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192 Cards in this Set
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A management tool to establish beneficial relationships
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public relations
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Mutually beneficial public relations
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enlightened self-interest
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Professional public relations association
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Public Relations Society of America
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Embodied the bad corporate images of the 1880s, 1890s with "The public be damned"
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William Henty Vanderbilt
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First federal agency to rein in excessive business practices
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Interstate Commerce Commission
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Application of Darwin's survival of the fittest theory to society
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social Darwinism
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Devised survival of the fittest theory
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Charles Darwin
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Laid out fundamentals of public relations
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Ivy Lee
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Took Ivy Lee's advice, which favorably changed railroad's arrpach to public relations
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Pennsylvania Railroad
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Colorado tragedy that Ivy Lee converted into a public relations victory
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Ludlow massacre
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Ivy client who had been the target of public hatred
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John D. Rockefeller JR.
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Known for exagerated promotion
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P.T. Barnum
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inflated claims
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puffery
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Demonstarted public relations works on a mammoth scale; World War 1
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George Creel
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led office of War Information
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Elmer Davis
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Established the role of public relations as a top management tool
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Arthur Page
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Gearing messages to outside organizations, constituencies, individuals
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external public relations
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Gearing messages to inside groups, constituencies, individuals
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internal public relations
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bring public attention to something
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publicity
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promoting a cause, idea
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promotion
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influencing public policy, usually legislation or regulations
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lobbying
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Advising candidates, groups on public policy issues, usually in elections
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political communicaiton
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coaching individuals for medi acontacts
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image consulting
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helping a client through an emergency
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crisis management
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unlike public relations, ________ seeks to sell a product or service
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advertising
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Comprehensive program that links public relations, advertising
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integrated marketing communication
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paid space and time to promot instituttion's image, postion
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institutional advertising
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A packet provided to news reporters to tell the story in an advantageous way
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media kit
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taking initiative to release information
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proactive media relations
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Tilted news coverage by overwhelming the media with information during the Persain Gulf war
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Pete Williams
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Pioneered advertorials
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Herb Schmertz
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Paid advertisements that state an editorial positon
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advertorials
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attacking critics openly
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adversarial public relations
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covering up
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whitewashing
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Derisive word for public relations people
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flakkers
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one alternative word for public relaitonsl other are public affairs, corporate communications
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public information
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Indicates PRSA accreditartion
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APR
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Professional public relaitons organization
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internation Association of Business Communicators
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Studnet public relations organization
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public relations student society of America
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Founded the first ad agency
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Wayland Ayer
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Agency reps to clients
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account executives
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decide where to plac ads
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media buyers
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ad advertising agency earns an agreed-upon percentage of what the advertising client spends for time and space, traditionally 15 percent
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commission contract
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An advertising agency earns expenses and an agreed-upon markup for the advertising clinet, plus bonuses for exceeding minimal expectations
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performance contract
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coordinates marketing and advertising
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advertising director
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coordinates marketing and advertising for a specific brand
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brand manager
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Lays out where ads are placed
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media plan
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cost per thousand; a tool to detemine the cost effectiveness of different media
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CPM
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verifies circulation cliams
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Audit Bureau of Circulations
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how long a periodical remains in use
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shelf life
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all the people who see a periodical
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pass-along ciruclation
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so many competing ads that all lose impact
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ad clutter
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a recored viewing of a web site
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hit
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provide messages to computers
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online advertising
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A nongeneric product named designed to set the product apart from the competions
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brand
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Championed brand imaging
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David Ogilvy
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Spin put on a brand name
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brand image
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Message for broadest audience possibnle
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lowest common denominator
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emphasizing a single feature
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unique seeling propostions
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Targeting ads for specific consumer groups
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positioning
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Intensive repetion of ads
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barrages, flights, waves
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short-term ad campaign
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bunching
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shorter, smaller ads after campaign is introduced
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trailing
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advertisements, often subtle, in nontraditional, unexpected places
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stealth ads
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Writing a brand-name product into a television or movie script
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product placemtn
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a television recording playback device allows viewers to edit out commericals. A competing device is ReplayTV
