Chapter 11-13
Communication & Journalism 160 with Tajima at State University of New York - Geneseo
About this deck
By: Amanda Ho
Created: 2011-05-03
Size: 102 flashcards
Views: 39
Created: 2011-05-03
Size: 102 flashcards
Views: 39
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flacks
a derogatory name sometimes applied to people in PR
4 Stages= History of PR
- Early PR
- Propaganda-publicity stage
- early 2 way communication
- advanced 2 way communication
pseudo-event
an event staged specifically to attract public attention
public
any group of people with a stake in an organization, issue or idea
ex) employees, stockholders, communities, media, government, investment community, customers
ex) employees, stockholders, communities, media, government, investment community, customers
fixes-fee arrangements
where the firm performs a specific set of services for a client for a specific prearranged fee
collateral materials
printing, research and photographs that PR firms handle for clients, charging as much as 17.65% for this service
lobbying
government affairs- directly interacting to influence elected officials or government regulators and agents
greenwashing
public relations practice of countering the PR efforts aimed at clients by environmentalists
VNR- video news releases
preproduced reports about a client or its products distributed free of charge to television stations
satellite-delivered media tour
where spokespeople can be simultaneously interviewed by a worldwide audience connected to the on-screen interviewee via telephone
integrated marketing communications (IMC)
combining public relations, marketing, advertising, and promotion into a seamless communication campaign
- it is inexpensive and effective
- it is inexpensive and effective
viral marketing
PR strategy that relies on targeting specific internet users with a given communication and relying on them to spread the word
father of PR
Edward Bernay
flogs
fake bloggers to promote their brands
transparentists
PR professionals calling for full disclosure of their practices- transparency
blinks
one second commericals between songs
siquis
pinup ads common in Europe before and in early days of newspapers
shopbills
attractive, artful business cards used by early British tradespeople to promote themselves
newsbook
early weekly British publications that carried ads
Early advertising
- local newspaper was major advertising medium
- used by local retailers to encourage area residents to come to their business
Industrializaion/Civil war- advertising
- telegraph made communication over long distances possible
- Railroad --> allowed access to larger market for goods
- 1849- Palmer invented the advertising agency
- brands were born
Magazine advertising
magazines were financially supported primparily by their advertisers rather than their readers
The Advertising Agency and Professionalism
- 1914- establishment of the Federal Trade Commission
- duties in monitoring and regulating advertising
- Audit Bureau of Circulations- established to verify circulation claims
Advertising and Radio
- general public had no opposition to radio ads
- advertisign agencies took over broadcasting, producing shows in which their commercials appeared
- money now poured into the industry- used to expan research and marketing on a national scale
- The Depression- when the stock market crashed in 1929, advertising lost 2/3 of its revenues
unique selling proposition (USP)
highlighting the aspect of a product that sets it apart from other brands in the same product category
parity products
products generally percieved as alike no matter who makes them
Complaints about advertisement
- it is intrusive- it is everywhere and alters our experience
- on the internet- everything is commercialized
- it is deceptive- may explicitly or implicitly say that their product will improve people's lives through the consumption or purchase
AIDA approach
to persuade custombers, advertisers must:
- attract ATTENTION
- create INTEREST
- stimulet DESIRE
- promote ACTION
consumer culture
a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves
ex) if love can be bought rather than beingsometing that has to be returned, how important can it be?
retainer
in advertising, an agreed upon amount of money a client pays an ad agency for a specific series of services
commissions
- typically 15% of the cost of the time or space
- commisions account for as much as 75% of the income of larger agencies
cost per thousand (CPM)
in advertising, the cost of reaching 1,000 audience members, computed by the cost of an ad's placement divided by the number of thousands of consumers it reaches
cease and desist order
demand made by a regulatory agency that a given illegal practice be stopped
corrective advertising
a new set of ads required by a regulatory body and produced by the offender that correct the original misleading effort
puffery
the little lie or exaggeration thst makes advertising more entertaining than it might otherwise be
island
in children's television commercials, the product is shown simply in actual size against a neutral background
copy testing
- measuring the effectiveness of advertising messages by showing them to consumers- used for all forms of advertising
- sometimes conducted w/focus groups
consumer juries
ad research technique in which people considered representative of a target market review a number of approaches or variations of a campaign or ad
forced exposure
ad research technique used primarily for television commericals, requiring advertisers to bring consumers to a theater or other facility where they see a tv program complete with new ads
recongition tests
ad research technique in which people who have seen a given publication are asked whether they remember seeing a given ad
recall testing
when consumers are asked in person or on the phone to identiy which print or broadcast ads they most easily remember
awareness tests
ad research technique that measures the cumulative effects of a campaign in terms of a product's "consumer consciousness"
cyberadvertising
the convergence of print and broadcast advertising with the Web
banners
online billboards placed across the top of a web page
skyscrapers
online billboards placed downt he side of a web page
contextual advertising
in online advertising, ads automatically intrude into users' web sessions whether wanted or not
return on investment (ROI)
an accountability based measure of advertising success
performance based advertising
web advertising where the site is paid only when the consumer takes some specific action
engagement
psychological and behavioral measure of ad effectiveness designed to replace CPM
permission marketing
advertising that the consumer actively accepts- they act like partners -- sharing information for mutural benefit
prosumers
a proactive consumer who rejects most traditional advertising and uses multiple sources- traditional media, the internet, etc
