Term
|
Definition
| An emotional judgment of one's credibility and performance on issues of importance |
|
|
Term
|
Definition
| An organization's efforts to establish and maintain mutually beneficial relationships in order to communicate with the publics upon whom long-term success depends |
|
|
Term
|
Definition
| one that contributes significantly to the accomplishment of an organization's mission and goals |
|
|
Term
|
Definition
| the process of anticipating and mediating problems that could affect an organization's environment and profitability |
|
|
Term
|
Definition
| A long-term approach to identifying and resolving issues before they become problems or crises |
|
|
Term
|
Definition
| the process of evaluating all proposed actions by focusing on organizational goals, usually defined in short-term contributions to the bottom line |
|
|
Term
|
Definition
| A return to the roots of human communication and persuasion that focuses on personal trust and mutual cooperation. |
|
|
Term
|
Definition
| unintentionally inaccurate or misleading |
|
|
Term
|
Definition
| Intentionally inaccurate or misleading |
|
|
Term
| Strategic Cooperative Communities |
|
Definition
| Relationship-based interaction among all members of a community to achieve individual and collective goals |
|
|
Term
| Strategic Communications Planning |
|
Definition
| an approach to communications planning that focuses actions on the accomplishment of organizational goals |
|
|
Term
|
Definition
| A process in which action in each step is determined by the information acquired and decisions made in previous steps |
|
|
Term
|
Definition
| Decision making in the planning and implementation process that is based on the acquisition, interpretation, and application of relevant facts |
|
|
Term
|
Definition
| Research, Action, Communication, Evaluation |
|
|
Term
|
Definition
| What most people in a particular public express about an issue that affects them |
|
|
Term
|
Definition
| active on all and any issue |
|
|
Term
|
Definition
| inactive and disinterested |
|
|
Term
|
Definition
| active on one or a few issues |
|
|
Term
|
Definition
|
|
Term
|
Definition
| an event that transforms readiness to act into actual behavior |
|
|
Term
|
Definition
| Awareness -> latent readiness -> triggering event -> behavior |
|
|
Term
|
Definition
| The collection of experience, knowledge, culture, and environment that forms our perceptual screen |
|
|
Term
|
Definition
| the inherent human function of selecting from the millions of daily stimuli only those messages one chooses to perceive |
|
|
Term
|
Definition
| the inherent human function of selecting from the hundreds of stimuli perceived only those messages one chooses to retain |
|
|
Term
|
Definition
| Inferences we make about ourselves and the world around us |
|
|
Term
|
Definition
| Core beliefs central to our cognitive system |
|
|
Term
|
Definition
| Collections of beliefs organized around an issue or event that predispose behavior |
|
|
Term
|
Definition
| Using information and other appeals to motivate a change in attitudes, opinions, and/or behavior |
|
|
Term
|
Definition
| a trusted individual to whom one turns for advice because of his/her greater acknowledge or experience regarding the issue at hand |
|
|
Term
|
Definition
| Gathering information to clarify an issue and solve a problem |
|
|
Term
|
Definition
| Data gathering structured according to accepted rules of research |
|
|
Term
|
Definition
| data gathering that does not follow standard rules |
|
|
Term
|
Definition
| Gathers statistical data for analysis |
|
|
Term
|
Definition
| focuses on individual cases or groups that are not statistically representative of a given population |
|
|
Term
|
Definition
| moderator-led discussion with fewer than 15 participants providing in-depth information on attitudes and behavior |
|
|
Term
|
Definition
| first-hand information gathered specifically for your current purpose |
|
|
Term
|
Definition
| information previously gathered for other purposes that can be adapted to your needs |
|
|
Term
|
Definition
| Information used to segment publics according to tangible characteristics such as age, gender, and socioeconomic status |
|
|
Term
|
Definition
| information used to segment publics according to values, attitudes, and lifestyle |
|
|
Term
|
Definition
| the percentage of certainty that the results of a survey would be the same if replicated |
|
|
Term
|
Definition
| every individual in the population has an equal chance of being selected |
|
|
Term
|
Definition
| Surveying whoever is available |
|
|
Term
|
Definition
| measured as a margin of error, it indicates the possible percentage variation of the sample data from the whole population |
|
|
Term
|
Definition
| Human error in selecting the sample and designing and implementing the questionnaire |
|
|
Term
|
Definition
| identifying and surveying opinion leaders to determine attitudes and behaviors |
|
|
Term
|
Definition
| selecting the sample to ensure proportionate representation of segments within the universe |
|
|
Term
|
Definition
| A group of respondents who agree to be surveyed repeatedly to track opinions and attitude change over time |
|
|
Term
|
Definition
| The process of using research to chart the step-by-step course to solve a problem, take advantage of an opportunity, or meet a challenge |
|
|
Term
|
Definition
| The result or desired outcome that solves a problem, takes advantage of an opportunity, or meets a challenge |
|
|
Term
|
Definition
| Specific, measurable statements of what needs to be accomplished to reach the goal |
|
|
Term
|
Definition
| Segmented groups of people whose support and cooperation are essential to the long-term survival of an organization or the short-term accomplishment of its objective |
|
|
Term
|
Definition
