Strat Comm Exam 3
CH.2 Skills needed for employement in Strategic Communication?
Hard skills: Teachable things; writing, media production, social media planning. Want to communicate these hard skills through your resume or profolio.
Soft Skills: Qualities or traits that impact how you interact with others; adaptibility, calmness, decision-making, humor, etc.
CH.2 Where can you gain the skills needed?
Internships, working while in school, campus media outlets.
CH.2 Roles often found in an Agency?
Creative director, Content manager, Social media managers, Communication officers, Copywriters, Digital strategists, Media director.
CH.10 What is Media?
The plural noun of medium, a blanket term for all types of print, broadcast, out-of-home and interactive communication. Refers to communication channels through which Entertainment (film and gaming), informative, news and promotional messages (direct mail and outdoor advertising) are disseminated. Role is to communicate and create, sustain and strengthen relationships with stakeholders. Ex: television, radio, magazines, newspaper, billboards (Jumbotron, digital signage, interactive screens), direct mail, the internet and social media.
CH.10 What is Medium?
The singular noun, refers to a specific type of media. TV, Radio, Newspapers, and Social Media. One specific channel. Specific publications. Ex: CBS, NPR, Facebook, ESPN, CNN, Fox, New York Times, X.
CH.10 What is a Media Vehicle?
A specific publication, TV channel, radio station or social media platform.
CH.10 Peso Model (What media is in each of these categories)?
1. Paid (Advertising): Traditional form of media, the role of advertising in free speech: the ads. Influencer marketing. Native Advertising (Sponsored Content): Hard to catch sometimes and in today's ads, you have to put the brand name at the top. Measurement:
A. Organic: When people find your page on their own and not through ads or suggestions.
B. Referral: WOM, referring you to the page.
C. Paid Traffic: When you have #Ad, paid ad.
D. Benefits: Targeted Marketing with digital influence advertising. Return on Investment. Engagement. Trust/Authenticity.
E. Drawback: Not putting #Ad. People come and go.
2. Earned (Public Relations or Publicity/ Traditional Media): All about relationships! Third-party Credibility, beware of Native Advertising- it’s not earned. Is earned media really free? Can be risky…Company (CE) can’t control messages.
3. Shared (Social Media/Interpersonal-WOM): Thanks to web 2.0…A CE is no longer responsible for…The creation, production and distribution of advertising. How can CEs use shared media in their SC strategy? Measurement emphasis on mood and positivity.
4. Owned (Corporate Communications): A quality content strategy that affects the brand image…is imperative! Creative and entertaining (like paid). Can lead to shared content. Informative material that create value through giving away information (White pages, hot-to-webinars, blogs, e-books, and podcasts).
CH.10 What are the Disadvantages and Benefits of PESO model?
1. Paid (Advertising): Specific Advantages, more control on where you are going, more control on what is in the message, and growing brand awareness. Costly, “less credibility” in comparison to Earned, can’t stand alone, tone death: if not researched enough.
2. Earned (Public Relations): Reaches a large group of people, allows for more freedom when talking about the company. More trusting: the public is credible, “low-cost”, can build brand awareness, positive scenarios: highly trusted, respected as a brand. Can’t control messages, can lead to negative messages, conditional, hard to get, takes time and a lot of effort. Can’t control who spreads the message.
3. Shared (Social Media/Interpersonal-WOM): Growing brand awareness, can gain positive attraction, low cost, accessible by majority of people. Uncontrollable: bashing, positive images, etc.
4. Owned (Corporate Communications): Growing brand awareness, informational, interesting/creative, full creative control over content, low cost. Least credible, you are the one who maintains it.
CH.10 What is 3rd Party Credibility?
Based on the human tendency to value the opinion/expertise of someone outside their circle of influence more than someone within. Ex: Earned media.
CH.10 Types of Media Ratings?
-Pricing for TV inventory is determined by a variety of factors including how many viewers a program gets, the demographic segment the advertiser wants to reach, and the type of programming, and a metric called gross rating points (GRPs)
>>Gross Rating Points (GRPs): The percentage of an audience exposed to an advertising message including duplication
-Rating points are key performance indicators (KPIs) specific to media planning and media buying.
-GRPs are used as a cumulative measure of the impressions an ad campaign can achieve
-Impressions are the total number of exposures to an ad.
-The universe is the population of the group being measured and needs to be identified prior to evaluating metrics.
-Reach is the number of people you touch with your message or the number of people that are exposed to your message
-Frequency is the average number of times a person is exposed to your message.