demographic segmentation
the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender and economic level
psychographic segmentation
appealing to consumer groups with similar lifestyles, attitudes, values and behavior patterns
VALS
advertisers' psychographic segmentation strategy that classifies consumers according to values and lifestyles
Benefits of Advertising
- supports our economic system
- provides information to assit buying decisions
- supports our media system
- improves our standard of living
Typse of advertising
- institutional or corporate
- trade/professional
- retail
- promotional retail
- industrial
- national consumer
- direct marketing
- public service
early window
the idea that media give children a window on the world before they have the critical and intellectual ability to judge what they see
willingly suspend disbelief
we willing accept as real what is put before us
micro level
when media has relatively few direct effects at the personal level
macro level
media's widescale social and cultural impact
administrative research
asks questions about the immediate, observable influence of mas communication
critical research
studies of media's contribution to the larger issues of what kind of nation we are buikding and what kind of people we are becoming
cultivation analysis
the idea that people's ideas of themselves, their world and their place are shaped and maintained primarily through television
attitude change theory
theory that explains how people's attitudes ae formed, shaped and changed and how those attitudes influence behavior
middle range theories
theories that explain or predict specific, limited aspects of the mass communication process
mass society theory
the idea that media are corrupting influences; they undermine the social order and average people are defenseless against their influence
magic bullet theory
media is a dangerous drug or a killing force that directly and immediately penetrates a person's system
grand theory
theory designed to describe and explain all aspects of a given phenomenon
Lazarfeld- two steph flow theory
the idea that media's influence on people's behavior is limited by opinion leaders and then pass it on to opinion followers
opinion leaders
people who initially consume media content, interpret it in light of their own beliefs, and then pass it on to opinion followers
opinion followers
people who recieve opinion leader's interpretations of media content
dissonance theory
argues that when confronted by new/conflicting information people experience a kind of mental discomfort or dissonance
selective processes
people expose themselves to, remember best and longest, and reinterpret messages that are consistent with their preexisting attitudes and beliefs
selective exposure/selective attention
process by which people expose themselves to or attend to only those messages consistent with their preexisting attitudes and beliefs
selective retention
assumes people remember the best and longest messages that are consistent with their preeixting attitudes and beliefs
ex) tv viewers remember moer details from the convention broadcasts of the political party they are affiliated to
selective perception
predicts that people will interpret messages in a manner consistent with their preexisting attitues and beliefs
reinforcement theory
Joseph Klapper's idea that if media has any impact at all, it is in the direction of reinforcement
uses and gratification approach
claims that media do not do things to people, rather people do things with media... the influence of media is limited to what people allow it to be
agenda setting
theory that argues that media may not tell us what to think but it tells us what to think about
dependency theory
idea that media's power is function of audience member's dependency on media and their content
social cognitive theory
idea that people learn through observation -- and applying it to mass media
modeling
in social cognitive theory- learning through imitation and identification
imitation
in social cognitive theory- the direct replication of an observed behavior
identification
a specifal form of imitation in which observers do not copy exactly what they have seen but make a more generalized response
mean making perspective
the idea that active audience members use media content to create meaning and meaningful experiences for themselves
product positioning
when advertisers encourage the audience to percieve their products as symbols that have meaning beyond the product's actual function
social construction of reality
theory that argues that people who share a culture also share an "ongoing correspondence" of meaning
symbols
in social construction of reality, things have objective meaning
signs
in social construction of reality, things that have subjective maning
typification schemes
collections of meanings assigned to some phenomenom or situation
observational learning
observers can acquire new behaviors simply by seeing those behaviors performed
inhibitory effect
if you do bad, there will be a consequence
disinhibitory effect
you may be rewarded for doing something bad (or at least not punished)
cultural theory
- a return to the idea of powerful effects
- these theories share the underlying assumption that our experience of reality is an ongoing, social construction, we process, reshape, and apply what serves culturally defined needs
critical cultural theory
the idea that media operate primarily to justify and support the status quo at the expense of the ordinary people (neo-Marxist theory)
Frankfurt School
valued art and saw consumption of art as a means to elevate all people toward a better life
British Cultural Theory
many saw the British Media as supporting long standing class distinctions and divisions
news production research
the study of how economic and other influences on the way news is produced distort and bias news coverage towards those in power
cultivations analysis
- George Gerbner violence and cultivation
- heavy exposure to media, namely TV, creates and cultivates attitudes more consistent with a media conjured version of reality than that of actual reality
Mainstreaming of reality
moving individuals toward shared, television created understanding of how things are
mean world syndrome
- we live in a world in which we are less trusting of our neighbors and more accepting of violence in our midst, due to media
- this is politically exploitable
- ex) fear makes people seek more authoritative protection
- War on Terror (fear) --> patriot act (political act)
symbolic interaction
- idea that cultuural symbols are learned through interaction and then mediate that ineraction
- people give things meaning, and that meaning controls their behavior
About this deck
By: Amanda Ho
Created: 2011-05-03
Size: 102 flashcards
Views: 39
Created: 2011-05-03
Size: 102 flashcards
Views: 39
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis
Dennis