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SMAD 101 > EXAM 4: PowerPoints > Flashcards

EXAM 4: PowerPoints Flashcards

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1
Q

Babylonian Barkers

A

Early advertising - people stood on the street corners yelling places

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2
Q

define siquis

A

pin-up sign at crossroads during Greek & Roman times

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3
Q

who invented the Classifieds?

A

Benjamin Franklin

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4
Q

FTC

A

Federal Trade Commission -1914 - “Gray Lady of Washington” (originally had no authority) - With amendment they were able to go after false/misleading/deceptive advertising

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5
Q

Who had the first ad in the U.S.?

A

Coke

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6
Q

Volney Palmer

A

Media buyer; went out and bought ad space –> Advertisers came to him for ad space

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7
Q

F.W. Ayer

A

Created ads (Storyboards)

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8
Q

Define: In-House agency

A

they do all production within

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9
Q

Define: Creative Boutiques

A

just create the general idea (EX, the title or the slogan, etc.

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10
Q

Branding

A

Getting brand name associated with product

ex. kleenex, xerox

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11
Q

Define USP

A

Unique Selling Propositions: Making your product different

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12
Q

Define Motivational Research

A

reasons why people buy things

EX. sex, death avoidance,

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13
Q

Define segmenting and positioning

A

segmentation: making the target group small
Positioning: putting products in people’s minds

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14
Q

AIDA Approach

A

Attention, Interest, Desire, Action

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15
Q

What’s one major defense of advertising?

A

ECONOMIES OF SCALE - subsidizes our media

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16
Q

Criticisms of Advertising

A

manipulative

conducive to monopolies

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17
Q

SELF REGULATED ADVERTISING COMPANIES

A

AAAA - american association of Advertising Agencies
AAF - American Advertising Federation
BBB - Better Business Bureau
CARU - Childs Advertising Review Unit

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18
Q

CARU

A

Child’s Advertising Review Unit - sub-unit of BBB that “Reviews” children advertising

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19
Q

GOV’T REGULATED ADVERTISING COMPANIES

A

FTC - Federal Trade Commissions
FCC - Federal Communications Commission
FDA - Food & Drug Administration
BATF - Bureau of Alcohol, Tobacco, and Firearm

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20
Q

Types of Advertisment Regulation

A

Comparative
Consent Order - won’t make claim again
Cease and Desist - you most stop claim now
Affirmative Disorder - have to tell of bad things that COULD happen
**Corrective Advertising - MOST SEVERE – part budget goes to saying you’re wrong

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21
Q

2 ways to measure advertising effectiveness

A

split-run: showing message to diff. groups

focus-groups

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22
Q

CPM

A

Costs per thousands (online media) - to reach a 1,000 individuals, how much do you pay?

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23
Q

GRP

A

Media Research - During superbowl, I buy an ad and you guarantee me rating points

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24
Q

Reach & Frequency

A

Reach: how many people are going to see the ad
Frequency: # of times it’s played

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25
Q

Define selectivity

A

is the message reaching my consumers?

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26
Q

Define efficiency (advertising)

A

of dollars to reach certain people EX. CPM

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27
Q

Define PR

A

PR is a two way communication system between organization and publics

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28
Q

Who said there’s 472 different definitions of PR?

A

Rex Harlow

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29
Q

define Integrative Propaganda

A

You buy into a “GIVEN” then sell the argument

EX. Carbon Footprint (nobody is going to say they’ll destroy the enviornment

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30
Q

define adjatation propaganda

A

EX. Federalist papers -> STIRRED THE POT

31
Q

Publicity stage of PR

A

Amos Kendall: Press Secretary to Andrew Jackson

P.T. Barnum: Believed “sucker born every minute” ->Barnum and Bailey Circus

32
Q

Responsive Stage of PR

A

Ivy Lee: Worked with Rockefeller Family –> labeled as “Poison Ivy” by Upton Sinclair
Ludlow Massacre -> Colorado -> People went on strike, forces called in by Rockefeller -> Protestors killed

