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SMAD 101 > EXAM 4: PowerPoints > Flashcards

EXAM 4: PowerPoints Flashcards

(73 cards)

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1
Q

Babylonian Barkers

A

Early advertising - people stood on the street corners yelling places

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2
Q

define siquis

A

pin-up sign at crossroads during Greek & Roman times

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3
Q

who invented the Classifieds?

A

Benjamin Franklin

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4
Q

FTC

A

Federal Trade Commission -1914 - “Gray Lady of Washington” (originally had no authority) - With amendment they were able to go after false/misleading/deceptive advertising

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5
Q

Who had the first ad in the U.S.?

A

Coke

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6
Q

Volney Palmer

A

Media buyer; went out and bought ad space –> Advertisers came to him for ad space

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7
Q

F.W. Ayer

A

Created ads (Storyboards)

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8
Q

Define: In-House agency

A

they do all production within

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9
Q

Define: Creative Boutiques

A

just create the general idea (EX, the title or the slogan, etc.

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10
Q

Branding

A

Getting brand name associated with product

ex. kleenex, xerox

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11
Q

Define USP

A

Unique Selling Propositions: Making your product different

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12
Q

Define Motivational Research

A

reasons why people buy things

EX. sex, death avoidance,

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13
Q

Define segmenting and positioning

A

segmentation: making the target group small
Positioning: putting products in people’s minds

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14
Q

AIDA Approach

A

Attention, Interest, Desire, Action

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15
Q

What’s one major defense of advertising?

A

ECONOMIES OF SCALE - subsidizes our media

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16
Q

Criticisms of Advertising

A

manipulative

conducive to monopolies

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17
Q

SELF REGULATED ADVERTISING COMPANIES

A

AAAA - american association of Advertising Agencies
AAF - American Advertising Federation
BBB - Better Business Bureau
CARU - Childs Advertising Review Unit

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18
Q

CARU

A

Child’s Advertising Review Unit - sub-unit of BBB that “Reviews” children advertising

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19
Q

GOV’T REGULATED ADVERTISING COMPANIES

A

FTC - Federal Trade Commissions
FCC - Federal Communications Commission
FDA - Food & Drug Administration
BATF - Bureau of Alcohol, Tobacco, and Firearm

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20
Q

Types of Advertisment Regulation

A

Comparative
Consent Order - won’t make claim again
Cease and Desist - you most stop claim now
Affirmative Disorder - have to tell of bad things that COULD happen
**Corrective Advertising - MOST SEVERE – part budget goes to saying you’re wrong

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21
Q

2 ways to measure advertising effectiveness

A

split-run: showing message to diff. groups

focus-groups

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22
Q

CPM

A

Costs per thousands (online media) - to reach a 1,000 individuals, how much do you pay?

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23
Q

GRP

A

Media Research - During superbowl, I buy an ad and you guarantee me rating points

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24
Q

Reach & Frequency

A

Reach: how many people are going to see the ad
Frequency: # of times it’s played

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25
Define selectivity
is the message reaching my consumers?
26
Define efficiency (advertising)
of dollars to reach certain people EX. CPM
27
Define PR
PR is a two way communication system between organization and publics
28
Who said there's 472 different definitions of PR?
Rex Harlow
29
define Integrative Propaganda
You buy into a "GIVEN" then sell the argument | EX. Carbon Footprint (nobody is going to say they'll destroy the enviornment
30
define adjatation propaganda
EX. Federalist papers -> STIRRED THE POT
31
Publicity stage of PR
Amos Kendall: Press Secretary to Andrew Jackson | P.T. Barnum: Believed "sucker born every minute" ->Barnum and Bailey Circus
32
Responsive Stage of PR
Ivy Lee: Worked with Rockefeller Family --> labeled as "Poison Ivy" by Upton Sinclair Ludlow Massacre -> Colorado -> People went on strike, forces called in by Rockefeller -> Protestors killed
33
Edward Bernays
committee on public information --> PR to get war bonds
34
define engineering of consent
Bernays "Freedom Sticks" - with right idea, ANYONE will buy
35
Doris Fleischman
First woman in PR, wife of Bernay
36
define press-release
occurs during major news gaps
37
define PSA
Public Service Announcment - media airways are required to show some
38
define Video News Releases
A video that advertises the product as a NEWS STORY
39
4 AREAS OF ADVERTISING
1. Agricultural 2. Industrial (what is BETTER about your machine) 3. Trade 4. Professional Organization
40
What led to the diversification of entertainment companies?
The Telecom Act
41
Cross-platform trained
specialized in web, print, and video
42
What outlawed vertical integration?
Sherman Anti-Trust Act
43
Why are media hot commodities?
More scarce | Deregulation of media concentration --> encourage us to take more of a media outlet
44
Advantages of concentration
- large companies can do more | - invest more in research and development
45
define laws
laws are the MINIMUM line of behavior
46
define ethics
behavior you SHOULD be doing - conduct/principles of morality that point us toward the "right" way to act
47
Janet Cooke
Washington Post - Won a Pulitzer Prize for "Jimmy's World"
48
Jason Blair
NY Times - Made up stories B/C of pressure
49
Stephen Glass
The New Republic - "Hack Heaven"
50
Jack Kelly
U.S.A Today - Said cuban woman died while crossing into U.S.
51
define Ethics
CHARACTER - YOU DECIDE; choosing good over bad
52
define Morality
"Mores" - manner which we believe in
53
define moral reasoning
What should I do? Dialectical (what it could mean 2 u) Analytical (consequences) Cathartic (emotional)
54
define Moralizing
seeking out individuals that will provide you with the best advice **parents influence**
55
Hutchins Commission
establish how we should behave in SMAD - truthful - no bias - no depression - clarify society's goals
56
define Undue Influence
Junkets (things that BIAS you) Paola/drugola General freebies
57
what are the two ethical mega-emphases?
ethics as a social responsibility AND indivdiaul responsibility
58
3 levels of moral development
1. instinct: based on rewards/penalties 2. custom: roles in society/culture 3. conscience: how you feel about your actions
59
Deontological Ethics
--OUR CLASS FOLLOWS THIS-- moral code we're taught to observe
60
define moral maxim
what is RIGHT is absolutely right
61
define categorical imperative
IMMANUEL KAHN you follow unconditionally - what's right for one, is right for all
62
what are the sources of maxims?
authority, logical reasoning, categorical imparative
63
Teleological Ethics
CONSEQUENCE BASED ETHICS - outcome deterimes decisions
64
what are the consideration of consequences in Teleological ethics?
altruism & egoism (ONE decision) and Utilitarianism (you weight pros and cons)
65
Relative Ethics
There are no rules - everything is different | CULTURE says what is important
66
define vail of ignorance
John Rawls - Justice is blind
67
define golden mean
Aristotle - proper way to live your life lies between two extremes EX. 80 yr old sky-diving
68
SPJ
Society of Professional Journalists
69
NAB
National Assocation of Broadcasting
70
RTNDA
Radio, television, news director's association
71
PRSA
Public relation society of america
72
IABC
international association of business communication
73
AAF
American Advertising Federation

SMAD 101 (6 decks)

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