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64 Cards in this Set
- Front
- Back
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What are the two most successful game systems of all time?
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Playstation and Playstation 2
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Which video game system is creating a new demographic of players?
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Wii
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What are the types of video games, according to guest speaker Adam Baranblat?
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Casual (Tetris), Hardcore (Mario Kart), Traditional (Candyland), Serious (America’s Army - persuasive)
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What is the average age of a video game player now? Average age of video game purchaser?
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Average age of player: 35 years old, Average age of purchaser: 40 years old
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Name ONE of the trends Adam Baranblat said was the future of gaming.
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UGC (User-generated content), more focus on online gaming, downloadable content
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What is public relations according to the PRSA? How is it related to mass media?
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According to PRSA, it not only tells an organization’s “story” to its publics (communication), but also helps shape the organization and the way it performs (management). Through research, evaluation, and measurement, PRs determine the concerns and expectations of the organization’s publics and explain them to management. A responsive and effective PR program is based on the understanding and support of its publics. →Relates to mass media because PR defends people and companies who have somehow run afoul in public
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What are some of the uses of understanding PR even if you don’t practice it?
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Media literacy, helps establish whether things are false. Helps understand tension between PR and journalism, exposes “invisible” PR practice, a lot of PR jobs
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Who was Buffalo Bill and what did he have to do with PR?
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His promotions in the Wild West Show, first act to promote himself, creation of American west mythology, “A sucker is born every minute”
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How did PT Barnum use Jumbo as a PR tactic?
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Jumbo used in ads, selling point of circus, when hit by train story was he was “saving a child”
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Why won’t Ivy Ledbetter Lee ever be remembered as the father of PR?
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Took a job as PR for Nazis
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How did Edward Bernays bring Lucky Strike cigarettes back to life?
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Green campaign – went to fashion markets and made green popular, held green luncheons and galas
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How are PR and advertising different?
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PR creates, sells, repairs IMAGE; Advertising makes you want THING
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Name three of the PR publics.
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Employees, stockholders, and communities
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Name the services PR offers to clients.
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Community relations, counseling, development/fund-raising, employee/member relations, financial relations, government affairs, industry relations, issues management, media relations, marketing communication, minority relations/multicultural affairs, public affairs, special events and public participation, research
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What is a pseudo event? Name & describe 1 example of a pseudo event discussed in class.
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Pseudo event- event that has no real informational or issue meaning; it exists merely to attract media attention. 1) Bush: “Mission accomplished!” Retracted statement in 2003. 2) 1960s Space Race: Americans the good guys
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Describe at least three tenets of the tension between PR and journalism.
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PR needs Journalism to spread the word, Journalism needs PR for story ideas; PR can block access, Journalism can sometimes mistakenly (or not) publish publicity as news; PR can manipulate facts, while Journalists enjoy perks, special benefits, and access.
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What is a VNR?
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Video News Release- preproduced report about a client or its product that is distributed on videocassette free of charge television stations (Friskies for Fat Cats, Betty Crocker and the cooking for the Holidays)
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Where are some places that you can go for a PR job?
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Legoland, Barsuk Records, Democratic Party of Oregon, law enforcement, education… anywhere
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What advertising firm does guest speaker Erin Booth work for?
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Crispin Porter & Bogusky
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Guest speaker Erin Booth described tension. Describe tension’s function in advertising.
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The discomforting truth that advertisers must face to sell product (PC’s aren’t cool), what the advertiser wants to solve
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Identify the tension in the Ikea ad about the lamp.
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People felt bad throwing away their lamp because it has “feelings”, Ikea loosens subject with man interrupting sad commercial saying lamp has no feelings
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Name one of three ways that Burger King innovated their image, according to guest speaker Erin.
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Made a character, “The King”. Took away Whopper, BK video games (advergames), the fry-pod
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According to Erin Booth, how much does a client (on average) use for an advertising campaign?
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$200-500 mil
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In the hallway of her ad agency, Erin was told, “We are in the _________ business.”
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Behavior Changing
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How did Google use advertising to hire the best and the brightest?
