EXAM 4: Book

Question 1

What is the most prevalent form of media content?

Answer 1

Advertisment

Question 2

(T/F) Public relations content is NOT paid

Answer 2

true

Question 3

what is earned media?

Answer 3

content from public relations

Question 4

What is the goal of strategic communications?

Answer 4

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

Question 5

define rhetori

Answer 5

art of persuasion

Question 6

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

Answer 6

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

Question 7

define theory of cognitive dissonance

Answer 7

act first THEN rationalize

Question 8

define rating (BROADCASTING)

Answer 8

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

Question 9

define rating (PRINT/ONLINE)

Answer 9

CPM - cost per thousands

Question 10

define performance-based advertising

Answer 10

online - only pay for results of advertisments

EX. number of clicks

Question 11

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

Answer 11

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

Question 12

Who was the most successful seller of newspaper adveritsing space?

Answer 12

Volney B. Palmer

Question 13

define ad-agency commission

Answer 13

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

Question 14

Who bought Palmer’s firm?

Answer 14

N.W Ayer & Partners

Question 15

What is the standard ad-agency commission?

Answer 15

15%

Question 16

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

Answer 16

Tony Schwartz

Question 17

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

Answer 17

New York’s WOR-TV

Question 18

Fairness Doctrine

Answer 18

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

Question 19

define rate card

Answer 19

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

Question 20

define interstital ad

Answer 20

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

Question 21

define superstital ad

Answer 21

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

Question 22

define ethics

Answer 22

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

Question 23

define morals

Answer 23

what we believe to be right or wrong

Question 24

define categorical imperative

Answer 24

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

Question 25

define social marketing

Answer 25

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

Question 26

Ethics of Care

Answer 26

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

Question 27

Moral Relativism

Answer 27

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

Question 28

SPJ

Answer 28

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"

Question 29

FDA and FTC

Answer 29

responsible for enforcing regulations regarding certain advertising practices

Question 30

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

Answer 30

false/deceptive advertising

Question 31

define puffery

Answer 31

ethical and legal gray area

Question 32

AMA

Answer 32

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

Question 33

AAF

Answer 33

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

Question 34

PRSA and IABC

Answer 34

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

Question 35

define actualities

Answer 35

edited audio clips from people interviewed