CCI 150 UTK Exam 1

Why does an understanding of news writing and a news deadlines help a public relations practitioner?

When sending out news releases, it is important for a PR rep to understand how their information will be received

portable people meter

a device worn by people that measures the radio and TV programming to which the participant is exposed during the day

Written Diaries

used to measure audiences in smaller TV and radio marketsPeople agree to participate for a week at a time anonymous- record demographics

Major ways media make money

1. Advertising- biggest source of revenue 2. Circulation Revenue- audience pay for subscription 3. Audience Donations- mostly nonprofit 4. Private Supporters- mostly nonprofit

Understand BIG effects thought, including the hypodermic needle or bullet theory (used interchangeably). Who is affected? How did war propaganda influence this thinking? Why are these theories flawed?

1. Bullet Theory/ Hypodermic Needle Theory: That we are extremely susceptible to control by media These theories are flawed due to the irrational idea that we all are gullible

Why is advertising so prevalent? (two main reasons)

1. Cheaper way to sell 2. It works

Understand the six factors used to evaluate a sample.

1. How selected/ how many were interviewed 2. When was it taken 3. Who paid for it 4. MoE size 5. How was it conducted 6. How were questions worded and in what order (instrument design)

What are some of the major forces that cause media industries to change?

1. Money 2. Power 3. Technology

What four schools are in the College of Communication and Information and minors offered

1. School of Advertising and Public Relations-no minor 2. School of Communication Studies-minor 3. School of Information Sciences and Tech-minor 4. School of Journalism and Electronic Media.-minor

What factors determine the price paid for an advertisement?

1. Size/length 2. Placement (where and how much) 3. Audience size/type 4. Demand (RATE CARD)

Why is advertising important? (from lecture)

1. provides millions of jobs 2. Informs consumers 3. Keeps the economy going 3. Keeps mass media viable 4. Mass media exists bc of advert (and vice versa)

What are the areas of specialization in Journalism?

1. science journalism 2. sports journalism 3. media management 4. print/web journalism 5. broadcast journalism 6. visual communication 7. magazine journalism

Understand SMALL effects / MINIMAL effects thought and how opinion leaders matter (two-step process). Know both steps in the two step process and that multi-step flow is actually even more accurate.

2-step flow model: we aren't that susceptible to control 1. Message from media 2. Getting more info (from opinion leaders) Multi-step flow - diffusion of innovation (Everett Rogers) 1. Innovations 2. Early major 3. Late major 4. Leggards

Set-top boxes

A small device that generally sits on top of a television set and converts video and audio signals. Are common with satellite and cable television systems record length, time, channel

Audit Bureau of Circulation

ABC- the oldest measures print media work by auditioning print media outlets printing and circulation record

What is an ad agency, how does an agency make money, and what are job categories in an ad agency?

Ad agency is a business that handle all aspects of the advertising process of other businesses Make money: traditional agency pay by getting 85% of deal and keep 25% Job categories: Creative, liaison, buying medi, research

Who/What owns most major media?

Businesses, corporate chains, and non profits

What is CPM? Is the best CPM always the best buy for any given advertiser?

CPM: cost per thousand No, cpm is relavent to the audience and time of ad

Although we talked a lot about the effects of violence in the media, media affect in other ways, too. Recognize examples we discussed in class.

Cathartic Effect: media violence is a way to "blow off steam" Catalytic Effect: media violence is causes individuals to act violent

sampling research, including convenience samples and probability (random) samples

Convenience sample: asking those who are easy to find Probability sample: every person in given area has equal opportunity to participate

What is convergence and why is it an important topic right now?

Convergence is the coming together or blurring on formerly different types of mass media *all types of media outlets can use all types of media* 10 news

Know some areas of specialty within public relations

Crisis Communication Ghost writing Community Relations Corporate Comm Campaigns

What is demassification and why does it happen?

Demassification is the opposite of "mass media" and helps tailor media to fragmented audiences. Proliferation of media > Demassification > Targeted Media

Be able to explain economic imperative.

Economic imperative states that profit motive drives decision making.

PR management function

Effective PR is a "two-way" communication That PR tactics are planned and undertaken by professionals

Understand and be able to identify and recognize examples of the mass media models discussed in class, especially elitist/populist and vertically integrated.

Elitist/Populist: Elitist is sophisticated content meant to provoke thought such as newspapers, science journals, and documentaries Populist is popular content meant to entertain viewers such as the grammies and gossip blogs Vertically Integrated: One corporation owning multiple businesses that works together in order to keep more money in-house

What is an exit poll? How are they used? We saw an example in class from the 2000 presidential election.

Exit polls are taken after voting and ask a series of questions (research 1:01)

What is a focus group and how might one be used? Remember the laundry detergent example discussed in class.

Focus groups are 6-10 ppl giving their opinions, not helpful for numbers but helpful for ideas often used as a starting point for quantitative (detergent packaging was hated by target group)

What is George Gerbner's Mean World theory and how does that relate to cumulative effects and cultivation theory?

