Mass Comm Final Exam 5

Front 1

rational

Back 1

appealing to common sense

Front 2

emotional

Back 2

appealing to our desires

Front 3

advertising

Back 3

any form of non-personal presentation and services usually paid for by an identified sponsor

Front 4

4 functions of advertising

Back 4

marketing
educational
economic
social

Front 5

target audience

Back 5

consumer people who buy goods and services for personal use

Front 6

business to business advertising

Back 6

buy for business

Front 7

geographic advertising

Back 7

national region/local

international

Front 8

purpose of advertising

Back 8

primary demand: got milk?
selective demand

Front 9

type of ad on billboards

Back 9

short message designed to be read at 70 mph

Front 10

yellow pages ads

Back 10

based on consumer needs directed at people who have decided to buy

Front 11

negative political ads do what?

Back 11

drowning out the truth in politics

Front 12

public relations involves?

Back 12

researching public opinion on behalf of a client

Front 13

public relations strategist are first?

Back 13

great communicators able to develop strategy

Front 14

public relations involves buildings relationships with?

Back 14

clients and the public

Front 15

public relations is a function of?

Back 15

management, not marketing

Front 16

four step process of public relations?
rpie

Back 16

research, planning, implementation, evaluation

Front 17

public relations strategist: reactive?

Back 17

controlling negative publicity following a disaster or other negative event that could hurt corporate or personal reputation

Front 18

public relations strategist: proactive?

Back 18

maintaining goodwill by promoting a good public image of a client through philanthropy, positive events etc

Front 19

john d. rockefeller:

Back 19

philanthropist
ass

Front 20

ivy lee

Back 20

father or public relations

Front 21

edward bernays

Back 21

father of modern public relations
ivory soap sculptures
breakfast food defined
cigs torches of freedom

Front 22

florence harding-

Back 22

good at manipulating media reporters

Front 23

franklin and eleanor roosevelt had affairs but:

Back 23

not acceptable to show private lives of presidents

Front 24

louis m howe

Back 24

the first great political public relations strategist

Front 25

reasons behind surge of public relations
4

Back 25

corporation recognition of their social responsibility

a growing tide of consumerism

growing complexity of modern corporations and gov't agencies

need for communication specialist to interpret the organization's audience

Front 26

three ways to earn income in PR:

Back 26

fixed fee for specific project
hourly rate for time spent on various project
special fees for services and materials

Front 27

pr online:

Back 27

streamlined communication between pr people and the public

Front 28

pr online nightmares: complaints

Back 28

take them to the web
1. chatrooms
2. newspapers
3. bulletin boards
4. complaint malls
5. rogue web sites

Front 29

themes of rogue web sites:

Back 29

performance: especially poor customer service
policy: perceived company business practices or political involvement
revenge: those with specific grudge
humor: make fun of organization

Front 30

last conglomerate in america is:

Back 30

time warner

Front 31

conglomerates are created by

Back 31

gov't deregulation

Front 32

convergence-

Back 32

combine sources to create hybrid media forms and consolidated content to better match the psychographics of today's consumer

Front 33

three factors are influencing media convergence:

Back 33

technology
ownership patterns
audience already converged

Front 34

weblogs "blobs" -

Back 34

news/personal expression

Front 35

blogging is an alternate voice for citizens who feel:

Back 35

alienated by traditional media

Front 36

bloggers are not bond to:

Back 36

journalism standards

Front 37

citizens journalism:

Back 37

new form of "grassroots" community journalism where readers provide content of web-based publications

Front 38

assumptions of media's direct influence comes from:

Back 38

assumed success of world war 1 propaganda campaigns

Front 39

media bullet effect:

Back 39

take message and react to it. powerless to media

Front 40

government sells bond to finance:

Back 40

the war effort

Front 41

government creates support for the war among

Back 41

skeptical

Front 42

reactions to the "war of the worlds" broadcast change presumptions of media's:

Back 42

powerful effects

Front 43

research reveals that people have:

Back 43

selective perceptions

Front 44

people doubt absolute:

Back 44

power of media

Front 45

we pay attention to media content that is most:

Back 45

familiar

Front 46

we retain messages that:

Back 46

reinforces our values and attitudes

Front 47

media effects largely depend on the:

Back 47

consumer's predisposition

Front 48

most influenced people are:

Back 48

uneducated, poor, and those who have no prior views or exposure

Front 49

viewers will actively engage in:

Back 49

media consumption depending on the individual psychological needs that must be met

Front 50

agenda setting:

Back 50

media determine prominent social issues by the stories they decide to cover. media tells us that to think about

Front 51

agenda setting is more complicated by:

Back 51

more tv channel availability and interactive media such as the web