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mass com final > terms 3 > Flashcards

terms 3 Flashcards

1
Q

Advertising vs PR

A

PR- earned message, less direct

ad- paid message, more direct

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2
Q

4Ps of Marketing

A

product, price, promotion, place

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3
Q

Integrated Marketing Communication

A

cross platforms of PR and marketing events

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4
Q

Daniel Boorstin

A

1961- coined the term psuedo event

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5
Q

PRSA: Steps of crisis communication

A
  1. Anticipate the crisis
  2. Identify your crisis team and train them
  3. Establish notification and monitoring systems
  4. Identify and know your stakeholders
  5. Develop holding statements
  6. Assess the crisis situation
  7. Finalize your message
  8. Analyze your strategy – did it work?
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6
Q

Audit Bureau of Circulation

A

to monitor circulation

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7
Q

Federal Trade Commission (FTC)

A

can cease and assist & require corrective advertising

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8
Q

puffery

A

white lies in advertising

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9
Q

keyword ads

A

ads show up when certain terms typed into search engines (search marketing)

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10
Q

Direct marketing

A

selling products directly to the public…mail order/telephone, amazon (not retail)

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11
Q

Volney Palmer

A

1841 first ad agency, started by Volney Palmer to broker newspaper ads

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12
Q

Pay-per-click advertising

A

companies pay when they get clicks on their ads (performance-based advertising)

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13
Q

Wayland Ayer

A

1869 “full service” advertising to multiple forms of media

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14
Q

Advertising and the industrial revolution

A 
Railroads
Telegraph
Penny press 
Larger newspaper & magazine audiences
Ad revenue drove profits
More people could read, had $ to spend
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15
Q

AIDA approach to advertising

A

attention, interest, desire, action

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16
Q

Programmatic Advertising

A

Using algorithms to place digital ads

17
Q

Psychographic vs demographic segmentation

A

dem- age, gender, race to target adverstising

psych- interests, lifestyles, behaviors

18
Q

Unique selling proposition

A

factor that differentiates a product from its competitors

19
Q

ad council

A

non-profit advertising agency that creates public service announcements to foster positive social change
Founded in 1942

mass com final (4 decks)

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