Choose
1 Incubation
an answer (Creative Process) 2 Four Steps to Build a Media Map
Learn 1 /7 Study with Learn
bios/contacts.
1. Find
Choose
1 credible
Incubation
an outlets. Process)
answer (Creative 2. Identify reporters. 3. 2FindFour
relevant
Steps tocreators. 4. Collect
Build a Media Map
Learn 3 Paid Media (PESO) 1 /7 4 Strategy vs. Tactic Study with Learn
bios/contacts.
1. Find
Choose
1 credible
Incubation
an outlets. Process)
answer (Creative 2. Identify reporters. 3. 2FindFour
relevant
Steps tocreators. 4. Collect
Build a Media Map
STC
Learn
259 ?bios/contacts.
Campaign
Paid Media (PESO)
3
Design 1 Study /7
Guide | Questions with 100%
Strategy vs. Tactic
4
Don't know?
Study with Learn
1. Find Incubation
credible (Creative
Choose
1 outlets. Process)
an answer2. Identify reporters. 3. FindFour
relevant
Steps tocreators.
2 4. Collect
Build a Media Map
Verified Answers
Paid Media (PESO)
bios/contacts.
3 | Latest StrategyUpdate
vs. Tactic
4
Don't know?
2026/2027
Terms in this set (38) 1. Find
Choose
1 credible
Incubation
an outlets. Process)
answer (Creative 2. Identify reporters. 3. 2FindFour
relevant
Steps tocreators. 4. Collect
Build a Media Map
3 Paid Media (PESO) 4 Strategy vs. Tactic
Question: bios/contacts. Answer:
Don't know?
Terms in this set (38) Choose
1 Incubation
an answer (Creative Process) 2 Four Steps to Build a Media Map
3
Incubation (Creative Process) Paid Media (PESO) Strategy
4 through
Generating ideas vs. Tactic association, and thinking differently.
brainstorming,
Don't know?
Terms in this set (38) Choose
1 Incubation
an answer (Creative Process) 2 Four Steps to Build a Media Map
Illumination(Creative
Incubation 3
(CreativeProcess)
Process) Paid Media (PESO) Analyzing and
Generating Strategy
4 through
combining
ideas vs. to
ideas Tactic
select association,
brainstorming, the final message and symbols.
and thinking differently.
Question: Answer:
Don't know?
Terms in this set (38) 1 Incubation (Creative Process) 2 Four Steps to Build a Media Map
Verification(Creative
Illumination
Incubation (Creative 3
Process)
(CreativeProcess)
Process) Paid Media (PESO) Testing whether
Analyzing
Generatingand Strategy
4athrough
message
combining
ideas vs. to
ideas Tactic
successfully
selectreached,
brainstorming, the final engaged,
message
association, or influenced
and symbols.
and thinking the audience.
differently.
Don't know?
Terms in this set (38)
Attention vs.
Verification
Illumination
Incubation Campaign
(Creative
(Creative
(Creative Success
3
Process)
Process)
Process) Paid Media (PESO) Attention
Testing
Analyzing
Generatingalone
whether
and is
ideas4 notStrategy vs. Tactic
success;
athrough
message
combining creative
to selectmessages
successfully
ideas
brainstorming, reached, must meet
the final engaged,
message
association, and orobjectives
andinfluenced
symbols.
thinking and
thebuild
differently. trust.
audience.
Question: Answer:
Don't know?
Terms in this set (38)
Strategy vs.
Attention
Verification
Illumination
Incubation Tactic
vs. Campaign
(Creative
(Creative
(Creative Success
Process)
Process)
Process) Strategywhether
Attention
Testing
Analyzingisalone
Generating the
and overall
is not planbrainstorming,
athrough
message
combining
ideas to
success;reach a key
creative
successfully
ideas to select public;
finaltactics
messages
reached,
the must are
meet
engaged,
message
association, and specific
or
and actions
objectives
influenced
symbols.
thinking theor
and
differently. channels.
build trust.
audience.
Don't know?
Terms in this set (38)
Goal vs. Objective
Strategy
Attention vs.
vs.
Verification
Illumination Tactic
Campaign
(Creative
(Creative Success
Process)
Process) A goal is a broad outcome; an objective is a measurable result with a deadline.
Strategy
Attention
Testing isalone
the
whether
Analyzing and overall
is not planbrainstorming,
athrough
message
combining to
success;reach a key
creative
successfully
ideas to select public;
finaltactics
messages
reached,
the must are
meet
engaged,
message specific
or actions
objectives
andinfluenced
symbols. theor
and channels.
build trust.
audience.
Incubation
Question: (Creative Process) Generating
Answer: ideas association, and thinking differently.