CH.10 What is Native Advertising?
David Ogilv’s “Guinness Guide to Oysters”, Online: IBM on Atlantic, and Video: Onion labs shoe commercial. Paid media designed to match the content of a media source.
CH.10 Television Rating
DMAs (Designated Market Area)
Nielsen Rating
Top 10 DMAs will cost more than smaller markets, such as BCS.
Purchase Nationally or individually (i.e. locally)
Rate Card: Shows how many viewers there are and what they classify as like male viewers, female viewers, who attended college, age of viewer, etc.
CH.10 What is Arbitron Rating?
An estimate expressed as a percent of a universe. It is a percentage of the people in the market who listen to a specific station.
CH.10 What is OTT (Over-the-top) Advertising?
Advertising delivered directly to viewers over the internet through streaming video services or devices.
CH.11 What is Traditional Media?
Any type of content that is distributed through established channels. These channels have been around for many years and are typically well-known and trusted by consumers. Some examples of traditional media channels include film, television, radio, and print publishing.
CH.11 What is Legacy Media?
Old media, or legacy media, are the mass media institutions that dominated prior to the Information Age; particularly print media, film studios, music studios, advertising agencies, radio broadcasting, and television.
CH.11 What is Print media?
Any form of communication that is physically printed or published on paper.
CH.11 What is Paid media?
External marketing efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. Paid media is an essential component of revenue growth and brand awareness for online businesses. Benchmark your current advertising efforts. Ex: Social media ads, Comercials, Print ads and Billboards.
CH.11 What is Digital media?
Digital media is any communication media that operates in conjunction with various encoded machine-readable data formats. Ex: Social media, Video games, Email, and Podcasts.
CH.11 What is Retargeting?
Click-through rates (CTR; when you click on a link and it takes you to that website)? Looking at an item on a website and then they show up on social media as ads. They are following you online.
CH.11 What is loT (Internet of Things)?
A system of interconnected physical devices that communicate via network connectivity using various communications protocols.
CH.11 What is CTR (Click Through Rate)?
Measures the number of times digital ad content is displayed. Measure the number of times customers clicked through the display ad and make a purchase.
CH.11 What is Social Media?
Interactive technologies that facilitate the creation and sharing of content, ideas, interests, and other forms of expression through virtual communities and networks.
CH.11 Search Campaigns. What are they? And types?
Text ads on search results that let you reach people while they're searching on Google for the products and services you offer. Companies that run search advertising campaigns pay a small fee each time someone clicks on one of their ads. Ex: Keywords.
CH.11 What is Brand Journalism?
About building relationships, they want to give you valuable news on topics that are important to you.
CH.11 What is Content Marketing?
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
CH.12 What is Market?
To advertise or promote something?
CH.12 What is Brand/Brand Strategies?
Name of product (ex: LuLuLemon), The action of identifying and differentiating the product from other similar products in the marketplace, The blueprint for a company’s future, and includes people, concepts and ideas. Thus, a brand is an emotional shortcut for connection and reputation. Strategic communication’s role in branding is creating and maintaining positive relationships. Branding is not a logo, a tagline, or an ad campaign: these are elements. Brands are what companies do, what a company says. Brands are the promises that companies make.
Brand strategy involves creating a unique, unified identity for your company. It helps you build trust, loyalty, and recognition with your target audience by communicating a consistent message across all channels.
1. Brand Extension: Use brand equity of a product to introduce a new product to customers. Ex: Colgate products besides toothpaste.
2. Co-branding: Two companies coming together to brand one product (Oreo & McD’s= McFlurry).
3. Ingredient Branding: Highlight an ingredient in the primary brand that is from another supplier and make it an important product feature (Teflon and cookware; Intel and computers).
CH.12 What is Brand Mark, Word Mark, Letter Mark, and Logo Design?
Brand Mark: a symbol, element, art design, or visual image that helps immediately recognize a certain company. Ex: Amazon smile logo.
Word Mark: A wordmark logo is a type of logo design that is composed primarily of text, typically using a specific typeface or font. Ex: Facebook and FedEx.
Letter Mark: A logo comprising an abbreviation. Ex: H&M, CNN.
Logo Design: a symbol or design used to identify a company or organization, as well as its products, services, employees, etc. Ex: Apple, Twitter bird.
CH.12 What is Schema?
Mental structures used for organizing the information that a person comes in contact with on a daily basis.
CH.12 What is Positioning?
