Lule Chapter 12: Advertising and PR Flashcards
1
Q
P.T. Barnum
A
- Barnum aimed to make his audience think about what they had seen for an extended time
- He used the media with mystery ads to promote his magical show “Greatest show on Earth”
2
Q
World War I – advertising and propaganda boom
A
- WW1 bond campaigns made it clear that advertising could be used to influence public beliefs and values
- Advertisers and consumer culture helped Americans understand their place in the world and how they could work to renew themselves
3
Q
Ivy Lee
A
- Ivy Lee began his career as a New York journalist
- The actions helped improve public perception of Rockefeller and Standard Oil
4
Q
Edward Bernays
A
- Wrote founding text of public relations
- Edward Bernays applied Freud’s theories to propaganda and persuasion
5
Q
Single Sponsor Advertising (1950)
A
Sponsors began to pull out after the allegations of quiz show fraud in 1958, and advertising began to halt
6
Q
Federal Trade Commission Act of 1938
A
- FTC had
been earlier established in 1914 - Could halt false advertising
7
Q
Advertising
A
- 1960s a creative revolution; creativity and nonconformity of advertising gave way to more product-oriented conventional ads
- 1980s—Ads took on the look and feel of music videos
8
Q
PR
A
- information management
- attempts to sway feelings about people, companies, or events
- origins in the early 1900s
9
Q
Consumer culture
A
- Starting in the 1920s, advertising sought to attach products to larger ideas and values
- Buy happiness, peace of mind, basic needs, etc.
- All of your needs can be taken care of with the purchase of a product
10
Q
Apple’s 1984 ad
A
- revolutionizing advertising
- Apple defined itself as a pioneer of the new generation, which would be using person computers
- their product combated conformity
11
Q
Advergames
A
- online video games that feature particular products and are marketed to children
- made for children
12
Q
PR theories: Traditional Publicity Model
A
- Professional agents seek media coverage for a client, product, or event
- “any press is good press”
13
Q
PR theories: Public information Model
A
- businesses communicate information to the public to gain desired results
- Ex: Colleges send informational brochures to potential students; a company includes an “about” section on its website
14
Q
PR theories: Two-way symmetric model
A
- both parties make use of a back-and-forth discussion, resulting in a mutual understanding and agreement that respects both parties’ wishes
- Ex: customer satisfaction surveys; company Facebook groups and message boards
15
Q
PR theories: Persuasive Communication Model
A
- organizations attempt to persuade an audience to take a certain point of view
- Public service announcements, such as benefits of vaccines during COVID-19, or “your brain on drugs” ads
- propaganda is ex.
16
Q
Propaganda
A
the organized spreading of information to strengthen or weaken a case
17
Q
PR Functions
A
- Media relations: takes place with media outlets
- Internal communications: Takes place between management and employees/ in same company
- Business to business communications: takes place between businesses that are in partnership
- public affairs: takes place with those involved in public issues (leaders)
- strategic communication (intended to accomplish specific goal)
- issues management (keeps tabs on issues important to a company)
- crisis management: used to deal with potentially damaging information to minimize negative publicity
18
Q
PR Campaigns: initial research phase
A
- identify issue to be addressed
- research audience and the context
19
Q
PR Campaigns: strategy phase
A
- set campaign goals and formulate goals to meet them
- decide on message
20
Q
PR and Politics
A
- FDR’s Fireside Chats about the New Deal became an important promotional tool for his administration and its programs
- Kuwaiti girl falsely testifies to encourage US involvement in Gulf War
21
Q
PR and Advertising More Integrated
A
- Brand messaging will be aligned between ads and PR; PR and ads will need to work even more closely than they already are
22
Q
Storytelling in advertising
A
- Telling a compelling story is key to connect with audiences
- Humanizes a brand
- Selling the brand AND the product
23
Q
PR Campaigns: tactics phase
A
- select media to carry message
24
Q
PR Campaigns: evaluation phase
A
- evaluate effectiveness after overall campaign is determined
