Chapter 12 Mass Media

Front 1

Conditions for Advertising to Exist : Basic Needs

Back 1

If basic needs cant be made there is no need for advertising.

Front 2

Conditions for Advertising to Exist : Surplus and Competitors

Back 2

Have to have a surplus of goods and if there are no competitors there is no need to sdvertise.

Front 3

Conditions for Advertising to Exist : Dispesible Income

Back 3

If people can afford to buy your services.

Front 4

Difference between Advertising and PR

Back 4

1) Paid space and Free Coverage
2) Advertising has full control of the information. PR cant control what journalist say about their product.
3) Consumer is more aware of advertising than PR
4) Advertising requires more creativity, PR is instinct of good news.
5) Advertising is in house, PR you have to meet clients more.

Front 5

What are the major advertising outlets?

Back 5

1) Print media
2) Electronic media - radio / televison commercials
3) Outdoor - billboards / bus signs
4) Direct Mail - junk mailed delivered to your house

Front 6

New trends in the advertising industry? Three Examples

Back 6

Email Marketing - Spam Mail reach a HUGE audience
Search Engine Ads - Ad bar on the side of google
Pop ups - you have to look at it
Viral Marketing- tradition tv commercial gets brought to the internet for discussion or youtube videos.

Front 7

Advertising Agency Structure: Creative Department, Liason, Buying, Research

Back 7

1) Creative Dept - where content is produced
2) Working with client usually handled by executive
3) Buyers - purchase media time and space
4) Research - collection and analysis of data on consumer purchase behavior.

Front 8

Media Gatekeeping : Caveat Emptor

Back 8

Let the buyer be aware

Front 9

Media Gatekeeping : Caveat Venditor

Back 9

Let the seller be aware.

Front 10

Industry Self Regulation

Back 10

The Industry makes a rule of conduct to interfere with lawsuits ex. Beer says designate a driver

Front 11

Government Regulation

Back 11

Government requires advertising to provide warnings ex. on ciggarettes its says this product could give you cancer.

Front 12

Government regulation on SPAM

Back 12

requirements for who cansend commercial emial and penalties for those who send unappropriate advertising. Also required to give an opt-out option.

Front 13

Assumptions of persuasion

Back 13

1) Peoples behavior and actions are linked to their attitudes, beleifs and values as well as their general knowledge and social influences.
2) How people process infromation about the world can play an important part in what types of messages they find most persuasive
3) Persuader's credibility, authority, and attractiveness all play important roles in successful persuasion

Front 14

Theory of Cognitive Dissonance

Back 14

A theory of persuasion that states we fact first then rationalize our behavior afterwards to fit our actions of who we are.

Front 15

Rating

Back 15

Used in broadcast media to explain the number of households that watched a particular show

Front 16

Cost per thousand CPM

Back 16

Standard unit for measuring advertising rates for publications, based on ciculation. Print and online media.

Front 17

Performance-based advertising

Back 17

Advertiser pays for results rather then paying for the size of the publishers audience

Front 18

Infomercial

Back 18

30 to 60 minute television show that seeks to sell a product and usually involves a celeberty spokesperson and testimony

Front 19

Fairness Doctrine

Back 19

Adopted by the FCC in 1969. Requires broadcasters to seek out and present all sides of a controversial issue they were covering. Discarded in 1987.

Front 20

Subliminal Advertising

Back 20

Persuasive messages that supposedly happen below the level of conciousness. Quick flash of an image or word on a screen.

Front 21

Product Placement

Back 21

Paying to have actual products used or shown in certain television shows and movies. ex. Snickers and Madden

Front 22

Cookie

Back 22

Info a website puts on your hardrive so it can recognize it when that computer accesses the website again.

Front 23

Opt in

Back 23

Practice of letting consumers choose to recieve mailings by have them check a box on a web site.

Front 24

Two way symmetric model of PR

Back 24

Emphasizes the profession as a system of managing relationships btween organizations and individuals and their many publics

Front 25

Pseudo Event

Back 25

Events manafactured by ind. or orgs. to capture the attention of the media and therby the public

Front 26

PR Firms are organized in three main areas : Core Pracetice; Services; Industries

Back 26

1) Core Practice - Relationship the client needs managed
2) Services - activity firm proveds to its clients
3) Industries - business sectore within which clients operate.

Front 27

Strategies adopted by Obama campaign.

Back 27

A blog started and from there they created a calling list to supporters across all 50 states.

Front 28

Differences between Facebook and Myspace

Back 28

1) Facebook has more personal real life realationships then Myspace.
2) Myspace allows to decorate page

Front 29

Major Functions of Facebook

Back 29

1)Friends as a knowledge base resource
2) Create Facebook groups and social political forces.
3) Local Political Pub
4) Meeting Online friends in the real world
5) reconnnecting with old friends online