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74 Cards in this Set

  • Front
  • Back
from modulate and demodulate,
enables PCs to converse with one another and with larger computers located in other places over telephone lines
a navigational tool that linked one electronic document (text or graphics) with another, thus creating a virtual web of pages
able to retrieve data, determine what it was, and configure it for display
search engine
a utility that scans the internet for terms selected by the user and displays the results according to some predetermined criterion, such as relevance
the common language developed for the Internet, called TCP/IP protocol
governs how data travel from one machine to another over networks
electronic messages sent from computer to computer
cyber evuivalent of junk mail
collections of electronic bulletin boards, arranged according to topic, where people can read and post messages
world wide web (www)
a network of information sources incorporating hypertext that allows the user to link one piece of info to another
web site
a complete set of hypertext pages linked to eachother that contains info about a common topic
Web page
a hypertext page that is contained within a Web site
entryway, the first page a person looks at before zooming off into the web
refers to any of the several ways to connect to the internet that carry information many times faster than the conventional dial-up
wireless fidelity (WiFi)
uses low-power radio signals to connect devices to one another and to the internet
wireless internet access to entire metropolitan areas
the successor to the Internet; an arrangement by whch an individual is constantly connected to the internet using various information devices
a form of online identity theft that uses fake emails designed to lure recipients to fraudulent web sites which attempt to trick them into divulging personal info such as credit card #s, passwords, SS#s, and financial data
a person opens an email and triggers a software program that actually rewrites the adresses of legitimate commercial Web sites, then when the person types in the address of a site, they are automatically sent to a bogus site that looks exactly like it
digital computer
works with the binary, base, numbers 0 or and 1
first all-electronic computer invented in the 1940s
the Pentagons computer system that allowed computers to "talk" to one another throughbundled internet Protocol packets
3 major online service providers (OSPs)
or ISPs
America Online-AOL
Microsoft Network-MSN
SBC Yahoo!
ways the internet can make anyone a mass communicator
blogs, podcasts, vodcasts, microcasting, websites, email, wikis
Social Implications of the Internet
new model for the news, lack of gatekeepers, information overload, privacy concerns, escapism, and isolation
news value that stresses when an event occured
news happens close by
also psycholgical proximity
the more important a person, the more value they have as a news source
events that affect a lot of people have built-in news value
human interest
stories that arouse some emotion in the audience
hard news
consists of basic facts: who, what , whem, where, how
usually consists of the first 4 traditional news values
soft news
features,interests the audience, rely on human interest, entetaining
investigative reports
reveal significant info about matters of public importance through the use of nonroutine info-gathering methods
electronic news gathering (ENG)
developement of small, lightweight video cameras meant that pictures could get on the air much faster
satellite news gathering (SNG)
advances in satellite and microwave technology made it possible to broadcast live from the scene of a major story
Computer-assisted Reporting (CAR)
skills involved in using the internet to aid reporting
backpack journalist
a reporter who can prepare news stories for print, electronic and online media
common elements that characterize newsworthy events/ news values
timliness, proximity, promenence, consquence, human interest
3 broad categories of news reporting:
hard news
soft news/features
investigative reports
core values/ similarities amoung news media
honesty, accuracy, balance, objectivity, crediblity with audience
characteristics of a good reporter
ethics, curiousity, desire to get the story right, healthy skepticism, enjoy being with people, persistence, resourceful, organized, abiility to be a team player, accepts criticism, flexibility, writes well, knows news
placement of stories in the mass media
the various audiences served by public relations
information gathering
phase of a public relations campaign in which pertinent data are collected
strategic planning
management technique that sets long-range general goals
tactical planning
management technique that sets short-range specific goals
management by objectives (MBO)
management technique that sets obervable, measurable goals for an organization to achieve
researcg done to measure the effectiveness of an advertising or public relations campaign
public relations
PRSA definition
public relations helps an organization and its publics adapt mutually to each other
5 essential abilities needed in PR
writing skill
research ability
planning expertise
problem-solving ability
business/economic competence
press agentry
staging events or planing enterprises that attract media or public attention to a person, product, prganiztion, or cause
Ivy Lee
public relations pioneer
press rep for the pennslyvania railroad
Edward Bernays
wrote the first book on PR, Crystallizing Public Opinion
George Creel
during WW1 enlisted top figures in PR to mount a campain to persuadenewspapers and magazines to donate ad space to urge Americans to save food and buy war bonds
Carl Byoir
in 1930 organized one of the worlds largest PR firms
4 steps in a PR campaign/ RACE
1. info gathering/ research
2.planning/ action
4. evaluation
PR online
email, corporate websites, feedback and monitoring, search engines used to promote, online media kits (OMK)
any form of nonpersonal presentation and promotion of ideas, goods, and services usually paid for by an identified sponsor
viral advertising
technique where companines create messages so compelling that consumers willingly and spontaneously share them with others, usually via email or cell phone
business-to-business advertising
aimed at people who buy products for business use
developing, pricing, distribution, and promotion of ideas, goods, and services
full-service agency
handles all phases of the advertising process for its clients: plans, creates, produces, and places ads
media buying sevice
specializes in buying radio and TV time and reselling it to advertisers and ad agencies
creative boutique
an organization that speciailzes in the actual creation of ads
fitting a product or service to one or more segments of the broad market in such a way as to set it apart from the competition without making any change inthe actual product
a large # of ads all stressing the same major theme or appeal that appear in a # of media over a specified time
a series of drawings depicting the key scenes of a planned ad
message research
pretesting the messages that have been developed for the campaign
tracking studies
examine how the ads perform during or after the actual campaign
5 functions of advertising
marketing-helps companies sell their product
plays an economic role
reaches a mass audience
social function- increase productivity and raises standard of living
criticisms of advertising
stimulates greed, envy, avarice, promotes materialistic values and lifestyle, intrusive
examples of trade characters
jolly gren giant, betty crocker, aunt jemima, pillbury dough boy, mm candy guys, the AFLAC duck, mr peanut, tony the tiger
internet advertising categories
splash pages, skyscraper, floating ads, mousetrapping, web sites, chat rooms
6 steps in ad campaign
1. choose marketing strategy
2. select theme
3. translate theme to various media
4. producing ads
5.buying space and time
6. executing and evaluating campaign
how much was spent on advertising in 2004 in US?
$245 billion