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61 Cards in this Set
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- Back
- 3rd side (hint)
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all the activities that maintain a benificial relationship between an organization and its various publics
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public relations
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broad term (half the test)
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refers to a wide scope; can be internal or external
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publics
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groups inside the clients organization
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internal publics
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employees, stockholders, members
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groups outside the cliets organization
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external publics
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communtiy, media, customers
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1st publicity agency to establish press agentry as a business enterprise
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Boston Publicity Bureau
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people who work to generate publicity for a client
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Press Agents
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a PR technique that uses dramatic and impressive means to generate publicity
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Hype
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-father of modern PR industry
-against corperate secracy -encouraged business not to supress news -stressed business to align themselves with public |
Ivy Lee
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produced documentaries and feature films about the army and US cause
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Office of War Information
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took over VOA & governments international PR efforts, including films & printed materials to be distributed at American embassies overseas
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US Information Agency
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formally the Office of War Information
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american lifestyle magazine geared towards Iraqi Elites in order to build bridges of communication between Arabs and Americans
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"Hi"
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produced in Arab language news and entertainment cable TV network
"The Free One" |
Alhurra
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-formed to promote professional standards
-obtain positive image -adopted code of ethics |
PR Society of America
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a video conference that allows a business excecutive to be interviewed by dozens of reporters in different parts of the country
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teleconference
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1 of the 3 primary PR activities:
-finding answers to the clients questions -define problems, indentify publics, test concepts, monitor progress, evaluate effectiveness |
Research
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1 of the 3 primary PR activities:
-giving the client advice -advise management, suggest policies, and train personnel |
Counseling
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1 of the 3 primary PR activities:
-getting the clients message out -the creation & distribution of messages designed to meet goals and objectives |
Communication
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gaining the good will of the public thru favorable publicity
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PR's largest preoccupation
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a PR strategy used to get desired info about the client into the news and keep undesirable info out
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news management
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and action designed to create a human interest story
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publicity stunt
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the approach or viewpoint that makes info newsworthy
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News Hook
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the practice of developing and maintaining contact with media gatekeepers
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media relations
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unathorized disclosure to the press
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leaks
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leaks in which the source reveals that some action is being considered in order to test the publics feelings
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trial balloons
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a story granted to just one news outlet that is carefully chosen
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exclusives
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a PR strategy designed to aid and to maintain a beneficial image with groups on the local, international, or global level
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Community Relations
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community relations activity in which a company helps society on a large scale
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corporate aid
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a PR strategy used to repair a companies image
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crisis management
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a PR strategy that attepts to influence the voting of legislators
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lobbying
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any paid form of non-personal presentation and promotion of ideas, goos, or services by an identified sponser
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advertising
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who placed the ad and what the person/group is selling
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identified sponsor
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ads that are paid for, non-personal, and identified
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ethical advertising
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attempts to disguise or hide a true sponsor
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unethical advertising
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-1st printed ads
-often posted on church doors -today called flyers, leaflets, or handouts |
handbills
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print ads that are larger than classified ads and include artwork, fancy typefaces to capture readers attention
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display ads
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illustrated cards with a business message on one side and artwork on the other
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trade cards
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the idea that ads encouraged people to reverse their lifestyles
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diffusion of innovation
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the chief means of support for newspapers
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advertising
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a middle person between advertisers and newspapers
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ad broker
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agencies who employ professional writers and artists to produce ads
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advertising agencies
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-exaggeration in advertising claims
-made outragous claims -outright deception -products carried misleading claims |
puffery
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national watchdor created in 1914 in order to control ads
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Federal Trade Commission
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regulated ads about food, drugs, cosmetics and health care products
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Food and Drug Administration
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-the industry trade organization
-published code of ethics |
American Association of Advertising Agencies
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process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product
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target marketing
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the company that provides the product to be sold
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client
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organizations built into a corporate culture
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in-house agency
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specialize in creative services but do not cover technical aspects
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boutique agency
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supply all advertising and marketing services
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full service agency
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employee who cooridinates the agencies services for the client
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account executive
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an area of a full service agency that plans, executes, and interprets research
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research department
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age, gender, income, occupation, and ethnicity
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demographics
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hidden dimensions (attitudes, beliefs, values)
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psychographics
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an area of a full service agency that designs and produces advertisment
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creative department
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an area of a full service agency that allocates advertising budgets among print, broadcasting, and other media
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media department
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advertising objective that relates to product sales, name recognition, promotion, and adding values
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traditional
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advertising objective that go beyong mere selling of a product
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non-traditional
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designed to affect public opinion or government policy
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advocacy ads
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designed to rectify inaccurate impression formed by earlier ads
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corrective ads
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designed to fight an image that is not in the public interest
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counter ads
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ads on public interest issues presented as a service to the community
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public service announcements
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