Midterm Exam Flashcards
Advertising
Paid sponsorship using mass media with the intent to persuade
Public Relations
Planned effort to influence public opinion through persuasive communication
Media Fragmentation (Challenges/Opportunities of Advertising)
More channels making audience more divided
Increased Information Flow (Challenges/Opportunities of Advertising)
More ways to get info
Media Proliferation (Challenges/Opportunities of Advertising)
Proliferation cuts markets into even smaller segments
Crowdsourcing (Challenges/Opportunities of Advertising)
Using collective intelligence gathered from the public and using that information to complete business-related tasks
Common Publics in Public Relations
Media, employees, government officials, community leaders, financial analysts, consumers
Tips for Working with Media
Clear agenda for media meetings, good understanding of both the organization & media organizations
Four Influences that Gave Rise to Advertising
- Capitalism
- Industrial Revolution
- Emergence of Modern Branding
- Modern Mass Media
Major Industrial Forces that Affected PR Growth in the US
- Broad recognition of the power of public opinion
- Competition among institutions for public support
- Development of media to quickly influence public opinion
The Rhetorician Tradition (3 Major Traditions in PR)
Early aspects of PR: What was said, not necessarily what was done, Samuel Adams & Boston Tea Party, P.T. Barnum
The Press Agentry Tradition (3 Major Traditions in PR)
20th Century: non-violent, staged events, draw attention to social/political issues, Gandhi, MLK Jr.
The Journalistic/Publicity Tradition (3 Major Traditions in PR)
Moved into an era of public cooperation through distribution of accurate information
Advertising Educates Consumers pros & cons
Pro: Informs
Con: Superficial and intrusive
Advertising Improves the Standard of Living pros & cons
Pro: Lowers the cost of products
Con: Wastes resources and raises the standard of living only for some
Advertising Affects Happiness and General Well-Being pros & cons
Pros: addresses a wide variety of basic human needs, reflects society’s priorities
Cons: Creates needs, promotes materialism
Is Advertising Demeaning/Deceitful or Liberating/Artful? pros & cons
Pros: Advertisers are showing more sensitivity, source of fulfillment & liberation, democratic act
Cons: Perpetuates stereotypes, often offensive, advertisers deceive via subliminal stimulation
Advertising Affects the Mass Media pros & cons
Pro: Fosters a diverse and affordable mass media
Con: Affects programming
Major Regulatory Agents in Advertsing
Government regulation (FTC), Industry Self-Regulation, Consumer Regulation
Cease-and-Desist Order
FMD advertising is ordered to cease and desist within 30 days
Affirmative Disclosure
Important absent material must be included in future ads
Corrective Advertising
Advertisers are required to run corrective advertising
Privacy Invations
- Appropriation: use of a person’s name, etc. without permission
- Publication of Private Info: (health info, student records, etc.)
- Intrusion: videotaping, snooping
- False Light: publication of truthful info that is exaggerated or used out of context
Multi-Attribute Models (Consumer-Decision Making Theory)
Evaluative criteria, importance weights, beliefs
Cognitive Consistency Impetus (Consumer-Decision Making Theory)
Strongly held beliefs help us make efficient decisions and are largely resistant to change
Elaboration Likelihood Model (Consumer-Decision Making Theory)
Central route persuasion: occurs when involvement is high
Peripheral route persuasion: occurs when involvement is low
Social Exchange Theory (public opinion theory)
People act in ways that reduce costs and increase rewards (get-rich quick schemes)
Diffusion Theory (public opinion theory)
People can be influenced to diffuse and adopt ideas through five stages.
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
Social Learning Theory
People can be influenced by seeing how others are rewarded for particular actions
