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24 Cards in this Set
- Front
- Back
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five requirements for a press in a free society
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• A Truthful, comprehensive, and intelligent account of the day’s events in a context, which gives them meaning
• A forum for the exchange of comment and criticism • A projection of a representative picture of the constituent groups in a society • A presentation and clarification of the goals and values in society • Full access to the day’s intelligence |
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three things have polls by Gallup and Harris show about the public's opinion of the media
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1)Americans are divided on issue of fairness
2)Generally quick to criticize the way news is handled 3)Public does not want to tamper with press, constitution |
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Who uncovered the Watergate case?
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Washington Post
Woodward & Bernstein |
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What was the Pure Food & Drug Act designed to do?
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effort made to curb patent medicines, particularly fraudulent claims, say what is in a product
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What was the Wheeler-Lee Act?
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Passed to protect the consumers rights against false advertising, gave regulatory authority over advertising to the FTC
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What is "positioning”?
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Taking into consideration not only the product’s own strength and weaknesses but those of its competitors as well
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What are the principal criticisms of advertising?
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Untaxed, glass house, gray-flannel suit image, not protected by const.
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Definition of Advertising
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• Paid for- advertisers pay for it, it is not free
• Nonpersonal- has the ability to reach staggering audiences • Presentation of goods, ideas and services- pertains to more than just tangible goods • By an identified sponsor- not like a publicity release or propaganda |
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national advertising
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typically uses network television, radio and magazines. Establishes value of product and trademark
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retail-local
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by a merchant or dealer, designed to cause the consumer to buy at his store
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direct response
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buying directly from the manufacturer
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trade advertising
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directed at store owners who buy in quantity, manufactures who buy raw material
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professional advertising
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directed at the who recommend products to others, or specifies them to buy them. Includes advertising to Doctors, dentists, architectures, and the like
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institutional advertising
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• Institutional advertising- designed to sell the reputation of a company or an idea rather than a specific product
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specialty advertising
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permanent; printed on small handy items
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advertising
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appears in the open, paid space or bought time, Everybody can recognize it as a plea, reaches with the media.
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Public Relations
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PR works behind the scenes, reaches within the media
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Federal Post Office Act
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stipulated that selling devices must be clearly labeled as advertising
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Publicity
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News or stories in the mass media about people or organizations
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Propaganda
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opinion deliberately designed to influence; negative connotations
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promotion
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Includes all forms of communication other than paid ads that call attention to sales or marketing ideas
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five steps in the public relations process
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• Fact finding and evaluation- requires research
• Formulate policy and recommend what to do • Plan • Execute • Assess and Evaluate results |
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Counseling(Generalists)
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Giving advice on what not to do and what to do. Perhaps the most important and most difficult PR function
• Normally a management position • Requires expertise |
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Staff Services (specialist)
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special skills that include speeches, press releases, special events
• Entry level |
