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71 Cards in this Set
- Front
- Back
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TRUE or FALSE:
A small amount of inaccuracy in advertising is permissible, if the ad is creative, entertaining, and effective. |
False.
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TRUE or FALSE:
An anonymous voice is a type of announcer format. |
True.
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TRUE or FALSE:
A good advertisement should appeal to as many of the needs listed in the text as possible. |
False.
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TRUE or FALSE:
With few exceptions, advertising copywriters can write what they want when they want. |
True.
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TRUE or FALSE:
PR writers must be objective and must present all sides of the story. |
False.
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TRUE or FALSE:
Use as many details as possible in an ad to impress the consumer. |
False.
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TRUE or FALSE:
The structure of a good news release differs very little from a good news story. |
True.
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TRUE or FALSE:
As long as you use the word "allegedly," you won't be sued for libel. |
False.
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What are the ABCCCs?
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Accuracy
Brevity Clarity Conciseness Creativity |
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What is a "spot?"
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It is a broadcast ad.
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What are "collatoral?"
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They are all the pieces to an ad campaign.
This includes postcards, bill inserts, and brochures. |
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What is "libel?"
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written defamation
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What is "slander?"
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spoken defamation
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Which is more serious - libel or slander?
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libel
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What is "defamation?"
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"Defamation" is the legal term for harming someone's reputation with false information.
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What is a "news release?"
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A news release is information, usually written in the form of a news story that an organization wishes to make public through the news media.
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What is an embargo on a news release?
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It is the time after which information in a news release can be used by the news media. Embargos are agreements between public relations practitioners and the news media about the use of information, but these agreements do not have legal force.
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Where should you place background information about the organization?
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at the end
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What is the most important part of a news release?
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the lead paragraph
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How many words should be used in a news release?
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as few as possible
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What is a "VNR?"
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A VNR is a video news release, which can range from a short news story produced by the organization on videotape and distributed locally to longer feature items. They are “reported” by someone within the organization or someone hired by the organization, put on videotape, CD or VDV, and distributed to TV news departments in the area.
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Define "obsequious" and give an example.
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"Obsequious" means "thanking someone too much." For example, most people become irritated when phrases like "I hope you'll understand" are used too often.
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As much as possible, which voice should be used in PR writing?
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the active voice
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Many words, long sentences and long paragraphs should be used in which kind(s) of writing that we have studied?
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none
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How can the law be a positive force for writers?
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It can help writers by enabling them to protect their work against theft by obtaining a copyright.
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In what ways does the law limit what writers can say?
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It allows civil lawsuits against writers for defamation and invasion of privacy.
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Who is the plaintiff in a libel suit?
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the person bringing the suit
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Name the five points, or elements, the plaintiff must prove to succeed in a libel suit.
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Remember PIDFD.
1. publication 2. identification 3. defamation 4. fault 5. damages |
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What is "qualified privilege?"
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"Qualified privilege" is the right of a writer to quote from government officials acting in an official capacity, even if these officials make libelous statements.
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What are the four affirmative defenses a defendant can use to defend against a libel suit?
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Remember TQSC.
1. truth 2. qualified privilege 3. statute of limitations 4. constitutional privilege |
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Name at least three reasons a writer can be sued for invasion of privacy.
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1. publication of private facts
2. intrusion into seclusion 3. false light |
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What has a writer done when he or she commits "false light?"
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The writer has presented someone as being something he or she is not.
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Define "appropriation" when used in relation to privacy law.
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"Appropriation" is the unauthorized use of a person's name, likeness, or other integral part of the individual's persona for commercial purposes.
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What does it mean when works enter "the public domain?"
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The copyright has expired. Anyone can use those works.
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For an individual, how long does copyright protection remain in effect in the United States?
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the author's life + 70 years
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What is the primary federal agency that enforces laws against misleading advertising?
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the Federal Trade Commission (FTC)
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What is the primary federal agency that regulates broadcasting?
