Final Exam Flashcards
What is considered strategic communication?
Ads & PR = public relations
(clear intentions to influence the audience!)
What makes ad unique from other media contents?
Goal oriented (to sell products!)
Invested
Concise
Using many (encoded) codes
Freedom & creativity
Creating & reinforcing socio-cultural values
Can be deceptive
What did the Industrial Revolution and Civil War bring about?
The expansion of ads, which helped emergence of (mass production &) national brands
Magazine Ads
By the turn of the century, magazines financially supported primarily by advertisers rather than by readers.
The Ad Agency & Professionalism
Between Civil War & WWI, ad became more creative & expensive, and was conducted on a larger scale.
1869: F. Wayland Ayer began N. W. Ayer, a “full-service” advertising agency.
TV Ads
Early TV shows – Single sponsored.
But, the quiz show scandal in 1959.
1965: Every TV ad was 60 seconds.
Parity products
Most brands in a given product category, essentially the same
(ex. Coke vs Pepsi)
(these can have comparative ads)
USP
Unique Selling Proposition
(ex. M&Ms = “Melts in your mouth, not in your hand”)
Who regulates ads?
Federal Trade Commission (FTC)
The National Advertising Review
Board (NARB)
An ad is false if it:
lies outright
does not tell the whole truth
lies by implication, words, design, etc.
(ex. FTC says the listerine is lying by saying is can help with colds, does not advertise the whole truth)
The Federal Trade Commission can issue…
cease-and-desist order &
order corrective ad
(A certain amount of puffery is OK)
Paradox of Puffery
“While puffery receives First Amendment protection, verifiable product information may be more restricted.”
In other words, the more concrete info you provide, the
less likely your ad is permissible.
Cons of Ads
Intrusive
Deceptive
Exploits children (40,000 TV ads a year).
Demeans & corrupts culture.
AIDA approach (to ads)
Attention, create Interest, stimulate Desire, & promote Action
Consumer culture
personal worth & identity reside not in ourselves, but in the products with which we surround ourselves
Pros of Ads
Helps to gather info.
Supports our economy
Increases national productivity & improves the standard of living.
Ad revenues make the “free” mass media possible.
This avoids government intervention– Fee speech possible
Demographic segmentation
appealing to audiences defined by demography (e.g., gender, race)
Psychographic segmentation
appealing to consumer groups with similar lifestyles, attitudes, values, & behaviors
VALS, VALS II (Values, Attitudes &
LifeStyles)
PR (public relations)
management function that focuses on relationships & communications that individuals and organizations have with other groups (called publics)
Ads vs PRs
To sell product
Mostly rely on media
And commercial media need ads
Paid messages (Media space purchased) – So the media have to run the ad once purchased
VS
To maintain relationship with public
Relies on the media too, but not all the time
Not necessarily paid messages
PR interacts with 7
categories of publics…
Employees
Stockholders
Communities
Media
Government
Investment community
Customers
Pseudo-event
to attract public attention via media
The Boston Tea Party purpose
organized to attract public attention for a vital cause
(PR campaigns abounded in colonial America)
Stage 1: The Propaganda-Publicity Stage
Corporate PR
Westinghouse Elec. – 1st PR dept.
Ad agencies (e.g., Ayer) began PRs.
Publicity Bureau helped railroad
industry challenge federal regulations.
Stage 2: Early Two-Way Communication (seeking
feedback)
WW I: President Wilson used PR to support the war effort.
F.D.R. began a PR campaign to support New Deal policies.
Father of PRs
Edward Bernays
Stage 3: Advanced Two-Way Communication
Post-WWII US - Social change & expansion of consumerism
Organizations needed to learn what clients thought, liked, and disliked
PR = Using research, ads, & promotion
Who is the largest single employer of PRs?
The Government
Press release
essentially a handout for journalists
Trust in PRs
While people have skepticism about PRs (e.g., just profit-seeking; spin doctors)
50–90% of stories in NPs or on TV originate entirely or in part from PR operating in form of either press release or video news release (VNR)
One PR professional for 100,000 Americans (0.25 journalist/100,000)
“The best PR is invisible.”
“The best PR ends up looking like news.”
Medical news
Sponsors research first
ex.
“According to New England Journal of Medicine, women who drink more than 3 bottles of beer a day… lower risk of ####…”
“According to New England Journal of Medicine,
women who intake more high-fructose corn syrup…
lower risk of ####…”
Globalization
Foreign ownership and PR firms’ operations into foreign countries
Greenwashing
Countering of PR efforts aimed at clients by environmentalists
Convergence
Online information & ads are growing part of the total PR media mix
Video news releases (VNR)
Viral marketing
Integrated Marketing Communications (IMC)
Viral marketing
relying on specific Internet users to spread the word
Integrated Marketing Communications (IMC)
firms combine PR, marketing, ad, & promotion functions into communication campaign at home on the Web, television, &
magazine
Aspects of global comm in the 1800s
Colonial Powers (e.g., UK, France)
Military
Business
Religion
Telephone & telegraph were important, but
they needed physical connection, such as transoceanic cables
Early-1900s, European colonial powers started using…
Shortwave radio
Shortwave
High frequencies reflect—or skip—off the ionosphere, producing sky waves that can travel vast distances
In global comm, radio is important because…
no physical connection
penetrating geo-political boundaries
thus, ideal for propaganda
inexpensive, good for 3rd World
Antigovernment (anti-regime) radio makes up…
important segment of international broadcasting
Clandestine Stations
Indigenous & exogenous stations
Indigenous stations
Operating from inside of the region
Exogenous stations
Radio stations operating from outside (e.g., Free N. Korea from S. Korea)
Pirate Broadcasters (Commercial)
Illegally operated stations broadcasted to British audiences from offshore or foreign facilities.
Subsidized by ads and record companies.
External Services (Propaganda; sending ideology):
Voice of America (VOA)
Surrogate Services
BBC World Service
Voice of America (VOA)
to counter-enemy propaganda and spread information of US
Surrogate Services
Broadcast operations established by one country to substitute for another’s own domestic service (e.g., Radio Marti in FL by Reagan Admin from 1985)
BBC World Service
UK’s colonial broadcast
Satellites
Started around 1960s
Mexico City Olympics 1968
Tommie Smith (Gold) & John Carlos (Bronze)
Very powerful PR!
Soviet’s Sputnik
U.S. - AT&T’s Telstar I
JFK - the International Telecommunications
Satellite Organization (INTELSAT)
The Four Comparative Concepts
- western
- development
- revolutionary
- authoritarianism & communism
Western
European TVs must limit ads & increase public affairs and news in exchange for broadcast licenses
Development
Media must assist in beneficial development of the country
Revolutionary
A nation’s media can serve the goals of revolution (e.g., former Eastern Bloc)
Authoritarianism & communism
Media serve the govt.
Chinese broadcasting - Direct government subsidy
Selective introduction of foreign contents
One of the world’s largest PR
events
The 2008 torch relay travelled
137,000 km, 130 days, 21 countries, including Mt. Everest
World leader of media distribution
US
(Early in TV, US producers flooded the world with their programming at very low prices, TV programming throughout the world looks and sounds much like that found in the U.S.)