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51 Cards in this Set
- Front
- Back
rational
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appealing to common sense
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emotional
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appealing to our desires
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advertising
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any form of non-personal presentation and services usually paid for by an identified sponsor
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4 functions of advertising
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marketing
educational economic social |
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target audience
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consumer people who buy goods and services for personal use
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business to business advertising
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buy for business
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geographic advertising
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national region/local
international |
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purpose of advertising
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primary demand: got milk?
selective demand |
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type of ad on billboards
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short message designed to be read at 70 mph
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yellow pages ads
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based on consumer needs directed at people who have decided to buy
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negative political ads do what?
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drowning out the truth in politics
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public relations involves?
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researching public opinion on behalf of a client
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public relations strategist are first?
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great communicators able to develop strategy
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public relations involves buildings relationships with?
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clients and the public
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public relations is a function of?
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management, not marketing
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four step process of public relations?
rpie |
research, planning, implementation, evaluation
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public relations strategist: reactive?
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controlling negative publicity following a disaster or other negative event that could hurt corporate or personal reputation
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public relations strategist: proactive?
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maintaining goodwill by promoting a good public image of a client through philanthropy, positive events etc
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john d. rockefeller:
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philanthropist
ass |
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ivy lee
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father or public relations
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edward bernays
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father of modern public relations
ivory soap sculptures breakfast food defined cigs torches of freedom |
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florence harding-
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good at manipulating media reporters
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franklin and eleanor roosevelt had affairs but:
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not acceptable to show private lives of presidents
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louis m howe
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the first great political public relations strategist
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reasons behind surge of public relations
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corporation recognition of their social responsibility
a growing tide of consumerism growing complexity of modern corporations and gov't agencies need for communication specialist to interpret the organization's audience |
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three ways to earn income in PR:
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fixed fee for specific project
hourly rate for time spent on various project special fees for services and materials |
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pr online:
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streamlined communication between pr people and the public
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pr online nightmares: complaints
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take them to the web
1. chatrooms 2. newspapers 3. bulletin boards 4. complaint malls 5. rogue web sites |
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themes of rogue web sites:
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performance: especially poor customer service
policy: perceived company business practices or political involvement revenge: those with specific grudge humor: make fun of organization |
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last conglomerate in america is:
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time warner
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conglomerates are created by
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gov't deregulation
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convergence-
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combine sources to create hybrid media forms and consolidated content to better match the psychographics of today's consumer
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three factors are influencing media convergence:
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technology
ownership patterns audience already converged |
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weblogs "blobs" -
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news/personal expression
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blogging is an alternate voice for citizens who feel:
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alienated by traditional media
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bloggers are not bond to:
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journalism standards
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citizens journalism:
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new form of "grassroots" community journalism where readers provide content of web-based publications
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assumptions of media's direct influence comes from:
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assumed success of world war 1 propaganda campaigns
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media bullet effect:
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take message and react to it. powerless to media
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government sells bond to finance:
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the war effort
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government creates support for the war among
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skeptical
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reactions to the "war of the worlds" broadcast change presumptions of media's:
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powerful effects
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research reveals that people have:
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selective perceptions
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people doubt absolute:
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power of media
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we pay attention to media content that is most:
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familiar
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we retain messages that:
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reinforces our values and attitudes
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media effects largely depend on the:
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consumer's predisposition
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most influenced people are:
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uneducated, poor, and those who have no prior views or exposure
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viewers will actively engage in:
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media consumption depending on the individual psychological needs that must be met
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agenda setting:
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media determine prominent social issues by the stories they decide to cover. media tells us that to think about
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agenda setting is more complicated by:
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more tv channel availability and interactive media such as the web
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