Card Set Information
Chapter 3 & Rope
What does ROPE stand for?
What are the four research aspects?
4. Case Studies
What does qualitative research consist of?
Records, Publications, Interviews, Databases, Focus groups
What does quantitive research consist of?
Experiments, surveys, content analysis
Name the types of objectives.
1. Output objectives
2. Impact objectives
What does output objectives consist of?
1. Process and distribution
2. Counting activities & actions
What are the types of impact objectives?
What does informational objectives consist of?
1. Message exposure
2. Message comprehension
3. Message retention
What does attitudinal objectives consist of?
What does behavioral impact objectives consist of?
1. Behavior creation
2. Behavior reinforcement
3. Behavior change
Name the 6 steps of programming.
1. Develop a list of strategies
2. Use distinctive theme slogan
3. Develop 2-3 key messages
4. Plan communication events and actions
5. Identify "best" channels to reach target publics
6. Implement program
Name some factors of effectiveness.
Source credibility, message salience, verbal cues, non-verbal cues, two-way communication, opinion leaders, reference groups, selective exposure, audience participation.
Name the 3 steps of evaluation.
1. Process feedback
2. Impact measures
3. Output measures
What does process feedback consist of?
Making adjustments and using new tactics
What does impact measures consist of?
1. Information objectives
2. Attitudinal objectives
3. Behavioral objectives
Name some information objectives.
Publicity placement, literature requests, #stories, print circulation, TV viewership, radio listenership, internet hits, # interviews held.
Name an attitudinal objective.
Name some behavioral objectives.
Surveys, observation, actions
Name some output measures.
production #, distribution #, deadlines met, messages included, budgets met.
Why is media interviewing an important skill?
1. Because it is crucial to image and impression formation.
What are the three phases of interview training?
1. Preparing for the interview
2. Conducting the interview
3. Following up the interview
What are four interview strategies used to convey key messages?
4. Using statistics and endorsements
Bridging moves the subject from the negative to the positive, supportive or informational.
What does highlight emphasize?
What does personalizing do?
Humanizes key messages
What does using statistics and endorsements do?
Validates key messages
Name some bridge words or phrases.
3. In fact
4. On the other hand
5. In reality