The human connection to a brand in words, images, and sound. Ex: A handbag maker may position itself as a luxury status symbol.
CH.12 What is Brand equity?
Idea that consumers will be more loyal and more likely to purchase a product if they have strong, positive associations with a brand. Is the added value the results from having a positive brand image. For the most part, Lulu has a positive brand image. (Lulu is more valuable than Danskin or GymShark or Gaiam 9 or other cheaper/lesser-known brands). Brand Awareness, perceived quality, brand loyalty and brand associations.
CH.12 What is Brand Name?
A name given by the maker to a product or range of products, especially a trademark. Ex: Amazon, Nike, Mcdonalds.
CH.12 What is logo?
To appeal to the audiences' sense of reason or logic. To use logos, the author makes clear, logical connections between ideas, and includes the use of facts and statistics. Ex: Facebook logo, YouTube logo.
CH.12 Function vs. Nonfunctional attribute?
Functional requirements explain how the system must work, while non functional requirements explain how the system should perform. Ex:
Functional: A system loads a webpage when someone clicks on a button. Or the vehicle must be fast.
Non-functional: Specifies how fast the webpage must load. Or the engine in the vehicle should be able to reach at least 150 MPH.
CH.12 How do Brands help Consumers?
Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. If the brands they use consistently deliver a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when buying.
CH.12 What is DMA (Designated Market Area)? Market Region? Broadcast market? Media Market?
A region of the United States that is used to define television and radio markets. Also the same as Market region. And the same as Broadcast market. And media market. media market, broadcast market, media region, designated market area (DMA), television market area, or simply market is a region where the population can receive the same (or similar) television and radio station offerings, and may also include other types of media such as newspapers and internet content.
CH.13 What is/makes up a campaign book?
A campaign book is a blueprint to guide the execution of the campaign.
What makes up a campaign book: A title page, Letter to the client, Executive summary, Table of contents, Agency/Consultant background, Situation Analysis, Goals and Objectives, Big Idea, The communication plan, Timeline, Budget, Evaluation, Appendix, and Work cited.
CH.13 What are the two types of campaign evaluation?
Consists of a pre-campaign evaluation survey and a post-campaign evaluation survey. A campaign evaluation survey reveals whether a marketing campaign: Effected the target audience's likelihood to purchase from a brand
CH.13 What are budgets?
A particular's campaign objective in terms of spend. Generally campaign budgets are expected not to be exceeded, which is why budgets are usually greater than or equal to the maximum spend.
CH.13 PESO Model?
P: Paid: Any type of strategic communication content that involves paying for exposure-most common paid media is advertising. Ex: Advertising, sponsorship and boosted content of social media, pay per click.
E: Earned: Publicity gained through media relations in order to benefit from third party credibility most commonly associated with public relations. Ex: Mentions in publications, guest blogging, guests on podcasts. (the most trusted media)
S: Shared: The posting of a communicative entity’s content by stakeholders (fans or followers) on social media. Share media, like earned, is free and provides third party credibility. Ex: Social media, word of mouth, referrals.
O: Owned: The sharing of content by the CE on its own media. Ex: Website, blog, social media, blog, and email.
CH.13 What is ROI (Return on Investment)?
A calculation of the monetary value of an investment versus its cost.
CH.13 Ouputs of Campaigns?
Outputs: (Impact on Media Channels)
Reach and Content Response: Frequency, attendance, store visits, website hits, click-through rates, tone, message impact, share of voice, media inquiries, social media posts, AVE.
CH.13 Types of Campaign Scheduling?
The process of specifying the start and end dates and times for a campaign.
CH.13 Campaign Process?
Must meet client’s goal, be within the budget, and on time.
Critical to the success of any campaign is the planning that goes into it.
1. Conceive the idea at the campaign: RFP (Request for Proposal), start brainstorming for why you need the campaign.
2. Plan the campaign: Start thinking through who your target audience is, how to reach them, what tactic to use. Write your goal and objectives. The budget, how you are going to evaluate and when.
3. Write down how the campaign will progress: Like a social media calendar, a content calendar. When you are going to drop your ads or mail out the press release. When is the feature article going to be published?
4. Campaign (the big picture): The overall result. The intended purpose for the overall idea. Measures the efficiency with the results.
5. Choose strategies, goals and objectives: Goal, Smart objective, and Strategies. What is your overall goal? Are your smart objectives specific, measurable, achievable, relevant, and timely?
6. Time and budget needed to achieve the objectives:
7. Measuring the outcomes against your objectives to determine if the campaign is successful: