JOUR 312 Chapter Notes - Chapter 9: Plaintext, Computer Network, Mobile Marketing
Document Summary
9. 1 tactics, fun, and values tactics: specific actions we devise and undertake to influence relationships w/particular publics communication: process of accomplishing the tactics. Sho(cid:449) ou(cid:396) t(cid:396)ue (cid:448)alues a(cid:374)d k(cid:374)o(cid:449)ledge of ta(cid:396)geted pu(cid:271)li(cid:272)s" (cid:448)alues. Combo of messages and channel (channel w/a message: messages have tactical value bc can influence a relationship, channels carry message and sometimes they get intertwined. Successful messages and channels (cid:396)espe(cid:272)t (cid:396)e(cid:272)ei(cid:448)e(cid:396)"s needs/preferences. Effective message clearly addresses receiver"s (cid:448)alues a(cid:374)d i(cid:374)te(cid:396)ests. Effective channel : appeals to the receiver. 2 kinds of channels: controlled media. Sender control words, images; time and frequency. Ex: newsletters, speeches, podcasts, brochures, websites special event: planned and of limited duration: uncontrolled media. Ex: news media: newspapers, radio/television stations, magazines, online news providers. Individuals from these places who act as gatekeepers: editors who decide which stories to include and to reject. Can initiate a story against your wishes: controlled vs uncontrolled media. Lack of credibility (bc maybe telling half truth?)
