COMM 216 EXAM 1- 2 STUDY GUIDE
That guy/ DOD campaign - Answers - uses humorous approach to prevent binge
drinking amount junior military men ages 18-24
Malaysian Airlines - Answers - "my ultimate bucket list" competition for free ticket after
two tragedies with the airline -- poorly named and received criticism
Tom's - Answers - emotional ads, feel good that you are giving back
Relationship-based interaction among all members of a community to achieve individual
and collective goals.
Coca Cola - Answers - "taste the feeling" -- sense of unity and diversity
Tide - Answers - funny and heartwarming ads, variety of messages and audiences
Silver Anvil Winners - Answers - award for organization's best public relations
campaigns
AHA Red Dress Campaign
Caribou Coffee
Always #likeagirl
CMU - exclusive higher education partnership with Tony Awards
Johnson & Johnson - Answers - campaign for future of nurses - heartwarming, ad has
to do with grandparents
Allstate - Answers - mayhem commercials uses humour in different
Carnival - Answers - crisis management, funny and emotional/serious ads on issues
Dove - Answers - campaign for real beauty - being natural and confident, soap bottles,
forensic sketch, billboards, viral videos
Four factors spawning field/growth of strategic communication - Answers - New
methods of outreach; media convergence
Consistency and coordination
More professionalism
Blurring of communication genres
Five Criticisms of Strategic Communications - Answers - Top down
Compliance gaining
Formulaic
Origin in war - negative connotation
Asymmetrical
, Four criteria involved in "identifying" opinion leaders - Answers - Heavy media
consumers
Possess significant interest, information, or expertise
Social in nature
Vested with leadership authority-trusted by focus group
5 Elements of Self Persuasion - Answers - Consistency- once committed to an opinion
stick to it , people will follow and become more trustworthy of you
Reciprocity- People will actively support an organization they feel they owe it too, also
so that they feel important/respected
Social Validation- Bandwagon effect will get people to do something, Make something
popular enough people will feel like they "need" it
Authority- (opinion leaders) people will follow the advice of someone they trust-
someone with power/influence
Scarcity- People rush to support something disappearing
Journalism - Answers - Journalists are objective observers and they focus on mass
audiences-using one channel/medium
Brand Management - Answers - Expression of essential truth or value of an
organization, product, or service: process if managing, maintaining, and improving a
consistent experience/message(quality)- How is the brand perceived by the market
Public Relations - Answers - Support role to establish relationships ;relies on tools;
establishing two way dialogue with a defined public- Professionals are advocates-
based on earned space/coverage
Advertising - Answers - Tool used to reach audiences; works through mass media; paid
coverage/space
Know five categories of key publics ("Relationship with Organization/Issue" slide): -
Answers - Heavy users
Non-users
Loyal users
Switchers/variety seekers
Emergent publics
Edward Bernays - Answers - Father of public relations, Sigmund Freud's nephew
Need to know more than people's opinion- must be persuaded to get in people's heads
Helped propaganda for WWI
Teamed with General Electric and radio shows for Edison's 50th anniv. Had everyone
turn their lights on at the same time symbolizing lighting up the world
PT Barnum - Answers - Used press to attack customers through false advertising
Saw media as an opportunity to create buzz for his circus and exhibits
That guy/ DOD campaign - Answers - uses humorous approach to prevent binge
drinking amount junior military men ages 18-24
Malaysian Airlines - Answers - "my ultimate bucket list" competition for free ticket after
two tragedies with the airline -- poorly named and received criticism
Tom's - Answers - emotional ads, feel good that you are giving back
Relationship-based interaction among all members of a community to achieve individual
and collective goals.
Coca Cola - Answers - "taste the feeling" -- sense of unity and diversity
Tide - Answers - funny and heartwarming ads, variety of messages and audiences
Silver Anvil Winners - Answers - award for organization's best public relations
campaigns
AHA Red Dress Campaign
Caribou Coffee
Always #likeagirl
CMU - exclusive higher education partnership with Tony Awards
Johnson & Johnson - Answers - campaign for future of nurses - heartwarming, ad has
to do with grandparents
Allstate - Answers - mayhem commercials uses humour in different
Carnival - Answers - crisis management, funny and emotional/serious ads on issues
Dove - Answers - campaign for real beauty - being natural and confident, soap bottles,
forensic sketch, billboards, viral videos
Four factors spawning field/growth of strategic communication - Answers - New
methods of outreach; media convergence
Consistency and coordination
More professionalism
Blurring of communication genres
Five Criticisms of Strategic Communications - Answers - Top down
Compliance gaining
Formulaic
Origin in war - negative connotation
Asymmetrical
, Four criteria involved in "identifying" opinion leaders - Answers - Heavy media
consumers
Possess significant interest, information, or expertise
Social in nature
Vested with leadership authority-trusted by focus group
5 Elements of Self Persuasion - Answers - Consistency- once committed to an opinion
stick to it , people will follow and become more trustworthy of you
Reciprocity- People will actively support an organization they feel they owe it too, also
so that they feel important/respected
Social Validation- Bandwagon effect will get people to do something, Make something
popular enough people will feel like they "need" it
Authority- (opinion leaders) people will follow the advice of someone they trust-
someone with power/influence
Scarcity- People rush to support something disappearing
Journalism - Answers - Journalists are objective observers and they focus on mass
audiences-using one channel/medium
Brand Management - Answers - Expression of essential truth or value of an
organization, product, or service: process if managing, maintaining, and improving a
consistent experience/message(quality)- How is the brand perceived by the market
Public Relations - Answers - Support role to establish relationships ;relies on tools;
establishing two way dialogue with a defined public- Professionals are advocates-
based on earned space/coverage
Advertising - Answers - Tool used to reach audiences; works through mass media; paid
coverage/space
Know five categories of key publics ("Relationship with Organization/Issue" slide): -
Answers - Heavy users
Non-users
Loyal users
Switchers/variety seekers
Emergent publics
Edward Bernays - Answers - Father of public relations, Sigmund Freud's nephew
Need to know more than people's opinion- must be persuaded to get in people's heads
Helped propaganda for WWI
Teamed with General Electric and radio shows for Edison's 50th anniv. Had everyone
turn their lights on at the same time symbolizing lighting up the world
PT Barnum - Answers - Used press to attack customers through false advertising
Saw media as an opportunity to create buzz for his circus and exhibits