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TiVo
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program-length broadcast commericals
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infomericals
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magazin whose entire content, articles and ads, pitches a single product or product line
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'zine
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Products sold with a store brand, often manufactured by the retailer
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store brands
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canadian grocery executive who honed the storebrand concept
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Dave Nichol
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Nazi propgandist
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Joseph Goebbels
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Exned hidden motivations
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Sigmund Freud
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Pioneered motivational reserach
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Ernest Dichter
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Seeks subconscious appeals that can be used in advertising
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motivational research
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Made dubious subliminal advertising claims
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Jim Vicary
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ads that cannot be consciously perceived
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subliminal advertising
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receiving subconscious messages that trigger behavior
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subception
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buyer beware
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caveat emptor
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seller beware
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caveat venditor
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Reviews complaints about ads
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National Advertising Review Council
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advertising trade association
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american asssociation of advertising agencies
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ad industry group that creates free campaigns for worthy causes
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ad council
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regulates advertising
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federal trade commission
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award for advertisng creativity
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Clio Award
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two-way-real-time communication through technology assisted communcation
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interactivity
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process of tapping into two or more mass media simultaneously
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media multitasking
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informative service provided free to schools, however there is 12 minutes of advertising. $150,000 for 30 second ad
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channel one
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We are a nation of
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shucksters
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persuasive information spread widely to help or harm. effects indivduals, groups and institutions
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progaganda
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"we know that half of all advertising is wasted...we just don't know which half."
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John wannamaker
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Definition of Advertising
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paid time and space, indentified sponsors, ideas, goods and services, informative and persuasive.
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In _______ the consumer knowns who's syaing what
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advertising
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Definition of Public Relations
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Free time and space, indentified good neighbors, ideas, goods, and services, informative and persuasive.
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Effors of a group, person or institution to promote good will between self and public
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public relations
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Characteristics of Advertising
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repetions, advertising style, ubiquity (everywhere)
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Average American sees _____- advertisements per day
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500
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Average person sees _______ advertisements per year
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32,000
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Maslow's Hierarchy of needs for advertising uses these things in this order
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Physiological needs
safety needs belongingness and love needs esteem needs need to know and undertand |
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Brand anmes, brand images, inique selling are
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advertising techniques
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accused by Wilson Bryan Key of baking work "sex" into Ritz Crackers
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Nasico company
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Printer's Ink was the
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moedl statuete for Truth in advertising
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untruthful, deceptive, or misleading ads in advertising are considered
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misdemenors
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1st advertising agency was invented by
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Volney B. Palmer, in Philadephia
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Audiences concepts of advertising depends on concepts of themselves
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media selection
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Advertisers need to
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Understand propostion > understand USP (Unique selling propstion)
Reserach the product Understand the product |
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___% of producted are purchased by woman
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90
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FTC
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Federal Trade Commission
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Channel one was run by
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Chris Whittle
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"it pays to give products an image of quality- a first class ticket"
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David Ogilvy
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Martian Anthropologist: 2006 advertising
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"magic system"
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________ produces immense accumulation of commodities
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capitalism
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Convince people to consumer requires incrediable effect, creativity, time attention to detail and money
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advertising's mission
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ads cover __% of television and radio
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100
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ads cover ___% of magazine revenue
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50
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ads cover __% of newspaper revenue
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80
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Who came up with the slogan "diamond is forever"
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DeBeers
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___________ amount of tv ads cost more than a Hollywood film
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hour and a half
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"A diamond is forever" was written by
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Frances Gerety
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First ad on TV was from
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Bolova
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the women called "advertising's most widely publicized symbok of glamour, succes, wealth, brains and beauty"
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Mary Wells
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Advertising tactics
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bran names, LCD (lowest common denominator)
Positon |
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PUblic relations do what
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generate support, endorsement, fundraising
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2 types of public relations
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burshfire and fireprevention
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Father of PR
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Edward Berhays
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_______ can be sold just like any other product
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people
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Tie-Ins =$_________ to make Roger Rabbit; $_________ to market products
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45; 10
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Advertising Techniques
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brand name, brand image, unique selling propostions (USP), positioning, motivational research
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American Ido Advertising =
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30-second spots average $500,000
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Super Bowl $______ for 30 second spot
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2.4
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David Ogily and Old Crow- Brand image":
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"Consumers of 3 brands of whiskey- on the basis of taste-would choose incorrectly."
