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99 Cards in this Set

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