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