33
Q

Edward Bernays

A

committee on public information –> PR to get war bonds

34
Q

define engineering of consent

A

Bernays “Freedom Sticks” - with right idea, ANYONE will buy

35
Q

Doris Fleischman

A

First woman in PR, wife of Bernay

36
Q

define press-release

A

occurs during major news gaps

37
Q

define PSA

A

Public Service Announcment - media airways are required to show some

38
Q

define Video News Releases

A

A video that advertises the product as a NEWS STORY

39
Q

4 AREAS OF ADVERTISING

A
  1. Agricultural
  2. Industrial (what is BETTER about your machine)
  3. Trade
  4. Professional Organization
40
Q

What led to the diversification of entertainment companies?

A

The Telecom Act

41
Q

Cross-platform trained

A

specialized in web, print, and video

42
Q

What outlawed vertical integration?

A

Sherman Anti-Trust Act

43
Q

Why are media hot commodities?

A

More scarce

Deregulation of media concentration –> encourage us to take more of a media outlet

44
Q

Advantages of concentration

A
  • large companies can do more

- invest more in research and development

45
Q

define laws

A

laws are the MINIMUM line of behavior

46
Q

define ethics

A

behavior you SHOULD be doing - conduct/principles of morality that point us toward the “right” way to act

47
Q

Janet Cooke

A

Washington Post - Won a Pulitzer Prize for “Jimmy’s World”

48
Q

Jason Blair

A

NY Times - Made up stories B/C of pressure

49
Q

Stephen Glass

A

The New Republic - “Hack Heaven”

50
Q

Jack Kelly

A

U.S.A Today - Said cuban woman died while crossing into U.S.

51
Q

define Ethics

A

CHARACTER - YOU DECIDE; choosing good over bad

52
Q

define Morality

A

“Mores” - manner which we believe in

53
Q

define moral reasoning

A

What should I do?
Dialectical (what it could mean 2 u)
Analytical (consequences)
Cathartic (emotional)

54
Q

define Moralizing

A

seeking out individuals that will provide you with the best advice
parents influence

55
Q

Hutchins Commission

A

establish how we should behave in SMAD

  • truthful
  • no bias
  • no depression
  • clarify society’s goals
56
Q

define Undue Influence

A

Junkets (things that BIAS you)
Paola/drugola
General freebies

57
Q

what are the two ethical mega-emphases?

A

ethics as a social responsibility AND indivdiaul responsibility

58
Q

3 levels of moral development

A
  1. instinct: based on rewards/penalties
  2. custom: roles in society/culture
  3. conscience: how you feel about your actions
59
Q

Deontological Ethics

A

–OUR CLASS FOLLOWS THIS– moral code we’re taught to observe

60
Q

define moral maxim

A

what is RIGHT is absolutely right

61
Q

define categorical imperative

A

IMMANUEL KAHN you follow unconditionally - what’s right for one, is right for all

62
Q

what are the sources of maxims?

A

authority, logical reasoning, categorical imparative

63
Q

Teleological Ethics

A

CONSEQUENCE BASED ETHICS - outcome deterimes decisions

64
Q

what are the consideration of consequences in Teleological ethics?

A

altruism & egoism (ONE decision) and Utilitarianism (you weight pros and cons)

65
Q

Relative Ethics

A

There are no rules - everything is different

CULTURE says what is important

66
Q

define vail of ignorance

A

John Rawls - Justice is blind

67
Q

define golden mean

A

Aristotle - proper way to live your life lies between two extremes
EX. 80 yr old sky-diving

68
Q

SPJ

A

Society of Professional Journalists

69
Q

NAB

A

National Assocation of Broadcasting

70
Q

RTNDA

A

Radio, television, news director’s association

71
Q

PRSA

A

Public relation society of america

72
Q

IABC

A

international association of business communication

73
Q

AAF

A

American Advertising Federation

SMAD 101 (6 decks)

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