Princ. Mass Media Ch 11-12
commercial speech
Communication in the form of advertising. It can be restricted more than many other types of speech but has been receiving increased protection from the Supreme Court.
Lobbying
A strategy by which organized interests seek to influence the passage of legislation by exerting direct pressure on members of the legislature.
Why did Lee and Bernays' approach to public relations, which emphasized shaping the interpretation of facts,start supplanting the previous "fool the press and mislead the public" tactic of companies by the mid-1900s?
Muckraking reporters started digging into companies' promotional practices, and increasing literacymeant citizens were more informed.
The PRSA serves
PR agents and firms.
What is an element of economic professional friction between the news media and PR?
PR agents help companies "promote as news what otherwise would have been purchased asadvertising."
Which of the following is NOT a publication about the PR community?
PRSA
What is one hiring trend within PR and news reporting?
Reporters often move into PR jobs.
Which of the following is a result of the growth of PR as a course of study in colleges and universities?
The PR industry now relies less on reporters for its workforce.
market research
The activity of gathering information about consumers' needs and preferences.
What is one reason that the multibillion-dollar PR industry is somewhat invisible to the public?
The close relationship between the press and PR professionals means that the press rarely investigates thePR industry
Which is an accurate statement about advertising agencies such as the WPP and Omnicom?
They are mega-agencies controlling a majority of the advertising dollars spent around the globe.
Journalists such as _____ worried that PR professionals had too much power over American public opinion.
Walter Lippmann
Video News Release (VNR)
a ready-to-broadcast videotape designed for use in television news
bandwagon effect
a shift in electoral support to the candidate whom public opinion polls report as the front-runner
slogan
a short, catchy phrase that conveys an important idea
myth analysis
a strategy for critiquing advertising that provides insights into how ads work on a cultural level; according to this strategy, ads are narratives with stories to tell and social conflicts to resolve
Interstitials
advertisements that pop up in a screen window as a user attempts to access a new Web page
plain folks pitch
an advertising strategy that associates a product with simplicity and the common person
famous-person testimonial
an advertising strategy that associates a product with the endorsement of a well-known person
snob-appeal approach
an advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station
hidden-fear appeal
an advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief
Psuedo-event
any circumstance created for the sole purpose of gaining coverage in the media
What advertising technique pairs a product with a cultural value, such as natural scenery or national pride?
association principle
What does the bandwagon effect do?
claims that everyone is using a product and you will be left behind if you don't
irration advertising
creating product-name recognition by being annoying or obnoxious
What department in an advertising firm is made up of teams of writers and artists?
creative development
Greenwashing
exploiting a consumer by disingenuously marketing products or services as environmentally friendly, with the goal of gaining public approval and sales
A deodorant ad that plays on a woman's fear of smelling bad is using the
hidden-fear appeal
The _____ plays on consumers' insecurities.
hidden-fear appeal
association principle
in advertising, a persuasive technique that associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product
boutique agencies
in advertising, small regional ad agencies that offer personalized services
media buyers
in advertising, the individuals who choose and purchase the types of media that are best suited to carry a client's ads and reach the targeted audience
press releases
in public relations, announcements-written in the style of news reports-that give new information about an individual, a company, or an organization and pitch a story idea to the news media
Most PR work for companies and nonprofits is done
in-house.
space brokers
individuals who purchased space in newspapers and sold it to various merchants
Propaganda
information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view.
Some forms of fashion and cosmetics advertising actually pander to individuals' _____ by promising the idealbody
insecurities and low self-esteem
Which of the following is NOT one of the core values of the PRSA Member Statement of Professional Values?
interdependence
Advertisements featuring oddly dressed furniture salespeople yelling at the camera are examples of _____.
irritation advertising
mega-agencies
large ad firms that formed by merging several agencies and that maintain regional offices worldwide
Using a song by the Shins to promote McDonald's is an example of
licensing
The first advertising agencies were.
newspaper space brokers.
press agents
people who work to generate publicity for a client
The _____ associates a product with simplicity
plain-folks pitch
publicity
public information about a company, product, service, or issue appearing in the mass media as a news item
Edward Bernays was the first person to apply the findings of psychology and sociology to public relations,referring to himself as a
public relations counselor
The total communication strategy used to reach and persuade an audience is called
public relations.
What does the Federal Trade Commission usually do when it discovers deceptive ads?
requires advertisers to change their ads or remove them from circulation
The Ad Council's memorable crash test dummy campaign substantially increased
seat belt use.
Ads in the nineteenth century were similar to ads today in that they
stressed significant differences between products.
Early press agents would advance their client's image primarily through what method?
stunts staged for newspapers
Hidden or disguised messages that allegedly register in people's subconscious, like a Coca-Cola sloganembedded in a few frames of a movie, are known as
subliminal advertising
subliminal advertising
supposedly hidden messages in marketers' communications
product placement
the advertising practice of strategically placing products in movies, TV shows, comic books, and video games so the products appear as part of a story's set environment
viral marketing
the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
What factor(s) have made possible advertising's unchecked growth?
the fact that many citizens don't think of advertising as significant enough to monitor or reform
Public Relations
the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
saturation advertising
the strategy of inundating a variety of print and visual media with ads aimed at target audiences
political advertising
the use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint
spam
unwanted e-mail (usually of a commercial nature sent out in bulk)
John Burke, who promoted the Buffalo Bill show, was one of the first PR agents to
use a wide variety of media channels.
Patent medicines were often made with
water and ethyl alcohol
The Joe Camel ad campaign was aimed at
youth
storyboard
A sequence of drawings representing the shots planned for a film or television production.
Today, women make up more than _____ of PR professionals.
60 percent
astroturf lobbying
Any lobbying method initiated by an interest group that is designed to look like the spontaneous, independent participation of many individuals.
What is the earliest known example of advertising?
Babylonian shop owners hanging signs carved in stone and wood
The largest PR agency is _____, started in Chicago in 1952.
Edelman
Who helped design a campaign for the American Tobacco Company to make smoking more publiclyacceptable for women?
Edward Bernays
Who taught the first public relations class?
Edward Bernays
Which company is expected to earn the largest mobile advertising revenue in 2018?
Partly to monitor patent medicine claims, the _____ was passed in 1906.
Federal Food and Drug Act
The derogatory term journalists use for PR professionals,
Flack
Public Service Announcement (PSA)
Print advertisement or broadcast commercial on TV or Radio, intended to change attitudes by raising awareness about specific issues
_____is/are communication strategically placed, either as advertising or as publicity, to gain public supportfor a special issue, program, or policy, such as a nation's war effort.
Propaganda
An example of a PR pseudo-event is _____.
a press conference for the movie The Interview
flack
a derogatory term that, in journalism, is sometimes applied to a public relations agent
Values and Lifestyles (VALS)
a market-research strategy that divides consumers into types and measures psychological factors, including how consumers think and feel about products and how they achieve (or do not achieve) the lifestyles to which they aspire
