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ADPR5910 Exam 2 Notes (Smith 8)

ADPR5910 Exam 2 Notes (Smith 8) - EXAM 2 CHAPTER OUTLINES...

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EXAM 2 CHAPTER OUTLINES Smith, Ch. 8: 1. Campaign plan 1. The formal written presentation of your research findings and program recommendations for strategy, tactics, and evaluation 2. Report should be concise in writing, professional in style, and confident in tone 3. Elements book should include: 1. Title page 2. Executive summary 3. Table of contents 4. Statement of principles or philosophy statement (optional) 5. Situation analysis 6. Recommendations 7. Schedule 8. Budget 9. Evaluation plan 10. Consultant background (optional) 4. Important to show the internal logic within your planning program 1. Note for each tactic the specific public, goal, and objective to which it is linked 2. Multiple components 5. Note the name of the person or department charged with implementing the tactic 2. Campaign Schedule 1. Establish specific time requirements 1. Consider the pattern and frequency of your communication tactics 2. Consider the actual timeline of tasks to be accomplished as the tactics are implemented 2. Frequency of Tactics 1. Message frequency: the number and pattern of messages presented to a particular public in a given period of time 2. Message reach: the number of different people who are exposed to a single message 3. Most research has been focused either on advertising or on learning process 4. The value of repetition over a period of time 1. Find ways to repeat and reinforce your message, esp through various media 2. This increases retention among key publics and adds to the credibility of the message bc of third-party endorsement of several media gatekeepers 3. Too frequent presentation of the message seems unnecessarily redundant and can lead to wear-out
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5. Rather than trying to reach a greater number of people, try instead to reach a targeted number of key people more frequently 3. Timeline of Tasks 1. Know 3 things about your tactics 1. Which ones you want to use 2. How you will package them 3. How often to run them 2. Easiest way to schedule tasks is to work backward from the final tactic date 3. Timeline: implementation schedule 1. Essential when dealing with variety of tactics and managing different programs at same time 2. Easier to train other and delegate responsibilities 3. Easier to keep work records that may be needed for billing purposes 4. Gantt chart 1. Flow chart that lists each tactic and the various associated tasks, then indicates the time needed for each task 2. Provides visual representation of the tasks to be completed 3. Advantage: provides a map of the work that needs to be done 4. Shows every task associated with various tactics; planners can spread out activity according to a convenient schedule 5. PERT chart 1. Program Evaluation and Review Technique 2. Lists tasks within circles, with arrows indicating how one task flows into another 3. Generally include dates and assignment to particular individuals,
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ADPR5910 Exam 2 Notes (Smith 8) - EXAM 2 CHAPTER OUTLINES...

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