Jour100 Exam 2

Front 1

Historical backgrounds that gave a rise to modern advertising

Back 1

•Capitalism
•Industrial Revolution
•Manufacturers’ pursuit of power in the channel of distribution
•Development of modern mass media

Front 2

First advertising agency in the U.S.

Back 2

•Established in 1840s in Philadelphia
•Volney Palmer
•Bought large blocks of newspaper space cheaply and sell it at a profit to those who wanted to advertise their products in the newspapers  space broker
•Did not produce advertisements

Front 3

Major figures in the history of advertising and public relations

Back 3

•Advertising: P. T. Barnum, Rosser Reeves, Bill Bernback, David Ogilvy, Leo Burnett

•Public relations: P. T. Barnum, Ivy Redbetter Lee, George Creel, Edward Bernays

Front 4

Two major trends in modern advertising

Back 4

•Hard sell: Rosser Reeves
•Creative revolution: Bill Bernback, David Ogilvy, Leo Burnett

Front 5

Annual expenditure on advertising

Back 5

$200 billion in the U.S., $450 billion worldwide

Front 6

Major advertising spenders:

Back 6

car manufacturers, consumer product manufacturers, entertainment industry, retailers, fast food industry

Front 7

• Advertisers

Back 7

manufacturers and service firms, retailers, government and social organizations, individuals

Front 8

• Advertising agencies

Back 8

Omnicom Group, Interpublic Group, WPP Group, Publicis Groupe

Front 9

Types of advertising agencies

Back 9

• Full-service agencies
• Creative boutique
• Media-buying services
• In-house department

Front 10

Types of ads

Back 10

•Consumer ads
•Promotional considerations
•Product placement
•Alignment ads
•Institutional ads
•Political ads

Front 11

• Consumer ads

Back 11

promote products and services targeting consumersTrade ads: promote products and services targeting other businesses

Front 12

• Promotional considerations

Back 12

reference to a product or service during programs targeting consumers

Front 13

• Product placement

Back 13

having a character in entertainment programs or movies use a product or service to increase sales among consumers. Unobtrusive.

Front 14

• Alignment ads

Back 14

promote a commercial brand and a socially beneficial cause together in one ad. Mostly solely sponsored by the commercial brand.

Front 15

• Institutional ads

Back 15

promote the institution than a particular brand or product. Build reputation and differentiate from its competitorsPublic service ads: promote a socially beneficial cause either to education public about the issue or to solicit donation to help the cause. Produced by businesses, ad agencies, and mass media. Law required mass media to donate the time. Ad council was organized to the ad industry to help coordinate, produce and place PSAs. Donated time or space is usually unsold, unpopular time slots. Advocacy ads: Used by a variety of special interest groups to support their standpoint. Usually sponsored by trade associations, membership organizations, political parties, activist groups.

Front 16

What percent of campaign budgets are spent on political ads

Back 16

50-75%

Front 17

Political ads

Back 17

Became single most important method of persuasion in American politics. Negative attack ads are regarded to be responsible for political indifference and decreased voter turnouts. Political advertising encourages not an issue-based, but image and peripheral impression-based decision. Only candidates with big money can buy access to the publics because there is no limit in the amount of time that a candidate can purchase for political advertising.

Front 18

Puffery

Back 18

Advertising or other sales representations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.

Front 19

Legal restrictions on advertising

Back 19

Anybody can advertise as far as:
1. The product or service is legal
2. The advertisement is neither deceptive nor unfair.

Front 20

Deception

Back 20

1.There must be a representation, omission, or practice that is likely to mislead the consumer.
2.This representation, omission, or practice must be judged from the perspective of a consumer acting reasonably in the circumstances.
3.The representation, omission, or practice must affect the consumer’s conduct or decision with regards to the product or service.

Front 21

Unfairness

Back 21

Acts or practices that cause or are likely to cause substantial injury to consumers, which is not reasonably avoidable by consumers themselves, and not outweighed by the countervailing benefits to consumers or competition.

Front 22

Government regulation on advertising

Back 22

1) Federal Trade Commission (FTC)
2) Food and Drug Administration (FDA)
3) Securities and Exchange Commission (SEC)
4) U.S. Postal Service (USPS)
5) Bureau of Alcohol, Tobacco, and Firearms (ATF)

Front 23

Federal Trade Commission (FTC)

Back 23

the most comprehensive regulatory agency of advertising

Front 24

Food and Drug Administration (FDA)

Back 24

medicine, cosmetics, and food product advertising

Front 25

Securities and Exchange Commission (SEC)

Back 25

stock and bonds advertising

Front 26

U.S. Postal Service (USPS)

Back 26

distribution of obscene materials

Front 27

Bureau of Alcohol, Tobacco, and Firearms (ATF)

Back 27

Alcohol, tobacco ,and firearms advertising

Front 28

Industry self-regulation of advertising

Back 28

1)National Advertising Review Board (NARB)
2) State and local Better Business Bureaus (BBB)
3) Advertising agencies and associations
4) Media organizations

Front 29

National Advertising Review Board (NARB)

Back 29

consider cases reported by state and local better business bureaus

Front 30

State and local Better Business Bureaus (BBB)

Back 30

provide guidelines to local advertisers

Front 31

3) Advertising agencies and associations

Back 31

responsible for the content of ads that they produced

Front 32

Media organizations

Back 32

responsible for the content of ads that they placed. Can deny certain ads if the ads deem inappropriate.

