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SMAD 101 > EXAM 4: Book > Flashcards

EXAM 4: Book Flashcards

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1
Q

What is the most prevalent form of media content?

A

Advertisment

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2
Q

(T/F) Public relations content is NOT paid

A

true

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3
Q

what is earned media?

A

content from public relations

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4
Q

What is the goal of strategic communications?

A

delivering persuasive messages to an audience so they’ll behave in a certain way

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5
Q

define rhetori

A

art of persuasion

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6
Q

What are the three assumptions at the core of persuasive theory?

A
  1. Behavior/actions link to how we think about the world
  2. how we process info influences types of messages we find most persuasive
  3. Persuader’s credibility/authority/attractiveness also play role in level of persuasion
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7
Q

define theory of cognitive dissonance

A

act first THEN rationalize

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8
Q

define rating (BROADCASTING)

A

how much organization can charge advertiser based on the # of audience members reached

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9
Q

define rating (PRINT/ONLINE)

A

CPM - cost per thousands

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10
Q

define performance-based advertising

A

online - only pay for results of advertisments

EX. number of clicks

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11
Q

Who ran the first full-page advertisement in a newspaper?

A

Robert Bonner - 1856 - to promote his own paper, the New York Ledger

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12
Q

Who was the most successful seller of newspaper adveritsing space?

A

Volney B. Palmer

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13
Q

define ad-agency commission

A

Volney B. Palmer - his form of income from the advertisement itself

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14
Q

Who bought Palmer’s firm?

A

N.W Ayer & Partners

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15
Q

What is the standard ad-agency commission?

A

15%

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16
Q

Who was the master of using implied messages to their greatest effect during the TV era?

A

Tony Schwartz

17
Q

Who was the first radio station to be comprised of only infomercials?

A

New York’s WOR-TV

18
Q

Fairness Doctrine

A

Requires broadcasters to seek out and prsent all sides of a controversial issue they were covering - was later discarded

19
Q

define rate card

A

listing of advertising rates by size, placement, and other characteristics such as whether ads are black and white or full color

20
Q

define interstital ad

A

online advertisement that opens in a new window from the one the user was in

21
Q

define superstital ad

A

advertisement that covers most of the window without opening in a new window

22
Q

define ethics

A

branch of philosophy that examines moral questions and questions of right and wrong

23
Q

define morals

A

what we believe to be right or wrong

24
Q

define categorical imperative

A

Immanuel Kant’s concept of an unconditional moral obligation that does not epend on an individual’s personal inclinations or goals

25
Q

define social marketing

A

use of advertising and marketing techniques for social causes –> anti-smoking or safe sex campaigns

UTILITARIANISM

26
Q

Ethics of Care

A

Emphasizes importance of relationships: like dialogical ethics, but places greater normative emphasis on the relationship

27
Q

Moral Relativism

A

says none of the ethical systems can be said to be any better than the others

28
Q

SPJ

A

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”

29
Q

FDA and FTC

A

responsible for enforcing regulations regarding certain advertising practices

30
Q

Advertising: What is a main ethical issue (From mass-communication perspective)?

A

false/deceptive advertising

31
Q

define puffery

A

ethical and legal gray area

32
Q

AMA

A

American Marketing Association - 3 ethical norms members follow: do no harm, foster truth, embrace ethical values

33
Q

AAF

A

American Advertising Federation - First code: Advertising shall tell the truth, and reveal significant facts; omission of which would mislead the public

34
Q

PRSA and IABC

A

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

35
Q

define actualities

A

edited audio clips from people interviewed

SMAD 101 (6 decks)

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