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the Federal Communications Commission (FCC)
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What is "libel?"
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written defamation
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What is "slander?"
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spoken defamation
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Which is more serious - libel or slander?
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libel
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What is "defamation?"
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"Defamation" is the legal term for harming someone's reputation with false information.
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What is a "news release?"
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A news release is information, usually written in the form of a news story that an organization wishes to make public through the news media.
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What is an embargo on a news release?
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It is the time after which information in a news release can be used by the news media. Embargos are agreements between public relations practitioners and the news media about the use of information, but these agreements do not have legal force.
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Where should you place background information about the organization?
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at the end
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What is the most important part of a news release?
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the lead paragraph
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How many words should be used in a news release?
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as few as possible
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What is a "VNR?"
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A VNR is a video news release, which can range from a short news story produced by the organization on videotape and distributed locally to longer feature items. They are “reported” by someone within the organization or someone hired by the organization, put on videotape, CD or VDV, and distributed to TV news departments in the area.
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Define "obsequious" and give an example.
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"Obsequious" means "thanking someone too much." For example, most people become irritated when phrases like "I hope you'll understand" are used too often.
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As much as possible, which voice should be used in PR writing?
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the active voice
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Many words, long sentences and long paragraphs should be used in which kind(s) of writing that we have studied?
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none
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Name four jobs and/or responsibilities related to working as a PR practitioner.
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1. handle communication with the external publics of an organization
2. counsel management and other organization employees on how best to deal with important publics 3. handle communication with the internal publics of an organization 4. work with the news media to get information about the organization |
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Name at least two ways an organization can distribute information to external publics.
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1. news releases
2. brochures |
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Name at least four of the external publics an organization may want to communicate with.
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1. the public at large
2. buyers of the product 3. users of a service offered by the organization 4. potential contributors to the organization |
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Name at least four of the internal publics an organization may want to communicate with.
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1. employees
2. independent contractors 3. stockholders 4. members |
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Name at least two ways of communicating with internal publics.
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1. newsletters
2. company magazines |
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Name the four parts of a long-range public relations plan.
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Remember RPCE.
1. research 2. planning 3. communication 4. evaluation |
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How is PR writing similar to ad copy writing?
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A PR practitioner is encouraged to use as few words as possible to support his or her point. Also, like ad copy writing, multiple people look over drafts to make sure every quote is clear and eloquent.
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What three things should be included at the top of the first page of a news release?
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1. headline or slug line telling what the story is about
2. the name and contact information of a person in the organization who can be reached for more information 3. the release time |
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Name three major kinds of company publications.
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- newsletters
- pamphlets and brochures - annual reports and other types of reports |
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Name the three parts of a speech.
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Remember OME.
1. opening 2. middle 3. end |
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Name three factors a PR practitioner should consider in writing an oral presentation.
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1. the targeted audience
2. the speaker 3. the subject of the presentation |
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Name three needs and appeals in advertising.
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1. food and drink
2. sex, intimacy, and social contact 3. shelter, security, and comfort. |
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Advertisers need to think about two groups. What are they?
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- the people who are already using the product
- people who do not use the product but are likely to |
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How do advertisers obtain information about "people who do not use the product but are likely to?"
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- personal interview surveys
- focus group interviews - mail surveys |
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Define "demographics."
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"Demographics" is a way of dividing the population into groups on the basis of some obvious characteristics.
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Define "psychographics."
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"Psychographics" is the concept of putting people into groups based on less obvious characteristics.
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Name four demographics.
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- age
- gender - education - income |
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What are some things about "the product" that advertisers should consider?
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1. what the product does
2. physical characteristics of the product 3. history of the product 4. who makes the product |
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What is the "USP?"
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The "USP" is the unique selling position.
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What are the four types of dramatic formats for commercials?
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1. problem resolution
2. slice of life 3. documentary/demonstration 4. fantasy |
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What are the three types of announcer formats for commercials?
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1. the spokesperson
2. testimonial 3. anonymous announcers |
