P R 220 Chapter Notes - Chapter 6: Media Planning, Gantt Chart, Consequentialism

• School: Iowa State University
• Department: Public Relations
• Course: P R 220
• Professor: Wilgenbusch

Document Summary

Planning : forethought about goals and objectives and the strategies and tactics needed to achieve them. Mcguire(cid:361)s hierarchy of effects: tuning in attending liking comprehending learning agreeing remembering acting proselytizing. Before communication can have an effect, people must be exposed to the message. Actually reading a billboard or listening to an ad. People must maintain interest in an organization in order to process it further. Publics can(cid:361)t just like a message - they must understand it. Campaigns that want people to save for retirement or maintain safe privacy settings on social media. Communication that results in a certain behavior or action of the audience. Actually changing your privacy settings, actually going to the store and buying something. Proselytizing : when members of publics advocate or promote to others the goals and objectives of a communication strategy. This is a key part of campaigns going viral. Impressions : a measure of how many people were exposed to a message.