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49 Cards in this Set
- Front
- Back
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News Hole
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Space in a newspaper left for news stories after ads are placed
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Torches of Freedom
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Cigarettes...concept developed by Lucky Strike
Based on the psychology that popularized cigarettes as cool for women |
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Patent medicines
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Medicines sold in the early 1900s that contained alcohol, morphine, and cocaine
Made up 1/6 of mag ads, lied to consumers about the nature of the product. Inspired the FDA "truth in advertising" act. Ads are extremely manipulative |
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Borrowed Interest
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Leo Burnett's idea to personalize a product with a certain image or theme.
Consumers don't buy products based on quality, but rather the brand. Images and themes appeal to the masses. |
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Parity Products
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Products that show a unique selling proposition.
all products are generally the same, so people buy the one with the best and most memorable distinction...like cereal |
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Psychographics
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Any attributes relating to personality, values, attitudes, interests, and lifestyles.
Divides population to create distinct product brands for each segment. Firms target the same segments. |
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Market segmentation
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The act of dividing a population into similar groups (psychographics, geographics, demographics)
Advertisers can craft advertising content and placement based on segments. create distinct product brands for each segment. ACT OF DIVIDING |
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Maslow's hierarchy
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A series of psychological needs that changes as humans move through stages of life (physiological, safety, belonging, esteem, self actualization).
Used to explain human behavior over a lifetime. |
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AIDA
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An evaluation of advertisements based on Attention, Interest, Desire, and Action
Looks into the effectiveness of an Ad |
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CPM
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cost per thousand. A way of measuring the amount of money spent on ads.
shows how much money it takes to reach 1000 customers. If effectiveness of ad is worth the cost of production |
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1984 commercial
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apple advertisement that aired during the superbowl that advertised the new mac computer.
Voted the most popular and influential commercial ever made. Didnt reveal product till the end and appeared to be mini-movie. |
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Technologies of Avoidance
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New methods of removing ads from forms of media (remote control, VCR/DVR, paid cable networks)
shows audience resistance to ads, drives ads to do whatever it takes to be more appealing and effective, harder to gain attention of viewers because they do have ability to avoid ads |
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Vampire creativity
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Ads that focus too much on the creativity and hardly mention the product itself.
This shows how creativity is not always beneficial and causes consumers to forget the product being advertised |
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Stopping power
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Motivates audience to actually want to stop and watch the ad rather than change channel.
Shows ad companies that they actually produced an effective ad that consumers want to watch. (memorable slogan or music like Vonage) |
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Walter Lippman
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Harvard educated journalist and editor who was a propaganda writer for WWI.
Influenced US public opinion on American intervention in WWI. Showed public is easily manipulated |
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Altria
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Father company to Kraft and Phillip Morris.
Has a huge demographic that widely appeals to everyone from teenagers to policy makers, giving off different messages to each group |
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Presidential Approval Rating
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Polls that determine America's preference of support of current and past presidents' performance
Get info and data from polling, which is not always an accurate representation of the population. |
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Complementary copy
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The strategic placement of ads next to related articles.
Mag content helps promote the ad even further. Line between editorial and advertising is weakened |
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Lara Logan
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TV and radio journalist and a war correspondent.
Worked in Afghanistan after 9/11. gave eyewitness accounts for CBS |
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Karl Rove
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Chief campaign to pres. Bush, also known as the architect.
He was the mastermind who created Bush's entire campaign, had manipulative campaign strategies that increased Bush's popularity and eventually won him the presidency. |
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Backseat Consumers
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Kids influence how their parents spend their money.
Advertisers increase marketing to kids |
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Mediaspace
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The idea that anyone can contribute to the media.
Interest has created low barriers to entry... false info is the downfall (wikipedia, Youtube) |
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Clutter
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Over stimulation from the abundance of advertisements everywhere.
In order for ads to stand out, they have to be more creative and attention grabbing. |
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Swoosh
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the Nike symbol.
