Term
| Controlled vs. Uncontrolled |
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Definition
Controlled-begining to end, control of message
Uncontroled-When you cant control all aspects ex) medica releases |
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Term
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Definition
Internal- communication within the compnay, important for sucess and to engage in two way symetrical communication
External- How a provider interacts with people outside of their organization. Public, employers, community organizations, local authorities, job centers, careers offices, funding bodies, specialist agencies and other training providers. |
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Term
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Definition
Mass- broad audience
Targeted- Specific group trying to attract. demograpic etc. |
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Term
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Definition
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Term
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Definition
Public-
Non public-
avalibility/ access by audience. |
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Term
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Definition
| how we are reaching people |
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Term
| What are the four categories of tactics |
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Definition
-Advertising/Promotional
-News Media
-Organizational Media
-Interpersonal Communication |
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Term
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Definition
-direct: photos, media kits, event listing etc.
-indirect: media advisories, story idea memoms, pitch letters
-oppinion material: position statments, letter to editor, guest editorals
-interactive news: interviews, confrences etc... |
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Term
| Interpersonal communication |
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Definition
-Personal Involvment: organizational site, audience site
-Information exchange: eduational gatherings, product exchibitions, meetings
-Special Events: sporing events, civic events etc. |
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Term
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Definition
-Print: General Publictions
-Electronic: audio media, telephone etc.
-Digital: social media, blogs, digital media cell phones, |
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Term
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Definition
Print: newspapers, magazines
Electronic: tv commercals, radio commercails, digital media
Out-of-Home: outdoor posters, out of home video, car cards, billboards, arena posters
Promotional: Clothing, home/office accesories, direct mail gimmicks |
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Term
| definition of "run of book" |
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Definition
| used to describe advertising space bought in a magazine bought at a rate that does not let the business to choose the particular place for the advertisment |
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Term
| definition of run of press |
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Definition
Placement of an advertisement in a newspaper left to the discretion of the publisher. Its placement in a particular location or a specific page usually requires payment of a premium
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-Cheapest way to place an add
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Term
| Network vs. Spot Commercials |
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Definition
Network- 115 national or regional networks providing advertising to perhaps several hundred network affiliated stations
Spot- Placement on individual local radio stations |
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Term
| types of out of home advertising |
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Definition
-outdoor posters (billboards, painted bulletins, wall murals)
-arena posters
-signage
-out of home video (giant video screens, video walls)
-Aerial advertising (blimps, airplane tows, skywriting)
-inflatables
-transit advertising (bus signs, car cards, station posters) |
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Term
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Definition
-implementation reports (during campaign, individual tactics)
-progress reports (during campaign, broadly. how whole campaign is going. ex: midterm)
-final evlauation (measure impact and outcome of what you did) |
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Term
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Definition
| -study does not show change |
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Term
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Definition
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Term
| Controlled before- after study |
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Definition
| non randomized study where a control population of similar characteristics and performance as the intervention group is identified. Data are collected before and after the intervention in both control and intervention groups. |
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Term
| Three methods of evlauation |
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Definition
1. Judgmental assessments
2. Outputs
3. Outcome |
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Term
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Definition
-Outside experts (Professional colleague)
-Formal reviews (Panel says if campaign is good ex. silver anvel award) |
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Term
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Definition
-message production
-message distribution
-message cost (CPM)
-Advertising equivalency |
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Term
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Definition
-Awareness (message exposure, message content, readability measures)
-Acceptance (audience feedback, benchmark studies)
-Action (audience participation, direct observation) |
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