Term
| 8 elements of a program plan |
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Definition
1. situation
2. objectives
3.audience
4.strategy
5.tactics
6.calendar/timetable
7. budget
8. evaluation |
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Term
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Definition
*HARD TO MEASURE PUBLIC AWARENESS
*engage core consumers in celebration of the brand
*generate widespread awareness
*Educate target audiences on..
*create awareness on.. |
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Term
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Definition
*easier to measure than informational
INCREASE SHOW ATTENDANCE
GARNER MORE THAN X MILLION MEDIA IMPRESSIONS
INCREASE VISITOR TRAFFIC TO THE WEBSITE |
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Term
| objectives have to be SMART |
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Definition
Specific
Measurable
Attainable
Realistic
Timely |
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Term
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Definition
| to do -SOMETHING- by xxx%- among -PUBLIC- to ---KEY OUTCOME- via -channel- --in time-- |
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Term
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Definition
| to increase awareness by 20% among Gaylord College juniors about study abroad opportunities via personal communication by May 19, 2011 |
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Term
| five communication elements |
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Definition
--sender/source (encoder)
--a message
--a channel
--a receiver (decoder)
--feedback from the receiver to the sender |
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Term
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Definition
| the degree to which the innovation is percieved as better than the idea it replaces |
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Term
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Definition
| the degree to which an innovation is perceived as being consistent with the existing values, exper, and needs of potential adopters |
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Term
| return on investment (roi) |
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Definition
cost of PR/ppl reached
justifies big ads and big programs
internet ads cost micro pennies per click |
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Term
| three most common elements of a crisis |
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Definition
---threat to the organization
---the element of surprise
---a short decision time |
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Term
| three foundations of reputation |
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Definition
| economic performance, social responsibility, ability to deliver valuable outcomes |
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