Terms in this set (38)
Objective
Goal
Strategy Progression
vs. Objective
vs. Tactic Model Awareness
A
Strategy is → Engagement
goal iswhether
aalone
broad
the aoutcome;
overall → Action.
anreach
objective
planbrainstorming,
to a keyisthe
a measurable
public; result with aactions
deadline.
Attention vs.
Verification
Illumination
Incubation Campaign
(Creative
(Creative
(Creative Success
Process)
Process)
Process) Attention
Testing
Analyzing
Generating and is not
combining
ideas success;
message
through creative
successfully
ideas to select finaltactics
messages
reached, must are
meet
engaged,
message
association, and specific
orobjectives
andinfluenced
symbols.
thinking theor
and
differently. channels.
build trust.
audience.
Mediavs.
Goal Map
Objective Progression
Objective Model A document→organizing
Awareness
A Engagement
goal iswhether
aalone
broad media outlets, reporters, influencers, contact info, bios,
→ Action.
Strategy
Attention vs.
vs.
Verification
Illumination
Incubation
Question: Tactic
Campaign
(Creative
(Creative
(Creative Success
Process)
Process)
Process) Strategy
Attention
Testing
Analyzing
Generating
Answer: is the
and aoutcome;
overall
is not
message
combining
ideas through
anreach
success; objective
planbrainstorming,
to a key
creative
successfully
ideas to selectisthe
a measurable
public;
finaltactics
messages
reached, must result
are
meet
engaged,
message
association, and or with
specificaactions
deadline.
objectives
andinfluenced
symbols.
thinking theor
and
differently. channels.
build trust.
audience.
credibility, and notes.
Media Map
Objective
Goal vs. Progression
Objective Model A document
Awareness
A →organizing
goal iswhether
aaloneEngagement
broad media outlets,
Action. reporters, influencers, contact info, bios,
Strategy
Attention vs.
vs.
Verification
Illumination Tactic
Campaign
(Creative
(Creative Success
Process)
Process) Strategy
Attention
Testing
Analyzing is the
and aoutcome;
overall
is not plan anreach
→
to
success;
message
combining ideasobjective
a key
creative
successfully
to select isthe
a measurable
public;
finaltactics
messages
reached, result
are
must meet
engaged,
message with
specificaactions
deadline.
objectives
or
and influenced
symbols.andtheor channels.
build trust.
audience.
credibility, and notes.
Media
Goal Map
Objective
vs. Progression
Objective Model A document organizing media outlets, reporters, influencers, contact info, bios,
Awareness
A → Engagement
goal iswhether
aalone
broad Action.
Strategy
Attention vs.
vs.
Verification
Question: Tactic
Campaign
(Creative Success
Process) Strategy
Attention
Testing
Answer: is the aoutcome;
overall
is not anreach
→
plan to
success;
message objective
a key
creative
successfully ispublic;
a measurable
messages
reached, tactics result
are
must meet
engaged, with aactions
specific deadline.
objectives
or influenced theor
and channels.
build trust.
audience.
credibility, and notes.
Mediavs.
Goal Map
Objective
Strategy
Attention Progression
vs.
vs. CampaignModel
Objective
Tactic Success A document
Awareness
A goal is is
Strategy
Attention →organizing
aalone
theEngagement
broad
overall media
isoutcome;
plan →
to
not success; outlets,
Action.
anreach
objectivereporters,
a key
creative ispublic;
messages influencers,
a measurable
tactics are
must meet contact
result info,
with aactions
specific bios,
deadline.
objectives and or channels.
build trust.
credibility, and notes.
Media Map
Objective
Goal vs.
Strategy Progression
Objective
vs. Tactic Model A document
Awareness
A goal is is
Strategy →organizing
Engagement
a broad
the outcome;
overall media
plan outlets,
Action.
anreach
→
to objectivereporters,
a key ispublic; influencers,
a measurable
tactics contact
result
are info, bios,
with aactions
specific deadline.
or channels.
Question: Answer:
credibility, and notes.
Mediavs.
Goal Map
Objective Progression Model
Objective A document
Awareness
A →organizing media
Engagement
goal is a broad outcome; outlets, reporters,
anAction.
→ objective influencers,
is a measurable resultcontact info, bios,
with a deadline.
credibility, and notes.
Media MapProgression Model
Objective A document→organizing
Awareness Engagementmedia outlets, reporters, influencers, contact info, bios,
→ Action.
Question: Answer:
credibility, and notes.
Media Map A document organizing media outlets, reporters, influencers, contact info, bios,
credibility, and notes.
Question: Answer:
Four Steps to Build a Media Map 1. Find credible outlets. 2. Identify reporters. 3. Find relevant creators. 4. Collect
bios/contacts.
Key Public The specific target group a campaign intends to reach.
Demographics vs. Psychographics Demographics are external traits (age, income); psychographics are internal values,
interests, and lifestyle.
