CMN 102 EXAM #2 STUDY GUIDE
Social marketing assumptions - Answer -concerned with influencing behaviors that will
improve the social marketing applications.
social marketing applications - Answer --improving health
-preventing injury
-protecting the environment
-enhancing financial well being
-community involvement
Theoretical Assumptions - Answer --Accept a new behavior
-Reject a potentially undesirable behavior
-modify a current behavior
-abandon an old undesirable behavior
value change - Answer -perceived benefits of performing a behavior
Sustainability - Answer -results from continuous monitoring and subsequent changes to
improve program.
What are the 4 P's? - Answer -Product, Price, Place, Promotion
price - Answer -time/money spent for doing the behavior
place - Answer -where you perform the action
promotion - Answer -the message, messenger, channel
steps to campaign success - Answer -- Define situation and potential benefits
- Analyze and segment audience
- Establish campaign goals
- Select dissemination strategy
- Design campaign messages
- Pilot test messages w/ priority audience (Behavioral intentions, comprehension,
emotions)
- Implement campaign
- Evaluate campaign
Why do campaigns fail? - Answer --Unrealistic expectations
-Poor evaluation techniques
-A theoretical~ Lack of theory
Inadequate exposure
, Cultavation theory - Answer -long-term exposure to media shapes how media
consumers perceive the world and conduct themselves
Why do we associate Cultivation theory to an iceberg? - Answer -Cultivation overtime
will shape the way others think. An iceberg in the moment when we see it, it doesn't
move, and doesn't seem big from above the water. But underneath is big and is actually
moving, just like how our minds are overtime.
heavy viewer vs. light viewer - Answer -"light viewers think violence will happen to them
1/100, then heavy think 1/10 due to the program." heavy see more of the content
thinking it's happening more frequently.
Desensitization - Answer -reduction of cognitive, emotional, and behavioral responses
to a stimulus.
results happening from instagram - Answer -weight-related knowledge, attitudes ,and
dietary restraint
Priming theory - Answer -short-term affects that prepares you to respond to something
that follows.
Priming with violence - Answer -A viewer after a violent stimuli will have hostile
thoughts, justify7 aggressive acts, and act aggressively
What is agenda setting? - Answer -the power of the media to bring public attention to
particular issues and problems
The media tells us ___________ but not _____________ - Answer -The media tells us
what to think but not how to think
What is framing? - Answer -the way an issue is posed; how an issue is framed can
significantly affect decisions and judgments.
What is entertainment education? - Answer -prosocial messages embedded into
popular entertainment media context.
What is narrative involvement? - Answer -Transporting into the story where we loose
awareness and we are pulled into the story
Character Involvement - Answer -1. identification
2. wishful identification
3. similarity
4. parasocial interaction
5. liking
Social marketing assumptions - Answer -concerned with influencing behaviors that will
improve the social marketing applications.
social marketing applications - Answer --improving health
-preventing injury
-protecting the environment
-enhancing financial well being
-community involvement
Theoretical Assumptions - Answer --Accept a new behavior
-Reject a potentially undesirable behavior
-modify a current behavior
-abandon an old undesirable behavior
value change - Answer -perceived benefits of performing a behavior
Sustainability - Answer -results from continuous monitoring and subsequent changes to
improve program.
What are the 4 P's? - Answer -Product, Price, Place, Promotion
price - Answer -time/money spent for doing the behavior
place - Answer -where you perform the action
promotion - Answer -the message, messenger, channel
steps to campaign success - Answer -- Define situation and potential benefits
- Analyze and segment audience
- Establish campaign goals
- Select dissemination strategy
- Design campaign messages
- Pilot test messages w/ priority audience (Behavioral intentions, comprehension,
emotions)
- Implement campaign
- Evaluate campaign
Why do campaigns fail? - Answer --Unrealistic expectations
-Poor evaluation techniques
-A theoretical~ Lack of theory
Inadequate exposure
, Cultavation theory - Answer -long-term exposure to media shapes how media
consumers perceive the world and conduct themselves
Why do we associate Cultivation theory to an iceberg? - Answer -Cultivation overtime
will shape the way others think. An iceberg in the moment when we see it, it doesn't
move, and doesn't seem big from above the water. But underneath is big and is actually
moving, just like how our minds are overtime.
heavy viewer vs. light viewer - Answer -"light viewers think violence will happen to them
1/100, then heavy think 1/10 due to the program." heavy see more of the content
thinking it's happening more frequently.
Desensitization - Answer -reduction of cognitive, emotional, and behavioral responses
to a stimulus.
results happening from instagram - Answer -weight-related knowledge, attitudes ,and
dietary restraint
Priming theory - Answer -short-term affects that prepares you to respond to something
that follows.
Priming with violence - Answer -A viewer after a violent stimuli will have hostile
thoughts, justify7 aggressive acts, and act aggressively
What is agenda setting? - Answer -the power of the media to bring public attention to
particular issues and problems
The media tells us ___________ but not _____________ - Answer -The media tells us
what to think but not how to think
What is framing? - Answer -the way an issue is posed; how an issue is framed can
significantly affect decisions and judgments.
What is entertainment education? - Answer -prosocial messages embedded into
popular entertainment media context.
What is narrative involvement? - Answer -Transporting into the story where we loose
awareness and we are pulled into the story
Character Involvement - Answer -1. identification
2. wishful identification
3. similarity
4. parasocial interaction
5. liking
