EXAM 3 Flashcards
Advertising
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor
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
Advocacy ads
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
Business to business (trade) advertising
Advertising that promotes products and services directly to other businesses rather than to the general consumer market
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
Clutter
The large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention on radio, television, and now the Internet
Subliminal advertising
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
Integration
An overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media
In-house agency
An ad agency set up, owned and operated by the advertiser
Boutique agency
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.
Full-service agency
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
Internal public
Is made up of people within the organization
External public
Is made up of people outside the organization
Ivy Lee
One of the two key founders of modern public relations, brought to the business a strong understand of both economic and psychology
Edward L. Bernays
The other founder of modern public relations, who was the first person to apply social-scientific research techniques to the field
PRSA
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.”
Whitewashing
A lot of the people who work for PR are white and women?
First Amendment
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
Libel vs. Slander
Libel is a written or published defamatory statement, while slander is defamation that is spoken by the defendant.
Actual Malice
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
Defenses against libel
- 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.
Appropriation
The action of taking something for one’s own use, typically without the owner’s permission.
Intrusion
Invasion of privacy by physical trespass into a space surrounding a person’s body or onto property under his or her control
Public Disclosure of Private Information
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
Ethics
A rational way of deciding what is good for individuals or society
Conflict of Duties
This is a conflict that arises as a result of concurrent or competing responsibilities in an outside position
Mill’s Principle of Utility
ethical behavior arises from that which will provide the greatest good for the greatest number of people
Absolutists vs. Situational Ethics
- Absolutist ethics are determined before the fact
- Situational ethics are determined as necessary.
Authoritarian theory
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
Communist theory
A theory of appropriate press behavior that says the press is to be run by the government to serve the government’s own needs
Libertarian theory
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
Social responsibility theory
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
Development theory
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
Small media
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