Gerbner's Mean World theory: A media researcher predicted that even though crime rates have dropped, the proliferation of news media regarding crimes as well as shows and documentaries has caused many to believe crime is worse now even when statistics show it to be better. Cultivation Analysis: show how anxieties are formed from excessive TV

Why is a funny and creative advertisement not always the most effective?

If the funny and creative advertisement does not convince the audience or make its objective obvious it may go over the audiences head

Why would an advertiser be willing to pay $1 million (or more) for an advertisement on the Super Bowl? Is that a good buy for every advertiser? Why?

It is a good buy as long as the advertisement conveys is message and the ppl who watch the SB are likely to buy the product

Ivy Lee Edward Bernays

Ivy Lee: Robber Barons, believed in openness and transparency Edward Bernays: Nephew of Sigmund Freud, used research and planning, father of modern PR

A.C. Nielsen Company

Leading broadcast media research firm in the U.S. (primarily TV) -diary method and electronic meter devices

Understand the difference between mass media and targeted media.

Mass Media: one media source and standardized advertisement to all Targeted Media: giving the option to advertiser and audiences to have more tailored choices

What is an objective statement? What are the parts of one?

Objective statement: what i want to accomp with my campaign (task, TA, time frame, amount of change)

What event in 1938 caused the public to worry even more about "big effects" of media?

October 30, 1938 Orson Wells War of the Worlds

Why is a writing background essential for success in public relations? Why is it helpful to have a good understanding of journalism?

PR reps interact with journalism from PR providing service to journalists, needing a relationship with reporters, sending out news releases, coaching interviews.

What is a PSA? Who can use them?

PSA: public service announcement Ads that run free for non profits

What does it mean to sample?

Polling of random individuals to come to a conclusion

primary and secondary research census research

Primary: diary, poll, interview Secondary: census, libraries Census: polling EVERY PERSON in a given pop and 100% accurate but virtually impossible

What are the primary types of mass media (three)? Be able to categorize examples.

Print: book, magazine, newspaper Electronic: radio, TV, internet Chemical: primary film, old movies, stills with negatives that are run through soap.

Remember the examples of corporate ownership

Pros/Cons Sameness: McDonald's Effect Crowding out comp Quality may suffer/or is better New ideas: room and money to pursue them Cooperation: vertically integrated

What is PRSA and why does it matter?

Public Relations Society of America; promotes professional standards, maintains code of ethics, offers accreditation APR: accredited in public relations (PRSA offer accreditation)

Public relations is practiced in three settings, broadly speaking. Be able to give/understand examples for each.

Public: Tax-payer funded Private: Business funded Non profit: funded by donations or grants

What are publics and why is the word plural? Can you give examples?

Publics is always plural and never just one mass audience Example: UT (Internal: students, faculty, staff: External: potential students, donors, alumni, vendors, fans, community, opinion leaders)

Know the four-step process for conducting public relations campaigns and what each step is for.

R- Research A- Action Planning C- Communication E- Evaluation

What is a rate card? What is typically found inside a rate card?

Rate cards: how to buy and ad from a particular media outlet and how much the ad will cost Includes: ad options, ad reach, amt of pubs, info abt pubs, info abt audience, contact info, rates

Why is research essential in advertising? How is it used?

Research is used to find the correct audience and how to best appeal to them and best media to get to them

What three terms represent the foundation of advertising? What does each mean?

Research: what do we need to now Objective: what do we need to accomp? Strategy: how will we meet our goals?

What is the spiral of silence? Why might personality matter in relation to spiral of silence?

Spiral of Silence: Individuals choose not to speak out when they feel like they are a minority Personality factor: A 9(peacemaker) may be silent while an 8(challenger) will be combative

What is a PR tactic? Be able to name and/or recognize tactics (we saw many examples in class) and how they might be used.

Tactic: any communication method used in public relations Tactics: 1.Verbal: meetings, speeches 2. Electronic: video, websites 3. Written: fliers, magazines, reports (social media is now included)

What is a TA in advertising? Why does tightly defining a TA help an advertiser?

Target Audience, it helps defining a TA to insure you know the audiences desire that you are wanting to sell to

In probability (random) sampling, why does sample size matter? What is a "magic number"?

The larger the size the more accurate the sampling will be The magic number is the number of individuals needed to be polled in order to have a low MoE -,+ (384= 95%)

Know and understand a definition of public relations

The management function that establishes and maintains mutually beneficial relationships between and organizations and the publics of whom its success or failure depends.

Understand this phrase: the media are pervasive

The media are pervasive means that almost all content, news, and information is sent out through media channels.

What is the "third person effect"? What is "agenda setting"?

Third Person Effect: Idea that other people are more susceptible than we are ("I wouldn't fall for that") Agenda Setting: Media adds "topics" to our agenda by informing individuals of debates

zipping, zapping and flushing

Zipping: go to another station Zapping: skip ad on prerecorded Flushing: taking ad as a break from TV

Arbitron/ Nielson audio

measures primarily radio audiencesworks through diary method and electronic media devices

sweeps/ratings periods

media audiences measured at different times of the year. Highest intensity at feb, may, july, nov. TV try to get ratings up and play favorite shows and re-runs, new episode specials etc.

Media Metrix / Comm. Score

one of several companies that measures online audiencesworks by installing software on computers that track visitation