EXAM 3

Question 1

Advertising

Answer 1

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

Question 2

Brand name

Answer 2

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 3

Advocacy ads

Answer 3

Advertising designed to promote a particular point of view rather than a product or service. Can be sponsored by a government, corporation, trade association, or nonprofit organization

Question 4

Business to business (trade) advertising

Answer 4

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

Question 5

Media planning

Answer 5

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 6

Clutter

Answer 6

The large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention on radio, television, and now the Internet

Question 7

Subliminal advertising

Answer 7

Messages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously. There is no evidence that subliminal advertising is effective

Question 8

Integration

Answer 8

An overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media

Question 9

In-house agency

Answer 9

An ad agency set up, owned and operated by the advertiser

Question 10

Boutique agency

Answer 10

Is an agency that provides only creative services. These specialized companies have developed in response to some client’s desires to use only the creative talent of an outside provider while maintaining the other functions internally.

Question 11

Full-service agency

Answer 11

Is to see to it that its client’s advertising leads to greater profits in the long run than could be achieved without the ad agency

Question 12

Internal public

Answer 12

Is made up of people within the organization

Question 13

External public

Answer 13

Is made up of people outside the organization

Question 14

Ivy Lee

Answer 14

One of the two key founders of modern public relations, brought to the business a strong understand of both economic and psychology

Question 15

Edward L. Bernays

Answer 15

The other founder of modern public relations, who was the first person to apply social-scientific research techniques to the field

Question 16

PRSA

Answer 16

The Public Relations Society of America (PRSA) is the nation’s largest professional organization serving the communications community with a mission to “make communications professionals smarter, better prepared and more connected through all stages of their career.”

Question 17

Whitewashing

Answer 17

A lot of the people who work for PR are white and women?

Question 18

First Amendment

Answer 18

Is an essential component of a representative democracy because a democracy cannot function unless the people have the right to freely and openly discuss matters of public concern

Question 19

Libel vs. Slander

Answer 19

Libel is a written or published defamatory statement, while slander is defamation that is spoken by the defendant.

Question 20

Actual Malice

Answer 20

A reckless disregard for the truth or falsity of a published account; this became the standard for libel plaintiffs who were public figures or public officials after the Supreme Court’s decision in New York Times Co. v. Sullivan

Question 21

Defenses against libel

Answer 21

• Truth. The common law traditionally presumed that a statement was false once a plaintiff proved that the statement was defamatory.
• Consent.
• Absolute Privileges.
• Conditional Privileges.

Question 22

Appropriation

Answer 22

The action of taking something for one’s own use, typically without the owner’s permission.

Question 23

Intrusion

Answer 23

Invasion of privacy by physical trespass into a space surrounding a person’s body or onto property under his or her control

Question 24

Public Disclosure of Private Information

Answer 24

Include writing about the private facts on a blog, a website, as a comment on a bulletin board, or speaking to groups of others, in person, about the fact-at-issue

Question 25

Ethics

Answer 25

A rational way of deciding what is good for individuals or society

Question 26

Conflict of Duties

Answer 26

This is a conflict that arises as a result of concurrent or competing responsibilities in an outside position

Question 27

Mill’s Principle of Utility

Answer 27

ethical behavior arises from that which will provide the greatest good for the greatest number of people

Question 28

Absolutists vs. Situational Ethics

Answer 28

• Absolutist ethics are determined before the fact

- Situational ethics are determined as necessary.

Question 29

Authoritarian theory

Answer 29

A theory of appropriate press behavior that says the role of the press is to be a servant of the government, not a servant of the citizenry

Question 30

Communist theory

Answer 30

A theory of appropriate press behavior that says the press is to be run by the government to serve the government’s own needs

Question 31

Libertarian theory

Answer 31

A theory of appropriate press behavior that says the press does not belong to the government but is instead a separate institution that belongs to the people and serves as an independent observer of the government

Question 32

Social responsibility theory

Answer 32

A theory of appropriate press behavior based on the concern that, although the press may be free from interference from the government, it can still be controlled by corporate interests; an outgrowth of libertarian theory

Question 33

Development theory

Answer 33

A theory of appropriate press behavior that states that developing nations may need to implement press controls in order to promote industry, national identity, and partnerships with neighboring nations

Question 34

Small media

Answer 34

Alternative media, such as fax machines, photocopiers, video cameras, and personal Web sites, which are used to distribute news and information that might be suppressed by the government if published through traditional mass media channels