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(Really hard math equation answer).com on billboards, different math equations that led to various sites, the end site hiring the internet user. Google hired 80% of those who got to end site
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What is the upcoming Burger King ad campaign called?
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“Whopper Virgins”
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What do ad agencies want to see in job interviews?
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Passion; favorite ad in mind and know which agency created it, explain why you like it and who created it; interests and knowledge, know what your nitch is
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What are digital computers, microcomputers and mainframe computers?
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Digital computers- computer that processes data produces binary code, microcomputers- very small computer that uses microprocessor to handle info (PC), mainframe- large central computer to which users are connected by terminals
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What is meant by “net neutrality"?
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Granting equal carriage over phone and cable lines to all Web sites, shouldn’t discriminate against certain voices
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What is a LAN? WAN?
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LAN (local area network)- network connecting two or more computers, usually within the same building; WAN (wide area network)- network that connects several LANs in different locations
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The Internet was originally developed for…
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Military applications, enabled military to maintain command over its missiles if a nuclear attack disabled communication, protect national security
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In the video, The Net at Risk, what two reasons does Dr. Robert McChesney give for why preserving net neutrality is so important?
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(1) Big companies will rise to power, anti-democracy, (2) If we lose it once, decades before internet becomes neutral again, (3) Internet has restored people’s faith in the 1st Amendment, if we lose it, faith will go down
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What is the information gap? Technology gap? Digital divide? What do any/all of these have to do with virtual democracy?
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Information gap- Widening disparity in amounts and types of info available to info haves and have-nots. Technology gap- Widening disparity between the communication technology haves and have-nots, Digital divide- Describes lack of technological access among people of color, the poor, the disabled, and those in rural communities. →Those lacking the necessary technology and skill will be denied their vote, and only three-quarters of people in the US use Internet. Those without requisite technology will have diminished access to the info it makes available, meaning they will suffer from a form of technologically imposed censorship
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What percentage of U.S. citizens report making online purchases?
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80%
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According to The Net at Risk, how long would it take to download the Library of Congress catalog using a dial up Internet connection? How long using a fiber optic network?
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82 years for dial-up, 45 seconds fiber optic network
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For Internet users, what is a “digital trail?”
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History of websites the internet user leaves behind. Advertisers pay attention to this
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According to Marshall McLuhan, what is the Global Village? What are its potential advantages and drawbacks?
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The idea that new communication technologies will permit people to become increasingly involved in one another’s life, never said it would be tranquil
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What is a MUD?
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Multi-user dimension, online text-based interactive game, players use text-words to create personalities, environments, even worlds and interact with other
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What makes a video game a video game?
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When the action of the game takes place interactively on-screen
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How does product placement occur in video games?
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The product is seen every time the game is played, a product associated with the game is “cool”, very effective, in car racing games: restaurants and stores, in sports games: brands and logos
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In gaming, what are the levels of the ESRB rating system?
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EC (Early Childhood), E (Everyone), E10+ (Ages 10 and up), T (Teen), M (Mature), (AO) Adults only
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What are the four stages in the development of the public relations industry? How do they differ from each other?
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Early public relations- People or organizations were using communication to inform, to build image, and influence public opinion. Propoganda-publicity stage- Typically one-way, from organization to public, damage control. Deceitful rep, did not listen to public. Early 2-way communication- emphasis on value of assessing public’s feelings toward an organization, public relations talking to people and listening when people talked back. Advanced 2-way communication- Important to know what clients were thinking, what they liked, disliked, and what concerned and satisfied them.
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What is viral marketing? How does it work?
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A PR strategy that relies on targeting specific internet users with a given communication and relying on them to spread the word through the communication channels with which they are most comfortable
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Who are public relations’ publics? What are their characteristics?
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Employees- Company newsletter, social events, recognition of performance; Stockholders- Own the organization, updated with annual reports and stockholder meetings; Communities- Organizations neighbors be treated with friendship and support by info meetings, open houses, food drives; Media- Need trust and goodwill from media professionals, to build that PR provides press packets, briefings, facilitated access to newsmakers; Government- the voice of the people, have power to tax, regulate, and zone, PR provides info to government to gain trust; Investment communities- Get community to value and trust to allow business to grow, PR must keep good image; Customers- Pay the bills for company through purchase of products or services
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In lecture, Dr. Miles showed a commercial that used a “blonde joke” to advertise/ sell what?