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USP example
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Pepsodent: better to have pepsodent flowing over your teeth now than water flowing under your bridge later
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Ernest Dichter saw American male loyal to his wife, fantasizes about mistress...
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hardtop car
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2007 Buick LeSabre= $34,000 advertising is about
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$780
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Public Relations:
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efforst of a gorup, person or institution to promote GOOD WILL between ITSELF and PUBLIC
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women who changed the face of industry with conceptual advertising
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mary wells
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Attitudes have shifted from "_______" to "______"
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buyer beware to seller beware
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ad clutter:
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too many ads-all lose imapct
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award for advertising creativity
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Clio Award
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an advertising agency earns an agreed-upon percentage of what advertising client spends for time and space, traditionally 15 percent
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commission contract
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a tll to determine cost effectiveness of different media
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CPM *cost per thousand
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his penny newspaper brought advertising to a new level
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Benjamin Day
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Nazi progagandist
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Joseph Goebbels
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two-way real-time communication through technology-assisted communication
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interactivity
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seeks subconscious appeals that can be used in advertising
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motivational research
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receiving subconscious messages that trigger behavior
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subception
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ads that cannot be consicously perceived
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subliminal advertising
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Edward Bernay's Easter Day Parade...Cigs were considered
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torches of freedom
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Sut Jhally's views on advertising
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advertising- world disconnected from reality, perfume- love potion, what we buy give us immediate access to world of desire, eroticism, even love.
cyle of "production, distribution, consumption" Capitalism invented advertising for consumption |
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Place and space where society tells stories about itsself, where values are articulated and sexpressed, where notions of good and evil, of morality an dvalue are defined
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culture
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__________ is our cultures main storyteller
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advertising
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Public relations includes
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promotion, publicity, lobbying, fundraising, crisis management
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2 fathers of PR
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Edward Bernays and Ivy Lee
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The best PR is...
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invisible
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Laid out fundamentals of public relations: news releases, news conferences
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Ivy Lee
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Edward Bernays wrote a book entitled
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Crystallizing Public Opinion
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An event staged for meida
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Pseudo Event
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Easter Day parade- hired showgirls smoking cigarettes in parade this was done by
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Edward Bernays
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Tylenol ______% share of marekt; suffered $100 million disaster; waged Brushfire PR campaign; gained back ____% share
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37, 24
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'Every time a business hires, builds, sells, or buys, it is acting for people as well as for itself, and it must be prepared to accept full responsibility."
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Johnson and Johnson
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Fire prevention PR
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research, planning, evaluation
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NOT synonymous iwth PR
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Press agentry
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Promote a product
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hype
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outrageous events
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pizzazz
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"there's a sucker born every minute!"
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-P.T
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Video news relase-
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preparckaged PR
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Book "toxic sludge is good for you"- water environment industry objects to word toxic sludge, they wanted it to me
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biosolids
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Risk =
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crisis + public outrage
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African African PR pioneer. AFrican American visibility. Helped to make America realize who Aferican Americans were
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Moss Kendrix
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led office of War Informaiton; World War II
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Elmer Davis
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Advertising to Clarify Issues and Correct Unfavorable Images
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Institutional Advertising
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indicates PRSA accreditation
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APR
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Coloardo tragedy that IVy Lee converted into public relations vicotry
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Ludlow Massacre
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established the role of public realtiosn as a top management tool
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Arthur Page
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professional public realitons associaton
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Public Relations Society of America
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____________ hired Ivy Lee to counter negative publicity of Ida M. Tarbell.
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John. D. Rockefeller.
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