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Mass Communications > Test 3- FINAL > Flashcards

Test 3- FINAL Flashcards

1
Q

Henry Hertz

A

The first person to demonstrate that radio waves actually exist with the use of two metal coils

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2
Q

Electromagnetic spectrum

A

A range of frequencies that could be used for transmitting radio waves

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3
Q

Guglielmo Marconi

A

The person who originally figured out radio in 1896 and used it to communicate with ships at sea

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4
Q

Broadcast network

A

A group of interconnected stations that share programming

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5
Q

Radio act of 1912

A

This established call letters to identify radio stations

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6
Q

Radio act of 1927

A

This established the Federal Radio Commission

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7
Q

What is the FRC?

A

They have the power to enforce broadcast law and limit the number of broadcasters

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8
Q

What is the FCC?

A

This is what the FRC became and they were given the power to regulate all means of interstate communication

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9
Q

What is AM radio?

A

Amplitude Modulation; it worked by changing the power of the carrier wave

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10
Q

What if FM radio?

A

Frequency modulation; this was an improved frequency of the waves

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11
Q

Who is Edwin Armstrong?

A

He improved the radio by changing the frequency modulation (FM) of the radio waves

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12
Q

Who is Philo Farmsworth?

A

Got a patent on his version of the functional television at age 14

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13
Q

Lines of resolution

A

Illuminating different rows of pixels to create a moving image

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14
Q

Community antenna television (CATV)

A

What cable started as to help viewer’s with poor reception

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15
Q

Importation

A

When cable began to offer signals from distant stations

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16
Q

Must-carry rules

A

When the FCC stepped in and required cable systems to carry all local television stations within the stations area of coverage

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17
Q

Geostationary satellites

A

Putting satellites in orbit miles above the earth’s surface

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18
Q

Direct broadcast satellites

A

Allow for program delivery to individual homes

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19
Q

Public relations

A

The art/science of establishing and promoting a favorable relationship with the public

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20
Q

Integrated marketing

A

When PR and marketing work together

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21
Q

Internal audience

A

People within the client’’s organization

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22
Q

External audience

A

People outside the client’s organization

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23
Q

Press agents

A

These people worked to generate publicity for their clients in the early days of the U.S.

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24
Q

Hype

A

Typically dramatic actions to generate publicity for a client

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25
Q

Ivy Ledbetter Lee

A

Generally recognized as the father of PR; hired to consult coal mine owners

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26
Q

Committee on Public Information

A

Charged with building the public support for war efforts and promoting WW1 as the “end of all wars”

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27
Q

Edward and Doris Bernays

A

Edward was the nephew of Sigmund Freud; they began basing their PR work on psychology

28
Q

Office of War Information

A

They generated public support and promoted war bonds, victory gardens, etc.

29
Q

United Stated Information Agency (USIA)

A

What the OWI was converted into; their mission was to tell America’s story abroad

30
Q

Public Relations Society of America (PRSA)

A

A group that provides a code of ethics for PR professionals

31
Q

News management

A

All about getting all the stuff you want in the news out there and keeping the stuff you don’t want out

32
Q

Publicity stunt

A

Any action designed to create human interest in a story

33
Q

News hook

A

The angle that makes an organization’s activities newsworthy

34
Q

Media relations

A

The practice of maintaining connections and relationships with reporters

35
Q

Leaks

A

Unauthorized disclosure of information to the press; though they usually only pretend to be unauthorized

36
Q

Trial balloon

A

A leak which reveals some policy being considered in order to test public response

37
Q

Exclusive

A

A story granted to only one news outlet

38
Q

Community relations

A

The act of working with a specific community to generate positive relationships

39
Q

Corporate aid

A

A form of large-scale community relations

40
Q

Crisis management

A

The process of dealing with a crisis situation in order to repair a client’s public image

41
Q

Lobbying

A

Any attempt to influence the voting of legislators

42
Q

Press release

A

A document sent to the press containing all the information needed to write a news report

43
Q

Canned news

A

A press release that can be inserted into a news medium that has/needs no modification

44
Q

Sound bites

A

Short, carefully crafted phrases that repeat a major theme the speaker wants the reporter to use

45
Q

Video news release

A

A ready-to-use broadcast recording designed for use in television news; often called “fake news”

46
Q

Press kit

A

A collection of publicity photos, color slides, product samples, and fact sheets

47
Q

Spin doctors

A

Slang terms for PR people

48
Q

Spinning

A

The slang term for PR work

49
Q

The Big Lie

A

When someone sticks to a statement no matter how obvious it is that they’re lying

50
Q

Whitewashing

A

PR covering up problems without fixing them

51
Q

Greenwashing

A

Covering up environmental problems by associating with environmentally friendly efforts

52
Q

Ambient Advertising or 360 Advertising

A

Being totally bombarded and surrounded by ads

53
Q

Unique Selling Proposition

A

Highlighting the things about a product that makes it different

54
Q

Parity products

A

When most brands in a product are essentially the same; such as soap

55
Q

Why do some radio station call letters start with a “w” and others start with a “k”?

A

East of the Mississippi it would begin with a “W” and if it was west of the river it would start with a “K”

56
Q

Multiple System Operators (MSO’s)

A

Cable companies that own several local cable providers

57
Q

Program syndication

A

The sale of television programs directly to stations, cable channels, and online venues

58
Q

PBS

A

Public Broadcasting Network

59
Q

Name one thing that P.T. Barnum did to generate hype for his freak show.

A

He claimed to have the woman who was the babysitter or maid for George Washington traveling with his show

60
Q

How did Andrew Jackson use PR in his presidency?

A

He would use trial balloons to see how people would react to considered policies

61
Q

Why did William Paley purchase CBS?

A

He wanted to promote his father’s cigar company

62
Q

What are the 3 categories of PR?

A

Research, counseling, communication

63
Q

What were two principles that Ivy Lee followed to guide his actions in PR?

A

Be transparent and don’t be a hypocrite

64
Q

In what ways has big data companies such as Acxiom changed advertising?

A

They narrow down your audience so that you can reach the demographic most valuable to your product

65
Q

In what ways can website analytics be used to improve marketing?

A

They can help you know the audience you are reaching

Mass Communications (3 decks)

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