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99 Cards in this Set
- Front
- Back
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What is Advertising?
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promotion of product service or idea by means of paid for and identifiable time or space.
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National
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from national manufacturers to consumers to buy anywhere
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Retail
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from the retailer (local merchant) to the consumer to buy at "my" store
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Professional
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from the manufacturer to professionals (MD, dentists) for products to be recommended to their customers
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Trade
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from manufacturers to the retailers for goods that will be resold to the consumer
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Industrial
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from the national manufacturer to another manufacturer for goods and services to be used by the second manufacturer
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Direct Response
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tv, radio, mail, newspaper, etc. allows you to complete the purchase. complete transaction
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Volney Palmer
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1840, organized the first ad agency (was before the civil war too)
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George Rowell
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1869, published first rate directory
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Federal Trade Commission
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1917, unfair trade practices, later to control false and misleading advirtising actions
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AIDA
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Attention Interest Desire Action-four parts for all ads
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caveat emptor
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let the buyer beware
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laisse faire
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hands off, or let alone
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Advirtising agencies are made up of what 4 areas?
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AE (account executive), creative, marketing (media and research) and administrative
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what is a boutique?
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specialty shop
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What did Wilson Bryan Key do?
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subliminal advertising
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what does CPM stand for?
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cost per thousand
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what is the most important part of an ad campaign?
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evaluating
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what is positioning based on?
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price and quality
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what is Rosser Reeves known for?
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unique selling point
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what are the three factors of print?
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thumbnail, rough, comprehensive layout
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what is associated with TV?
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storyboard
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what is the usual commission?
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usually 15% for placing ads
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what is hard sell?
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"call now!" command
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what is soft sell?
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"things are better with coke" suggestion
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What is important about the first amendment?
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freedom of speech and press
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what is Justice Blackstone known for?
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"no prior restraint"
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what is Oliver Wendell Holmes known for?
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"clear and present danger" in time of declared war
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what is a shield law?
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states that you have to testify, but don't have to give sources
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what is Myron Farber known for?
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NEW YORK TIMES
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what is veniremen?
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prospective jurors
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what is the grand jury?
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meets to see if a trial should be held
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what is a petit (petty) jury?
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meets to see if guilty
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what is a change of venue?
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change of location
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what is sequester?
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keem them in hotel so they won't get killed or bribed
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what is it to challenge a prospective juror for cause?
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too close to case, can have as many as judge will allow
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what is it to challenge a prospective juror "peremptory"?
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just because, usually allowed 2 for misdemeanor, 4 for felony. request excuse for other reasons.
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what did the sunshine act do?
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open meeting laws
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what is libel/slander?
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published, damaging untruth, usually with intended malice. libel is published slander is spoken
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what are 4 defenses for libel
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truth, fair comment (about public people), lack of malice, retraction
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what did the Privacy Act of 1974 accomplish?
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protects information about individuals being given out without their permission. William Buckley
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what does a copyright protect? how long?
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style of work, until 70 years after the death of the author
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what is obscenity?
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material that is lewd, indecent. there are community standards
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what is a lottery?
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chance, prize, consideration (pay to play)
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what is veniremen?
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prospective jurors
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what is the grand jury?
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meets to see if a trial should be held
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what is a petit (petty) jury?
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meets to see if guilty
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what is a change of venue?
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change of location
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what is sequester?
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keem them in hotel so they won't get killed or bribed
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what is it to challenge a prospective juror for cause?
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too close to case, can have as many as judge will allow
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what is it to challenge a prospective juror "peremptory"?
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just because, usually allowed 2 for misdemeanor, 4 for felony. request excuse for other reasons.
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what did the sunshine act do?
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open meeting laws
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what is libel/slander?
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published, damaging untruth, usually with intended malice. libel is published slander is spoken
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what are 4 defenses for libel
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truth, fair comment (about public people), lack of malice, retraction
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what did the Privacy Act of 1974 accomplish?
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protects information about individuals being given out without their permission. William Buckley
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what does a copyright protect? how long?
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style of work, until 70 years after the death of the author
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what is obscenity?
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material that is lewd, indecent. there are community standards
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what is a lottery?
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chance, prize, consideration (pay to play)
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what does the FCC do?
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does not make law, but interprets law in the "public interest"
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what does section 315 provide?
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legally qualified candidates get "equal opportunity"
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what did the Children's Television Act do?
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required tv stations to present more educational/informational programs for children during week and on Saturdays
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what are the three important parts of the Telecommunications Act of 1996?
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Allowed telephone companies to enter the cable industry, allowed cable companies to enter the telephone industry, and mandated that new tv sets have V chip
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what did the Commercial Speech of 1984 do?
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said professionals such as lawyers and doctors could advertise and advertise prices.
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what is Immanuel Kant known for, and what is the slogan?
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categorical imperiative, what is right for one is right for all
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Who is involved with Utility, and what is the slogan?
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Jeremy Bentham and John Stuart Mill, greatest good for the greatest number
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what is the Veil of Ignorance, and who is associated with it?
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justice should be blind in order to be fair, John Rawls
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what is Joseph Fletcher known for?
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Situational Ethics
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what does NAB stand for?
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National Association of Broadcasters
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name the ratings
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G, PG, PG-13, R, NC-17
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what are junkets?
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illegal trips designed to influence. unethical
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what is an ompudsperson?
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complaint taker
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what does BBB stand for?
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Better Business Bureau
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what does ACT stand for?
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Action for Children's Television
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what does ASH stand for?
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action for smoking and health
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who was blacklisted in the red scare?
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John Henry Faulk
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what is Marshall McLuhan known for?
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global village
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what does VOA stand for?
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Voice of America
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what is Yomiuri Shimbun?
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world's largest daily newspaper with 14 million circulation in Japan
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what does correlation not do?
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does not show cause and effect
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waht is a random sample?
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everyone has equal chance in population
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what does demographics mean?
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age, education, ethnical background
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what does psychographics mean?
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lifestyles
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what are stereotypes?
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a label, underrepresentation of spanish and black people usually
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what is Agenda setting?
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media comes up with the list of things to consider or act upon.
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what is framing?
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the way a news topic is treated by the media
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what are Katz and Lazerfeld known for?
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opinion leaders, two step flow of information
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what is Leonard Berkowitz known for?
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instigating or stimulating effect
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what is Wilbur Schramm known for?
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what the child brings to the TV is more important than what he views
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what is Albert Bandura known for?
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imitating effect (Bobo doll)
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what does NIE stand for?
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Newspaper in education
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what is Frederick Wertham known for?
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school of violence
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what is Leon Feshbach known for?
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catharsis effect
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what is Joseph Klapper known for?
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media do not directly affect but mainly serve to reinforce.
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what does the Surgeon General's Report of 1972 say?
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violence affects some kids in some ways but we are not sure of long term effects since research was done on controlled basis
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what do Mass media and voters do?
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tends to reinforce. media activates people to vote.
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What is diffusion?
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"telephone game" spread of info across time in a society.
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who did studies with diffusion?
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Hadley Cantrell
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Bonus: what is rating?
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one percent of the households watching a program out of all the tv households
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Bonus: what is share?
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one percent of the households watching a program out of all the households using tv
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