Chapters 11 & 12

Question 1

Pears Soap

Answer 1

Barratt. the first branded soap. one of the most talked about brands of its era. promoted in outdoor and newsprint ads.

Question 2

Economy of Abundance

Answer 2

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

Question 3

Media Planning

Answer 3

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

Question 4

Creative Activity

Answer 4

combines the big idea and brand image to effectively advertise and sell a product

Question 5

Drive Time

Answer 5

the morning and afternoon commutes in urban areas. the captive audience makes this a popular time to advertise on radio

Question 6

Average time advertising per hour

Answer 6

15 minutes

Question 7

Average time advertising per week

Answer 7

789

Question 8

Industrialization

Answer 8

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

Question 9

Direct action message

Answer 9

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!”

Question 10

Business-to-business ad

Answer 10

advertising that promotes products and services directly to other businesses than to the general consumer market

Question 11

Apple super bowl commercial 1984

Answer 11

most talked about commercial of all time. proved commercials can be more interesting than the show.

Question 12

Google’s AdWords and AdSense programs

Answer 12

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.

Question 13

Ivy Lee

Answer 13

realized the public often reacted more strongly to symbols and phrases than to rational arguments. recognized the importance of telling the truth.

Question 14

Four-Minute Men

Answer 14

took the committees messages to churches and civic groups by delivering four minutes speeches

Question 15

Focus Group

Answer 15

bringing together members of a particular public to talk about how they perceive a product, organization, or an issue

Question 16

Internal Publics

Answer 16

made up of people within the organization

Question 17

Obama’s drug use

Answer 17

wrote a memoir: dreams from my father. explained he tried pot in high school so it didn’t become a big deal later.

Question 18

Opinion Leadership

Answer 18

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

Question 19

ROPES model

Answer 19

Research
Objectives
Programming
Evaluation
Stewardship

Question 20

2-way dialogue

Answer 20

Bernays. PR involves listening as well as speaking.

Question 21

Exxon Valdez sinking

Answer 21

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.

Question 22

Tylenol tampering

Answer 22

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.

Question 23

Starbucks PR problem

Answer 23

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

Question 24

Common Sense

Answer 24

an example of PR. built up the case for the colonies’ break with England.

Question 25

advertising

Answer 25

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

Question 26

modernization

Answer 26

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

Question 27

brand name

Answer 27

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

Question 28

local advertising

Answer 28

designed to get people to go to local stores, businesses, or service providers

Question 29

national advertising

Answer 29

designed to build a demand for a nationally available product or service that is not directing the customer to local retail or service outlets

Question 30

indirect action message

Answer 30

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

Question 31

advocacy ads

Answer 31

advertising designed to promote a particular point of view rather than a product or service

Question 32

public service ads

Answer 32

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.

Question 33

open contract

Answer 33

an arrangement that allows advertising agencies to sell space in any publication rather than just a limited few

Question 34

the big idea

Answer 34

the goal of every advertising campaign - an advertising concept that will grab peoples attention and make them take notice, remember, and take action.

Question 35

brand image

Answer 35

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

Question 36

CPM

Answer 36

cost per thousand exposures to the target audience - a figure used in media planning evaluation

Question 37

zoned coverage

Answer 37

when a newspaper targets news coverage or advertisements to a specific region of a city or market

Question 38

targeting

Answer 38

the process of trying to make a particular product or service appeal to a narrowly defined group.

Question 39

clutter

Answer 39

large number of commercials that compete for consumer attention

Question 40

subliminal advertising

Answer 40

messages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously. there is no evidence that this is effective

Question 41

integrated market communication

Answer 41

an overall communication strategy for reaching key audiences

Question 42

product integration

Answer 42

the paid integration of a product or service into the central theme of media content. most common in television programing and movies.

Question 43

public relations (PR)

Answer 43

the management function the establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends

Question 44

public

Answer 44

any group or people who share a common set of interests and goals

Question 45

external publics

Answer 45

consists of people outside the organization

Question 46

press agentry

Answer 46

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

Question 47

engineering consent

Answer 47

the application of the principals of psychology and motivation to influencing public opinion and creating public support for a particular position

Question 48

intranets

Answer 48

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

Question 49

media relations

Answer 49

two way interactions between PR professionals and members of the press. these can involve press conferences, press releases, or interviews.

Question 50

crisis

Answer 50

any situation that is perceived by the public as being damaging to the reputation or image of an organization.