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| Target consumer | show 🗑
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| With target consumers, you want to... | show 🗑
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| show | In this section of the creative brief, perform a complete assessment of the competition that considers strengths and weaknesses. Specifically, examine the competitor’s history, products, services, brand, and target audiences.
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| Key consumer benefit | show 🗑
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| show | explains the validity of the proposed advertising plan. It makes a case for why the campaign will motivate the audience or make them believe that the claims are true. This is important bc i you need to convince your client the plan will work
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| show | explains the desired feel or attitude of the advertising campaign, such as “hip,” “classy,” “fun,” “flashy,” or “modern.” You could also include a description of the advertisement’s visual elements, or the creative mandatories
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| Creative Brief | show 🗑
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| show | true.
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| Putting a positive spin on a negative event is the primary role of a journalist | show 🗑
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| show | public relations specialist
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| Communications technicians positions include... | show 🗑
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| PR professionals... | show 🗑
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| Product oriented strategy connects the audience's daily experience or lifestyle with the advertised product or service | show 🗑
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| Product-oriented strategy | show 🗑
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| show | true
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| show | false; a PR professional does this
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| show | true.
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| 4 models of public relations are... | show 🗑
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| show | true.
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| show | fact sheets, feature articles, social media messages, blog posts, powerpoint presentations, brochures, media pitches, statements, website messages
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| Regardless of career level, strategic communications professionals should have a portfolio to showcase their work | show 🗑
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| show | all of the above.
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| show | false; this is a fact sheet.
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| Which of these events warrants a press kit? | show 🗑
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| show | promotional material, logos, bios, etc.
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| Which of these is a characteristic of advertising? | show 🗑
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| show | a product's biggest consumer-related stumbling block
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| A media alert is a concise notice to the media | show 🗑
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| show | false; PR practitioners want to put topics in the best possible light
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| When pitching a story to a journalist it is important to go where your audience is located | show 🗑
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| Which of these is an example of social media engagement? | show 🗑
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| show | true.
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| Organizations can use social media to... | show 🗑
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| show | false.
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| News writing should be objective in tone, with the purpose of presenting information about newsworthy events | show 🗑
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| Communication manager | show 🗑
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| Communication technician | show 🗑
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| Communications technicians... | show 🗑
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| What is public relations writing? | show 🗑
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| Public relations professionals have a focus on increasing brand visibility and awareness, planning events, and creating content | show 🗑
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| What is an important thing to remember when writing a pitch to the media? | show 🗑
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| show | news writing is objective in tone and presents info about newsworthy events; pr writing advocates for the client, is informative, and more concise.
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| show | an online communications platform that allows people to share content
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| Engagement | show 🗑
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| Consistency | show 🗑
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| Concise | show 🗑
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| show | the paid promotion that uses strategy and messaging about the benefits of a product or service to influence a target audience's behaviors/attitudes.
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| What are the five steps in the social marketing model? | show 🗑
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| show | connects the audience's daily experiences or lifestyle with the advertised product or service; this is frequently used for branding purposes.
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| show | supplement what you've learned in the classroom; they help you illustrate and market your brand; a writing portfolio contains some of your works, helping you demonstrate your skills.
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| Copywriting | show 🗑
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| show | Attention, Interest, Desire, and Action. Good advertising copy should effectively grab the audience’s attention through words and/or imagery.
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