A symbol works as an icon(athletic ability), allows marketers to establish an identity within a market, not specified to just one market. |
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Pseudo-event
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An event or activity that exists for the sole purpose of getting media publicity.
Shows how the media is manipulative, makes stories seem larger and more important than they really are (Iraqi people cheering for the fall of Saddam) |
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Internal Publics
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Build support within the U.S. for certain policy or people (hate crimes against muslims after 9/11.
Public Diplomacy |
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External Publics
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Build support in other nations for U.S. policy (allies, enemies)
Public Diplomacy |
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Creel Committee
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Independent government agency that was created to influence US public opinion regarding American intervention in WWI.
Created Uncle Sam campaign, shows how govt can be easily influential and manipulative to the American public |
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Representative Sample
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Sample population that is random and not skewed.
Represents entire population |
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Response Rate
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The amount of people in a sample population that responds to a survey or poll.
People who actually care about an issue respond to the poll, so its not an accurate representative sample and gives skewed results |
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Margin of Error
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1/Sq of N. N = sample size, shows errors in true views of a nation.
The larger sample size, less margin of error. Ideal sample size is 500-1000 people. The smaller the margin of error, means better results for your product or candidate. |
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Charlotte Beers
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"queen of madave" worked as the public diplomacy campaign leader right after 9/11.
Campaign strategies failed because she appealed to only the emotions rather than issue content. |
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Smart Bombs
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Bombs created to hit a specific target but not anything else, they would limit collateral damage and the military would no longer be attacking civilians.
Through the invention of smart bombs, CNN makes a global brand for itself. (short videos of smart bombs allow world to watch the war from home) |
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Embedded journalists
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Received basic training to be part of the wartime action.
Created more powerful news reports after hands on experience. |
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Vals
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Segments individuals into 9 different target markets.
psychographic profiling system used for target marketing |
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Swift Boat Veterans for Truth
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Organization created by anti-john kerry people to expose his anti-veteran policies.
Politicians can still claim to run a positive campaign while still attaacking opponent (stealth campaigning) |
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Demobilization effect
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Negative ads actually cause people to not vote since they are surrounded with negativity from all aspects.
Shows how ads manipulate public opinion |
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Stealth Campaigning
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When groups are not formally connected to a political campaign produce ads (usually attack ads) for their preferred candidate.
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Backlash effect
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When negative ads increase support for the attacked candidate.
Gives more motivation to the supporters of the attacked to increase support |
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Reservoir of Credibility
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Benefit of Public relations in which a company can rely on past donations/community involvement when a scandal hits.
Increases trust in public relations firms |
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Reason Why ...approach
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When ads answer the question of why consumers should buy their products instead of others (like timex).
Ad approach shows how consumers can be influenced |
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Spin
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the act of changing negative publicity into positive.
Manipulates news to cover up negative images |
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Generation X
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The idea that young people are aware of and avoid marketing attempts of large media firms.
Young people attempt to distance themselves from ads. |
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Framing
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When advertisers use loaded language to evoke feelings/values to be associated with their product/firm.
creates simple and effective emotional advertising/publicity, uses previous schemes to promote goods and services. |
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McLibel
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A take on the word liable... reference to a British law case in which individuals were on trial for creating a pamphlet that had incorrect statements regarding McDonalds.
McDonalds gets negative rep from the public, biggest public relations scandal |
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Battleground States
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The idea that some areas of the nation have importance and make or break the election.
Public relations officials may focus their effort to specific areas of the nation in order to Win these states. |
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Tort Reform
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(framing article) Legal reform... strategy used to hurt democrats.
May de-fund the opposing party |
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Political engagement
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The amount of political involvements relating to civic engagement within a certain community.
Political engagement has declined since the 1800s and remained low even with an abundance of information that was made available through technology... may increase as internet usage increases |
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Information regime
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The way that technology, together with institutions and politics, get wrapped up together.
Currently the US is in a transition to the age of internet and it is changing the way we receive political information and may be the first time civic engagement and voting turnout increases among the American Public |
