Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
87 Cards in this Set
- Front
- Back
|
What are the 5 unique qualities of the web?
|
immediacy, permanency, flexibility, capacity, interactivity
|
|
|
What problems does the web not have that broadcasting and print does?
|
broadcast - personnel & equipment
print - distribution problems |
|
|
How is the web "flexible"?
|
Can handle many formats - i.e. words, pics, videos, sound recordings, audio photo gallery
|
|
|
Content on the web is...
|
permanent and available on demand
|
|
|
In what ways are broadcasting and print limited?
|
broadcast - time
print - space |
|
|
Interactivity on the web is...
|
interactivity between producers & consumers. i.e. linking, communicating through e-mail, comment boxes, forums, message boards
|
|
|
What are three characteristics of web writing?
|
clarity, efficiency, precision
|
|
|
An informavore is....
|
people who surf the web for info.
|
|
|
Sentences on the web should be...
|
front loaded with info that will be useful, interesting and meaningful
|
|
|
Hyper efficiency means...
|
the concept of providing info. that is ready & easily visible to the reader
|
|
|
Name 1 of the most important characterisitics of the web...
|
links
|
|
|
What are links?
|
words that lead a reader to more info on a topic on a seperate web page
|
|
|
HTML stands for...
|
hypertext markup language
|
|
|
What is HTML?
|
a series of tags that tell web browsers what to do with items they encounter on a website
|
|
|
What is opening tag in HTML?
|
the material inside the brackets before the words
|
|
|
What is white space?
|
the space around words or pics that allows them to be seen
|
|
|
What is the most important concept for web graphic artists?
|
white space
|
|
|
What are elements of design on webpages?
|
white space, short paragraphs, transitions, indentions, boldfacing
|
|
|
What is microcontent?
|
words phrases and sentences that lead visitors to a website
|
|
|
What are labels?
|
1-2 word moniker that indicates the overall organization of the website
|
|
|
Labels must be...
|
accurate and specific as possible
|
|
|
What are the 2 main types of web headlines?
|
label headlines & sentence headlines
|
|
|
Sentence headlines...
|
are common for news websites and most like headlines in newspapers. form a complete sentence
|
|
|
Label headlines...
|
2-4 words that don't try to express a complete thought
|
|
|
Headlines are increasingly important to websites because of...
|
RSS
|
|
|
RSS stands for
|
rich site summary or real simple syndication
|
|
|
RSS is...
|
headlines that can be picked up by software and fed to a computer or hand held device
|
|
|
Name the 3 categories of summaries.
|
informational, analytical, provocative
|
|
|
What is a subhead?
|
a line of type within a body copy of an article that informs the reader whats coming up next
|
|
|
Informational summaries...
|
try to give readers an overview of a longer story
|
|
|
Analytical summaries...
|
give readers interpretation of the story
|
|
|
Provocative summaries...
|
pique the interest of the reader and display some attitude
|
|
|
What is a cutline?
|
an old term for the text that describes whats in a pic. no more than 1 sentence. present tense
|
|
|
When were blogs (web logs) first started?
|
late 1990's
|
|
|
Writers for the web...
|
need to use everything in their arsenal
|
|
|
Good web writers need to know...
|
where info is located
|
|
|
Define backpack journalism...
|
the variety of tools available to the journalist in reporting todays news
|
|
|
Backpack journalism is related to the concept of..
|
lateral reporting - taking a story idea and expanding it in a way that uses variety of media
|
|
|
What is the single thing all people expect from websites?
|
INFORMATION!
|
|
|
What are the 5 expectations of websites?
|
speed, visual logic, simple organization, depth, news
|
|
|
Web news stories have what kind of tone...
|
formal
|
|
|
What is the most important tool of backpack journalism?
|
TEXT
|
|
|
web journalists should know...
|
word processing software and other basic things like cut paste finding stuff blah blah blah BLAH
|
|
|
Graphics are good at doing what 3 things?
|
showing numerical info, helping the viewer visual what cant be photographed, and est. geographic location
|
|
|
Lateral reporting can involve..
|
background, pics, graphics, maps, documents, previous stories, audio/video clips, links to other websites, epolls, discussion forums
|
|
|
Web packaging involves...