Front 33

History of PR

Back 33

PRESS AGENTRY ERA: 1830 ~ 1900
PUBLIC INFORMATION ERA: 1900-1917
WORLD WAR I PERIOD: 1917-1919
PROLIFERATION OF PUBLIC RELATIONS: 1920–

Front 34

PRESS AGENTRY ERA: 1830 ~ 1900

Back 34

1.P. T. Barnum (1830s - 1900)
2.Political Campaigning: Press Bureau (1896)
3.Business
1) Labor union conflicts: bad reputation of big businesses
2) Westinghouse in-house publicity bureau (1889)
3) Use of the term “Public Relations”

Front 35

PUBLIC INFORMATION ERA: 1900-1917

Back 35

1.Ivy Redbetter Lee: Public-be-damned à Public-be-informed
2.First PR agency: Publicity Bureau (1900)

Front 36

WORLD WAR I PERIOD: 1917-1919

Back 36

1. The Committee on Public Information (George Creel & Carl Byoir)
2. Development of various PR techniques
3. Training of many PR practitioners including Edward Bernays

Front 37

PROLIFERATION OF PUBLIC RELATIONS: 1920–

Back 37

1.Edward L. Bernays & Doris E. Fleischman
2.Burgeoning scholarly interest and practices
3.Walter Lippmann (1922)
“(development of public relations is) a clear sign that the facts of modern life did not spontaneously take a shape in which they can be known”
15. Relationship between journalists and public relations practitioners

Front 38

Why do the media need public relations?

Back 38

because of increasing amount of information available, cutback on news staffs, and local television stations’ needs for newscast events.

Front 39

Why do public relations need the media?

Back 39

because of the access to the general public unavailable elsewhere and the credibility they commend among the general public

Front 40

why do the media not trust public relations?

Back 40

because (they think) PR practitioners do not provide facts, but an interpretation of the facts favorable to their clients, PR practitioners block journalists’ access to news sources, PR only utilize the media to get free access to the audiences, and PR practitioners sometimes feed them with incorrect information.

Front 41

Why do Public relations practitioners do not trust the media

Back 41

because (they think) the media is only interested in bad stories about their organizations, the media dismiss a lot of information provided by public relations practitioners that public needs to know about, and the media sometimes misuse information provided by public relations practitioners.

Front 42

Audiences for public relations communication messages

Back 42

Employees, investors, consumers, business partners, governments, community, news media

Front 43

Merge of public relations and advertising

Back 43

Integrated marketing communication

Front 44

• Public relations

Back 44

use of controlled and uncontrolled media in an attempt to manage relationships between an organization and the publics that can affect its success

Front 45

• Advertising

Back 45

use of controlled media in an attempt to influence the actions of targeted consumers

Front 46

Efforts of PRSA, the biggest public relations practitioners’ association in the U.S., to encourage professionalism among PR practitioners

Back 46

1) Code of ethics
2) Accreditation
3) Research and professional development
4) Recognition of senior professionals

Front 47

Two major sources of revenue for commercial media

Back 47

Subscriptions/purchases and advertising

Front 48

What are similarities between PR and advertising

Back 48

1) Anybody including government, corporations, NPOs, and individuals can do it.
2) Advertising agencies and PR firms provide the services of creating and placing the messages and more than half of the revenues are made by mega agencies that include both advertising agencies and PR firms inside.
3) Need external facilitators such as research and marketing firms, information intermediaries.
4) Mass media is one major channel of information
5) PR and advertising practitioners have heavy social responsibilities.
6) PR and advertising is equally important because of their social implications.

Front 49

What are differences between PR and advertising

Back 49

1) The size of advertising industry is much bigger than PR industry because advertising heavily uses controlled mass media whereas PR doesn’t.
2) Whereas advertising only targets consumers, PR targets various publics that include consumers.

Front 50

What group has been the target market for magazines for most of the past century?

Back 50

Women

Front 51

Which of the following statements is TRUE?
A.Full-service agencies focus on particular products, like foods or women's products.
B.Most of today's advertisements are produced by special departments within manufacturing and service corporations not by traditional ad agencies.
C.Creative boutique agencies are full-service agencies with reputations for artistic and stylistic achievement.
D.In-house agencies serve a single industry, chain of stores or single business.

Back 51

D

Front 52

28. Which of the following is one of the key groups found in most full-service ad agencies?
A.Account management.
B.Research.
C.Creative department.
D.All of these.

Back 52

D

Front 53

29.The success of an advertisement or ad campaign is measured by
A.the degree to which it gets noticed and gets people talking about it.
B.the number of products it sells.
C.how well the company CEO likes it.
D.the Clio Awards presented each year to the most creative advertisements.

Back 53

B

Front 54

Advertising media and their share of advertising dollars

Back 54

print – newspapers (25%), magazines (5%)
electronic – television (20%), radio (6%)
support – direct mail (20%), yellow pages (10%)

Front 55

Process of a public relations campaign

Back 55

Call for PR proposals „³ Presentation „³ Selection of one PR agency „³ Defining PR problems „³ Planning „³ Program implementation „³ Evaluation

Front 56

Implications of the development of brands on advertising in the 1800s

Back 56

predictability in product quality, product identity, packaging with brand name

Front 57

Gatekeeping

Back 57

the selection process in which some stories will appear on newspapers and television news while others will not amongst numerous news releases sent out by public relations practitioners

Front 58

Advertisers know that it is impossible to persuade everybody in the population to buy their products or services. Therefore, they employ __________ strategies to reach a certain part of the population.
A.economic
B.propaganda
C.segmentation
D.marketing.

Back 58

C

Front 59

39. Guest speaking, video clips, the forum, etc.

Back 59

DON'T KNOW WHAT THIS IS