Chapters 11 & 12 Flashcards
Pears Soap
Barratt. the first branded soap. one of the most talked about brands of its era. promoted in outdoor and newsprint ads.
Economy of Abundance
an economy in which there are as many or more goods available as there are people who want to or have the means to buy them
Media Planning
the process central to a successful ad campaign of figuring out which media to use, buying the media at the best rates, and then evaluating how effective the purchase was
Creative Activity
combines the big idea and brand image to effectively advertise and sell a product
Drive Time
the morning and afternoon commutes in urban areas. the captive audience makes this a popular time to advertise on radio
Average time advertising per hour
15 minutes
Average time advertising per week
789
Industrialization
the movement from work done by hand using muscle or water power in small shops to mass production of goods in factories that used energy sources such as steam power or electricity. it was part of the modernization process
Direct action message
an advertising message designed to get consumers to go to a particular place to do something specific, such as purchasing a product, obtaining a service, or engaging in a behavior. ex: “hurry down, these prices won’t last, buy today!”
Business-to-business ad
advertising that promotes products and services directly to other businesses than to the general consumer market
Apple super bowl commercial 1984
most talked about commercial of all time. proved commercials can be more interesting than the show.
Google’s AdWords and AdSense programs
rather than buying a particular web site, advertisers instead buy certain keywords, which place their ads next to particular content. gives you ads based on what you are reading about.
Ivy Lee
realized the public often reacted more strongly to symbols and phrases than to rational arguments. recognized the importance of telling the truth.
Four-Minute Men
took the committees messages to churches and civic groups by delivering four minutes speeches
Focus Group
bringing together members of a particular public to talk about how they perceive a product, organization, or an issue
Internal Publics
made up of people within the organization
Obama’s drug use
wrote a memoir: dreams from my father. explained he tried pot in high school so it didn’t become a big deal later.
Opinion Leadership
a two step process of persuasion that uses respected and influential individuals to deliver messages with the hope of influencing members of a community, rather than just relying on the mass media to deliver the message
ROPES model
Research Objectives Programming Evaluation Stewardship
2-way dialogue
Bernays. PR involves listening as well as speaking.
Exxon Valdez sinking
spilled oil into the water and people were without water for a long time. they were not honest with what they knew and the representative was drinking a bottle of water at the press conference.
Tylenol tampering
7 people died after taking a drug laced extra strength tylenol. They were honest about what happened and took the product off the market. They relaunched the product with a tamper free container.
Starbucks PR problem
a rumor started that starbucks did not support the war in Iraq or anyone who was fighting in it. started by a marine who sent an email saying starbucks wouldn’t give him free coffee because he is a marine
Common Sense
an example of PR. built up the case for the colonies’ break with England.
advertising
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
modernization
the process of change from a society in which people’s identities and roles are fixed at birth to a society where people can decide who they want to be, where they want to live, what they want to do, and how they want to present themselves to the world
brand name
a word or phrase attached to prepackaged consumer goods so that they can be better promoted to the general public through advertising and so that consumers can distinguish a given product from the competition
local advertising
designed to get people to go to local stores, businesses, or service providers
national advertising
designed to build a demand for a nationally available product or service that is not directing the customer to local retail or service outlets
indirect action message
an advertising message designed to build the image of and demand for a product without specifically urging that a particular action be done at a particular time and place
advocacy ads
advertising designed to promote a particular point of view rather than a product or service
public service ads
advertising designed to promote the messages of nonprofit institutions. the messages are typically produced and run without charge. many produced by the Ad Council. ex: “we can do it” or smokey the bear.
open contract
an arrangement that allows advertising agencies to sell space in any publication rather than just a limited few
the big idea
the goal of every advertising campaign - an advertising concept that will grab peoples attention and make them take notice, remember, and take action.
brand image
the image attached to a brand and the associated product that gives the product a personality or identity that makes it stand out from similar products and stick out in the mind of the consumer
CPM
cost per thousand exposures to the target audience - a figure used in media planning evaluation
zoned coverage
when a newspaper targets news coverage or advertisements to a specific region of a city or market
targeting
the process of trying to make a particular product or service appeal to a narrowly defined group.
clutter
large number of commercials that compete for consumer attention
subliminal advertising
messages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously. there is no evidence that this is effective
integrated market communication
an overall communication strategy for reaching key audiences
product integration
the paid integration of a product or service into the central theme of media content. most common in television programing and movies.
public relations (PR)
the management function the establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends
public
any group or people who share a common set of interests and goals
external publics
consists of people outside the organization
press agentry
an early form of public relations which involved sending material from the press agent to the media with little opportunity for interaction and feedback. it often involved conduct that would be considered deceptive and unethical today
engineering consent
the application of the principals of psychology and motivation to influencing public opinion and creating public support for a particular position
intranets
computer networks designed to communicate with people within an organization. used to improve two way internal communication and contain tools that allow for direct feedback. they are a tool for communicating with internal publics
media relations
two way interactions between PR professionals and members of the press. these can involve press conferences, press releases, or interviews.
crisis
any situation that is perceived by the public as being damaging to the reputation or image of an organization.