| and individual or public used as a message channel to reach and influence a key public |
|
|
Term
|
Definition
| sound bite statements that encompass what you need the public to do and an appeal to the public's self-interest |
|
|
Term
|
Definition
| bulleted details that include facts, testimonials, examples, and all other information or persuasive arguments that support a primary message |
|
|
Term
|
Definition
| short, catchy phrase that brings to mind the public-specific messages sent in other channels |
|
|
Term
|
Definition
| A short summarizing theme that appears at the end of an advertisement |
|
|
Term
|
Definition
| Personal and professional value systems and standards that underlie decisions and behavior |
|
|
Term
|
Definition
| written and formalized standards of behavior used as guidelines for decision making |
|
|
Term
|
Definition
| any communication methods widely distributed to the consumer or business community. Tv, newspapers, radio etc |
|
|
Term
| Consumer-generated marketing |
|
Definition
| marketing efforts designed to encourage consumers to create marketing messages and other brand exchanges themselves |
|
|
Term
|
Definition
| any good, service, idea, or personality to which PR can be applied |
|
|
Term
|
Definition
| organizations or individuals that pass a message about a product from a firm to consumers |
|
|
Term
|
Definition
| the variety of tools available to marketers in their quest to manage the marketing process (product, price, place, promotion) |
|
|
Term
|
Definition
| Customers prospective customers, employees, stockholders, or some cases, even the general public |
|
|
Term
|
Definition
| person to person, spoken or written word where communication is personal, intentional, and concerns the product |
|
|
Term
|
Definition
| the spoken, written, or visual reference to a product presented through mass media or other incidence where on source has the attention of many people or organizations |
|
|
Term
|
Definition
| a transaction in which a person or organization trades a definite quantity of one substance for a definite quantity of another |
|
|
Term
|
Definition
| the marketing phenomenon that facilitates and encourages people to pass along a marketing message |
|
|
Term
|
Definition
| the way that consumers perceive a product relative to its competitors |
|
|
Term
|
Definition
| a statement describing the way that the marketers intend consumers to perceive the product relative to its competitors |
|
|
Term
|
Definition
| Anything tangible or intangible that interferes with the transmission of a message from a sender to a receiver or with the comprehension of the message by the receiver |
|
|
Term
|
Definition
| Media, groups, or individuals who act as a channel for a marketing message resulting in media mentions or the creation of word-of-mouth |
|
|
Term
|
Definition
| a public relations function that deals with managing communication with existing and prospective employees |
|
|
Term
|
Definition
| a public relations function that manages the communication between a publicly held corporation, its shareholders, and the media analysts who report on the corporation's financial situation |
|
|
Term
|
Definition
| a business philosophy that assumes that consumers will favor the most widely available and attractively priced products |
|
|
Term
|
Definition
| a business philosophy that assumes that consumers will favor products with a higher degree of quality, performance, and available features |
|
|
Term
|
Definition
| a business philosophy in which companies focus on large-scale promotional and selling efforts in order to gain market share |
|
|
Term
|
Definition
| the business philosophy of centering an organization's goal on satisfying the needs of the customer |
|
|
Term
| Societal marketing concept |
|
Definition
| a business philosophy that goes beyond concentrating on the consumer and considers the long-term interests of society at large |
|
|
Term
|
Definition
| a business philosophy that assumes that a firm's two-way interaction with customers is essential to long-term profitability |
|
|
Term
|
Definition
| Stories created by consumers about how they use or consume products, which they then share with their friends and which becomes fuel for word-of-mouth |
|
|
Term
|
Definition
| media, groups, or individuals who act as channels for a marketing message resulting in media mentions or the creation of word-of-mouth; synonymous with connectors |
|
|
Term
| Action-orientated behaviors |
|
Definition
| marketing behaviors that include the performance of a specific task. Ex visiting a website, casting a vote, continuing to buy a product |
|
|
Term
| Information-orientated behaviors |
|
Definition
| becoming aware of some aspect of a given product, usually with the goal of supporting an action-based outcome at some point in the future |
|
|
Term
|
Definition
| the gap between a consumer's current and ideal state of being |
|
|
Term
|
Definition
| a group of consumers who respond in a similar way to a given set of marketing efforts |
|
|
Term
|
Definition
| a set of buyers sharing common needs or characteristics that a company decides to serve |
|
|
Term
|
Definition
| the number of times the story was covered multiplied by the circulation of the publications in which it was covered |
|
|
Term
|
Definition
| A package of promotional materials relating to a specific advertising media vehicle |
|
|
Term
|
Definition
| an independent organization that verifies audience reach and demographics for media outlets |
|
|
Term
|
Definition
| The number of different persons or households exposed to a particular advertising media vehicle or a media schedule during a specified period of time |
|
|
Term
|
Definition
| The number of times a person, household, or a member of a target market is exposed to a media vehicle |
|
|