Overlapping Targeting Using channels that reach specific sub-segments to build complete coverage of a key
1 Incubation
an answer (Creative Process) 2 Four Steps to Build a Media Map
Learn 1 /7 Study with Learn
bios/contacts.
1. Find
Choose
1 credible
Incubation
an outlets. Process)
answer (Creative 2. Identify reporters. 3. 2FindFour
relevant
Steps tocreators. 4. Collect
Build a Media Map
Learn 3 Paid Media (PESO) 1 /7 4 Strategy vs. Tactic Study with Learn
bios/contacts.
1. Find
Choose
1 credible
Incubation
an outlets. Process)
answer (Creative 2. Identify reporters. 3. 2FindFour
relevant
Steps tocreators. 4. Collect
Build a Media Map
STC
Learn
259 ?bios/contacts.
Campaign
Paid Media (PESO)
3
Design 1 Study /7
Guide | Questions with 100%
Strategy vs. Tactic
4
Don't know?
Study with Learn
1. Find Incubation
credible (Creative
Choose
1 outlets. Process)
an answer2. Identify reporters. 3. FindFour
relevant
Steps tocreators.
2 4. Collect
Build a Media Map
Verified Answers
Paid Media (PESO)
bios/contacts.
3 | Latest StrategyUpdate
vs. Tactic
4
Don't know?
2026/2027
Terms in this set (38) 1. Find
Choose
1 credible
Incubation
an outlets. Process)
answer (Creative 2. Identify reporters. 3. 2FindFour
relevant
Steps tocreators. 4. Collect
Build a Media Map
3 Paid Media (PESO) 4 Strategy vs. Tactic
Question: bios/contacts. Answer:
Don't know?
Terms in this set (38) Choose
1 Incubation
an answer (Creative Process) 2 Four Steps to Build a Media Map
3
Incubation (Creative Process) Paid Media (PESO) Strategy
4 through
Generating ideas vs. Tactic association, and thinking differently.
brainstorming,
Don't know?
Terms in this set (38) Choose
1 Incubation
an answer (Creative Process) 2 Four Steps to Build a Media Map
Illumination(Creative
Incubation 3
(CreativeProcess)
Process) Paid Media (PESO) Analyzing and
Generating Strategy
4 through
combining
ideas vs. to
ideas Tactic
select association,
brainstorming, the final message and symbols.
and thinking differently.
Question: Answer:
Don't know?
Terms in this set (38) 1 Incubation (Creative Process) 2 Four Steps to Build a Media Map
Verification(Creative
Illumination
Incubation (Creative 3
Process)
(CreativeProcess)
Process) Paid Media (PESO) Testing whether
Analyzing
Generatingand Strategy
4athrough
message
combining
ideas vs. to
ideas Tactic
successfully
selectreached,
brainstorming, the final engaged,
message
association, or influenced
and symbols.
and thinking the audience.
differently.
Don't know?
Terms in this set (38)
Attention vs.
Verification
Illumination
Incubation Campaign
(Creative
(Creative
(Creative Success
3
Process)
Process)
Process) Paid Media (PESO) Attention
Testing
Analyzing
Generatingalone
whether
and is
ideas4 notStrategy vs. Tactic
success;
athrough
message
combining creative
to selectmessages
successfully
ideas
brainstorming, reached, must meet
the final engaged,
message
association, and orobjectives
andinfluenced
symbols.
thinking and
thebuild
differently. trust.
audience.
Question: Answer:
Don't know?
Terms in this set (38)
Strategy vs.
Attention
Verification
Illumination
Incubation Tactic
vs. Campaign
(Creative
(Creative
(Creative Success
Process)
Process)
Process) Strategywhether
Attention
Testing
Analyzingisalone
Generating the
and overall
is not planbrainstorming,
athrough
message
combining
ideas to
success;reach a key
creative
successfully
ideas to select public;
finaltactics
messages
reached,
the must are
meet
engaged,
message
association, and specific
or
and actions
objectives
influenced
symbols.
thinking theor
and
differently. channels.
build trust.
audience.
Don't know?
Terms in this set (38)
Goal vs. Objective
Strategy
Attention vs.
vs.
Verification
Illumination Tactic
Campaign
(Creative
(Creative Success
Process)
Process) A goal is a broad outcome; an objective is a measurable result with a deadline.
Strategy
Attention
Testing isalone
the
whether
Analyzing and overall
is not planbrainstorming,
athrough
message
combining to
success;reach a key
creative
successfully
ideas to select public;
finaltactics
messages
reached,
the must are
meet
engaged,
message specific
or actions
objectives
andinfluenced
symbols. theor
and channels.
build trust.
audience.
Incubation
Question: (Creative Process) Generating
Answer: ideas association, and thinking differently.
