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56 Cards in this Set
- Front
- Back
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News Hole
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the space left by advertisers in newspaper
SIG: only 1/3 of newspapers and 1/2 of magazine space, shows the dominance of advertising |
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% of ads $ spent on TV
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24.4 % - more than any other form like Radio, Direct Mail, Others
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Propaganda
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ideas, facts or allegations spread to deliberately further one's cause, a form of manipulation - In the scope of public relations they can be very powerful and influence public
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Torches of Freedom
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The idea of women buying cigarettes, significant, changed societal expectations with the use of pseudo-events by Bernays - was the guy who revolutionized the idea of strategic communication (Easter Parade)
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Consumer Culture
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Has a negative effect on advertising- model of advertising with pervasive and intrusive - Buying things is a a main part of life - persuasive ads are better than quality products - It IS the culture's IDENTITY
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Patent Medicines
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In 1900 patent medicines made up 1/6 of all magazine ads - then muckraking in 1906 prompted the Food and Drug Act regulating such ads and instituting truth in advertising
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Borrowed Interest
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Leo's Burnett's idea for packaging- he said cereal boxes needs to be made exciting and to find an exciting idea and bond it to a product - consumer loyalty
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Parity Products
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Where you have two similar products that do the same thing so you need to show why yours is unique
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Psychographics
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Appealing to an audience who believes the same thing- In use with audience segmentation article by Turow --Shows how successsful campaigns needed to target specific audiences (tested by the VALS survey)
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Market Segmentation
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Turow's argument- subgrouping according to habits, demographics, geographics, psychographics
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Maslow's Heirarchy
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Popular in the 1950s and 1960s psychological theory, correct way to age and mature, progresses out of physiological needs
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AIDA
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Attention, Interest, Desire, Action, the path an ad needs to take (four stages) - succesful, attract attention, create interest, stimulate desire and promote action
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CPM
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Cost per thousand - the ideas of selling eyeballs, efficiency of ad placement
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1984 Commercial
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Apple computers, new style without even showing their products, Best Commercial of all time. Shows that great ads yield huge results
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Technologies of Avoidance
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Allow consumers to skip over ads like the remote, VCR, and TiVO, Ads concerned leads to product placement
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Vampire Creativity
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viewers remember ads, but not being sold, too entertaining like monkey's in the workplace
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SWOT
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Strenghts, Weaknesses, Opportunity and Threats, situational analysis and the imporant things to remember from research while planning an ad campaign (also business its taking stock of where you want to go)
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Stopping Power
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Ads need it to draw it to ad themselves, the thing it makes you stop what you're doing (like Vonage)
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Walter Lippman
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Harvard educated journalist and editor, Propaganda writer in WWI, feared the public was too easily manipulated and prone to stereotyping, wrote "public opinion" was skeptical of "manufacture of consent" SIG- public opinion can't govern so policy makes need to be separate
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"In House" public relations
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2/3 of PR professionals are in house- as opposed to agency - US government is the largest- this way you're directly tied
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PR Newswire
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Website online where press releases are posted for newspapers- News can be made by any writer about products or organizations - not actual news, written with one viewpoint
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Altria
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Another name for Phillip Morris, created in 2001 in response to lawsuits in attempt to "rebrand" the company
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Claim of Special Responsibility
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Turow's claim a media firm can make a target audience feel a special tie to the media that it'll even pay attention to ads, firms aid to specific marktet to cater to relationship
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Presidential Approval Rating
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Depends greatly on events, highest in history, shows how satisfied the public is with a president
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Complementary Copy
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Text or photos that praise or advertise products in magazine where advertised, sometimes required in some women's magazines - Shows the breakdown of the Wall between advertising and editorial
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Invisible Government
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in order to function smoothly, decisions of many shaped by few (propaganda), people are manipulated by invisible government they don't realize who they're influencing
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Lara Logan
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Talking about context and public diplomacy, talked about pseudo-events, chief foreign correspondent for CBS news, defended covering tragic news
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Integrated Markeint Communications
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Converging media agencies grabbing more of the pie, broadening their scope and vertical integration
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Pseudo-Event
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Staged events to attract media attention like the Saddam Statue in Iraq, can win over public support with "news"
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Publics
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Consumers, Government Policymakers, Activists, Clients, shareholders, media outlets, need to decide who you're talking to- PR needs to pay attention to all of them
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Creel Committee
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Bernays- intended to influence US public opinoin supporting intervention in WWI, used propaganda, innovated using propaganda
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Random Sample
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Crutial for creating a good poll, way to screw it up if there is a sampling error, fairly represent the population
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Response Rate
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Another way to screw up a poll, example is ansering machines and cell phones being an increasingly big problem - SIG. A polls data could be invalidated if answering in a different time and place
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Margin of Error
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Small differences may be cancelled out bty this "margin of error" defined by 1/sqrt n - Small Sample = Large margin of error, some error gets absorbed
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Psyops
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Psychological Operations - like dropping leaflets from planes, often carried out by the military, wider world of public diplomacy
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Charlotte Beers
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Queen of Madison Ave- Advertising giant brought in as undersecretary of State for Diplomacy - worked with AD council on campaigns failed in 2003 with an "emotional" campaign with no issue content
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Karen Huges
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Former TV news reporter, was dubbed the "most powerful woman in the U.S." Pitched war to the American people - Sold "Brand America"
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Smart Bombs
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Military showcased video of 'smart bombs' they hone in on their target, no casualties
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Embedded Journalist
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The militaries replacement for the smart bombs strategy, Bush takes it directly to the people, no censorship
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VALS
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Values and LifeStyles, psychographic system for target markets, separates it into 9 groups which allows advertisers to market specifically
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Swift Boats Vets for Truth
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the sponsored the infamous ad against John Kerry in 2004 election, it drove news coverage giving it free airtime, dictated the issues of the agenda- 3 battleground states
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Demobilization
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the effect of negative advertising by politicians where reduced turnout occurs, theory was disproven with an overall net positive affect, 5% independant down, but mobilized
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Stealth Campaigning
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Connections to advertisers, can benefit w/out name, someone else does the dirty work- hidden connection should be exposed for absolute truth to public
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PACs
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Political Action Committees, sponsor ads for politicians to push their own political agenda - not directly part of hte campaig, very powerful in the realm of government and politics
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Negative Ads
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Been happening since the 1950s, they are still the minority and not "attack ads" most were contrast and positive ads, often from outside sources
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Resevoir of Credibility
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government builds up rapport along with companies - storage padding company
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Reason why approach
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Customary way of advertising in 1908, gave reason why to buy, emotional became more popular - women were more of hte readers
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Spin
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finding the positive view of an event, spin doctors are good at this, blurs the line of fact and fiction
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Branding
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Identifying a corporation with associatve images and emotion for consumers
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Claim of efficient separation
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the claim that advertisers don't pay for audiences they don't want
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Upscale
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A combination of selectively affluent with genuinely affluent - Significance was advertisers moved to targetting a more affluent audience with more disposable income
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Generation X
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under 30 in the 90s, david rather than goliath
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Lincoln Group
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Fed news to Iraqis
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McLibel
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McDonald's lawsuit in the mid-1990s iinfo questionable practices, showed the benefits to taking on big companies
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Dean for America
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the grassroots blogging and fundraiserig to challenge bush
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Battleground States
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Iowak, NH where politicians spend the most time
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