APR 241
Liberty University
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APR 241 Liberty University -APR 241 CHAPTER 1 ARENS BOOK passed
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APR 241 CHAPTER 1 ARENS BOOKadvertising - correct answer a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. 
 
marketing communications - correct answer The various efforts and tools companies use to communicate with customers and prospects, including newspaper ads, event sponsorship, publicity, telemarketing, digital ads, and coupons, to mention just a few. 
 
consumers - correct answer People who buy ...
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APR 241 Liberty University -APR 241: Creative Strategy and Process/Ch. 8 *LECTURE* fully solved rated A+
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APR 241: Creative Strategy and Process/Ch. 8 *LECTURE*In most ad agencies, the people who first conceptualize the symbols, words, and images are the members of the _____________ team. 
 
creative 
 
 
 
copywriter 
 
develops the verbal message, the copy (words) within the ad. 
 
 
 
 
art director 
 
responsible for the nonverbal aspect of the message, the design, which determines the look and feel of the ad. 
 
 
 
Together, both the ___________ and ____________ work under the supervision of a...
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APR 241 Liberty University -APR 241 EXAM 2 well answered graded A+
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APR 241 EXAM 2Creative Team 
copywriter, art director, creative director, and creatives 
 
 
Copywriter 
person who creates the words and concepts for ads and commercials 
 
 
 
Brainpower 
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Art Director 
along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together. 
 
 
Creative Director 
head of a creative team of agency copywriters and artists who is assigned to a client's business and who is ultimately responsible for th...
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APR 241 Liberty University -APR 241 Exam 2 with complete solutions
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APR 241 Exam 2The creative team consists of - correct answer creative director, art director, copy writer 
 
copywriter - correct answer person who creates the words and concepts for ads and commercials 
 
art director - correct answer Along with graphic designers and production artists, determines how the ad's verbal and visual symbols will fit together. 
 
creative director - correct answer head of a creative team of agency copywriters and artists who is assigned to a client's business and w...
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APR 241 Liberty University -APR 241 EXAM 3 correctly answered
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APR 241 EXAM 3Publics 
group of people with shared interests. An organization publics either have an effect on the organization, are affected by the organization 
 
 
General Public 
Everyone, like a community park 
 
 
 
Organization 
Group of people organzied in pursuit of a mission such as unions, schools, churches, clubs. 
 
 
Public relations 
Management of communication between an organization and its publics, or the strategic communication process that builds mutually beneficial relations...
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APR 241 Liberty University -APR 241 Final Exam Michael Little fully solved
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APR 241 Final Exam Michael Littleformative research 
research conducted at the beginning of the planning process, or during the implementation of a plan 
 
 
RPIE cycle 
Research, Planning, Implementation, Evaluation 
 
 
 
 
Analytics 
A field of data analysis used to describe, predict and improve how organizations communicate with publics; commonly refers to tracking of website traffic and resulting behavior 
 
 
summative research 
research conducted at the end of a campaign or program to det...
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APR 241 Liberty University -APR 241 final exam well answered to pass
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APR 241APR 241 final exam 
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research 
is the controlled objective and systematic gathering of information for the purpose of describing and understanding 
 
 
How might we use research in PR? 
-to prevent crisis 
-to monitor the competition 
-to generate publicity 
-to measure success 
 
 
 
RPIE cycle 
Research, Planning, Implementation, Evaluation 
 
 
formative research 
research conducted at the beginning of the planning process, or during the implementation of a plan 
 ...
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APR 241 Liberty University -APR 241 Final with verified answers
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APR 241 FinalHow do you create great advertising? 
resonance, relevance 
 
 
resonance 
attention/wow, can be visual, verbal, the idea, or a synergy, can be informational or transformational 
 
 
 
relevance 
ads must be relevant to the strategy 
 
 
creative strategy (lecture definition) 
-the basic problem advertising will address 
-what the ad must do to meet the marketing objectives 
 
 
objective of the advertising 
a specific communication task an ad campaign must accomplish 
 
 
target au...
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APR 241 Liberty University -APR 241 Test 1 well answered rated A+
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APR 241 Liberty University -APR 241 Test 1 well answered rated A+publicity/press agentry model - correct answer communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness 
 
public information model - correct answer communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information 
 
two-way asymmetrical model - correct answer communication is two-way but unbalanced, with the organization usi...
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APR 241 Liberty University -APR 241 test 2 part 2 with complete solutions
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APR 241 Liberty University -APR 241 test 2 part 2 with complete solutionsMarketing Public Relations (MPR) 
the use of public relations activities as a marketing tool 
 
 
opinion sampling 
A form of public relations research in which consumers provide feedback via interviews, toll-free phone lines, focus groups, and similar methods. 
 
 
reputation management 
In public relations, the name of the long-term strategic process to manage the standing of the firm with various publics 
 
 
publicity 
...
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