Koofers

TESTBANK•PROF RATINGS•GPA HISTORIES•FLASHCARDS•SCHEDULES•TEXTBOOKS•DEALS
Universities » Duquesne University (DUQ) » COMM - Communication » 330 - Integ Mktg Comm Func I:Pr » Flash Cards

Test 1 - Flashcards

Flashcard Deck Information

Class:COMM 330 - Integ Mktg Comm Func I:Pr
Subject:Communication
University:Duquesne University
Term:Spring 2011
- of -
INCORRECT CORRECT
- INCORRECT     - CORRECT     - SKIPPED
Shuffle Remaining Cards Show Definitions First Take Quiz (NEW)
Hide Keyboard shortcuts
Next card
Previous card
Mark correct
Mark incorrect
Flip card
Start Over
Shuffle
      Mode:   CARDS LIST       ? pages   PRINT EXIT
To Public Relations practitioners Edward Bernay’s is known as? Father of Spin/PR
What was Bernays trained in at Cornell? Agriculture
What was Bernays’ straightforward approach? Take approaches that worked with Daddy Longlegs and he would do them over and over again and take them several steps further
crystallizing public opinion Master of accentuating such trends and capitalizing on them for clients
Generated by Koofers.com
What was the significance of the “torches of freedom” campaign marketing cigarettes
What did Bernays think about repetition? The emphasis by reputation gains particularly if the rep has dif sources
Publicity men traditionally sold their services based on….? their ability to chart the straightest course to their client's objective.
What was Bernays's philosophy? instead of being hire to sell the product or serive, he instead sold whole new ways of behaving which appeared obscure but over time reaped huge rewards for his clients and redefined the very texture of American life. basically: Big Think
Generated by Koofers.com
Bernays was an advocate for which 20s presidential candidate? Calvin Coolidge
What are Bernays’ 3 precepts of the Big Think? 1. interpret the client to the public & interpret the public to the client 2. research for a social science 3. America would be better with PR
What is the significance of the United Fruit campaign? Undeclared war waging with the United Fruit Campaign w/ US against Guatamala
What WWII figure used Bernays's " book as a destructive campaign against the Jews of Germany? Hitler He was shocked and said he knew that his theories could be used and misused and the Nazis was obvious a PR ploy among anything
Generated by Koofers.com
How did Bernays’ uncle aid him? taught him about the id, ego, superego, the conscious and the unconscious
Where was Bernays first called “The Father of Public Relations”? The New York Times
Where was Propaganda born in and when? 17th Century with the Catholic church
Where, when, and what was the first fundraising initiative? Harvard college 1641 in America set people to England on a begging mission
Generated by Koofers.com
What were the first public relations pamphlets and brochures for? to advertise America called New England’s First Fruits
What are the 6 public relations practices/techniques developed by Samuel Adams and his cohort? 1. the necessity or organization 2. the use of symbols 3. the use of slogans 4. staged events 5. the importance of getting your story to the public first so that your interpretation of events is the one accepted 6. the necessity of sustained, saturation campaign using techiques through all available media to penetrate the public view with a new convection
Allan Nevins named what as “the greatest work ever done in America in the field on public relations”? the campaign that won the ratification of the US constitution of 1787-1788
Who is considered the greatest showman and press agent of all time? Phineas Taylor Barnum
Generated by Koofers.com
What is Phineas Taylor Barnum known for? In 1842 he opened the American Museum in New York City and immediately became famous for his extravagant advertising and his exhibits of freaks
When was the advertising agency born? at the end of the civil war
What is the name of the oldest advertising agency? J. Walters Thomas 1864
What did railroads use publicity, tours and advertising for? to promote the west and nationalize the US
Generated by Koofers.com
The Ayer agency was the first to establish what in 1919? publicity department
What is the significance of public relations in politics and government It has improved the image of a president or politician
Who was the first public relations agency, and who was their first client? The Publicity Bureau and Harvard Uni was their first client
Who is Ivy Lee young NY journalist, known to be one of the fathers of PR
Generated by Koofers.com
What campaign is Ivy Lee most known for? Rockerfeller brought on Ivy and did the dimes campaign
How did the “Booming Twenties” (1919-1929) bring a boom in public relations? After the war there was a lot of goods and a need for people to sell them and all these men were coming back from war and college who studied to do precisely that
How did Franklin Roosevelt use public relations in WWII? To bring the US out of the Depression FDR initiated a number of action agencies-- the Agricultural Adjustment Admin, the Civilian Conservation Corps etc --- that required extensive publicity in order to gain cooperation and acceptance. Thus, the public information function in the federal government was greatly enlarged in FDR's admin.