|
text, pics, graphics, audio and video. "5 course meal"
|
|
|
Good webpackaging contains?
|
unifying theme, main headline, good design, labels, conscise content
|
|
|
What is the worlds most pervasive medium?
|
broadcast
|
|
|
Broadcast is...
|
aural (written for the ear)
|
|
|
what are some examples of enzymes that recognize special sites on DNA that allow for non-homologous recombination?
|
transposases and integrases
|
|
|
broadcast should avoid...
|
runon sentences, apposition, beginning story w/ unfamiliar name, using symbols, pronouns, cramming everything into 1 sentence
|
|
|
TV uses what kind of format?
|
split column with audio on right, video on left
|
|
|
main strength of broadcast is...
|
timeliness
|
|
|
What is simplest form of radio story format?
|
copy or reader story
|
|
|
Name TV formats.
|
reader/copy story, voiceover, voiceover to soundbite, package stories, live shots
|
|
|
Most elaborate tv package?
|
toss script
|
|
|
Toss script includes?
|
anchor-read lead-in, and tape number and needed supers. edit script - plan
|
|
|
Advertising is a what relationship?
|
love-hate
|
|
|
What is advertising based on?
|
the assumption that words have the power to produce a change in thinking, attitudes, beliefs, and behavior
|
|
|
Advertising understands that..
|
all humans have needs and desires
|
|
|
Name human desires and needs.
|
food, drink, shelter, security, comfort, the goods, intimacy, social contact (not), independence, privacy, power, aquisition, stimulation
|
|
|
Marketing a product begins with...
|
deciding who in population is most likely to buy it
|
|
|
Advertisers should think about what 2 groups of people?
|
who already uses it & who doesnt use it but is likely to
|
|
|
How do advertisers find out who is likely to use product?
|
interview surveys, phone surveys, mail surveys, focus groups, product testing, intercept interview (annoying people at the mall that harass you)
|
|
|
What 2 major concepts must advertisers understand?
|
psychographics and demographics
|
|
|
What is psychographics?
|
putting ppl in groups based on less obvious crap like emotional responses
|
|
|
What are the basic demographic categories?
|
age, gender, income, education, marital status, race, occupation, etc
|
|
|
Products can be...
|
items, businesses, or ideas
|
|
|
Advertisers should know what about a product?
|
what it does, physical characteristics, history of product, who makes it, brand, price, competition
|
|
|
Consumers often exercise ____ loyalty
|
brand
|
|
|
What is positioning?
|
trying to position a product in consumers minds
|
|
|
Why is the unique selling position important?
|
gives consumers first clue as to why they should want to buy the product
|
|
|
Marketing environment is created by what?
|
audience, products, and situation surrounding the ad
|
|
|
ad writers must be able to state...
|
the key fact about an ad situation
|
|
|
What is a copy platform?
|
way of gathering info about a product and matching it to ad situation
|
|
|
Copy platform involves...
|
subject, prob, characteristics, objective, target market, competition, appeal, theme, selling points
|
|
|
Ads should..
|
simple english, action verbs, be specific, personal pronouns, inspire confidence, dont be afraid of contractions, give audience all info it needs
|
|
|
Print ads should have..
|
illustration, headline, subheads, body copy, closings
|
|
|
What are mandatories?
|
items required to by advertiser to be in ad
|
|
|
What are legals?
|
stuff required by law to be in ad (surgeon gen. warning on cigs)
|
|
|
Two other important advertising things?
|
slogans, and logos
|
|
|
What are signatures?
|
name and address of company
|
|
|
What are tools of broadcast advertising?
|
voices, sound effects, music, jingles, visual effects,
|
|
|
Name commercial formats.
|
problem resolution, slice of life, documentary/demonstration, fantasy (energizer bunny)
|
|
|
Name announcer formats
|
spokesperson (famous ppl), testimonial, anonymous
|
|
|
Useful tv commerical tool?
|
tv storyboard
|
|
|
What are 3 other forms of advertising?
|
point of purchase, outdoor (billboards), direct mail (pamphlets, etc)
|
