Test 3- FINAL Flashcards
Henry Hertz
The first person to demonstrate that radio waves actually exist with the use of two metal coils
Electromagnetic spectrum
A range of frequencies that could be used for transmitting radio waves
Guglielmo Marconi
The person who originally figured out radio in 1896 and used it to communicate with ships at sea
Broadcast network
A group of interconnected stations that share programming
Radio act of 1912
This established call letters to identify radio stations
Radio act of 1927
This established the Federal Radio Commission
What is the FRC?
They have the power to enforce broadcast law and limit the number of broadcasters
What is the FCC?
This is what the FRC became and they were given the power to regulate all means of interstate communication
What is AM radio?
Amplitude Modulation; it worked by changing the power of the carrier wave
What if FM radio?
Frequency modulation; this was an improved frequency of the waves
Who is Edwin Armstrong?
He improved the radio by changing the frequency modulation (FM) of the radio waves
Who is Philo Farmsworth?
Got a patent on his version of the functional television at age 14
Lines of resolution
Illuminating different rows of pixels to create a moving image
Community antenna television (CATV)
What cable started as to help viewer’s with poor reception
Importation
When cable began to offer signals from distant stations
Must-carry rules
When the FCC stepped in and required cable systems to carry all local television stations within the stations area of coverage
Geostationary satellites
Putting satellites in orbit miles above the earth’s surface
Direct broadcast satellites
Allow for program delivery to individual homes
Public relations
The art/science of establishing and promoting a favorable relationship with the public
Integrated marketing
When PR and marketing work together
Internal audience
People within the client’’s organization
External audience
People outside the client’s organization
Press agents
These people worked to generate publicity for their clients in the early days of the U.S.
Hype
Typically dramatic actions to generate publicity for a client
Ivy Ledbetter Lee
Generally recognized as the father of PR; hired to consult coal mine owners
Committee on Public Information
Charged with building the public support for war efforts and promoting WW1 as the “end of all wars”
Edward and Doris Bernays
Edward was the nephew of Sigmund Freud; they began basing their PR work on psychology
Office of War Information
They generated public support and promoted war bonds, victory gardens, etc.
United Stated Information Agency (USIA)
What the OWI was converted into; their mission was to tell America’s story abroad
Public Relations Society of America (PRSA)
A group that provides a code of ethics for PR professionals
News management
All about getting all the stuff you want in the news out there and keeping the stuff you don’t want out
Publicity stunt
Any action designed to create human interest in a story
News hook
The angle that makes an organization’s activities newsworthy
Media relations
The practice of maintaining connections and relationships with reporters
Leaks
Unauthorized disclosure of information to the press; though they usually only pretend to be unauthorized
Trial balloon
A leak which reveals some policy being considered in order to test public response
Exclusive
A story granted to only one news outlet
Community relations
The act of working with a specific community to generate positive relationships
Corporate aid
A form of large-scale community relations
Crisis management
The process of dealing with a crisis situation in order to repair a client’s public image
Lobbying
Any attempt to influence the voting of legislators
Press release
A document sent to the press containing all the information needed to write a news report
Canned news
A press release that can be inserted into a news medium that has/needs no modification
Sound bites
Short, carefully crafted phrases that repeat a major theme the speaker wants the reporter to use
Video news release
A ready-to-use broadcast recording designed for use in television news; often called “fake news”
Press kit
A collection of publicity photos, color slides, product samples, and fact sheets
Spin doctors
Slang terms for PR people
Spinning
The slang term for PR work
The Big Lie
When someone sticks to a statement no matter how obvious it is that they’re lying
Whitewashing
PR covering up problems without fixing them
Greenwashing
Covering up environmental problems by associating with environmentally friendly efforts
Ambient Advertising or 360 Advertising
Being totally bombarded and surrounded by ads
Unique Selling Proposition
Highlighting the things about a product that makes it different
Parity products
When most brands in a product are essentially the same; such as soap
Why do some radio station call letters start with a “w” and others start with a “k”?
East of the Mississippi it would begin with a “W” and if it was west of the river it would start with a “K”
Multiple System Operators (MSO’s)
Cable companies that own several local cable providers
Program syndication
The sale of television programs directly to stations, cable channels, and online venues
PBS
Public Broadcasting Network
Name one thing that P.T. Barnum did to generate hype for his freak show.
He claimed to have the woman who was the babysitter or maid for George Washington traveling with his show
How did Andrew Jackson use PR in his presidency?
He would use trial balloons to see how people would react to considered policies
Why did William Paley purchase CBS?
He wanted to promote his father’s cigar company
What are the 3 categories of PR?
Research, counseling, communication
What were two principles that Ivy Lee followed to guide his actions in PR?
Be transparent and don’t be a hypocrite
In what ways has big data companies such as Acxiom changed advertising?
They narrow down your audience so that you can reach the demographic most valuable to your product
In what ways can website analytics be used to improve marketing?
They can help you know the audience you are reaching
