EXAM 4: Book Flashcards
What is the most prevalent form of media content?
Advertisment
(T/F) Public relations content is NOT paid
true
what is earned media?
content from public relations
What is the goal of strategic communications?
delivering persuasive messages to an audience so they’ll behave in a certain way
define rhetori
art of persuasion
What are the three assumptions at the core of persuasive theory?
- Behavior/actions link to how we think about the world
- how we process info influences types of messages we find most persuasive
- Persuader’s credibility/authority/attractiveness also play role in level of persuasion
define theory of cognitive dissonance
act first THEN rationalize
define rating (BROADCASTING)
how much organization can charge advertiser based on the # of audience members reached
define rating (PRINT/ONLINE)
CPM - cost per thousands
define performance-based advertising
online - only pay for results of advertisments
EX. number of clicks
Who ran the first full-page advertisement in a newspaper?
Robert Bonner - 1856 - to promote his own paper, the New York Ledger
Who was the most successful seller of newspaper adveritsing space?
Volney B. Palmer
define ad-agency commission
Volney B. Palmer - his form of income from the advertisement itself
Who bought Palmer’s firm?
N.W Ayer & Partners
What is the standard ad-agency commission?
15%
Who was the master of using implied messages to their greatest effect during the TV era?
Tony Schwartz
Who was the first radio station to be comprised of only infomercials?
New York’s WOR-TV
Fairness Doctrine
Requires broadcasters to seek out and prsent all sides of a controversial issue they were covering - was later discarded
define rate card
listing of advertising rates by size, placement, and other characteristics such as whether ads are black and white or full color
define interstital ad
online advertisement that opens in a new window from the one the user was in
define superstital ad
advertisement that covers most of the window without opening in a new window
define ethics
branch of philosophy that examines moral questions and questions of right and wrong
define morals
what we believe to be right or wrong
define categorical imperative
Immanuel Kant’s concept of an unconditional moral obligation that does not epend on an individual’s personal inclinations or goals
define social marketing
use of advertising and marketing techniques for social causes –> anti-smoking or safe sex campaigns
UTILITARIANISM
Ethics of Care
Emphasizes importance of relationships: like dialogical ethics, but places greater normative emphasis on the relationship
Moral Relativism
says none of the ethical systems can be said to be any better than the others
SPJ
Society of Professional Journalists - large organization of working journalists and student chapters that ensure journalism is being practiced professionally/ethically –> “SEEK TRUTH AND REPORT IT”
FDA and FTC
responsible for enforcing regulations regarding certain advertising practices
Advertising: What is a main ethical issue (From mass-communication perspective)?
false/deceptive advertising
define puffery
ethical and legal gray area
AMA
American Marketing Association - 3 ethical norms members follow: do no harm, foster truth, embrace ethical values
AAF
American Advertising Federation - First code: Advertising shall tell the truth, and reveal significant facts; omission of which would mislead the public
PRSA and IABC
Public Relations Society of America & International Association of Business Communicators - unethical behavior for PR includes lying by emission: failing 2 release financial info/ giving misleading impression of corporation’s performance
define actualities
edited audio clips from people interviewed