What expanded between 1945 and 1980 which spread PR vocation around the world? world trade and political conflict
Generated by Koofers.com
What role do international public relations play into today's society? 1. new emphasis on nonmarketing problems 2. Marked impact of the worldwide consumerism movement 3. development of new gov-industry relationship 4. dev of financial pr as it is known in the US 5. Centralization in multination public relations 6. movement to upgrade the public relations function within the corporate structure
public opinion Public opinion is the aggregate of individual attitudes or beliefs held by the adult population. - held by the majority - involve particular interest drive
What role does power play in PR? power deals with responding and creating on reality
Who are opinion-leaders? Formal: a group of people who participates in a social level that have ability to make decisions and set an example Informal: peeps you know
Generated by Koofers.com
What are two of the molar concepts in the theory research & best practices of PR? Interests and Causes
Resource Management Theory The limits of one organizations power is the ability of competing organization to exert power
Define stakeholder according to J Grunig (1992) as a general category of people who are "affected" by the decisions--strategic and important --made by an organization
How is power socially constructed? We create it
Generated by Koofers.com
How are power resources generate through rhetorical discourse, systemic dynamics and relationship management? The rhetorical discourse relating it to persuasion, systematic dynamics = two way street and relationship management = need to be able to manage your relationship with client and primary publics and secondary public
What are the 5 measures of relationship quality? Be able to define each of the measures. 1. commitment: desire to maintain relationship 2. trust: believe that the other person will keep up their end of the deal 3. satisfaction: over all assessment 4. community: degree with in a relationship in which you have shared values, concerns, and beliefs/ welfare and care of another 5. control mutuality: gal and who determine these goals, who has the rightful power over the other
net relations a function of direct marketing and public relations
Why are relationship important off-line? online comm provides a benchmark for how youre going to develop offline communication reflects to commitment and relationships
Generated by Koofers.com
Are relationships developed primarily through technology more short-term or long-term? Why? Short term because you’re able to develop more of a relationship through face to face contact
What is symmetrical two-way communication? Uses communication to negotiate with publics,resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
What does interactivity represent? A way to develop relationships through online communication
Define Communication Channel Organization's message to the consumer
Generated by Koofers.com
Define medium. Means of general communication info or entertainment in society
Define messages Communication medium in which tactics are carried out
What are the 2 things that messages contain? Purpose or what needs to be accomplished appeal or motivate the self interest of the public
What can messages be? Motivational and informational
Generated by Koofers.com
Define primary message What you want your public to remember, 1 or 2 sentences sound bites
Define secondary message Facts, honors/awards, reviews/ testimonials/ examples/ information/ persuasive, bulleted details that provides credibility
Define slogan Short, compelling, attention getting phrases
Define tagline. Summaries that add emphasis
Generated by Koofers.com
A slogan and tagline is only as….(finish this statement). Good as the public specific message it supports
Define innovation according to Rogers An idea, practice, or object that is perceived to be new by the individual
Define social system. The way we communicate throughout the life; a set of interrelated units that are engaged in joint problems solving to accomplished a common goal
Identify and define the 5-adopter categories. A. people are either quick to adopt to innovation or are laggards 1) Innovators *: risks, understand that this is something new, 1st to have 2) Early Adopters: respectable members of your social system → opinion leaders a. How are you going to get them to jump on the band wagon 3) Early Majority: deliberate individuals, talk with their peers, think about it, you make the decision to buy it 4) Late Majority: caution when they buy a product, will give in to peer pressure 5) Laggards *: suspicious of innovation, reference the past
Generated by Koofers.com
6 fundamental principles that organizations should use to effectively communicate 1. be honest 2. share the good the bad and the ugly 3. don’t forget the why 4. speak with one voice 5. be timely 6. say it, do it
Identify and define the 5 stages of the innovation-decision process. 1) Knowledge: know what it is, and know how it works 2) Persuasion: begin to formulate an attitude 3) Decision: adopt or reject 4) Implementation: when you start using the product 5) Confirmation: seek reinforcement that you made a good decision when you bought it
Big Think defying conventions
Generated by Koofers.com

