JRN 551

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Author:
Dstints22
ID:
170231
Filename:
JRN 551
Updated:
2012-09-11 11:01:18
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JRN 551
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Description:
Chapter 3 & Rope
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  1. What does ROPE stand for?
    • 1. Research
    • 2. Objectives
    • 3. Objectives
    • 4. Evaluation
  2. What are the four research aspects?
    • 1. Client/Organization
    • 2. Opportunity/Problem
    • 3. Audiences/Publics
    • 4. Case Studies
  3. What does qualitative research consist of?
    Records, Publications, Interviews, Databases, Focus groups
  4. What does quantitive research consist of?
    Experiments, surveys, content analysis
  5. Name the types of objectives.
    • 1. Output objectives
    • 2. Impact objectives
  6. What does output objectives consist of?
    • 1. Process and distribution 
    • 2. Counting activities & actions
  7. What are the types of impact objectives?
    • 1. Informational
    • 2. Attitudinal
    • 3. Behavioral
  8. What does informational objectives consist of?
    • 1. Message exposure
    • 2. Message comprehension
    • 3. Message retention
  9. What does attitudinal objectives consist of?
    • 1. Creation
    • 2. Reinforcement
    • 3. Change
  10. What does behavioral impact objectives consist of?
    • 1. Behavior creation 
    • 2. Behavior reinforcement
    • 3. Behavior change
  11. 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
  12. 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. 
  13. Name the 3 steps of evaluation.
    • 1. Process feedback
    • 2. Impact measures
    • 3. Output measures
  14. What does process feedback consist of?
    Making adjustments and using new tactics
  15. What does impact measures consist of?
    • 1. Information objectives 
    • 2. Attitudinal objectives
    • 3. Behavioral objectives 
  16. Name some information objectives. 
    Publicity placement, literature requests, #stories, print circulation, TV viewership, radio listenership, internet hits, # interviews held. 
  17. Name an attitudinal objective.
    Surveys
  18. Name some behavioral objectives.
    Surveys, observation, actions
  19. Name some output measures. 
    production #, distribution #, deadlines met, messages included, budgets met. 
  20. Why is media interviewing an important skill?
    1. Because it is crucial to image and impression formation. 
  21. What are the three phases of interview training?
    • 1. Preparing for the interview
    • 2. Conducting the interview
    • 3. Following up the interview
  22. What are four interview strategies used to convey key messages?
    • 1. Bridging 
    • 2. Highlighting 
    • 3. Personalizing 
    • 4. Using statistics and endorsements
  23. Define bridging...
    Bridging moves the subject from the negative to the positive, supportive or informational. 
  24. What does highlight emphasize?
    Key messages
  25. What does personalizing do?
    Humanizes key messages
  26. What does using statistics and endorsements do?
    Validates key messages
  27. Name some bridge words or phrases.
    • 1. But
    • 2. However
    • 3. In fact 
    • 4. On the other hand
    • 5. In reality
    • 6. Actually

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