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48 Cards in this Set
- Front
- Back
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Importance of Advertising |
- Informs consumers about products and services -Contributes to prosperity by inspiring productivity -Provides efficient, effective way to reach consumers |
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William Caxton |
First English person to work as a printer. Introduced the printing press to England. First printed flyer ad in 1468 |
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Benjamin Day |
Introduced The New York Sun, the first penny press newspaper. Found that lowering price to a penny would increase readership |
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Wayland Ayer |
Founded N.W Ayer & Son. Advertising pioneer. Revolutionized the industry bu making the advertising firm an active agent for the advertiser. |
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Advertising Agencies |
Central in modern advertising, agencies create and place ads on behalf of their clients. They are funded by the media in which they place ads. |
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Agency People |
Creative Director - creates, copy, graphics, and layout -Account Executive-Liasion for clients and creative staff -Media Buyer- places ads -Researcher- Generates information on target customers |
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Major Media Vehicles |
-Newspapers- tangible, taken seriously, short lead time, short shelf life -Magazines- tangible, taken seriously, long lead time, extended shelf life, slick context for ads |
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Major Media Vehicles |
-Radio- narrow audience targets, no visual image, no shelf life -TV- impact on diverse audience, expensive, high ad clutter, hard to target Web- Inexpensive, space for lots of information, limited to people with computers |
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Importance of Brands |
Jolly Green Giant associated with green beans Pilsbury Dough Boy and their products |
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Redundancy Techniques |
Head on apply directly to the forehead |
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Positioning |
Bud Light appealing to lower class with ads High beer for high society(in high society voice) |
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Problems and Issues |
Clutter Creative Excesses Advertising Effectiveness |
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Wendy's |
Slogan of where's the Beef |
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Product Placement |
Placing a product into a movie for all to see |
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Public Opinion Sampling |
Public opinion polling is an important activity for the mass media. Probability sampling relies on statistical guidelines that can be incredibly accurate. |
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George Gallup |
Founded the Institute of American Public Opinion This is now a $5 billion a year business |
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Evaluating people surveyed |
How many interviewed how were they selected when was it taken margin of error how was it conducted how were the questions worded |
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Measuring Audience size |
Mass media needs to know the number and kinds of people the reach. done for the print media by audits and for the broadcast media by surveys |
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Nielsen Ratings |
Nielsen Media Research was founded by Arthur Nielsen nielsen developed a reating system using the methods he and his company had developed for radio. It has since become the primary source of audience measurement information in the tv industry |
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Measuring Audience Size |
Ratings - percentage of all TV equipped houses Share - percentage of all houses with TVs on |
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Arbitron |
Responsible for Radio Ratings |
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Walter Lippman |
Walter Lippman wrote "Public opinion" and said we see the world as "pictures in our head" influenced by the media |
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Harold Laswell |
studied propaganda during WWI and believed in Bullet or Hypodermic Theory |
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Hypodermic Needle Theory |
Earliest way of thinking Linear communication theory Media is injected into passive audience no individual difference |
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Paul Lazarfeld |
Studied voter behavior and created the Two Step Flow Theory |
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Two Step Flow Theory |
Opinion leaders pay close attention to the mass media and pass on their interpretation to others Maintains that audiences are active participants |
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Agenda Setting Function Theory |
Media cant tell you what to think but can tell you what to think about Developed Maxwell Mccombs and Donald shaw Found a correlation between issues voters believed were important and issues reported in the media |
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Selective Exposure |
people choose to expose themselves to media who reinforce their beliefs |
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Selective Perception |
people hear and see selectively |
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Selective Retention and Recall |
people retain and recall information selectively |
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Cathartic Effect |
Media violence as a positive catharitc effect prompt socially positive action |
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Catalytic Theory |
Media violence as negative |
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Fourth Estate |
Phrase coined by Edmund Burke |
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Watchdog function |
Media watching over the governemnt |
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Government media relation |
broadcast regulation print regulation internet regulation |
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Framing |
Selecting aspects of reality for emphasis |
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Priming |
process in which the media affect the standard used to evaluate political figures and issues |
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Trial Balloons and Leaks |
Government will leak a bit of a topic to see how the public will react before releasing the whole thing |
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Stonewalling |
Government will cover up and block out any press on a certain matter |
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First Admendment |
bars the government from limiting freedom of expression, including in the mass media. |
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Copyright |
Protects creative works for the lifetime of the author plus 70 years After that time the work enters the public domain works created on or after Jan 1 1978 are not subject to renewal registration |
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Prior Restraint |
when the government heads off an utterance before its made, it is engaging in prior restraint. |
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Defamation Libel |
If someone writes false damaging things about you, you may sue for libel *Public figures must prove a rekless disregard for the truth *Fair comment and criticism is allowed |
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Privacy Law |
The idea that people have a right to limit intrusions on their privacy has been taking form in America. Permission is not required in news coverage, limits how far news reporters can go with their cameras and in writing about personal information |
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Privacy Law |
People have the right to be left alone Reporters are free to pursue stories in public Invitation is needed in private places Harassment can restricted |
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Journalism Law Constitutional Protections |
Cover government as journalists see fit
courts as journalists see fit access to government meetings access to government documents |
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Obscenity and Porno |
US Supreme Court ruled that pornography cant be controlled but obscene material can. |
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Obscene Material |
Would a typical person applying local standards see the material as appealing mainly for its sexually arousing effect? IS the material devoid of serious literacy, artistic, political or scientific value? Is sexual activity depicted offensive Ina a way that violates state law that explicit defines offensiveness |