List View: Terms & Definitions

  Hide All 63 Print
 
Front
Back
 To Public Relations practitioners Edward Bernay’s is known as? Father of Spin/PR
 What was Bernays trained in at Cornell? Agriculture
 What was Bernays’ straightforward approach? Take approaches that worked with Daddy Longlegs and he would do them over and over again and take them several steps further
 crystallizing public opinionMaster of accentuating such trends and capitalizing on them for clients
 What was the significance of the “torches of freedom” campaign marketing cigarettes
 What did Bernays think about repetition? The emphasis by reputation gains particularly if the rep has dif sources
 Publicity men traditionally sold their services based on….?their ability to chart the straightest course to their client's objective.
 What was Bernays's philosophy?instead of being hire to sell the product or serive, he instead sold whole new ways of behaving which appeared obscure but over time reaped huge rewards for his clients and redefined the very texture of American life.

basically: Big Think
 Bernays was an advocate for which 20s presidential candidate? Calvin Coolidge
 What are Bernays’ 3 precepts of the Big Think?1. interpret the client to the public & interpret the public to the client
2. research for a social science
3. America would be better with PR
 What is the significance of the United Fruit campaign? Undeclared war waging with the United Fruit Campaign w/ US against Guatamala
 What WWII figure used Bernays's " book as a destructive campaign against the Jews of Germany?Hitler

He was shocked and said he knew that his theories could be used and misused and the Nazis was obvious a PR ploy among anything
 How did Bernays’ uncle aid him?taught him about the id, ego, superego, the conscious and the unconscious
 Where was Bernays first called “The Father of Public Relations”?The New York Times
 Where was Propaganda born in and when? 17th Century with the Catholic church
 Where, when, and what was the first fundraising initiative? Harvard college 1641 in America set people to England on a begging mission
 What were the first public relations pamphlets and brochures for?to advertise America called New England’s First Fruits
 What are the 6 public relations practices/techniques developed by Samuel Adams and his cohort? 1. the necessity or organization
2. the use of symbols
3. the use of slogans
4. staged events
5. the importance of getting your story to the public first so that your interpretation of events is the one accepted
6. the necessity of sustained, saturation campaign using techiques through all available media to penetrate the public view with a new convection
 Allan Nevins named what as “the greatest work ever done in America in the field on public relations”? the campaign that won the ratification of the US constitution of 1787-1788
 Who is considered the greatest showman and press agent of all time? Phineas Taylor Barnum
 What is Phineas Taylor Barnum known for?In 1842 he opened the American Museum in New York City and immediately became famous for his extravagant advertising and his exhibits of freaks
 When was the advertising agency born? at the end of the civil war
 What is the name of the oldest advertising agency? J. Walters Thomas 1864
 What did railroads use publicity, tours and advertising for? to promote the west and nationalize the US
 The Ayer agency was the first to establish what in 1919? publicity department
 What is the significance of public relations in politics and governmentIt has improved the image of a president or politician
 Who was the first public relations agency, and who was their first client? The Publicity Bureau and Harvard Uni was their first client
 Who is Ivy Leeyoung NY journalist, known to be one of the fathers of PR
 What campaign is Ivy Lee most known for? Rockerfeller brought on Ivy and did the dimes campaign
 How did the “Booming Twenties” (1919-1929) bring a boom in public relations? After the war there was a lot of goods and a need for people to sell them and all these men were coming back from war and college who studied to do precisely that
 How did Franklin Roosevelt use public relations in WWII? To bring the US out of the Depression FDR initiated a number of action agencies-- the Agricultural Adjustment Admin, the Civilian Conservation Corps etc --- that required extensive publicity in order to gain cooperation and acceptance. Thus, the public information function in the federal government was greatly enlarged in FDR's admin.
 What expanded between 1945 and 1980 which spread PR vocation around the world?world trade and political conflict
 What role do international public relations play into today's society?1. new emphasis on nonmarketing problems
2. Marked impact of the worldwide consumerism movement
3. development of new gov-industry relationship
4. dev of financial pr as it is known in the US
5. Centralization in multination public relations
6. movement to upgrade the public relations function within the corporate structure
 public opinionPublic opinion is the aggregate of individual attitudes or beliefs held by the adult population.

