Shared Flashcard Set

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28
Advertising
Undergraduate 3
12/04/2009

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Cards

Term
What is the Six Hats theory?
Definition
Metaphorical tool set to organize problem solving. Created by Edward DeBono
Term
What is the White Hat?
Definition

Facts, Stats

Researching it

Think white paper = where you write facts

Term
What is the Red Hat?
Definition

Signifies emotion

How it makes people feel, react

Use other peoples point of view

Gut reaction and emotion

Term
What is the Black Hat?
Definition

Negative feelings

View the potential downfall and risks

Highlight the weak parts and get rid of them

"Black will kill dumb thinking"

Term
What is the Yellow Hat?
Definition

Positive thinking

Focus on the potential benefits + values

Look for opportunities to do something

Term
What is the Green Hat?
Definition

The creative one

Focus on change and innovation

Different approaches

Term
What is the Blue Hat?
Definition

Represents leadership

Controlls the process

Runs the meeting

Directs activity

Keeps other hats on task

 

Term
What does active listening mean?
Definition
An intent to "listen for meaning"
Term
What is the 1st purpose of active listening?
Definition

To understand what someone is saying

semantic content - facts and ideas

emotional content - the feelings, needs, and desires


Term
What is the 2nd purpose of active listening?
Definition

To build a more productive relationship w/ person

Learning how to trust the other person

Seek win win solutions to shared problems

 

Term
What is the 1st level of active listening?
Definition

Just the facts

Person A states their first point

Person B says it back to then in different words

Term
What is the 2nd level of active listening?
Definition

Reflective listening

Reconstruct what the other person feels and convey it back to them, so that they know you understand

Term
Hardships of Level 1 of active listening when seeking clarity?
Definition

Must be able to get over

A persons domination of the conversation

Their enthusiasm for their view of ideas

Term

Obstacles of Level 2 of active listening when seeking emotional reconciliation?

Definition

Denying the validity of concerns ("doesnt matter")

Contradicting the others assertion ("you are wrong")

Emotional escalation ("making things worse")

Term
What is pitching?
Definition
Convincing someone to give you money, "green light" a project
Term
Before pitching you must
Definition

Know your idea (target audience, whys important)

Research the field

Make a plan

Decide goals of a pitch

Term
What is a presenting sponsor?
Definition

Supply 50-100% of your budget

Give you the most $

E.g. Nike, Coke, Ford

Term
What is a Contributing Sponsor?
Definition

Provide a significant amount of money

Can have multiple contributing sponsors

Usually small to large companies

Term
What is an In-Kind Sponsor?
Definition

Items or services

Jet blue would sponsor flights

Used a lot in film production 

Term
What are Matching Sponsors?
Definition

Will match the $ that you raise

Can be done as in-kind sponsor

Ex: raise 15g, a matcher will give you another 15g

Common in grants and philanthropies

Term
What is an Equity Investor?
Definition

Angel Investors: 'first money in', often a relative/friend, but there is already a product

Venture Capital: 10x money, want to see 100k to 1m in revenue, want ~40% in stock, will be actively involved, GOAL: IPO

Term
What is a trade show pitch?
Definition

Many presenters

Need TV, computers, projectors

Cards, Pamphlets 

Term
What is a Blind Pitch?
Definition

Hardest pitch

Pitching to an audience you dont know

Usually over the internet, fedex

Term
What is the Elevator Pitch?
Definition

90 seconds long

Usually to someone you know

No visual elements

Term
What is a One on One pitch?
Definition
In other persons office or out to lunch
Term
What is a Conference pitch?
Definition

Room full of people

Bring a partner with you for it

Term
What is a mixer pitch?
Definition
Social gathering around something
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