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Mercedes-Benz, beauty is nothing without brains
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Generally speaking, advertising campaigns attempt to turn ____ into a ____ in the mind of consumers.
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WANT, NEED
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In 1625, this first newsbook featuring ads was published in England.
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The Weekly News
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How did Babylonians advertise their goods in 3000 B.C.?
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Babylonian merchants hired barkers to shout out goods and prices at passerby
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Who began the first full service advertising agency in the U.S.?
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F. Wayland Ayer
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What change within the magazine industry around the beginning of the 20th century signaled a significant change in the relationship between consumer & mass medium?
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Magazine financially supported by advertisers rather than readers, change was creativity in look and language, mail-order ads, seasonal ads, placement of ads in proximity to content of related interest. Magazines don’t show what the people want to see but what advertisers want to see.
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What is the NARB and what is its function?
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National Advertising Review Board, monitors potentially deceptive ads, investigates consumer complaints as well as complaints made by an advertiser’s competitors
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What are “blink ads?”
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One second commercials between songs on the radio
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Name 4 specific complaints against the advertising industry.
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Intrusive, deceptive, exploits children, demeans and corrupts culture
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Name 4 specific defenses of the advertising industry.
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Advertising supports our economy, people use advertising to gather info, advertising increases national productivity, improves standard of living, makes free mass media possible
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Name one consumer advocacy agency that monitors advertising.
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FTC
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According to the FTC, an ad is false if it…
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Lies outright, does not tell whole truth, or lies by implication, words, design, production device, or sound
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Name one of the “headache-causing-trends” Dr. Miles cited in lecture.
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Pop-ups (Contextual advertising- ads that automatically intrude into users’ Web session whether wanted or not)
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In terms of measuring advertising effectiveness, what is copy testing? What is a consumer jury? Forced exposure?
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Copy testing- measures the effectiveness of ad messages by showing them to consumers, used in all forms of advertising; Consumer jury- ad research technique in which people considered representative of a target market review a number of approaches or variations of a campaign or ad; Forced exposure- ad research technique used primarily for TV commercials, requiring advertisers to bring consumers to a theatre or other facility where they see a TV program complete with new ads
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What are demographic and psychographic segmentation?
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Demographic- advertiser’s appeal to audiences composed of varying personal and social characteristics such as race, gender, and economic level; Psychographic- advertisers’ appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns
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What are clandestine broadcast stations? Indigenous stations? Exogenous stations?
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Clandestine- illegal or unlicensed broadcast operations frequently operated by revolutionary groups or intelligence agencies for political purposes; Indigenous- clandestine stations broadcast operations functioning from inside the regions to which they transmit; Exogenous- clandestine broadast operations functioning from outside the regions to which they transmit
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What are the main characteristics of media systems operating under Hachten’s Western concept? Development concept? Revolutionary concept? Authoritarianism concept? Communism concept?
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Hatchen’s western concept: there is no completely free media system on earth, Development concept: where government and media work in partnership to ensure that media assist in the planned, benecficial development of the country. Exemplified by third world countries, Revolutionary concept: ending government monopoly over information, facilitating the organization of opposition to the incumbent powers, bringing down a standing government. No country officially embraces this, Authoritarianism/ communist concept: both call for the subjugation of media for the purpose of serving government
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What are COMSAT and INTELSAT?
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Comsat: (communications satellite corporation): coordinate ownership and operation of Americas communications satellite system. Intelsat: (International telecommunications satellite organizations)
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What is the VOA? Historically, what has been its two, often competing, roles?
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Voice of America, counters enemy propaganda and distributes info about America, distributes western propaganda, provides objective info
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What is a surrogate service? What are the some of the concerns/criticisms regarding Al-Hurra and al-Abda?
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Broadcast operations est. by one country to substitute for another’s own domestic service
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