- held by the majority
- involve particular interest drive
 What role does power play in PR?power deals with responding and creating on reality
 Who are opinion-leaders? Formal: a group of people who participates in a social level that have ability to make decisions and set an example

Informal: peeps you know
 What are two of the molar concepts in the theory research & best practices of PR?Interests and Causes
 Resource Management TheoryThe limits of one organizations power is the ability of competing organization to exert power
 Define stakeholder according to J Grunig (1992)as a general category of people who are "affected" by the decisions--strategic and important --made by an organization
 How is power socially constructed? We create it
 How are power resources generate through rhetorical discourse, systemic dynamics and relationship management? The rhetorical discourse relating it to persuasion, systematic dynamics = two way street and relationship management = need to be able to manage your relationship with client and primary publics and secondary public
 What are the 5 measures of relationship quality? Be able to define each of the measures. 1. commitment: desire to maintain relationship
2. trust: believe that the other person will keep up their end of the deal
3. satisfaction: over all assessment
4. community: degree with in a relationship in which you have shared values, concerns, and beliefs/ welfare and care of another
5. control mutuality: gal and who determine these goals, who has the rightful power over the other
 net relationsa function of direct marketing and public relations
 Why are relationship important off-line? online comm provides a benchmark for how youre going to develop offline communication reflects to commitment and relationships
 Are relationships developed primarily through technology more short-term or long-term? Why? Short term because you’re able to develop more of a relationship through face to face contact
 What is symmetrical two-way communication? Uses communication to negotiate with publics,resolve conflict, and promote mutual understanding and respect between the organization and its public(s).
 What does interactivity represent? A way to develop relationships through online communication
 Define Communication ChannelOrganization's message to the consumer
 Define medium. Means of general communication info or entertainment in society
 Define messagesCommunication medium in which tactics are carried out
 What are the 2 things that messages contain? Purpose or what needs to be accomplished

appeal or motivate the self interest of the public
 What can messages be?Motivational and informational
 Define primary messageWhat you want your public to remember, 1 or 2 sentences sound bites
 Define secondary messageFacts, honors/awards, reviews/ testimonials/ examples/ information/ persuasive, bulleted details that provides credibility
 Define sloganShort, compelling, attention getting phrases
 Define tagline.Summaries that add emphasis
 A slogan and tagline is only as….(finish this statement). Good as the public specific message it supports
 Define innovation according to Rogers An idea, practice, or object that is perceived to be new by the individual
 Define social system. The way we communicate throughout the life; a set of interrelated units that are engaged in joint problems solving to accomplished a common goal
 Identify and define the 5-adopter categories. A. people are either quick to adopt to innovation or are laggards
1) Innovators *: risks, understand that this is something new, 1st to have
2) Early Adopters: respectable members of your social system → opinion leaders
a. How are you going to get them to jump on the band wagon
3) Early Majority: deliberate individuals, talk with their peers, think about it, you make the decision to buy it
4) Late Majority: caution when they buy a product, will give in to peer pressure
5) Laggards *: suspicious of innovation, reference the past
  6 fundamental principles that organizations should use to effectively communicate1. be honest
2. share the good the bad and the ugly
3. don’t forget the why
4. speak with one voice
5. be timely
6. say it, do it
 Identify and define the 5 stages of the innovation-decision process. 1) Knowledge: know what it is, and know how it works
2) Persuasion: begin to formulate an attitude
3) Decision: adopt or reject
4) Implementation: when you start using the product
5) Confirmation: seek reinforcement that you made a good decision when you bought it
 Big Thinkdefying conventions
+0
Karma