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34 Cards in this Set
- Front
- Back
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What is market research?
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Research that assesses the behaviors and attitudes of consumers towards particular products
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By the end of the 1800s, _____ and _____ donminated advertising
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Department stores; patent medicines
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What does a media buyer do?
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Choose and buy media space best suited for the client's needs
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What is the team of artists and writers at an ad agency called?
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Creative team
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What types of campaigns did the Ad Council create?
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PSAs
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What kind of advertising tries to persuade consumers that a product elevates lifestyle?
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Snob appeal ("The label says 'Fiji' because it's not bottled in Cleveland")
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What is the association principle?
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Associating a product with cultural icon or value
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What's the bandwagon effect?
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Everyone does it!
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What did ads do to our society?
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Push us from being a production-driven society to a consumer-driven society
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What's an example of questioning advertising?
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"Truth" campaign
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What percentage of large newspaper space goes to advertising?
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60
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What have findings shown about subliminal advertising?
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They are no more effective than overt regular ads
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What is viral marketing?
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Post something, it gets passed on, word of mouth, blah, blah
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How can PR practicioners manipulate the media?
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- Blocking access to important officials
- Spinning facts that journalists bring to light - Promoting as news what would normally be purchased as advertising - Securing a disproportionate amount of coverage for clients |
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What was the earliest form of online advertising?
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Banner ads
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What is niche marketing?
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Directing PR, advertising, etc. to a certain miche of a market
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Who were the first PR practicioners?
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Press agents (worked for presidents)
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What is a monopoly? Who was accused of being one?
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A single firm that dominates production and distribution in a particular industry
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What's a video news release?
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A press release...on flim. Dude.
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Who was accused of being a monopoly?
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AT&T
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When and by whom was public relations first taught?
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1923 by Edward Bernays
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What are two primary ways of collecting media revenue?
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- Direct payment: Consumers buy media products
- Indirect payment: Products supported by advertisers |
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What are the factors that determine whether a story is newsworthy?
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- Prominence
- Proximity - Conflict - Oddity - Timeliness - Shock value - Consequence - Impact (ex. health care) |
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What is a conflict of interest? How do journalists avoid it?
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- Having something to gain from a story or an interview
- They avoid it by not disclosing their political identity and taking extremes to look fair |
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In the ______ style of reporting, journalists think politicians have a hidden agenda
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Public journalism (?)
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How do reporters enhance their stories online?
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- Graphics
- Video - Sound bites |
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Talk about Janet Cooke
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- Wrote "Jimmy's World" for The Washington Post
- Had to return her Pulitzer because she fabricated the story |
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What's satiric journalism? What are some examples?
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- Journalism that critiques the unimaginative quality of traditional reporting
- The Daily Show, Colbert |
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What are the four models of speech?
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- Authoritarian
- Communist - Social Responsibility (Hutchins Commission) - Libertarian |
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What does a copyright do?
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Legally protect the rights of authors and producer to their published or unpublished work
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Talk about Stephen Glass
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- Wrote "Hack Heaven" for New Republic Magazine about a tech convention
- Turns out he lied about 27 stories |
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Why do journalists reveal their sources?
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- Credibility
- Reliability - Tells who, what, why about the information |
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Talk about the Mirage Tavern
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- Bar that Chicago Sun-Times bought
- Sent reporters undercover to catch building inspectors taking bribes - Denied the Putlizer. Lame. |
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What should stand out on a resume?
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Yo name
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