APRD 2005 Lectures + Quizes
Executive Summary
A brief recounting of the key points contained in a business plan. Summary at the beginning of report. Everything they need to know on one page.
Storyboard
A visual representation for a client of a persuasive message created though words and imagery.
liaison between client and advertising agency
Account Manager
Writing style for any strategic writing
Ap Style
AIDA Model
Attention, Interest, Desire, Action
Podcast: Defined
Audio and/or Video File downloaded from internet.
What is a CTA
Call to action
Owned Media
Company website
Big idea that captures the audience is known as
Concept
Purpose of integrated marketing communications
Coordinates & integrates all elements of the promotion mix. Seeks to manage all sources of brand/ company contacts with existing and potential customers. Cohesive Message same message across platforms.
Who are responsible for developing advertising messages and images
Creative Department
Pitching to Journalists is what kind of media
Earned
Most answers to questions on creative briefs should be written in 1-2 paragraphs
FALSE. CB in total should be two pages BUT answers should be 1-2 sentences
Content Marketing involves ideas and stories delivered through one platform
False
are competitors stakeholders?
False
What is social listening?
Listening to what the public is saying on social media.
Writing Web Headlines
Make words meaningful Write short, direct headlines with keywords 5-8 words Most Important Words First use numerals (5 not five)
People who work [blank] in work on adv placement strategy, media buying, consumer media behavior
Media Department
PSA: Need to consider the needs of audience and who else?
Media outlet for which you want to reach that audience
Announcement, feature, and promotion are examples of what?
News Release or Press Release
Audience for proposal is who?
People who have the power to approve it. Could be clients, your boss, etc
Document sent to a journalist to persuade them to write a story
Pitch
Four P's of Marketing
Product, Price, Place, Promotion
Strat comm process to build mutually beneficial relationships between organizations and their publics
Public Relations
Creative Brief vs SMP
SMP is strategic message planner. They are different because
SEO
Search Engine Optimization
What is a Memo?
Short brief internal email. internal information
Paid Media is controlled
True
T/F: In web copy if the headline doesn't immediately grab the readers attention they may click to another page
True
when writing a website with web content it is important to use timely language
True
#1 thing to address in creative brief is
Why we are communicating
Website Writing Tips
Write in information bytes Start with the conclusion. Skip an intro or welcome Put key info in the first sentence of a paragraph Use hypertext links Don't use promotional writing Make text timeless. Avoid 'today' or 'recently' Mobile reading? Make documents 250-300 words/page
consists of persuasive messages, paid media
advertising
Summary paragraph at the end of a release
boiler plate
not a good marker of an audio ad
celebrity
A good business report Clear, concise, stylized t/f
false, because it is not stylized/ does not have to be
It is ok to break the message strategy
false. Never break the strategy
A [blank] type of message is designed to influence a target audience
persuasive message
Any group whose members have a common interest or values in a particular situation.
publics
Strategic Writing Process steps
research editing writing
What is the ROSTIR
six step model for pr planning R- research O- objective S- Strategy T- tactics I- Implementation R- Report
Influencer post can be earned or paid media t/f
true
Proposal is a report like document t/f
true
Timelines or conflict are both examples of newsworthiness for a press release t/f
true
publics and stakeholders are the same
true
the problem you need to solve and how to solve it
true
integrated campaigns
use multiple media sources to create a single, cohesive message