Terms in this set (38)
Objective
Goal
Strategy Progression
vs. Objective
vs. Tactic Model Awareness
A
Strategy is → Engagement
goal iswhether
aalone
broad
the aoutcome;
overall → Action.
anreach
objective
planbrainstorming,
to a keyisthe
a measurable
public; result with aactions
deadline.
Attention vs.
Verification
Illumination
Incubation Campaign
(Creative
(Creative
(Creative Success
Process)
Process)
Process) Attention
Testing
Analyzing
Generating and is not
combining
ideas success;
message
through creative
successfully
ideas to select finaltactics
messages
reached, must are
meet
engaged,
message
association, and specific
orobjectives
andinfluenced
symbols.
thinking theor
and
differently. channels.
build trust.
audience.
Mediavs.
Goal Map
Objective Progression
Objective Model A document→organizing
Awareness
A Engagement
goal iswhether
aalone
broad media outlets, reporters, influencers, contact info, bios,
→ Action.
Strategy
Attention vs.
vs.
Verification
Illumination
Incubation
Question: Tactic
Campaign
(Creative
(Creative
(Creative Success
Process)
Process)
Process) Strategy
Attention
Testing
Analyzing
Generating
Answer: is the
and aoutcome;
overall
is not
message
combining
ideas through
anreach
success; objective
planbrainstorming,
to a key
creative
successfully
ideas to selectisthe
a measurable
public;
finaltactics
messages
reached, must result
are
meet
engaged,
message
association, and or with
specificaactions
deadline.
objectives
andinfluenced
symbols.
thinking theor
and
differently. channels.
build trust.
audience.
credibility, and notes.
Media Map
Objective
Goal vs. Progression
Objective Model A document
Awareness
A →organizing
goal iswhether
aaloneEngagement
broad media outlets,
Action. reporters, influencers, contact info, bios,
Strategy
Attention vs.
vs.
Verification
Illumination Tactic
Campaign
(Creative
(Creative Success
Process)
Process) Strategy
Attention
Testing
Analyzing is the
and aoutcome;
overall
is not plan anreach
→
to
success;
message
combining ideasobjective
a key
creative
successfully
to select isthe
a measurable
public;
finaltactics
messages
reached, result
are
must meet
engaged,
message with
specificaactions
deadline.
objectives
or
and influenced
symbols.andtheor channels.
build trust.
audience.
credibility, and notes.
Media
Goal Map
Objective
vs. Progression
Objective Model A document organizing media outlets, reporters, influencers, contact info, bios,
Awareness
A → Engagement
goal iswhether
aalone
broad Action.
Strategy
Attention vs.
vs.
Verification
Question: Tactic
Campaign
(Creative Success
Process) Strategy
Attention
Testing
Answer: is the aoutcome;
overall
is not anreach
→
plan to
success;
message objective
a key
creative
successfully ispublic;
a measurable
messages
reached, tactics result
are
must meet
engaged, with aactions
specific deadline.
objectives
or influenced theor
and channels.
build trust.
audience.
credibility, and notes.
Mediavs.
Goal Map
Objective
Strategy
Attention Progression
vs.
vs. CampaignModel
Objective
Tactic Success A document
Awareness
A goal is is
Strategy
Attention →organizing
aalone
theEngagement
broad
overall media
isoutcome;
plan →
to
not success; outlets,
Action.
anreach
objectivereporters,
a key
creative ispublic;
messages influencers,
a measurable
tactics are
must meet contact
result info,
with aactions
specific bios,
deadline.
objectives and or channels.
build trust.
credibility, and notes.
Media Map
Objective
Goal vs.
Strategy Progression
Objective
vs. Tactic Model A document
Awareness
A goal is is
Strategy →organizing
Engagement
a broad
the outcome;
overall media
plan outlets,
Action.
anreach
→
to objectivereporters,
a key ispublic; influencers,
a measurable
tactics contact
result
are info, bios,
with aactions
specific deadline.
or channels.
Question: Answer:
credibility, and notes.
Mediavs.
Goal Map
Objective Progression Model
Objective A document
Awareness
A →organizing media
Engagement
goal is a broad outcome; outlets, reporters,
anAction.
→ objective influencers,
is a measurable resultcontact info, bios,
with a deadline.
credibility, and notes.
Media MapProgression Model
Objective A document→organizing
Awareness Engagementmedia outlets, reporters, influencers, contact info, bios,
→ Action.
Question: Answer:
credibility, and notes.
Media Map A document organizing media outlets, reporters, influencers, contact info, bios,
credibility, and notes.
Question: Answer:
Four Steps to Build a Media Map 1. Find credible outlets. 2. Identify reporters. 3. Find relevant creators. 4. Collect
bios/contacts.
Key Public The specific target group a campaign intends to reach.
Demographics vs. Psychographics Demographics are external traits (age, income); psychographics are internal values,
interests, and lifestyle.
Overlapping Targeting Using channels that reach specific sub-segments to build complete coverage of a key
