Midterm Exam

Question 1

Advertising

Answer 1

Paid sponsorship using mass media with the intent to persuade

Question 2

Public Relations

Answer 2

Planned effort to influence public opinion through persuasive communication

Question 3

Media Fragmentation (Challenges/Opportunities of Advertising)

Answer 3

More channels making audience more divided

Question 4

Increased Information Flow (Challenges/Opportunities of Advertising)

Answer 4

More ways to get info

Question 5

Media Proliferation (Challenges/Opportunities of Advertising)

Answer 5

Proliferation cuts markets into even smaller segments

Question 6

Crowdsourcing (Challenges/Opportunities of Advertising)

Answer 6

Using collective intelligence gathered from the public and using that information to complete business-related tasks

Question 7

Common Publics in Public Relations

Answer 7

Media, employees, government officials, community leaders, financial analysts, consumers

Question 8

Tips for Working with Media

Answer 8

Clear agenda for media meetings, good understanding of both the organization & media organizations

Question 9

Four Influences that Gave Rise to Advertising

Answer 9

1. Capitalism
2. Industrial Revolution
3. Emergence of Modern Branding
4. Modern Mass Media

Question 10

Major Industrial Forces that Affected PR Growth in the US

Answer 10

1. Broad recognition of the power of public opinion
2. Competition among institutions for public support
3. Development of media to quickly influence public opinion

Question 11

The Rhetorician Tradition (3 Major Traditions in PR)

Answer 11

Early aspects of PR: What was said, not necessarily what was done, Samuel Adams & Boston Tea Party, P.T. Barnum

Question 12

The Press Agentry Tradition (3 Major Traditions in PR)

Answer 12

20th Century: non-violent, staged events, draw attention to social/political issues, Gandhi, MLK Jr.

Question 13

The Journalistic/Publicity Tradition (3 Major Traditions in PR)

Answer 13

Moved into an era of public cooperation through distribution of accurate information

Question 14

Advertising Educates Consumers pros & cons

Answer 14

Pro: Informs
Con: Superficial and intrusive

Question 15

Advertising Improves the Standard of Living pros & cons

Answer 15

Pro: Lowers the cost of products
Con: Wastes resources and raises the standard of living only for some

Question 16

Advertising Affects Happiness and General Well-Being pros & cons

Answer 16

Pros: addresses a wide variety of basic human needs, reflects society’s priorities
Cons: Creates needs, promotes materialism

Question 17

Is Advertising Demeaning/Deceitful or Liberating/Artful? pros & cons

Answer 17

Pros: Advertisers are showing more sensitivity, source of fulfillment & liberation, democratic act
Cons: Perpetuates stereotypes, often offensive, advertisers deceive via subliminal stimulation

Question 18

Advertising Affects the Mass Media pros & cons

Answer 18

Pro: Fosters a diverse and affordable mass media
Con: Affects programming

Question 19

Major Regulatory Agents in Advertsing

Answer 19

Government regulation (FTC), Industry Self-Regulation, Consumer Regulation

Question 20

Cease-and-Desist Order

Answer 20

FMD advertising is ordered to cease and desist within 30 days

Question 21

Affirmative Disclosure

Answer 21

Important absent material must be included in future ads

Question 22

Corrective Advertising

Answer 22

Advertisers are required to run corrective advertising

Question 23

Privacy Invations

Answer 23

1. Appropriation: use of a person’s name, etc. without permission
2. Publication of Private Info: (health info, student records, etc.)
3. Intrusion: videotaping, snooping
4. False Light: publication of truthful info that is exaggerated or used out of context

Question 24

Multi-Attribute Models (Consumer-Decision Making Theory)

Answer 24

Evaluative criteria, importance weights, beliefs

Question 25

Cognitive Consistency Impetus (Consumer-Decision Making Theory)

Answer 25

Strongly held beliefs help us make efficient decisions and are largely resistant to change

Question 26

Elaboration Likelihood Model (Consumer-Decision Making Theory)

Answer 26

Central route persuasion: occurs when involvement is high | Peripheral route persuasion: occurs when involvement is low

Question 27

Social Exchange Theory (public opinion theory)

Answer 27

People act in ways that reduce costs and increase rewards (get-rich quick schemes)

Question 28

Diffusion Theory (public opinion theory)

Answer 28

People can be influenced to diffuse and adopt ideas through five stages. 1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption

Question 29

Social Learning Theory

Answer 29

People can be influenced by seeing how others are rewarded for particular actions