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Class:JOUR 201 - SURVEY MASS COMMUNICATNS
Subject:Journalism and Mass Communications
University:University of South Carolina - Columbia
Term:Fall 2010
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Advertising "any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor."
industrialization The movement from work done by hand using muscle or water power in small shops to mass production of goods in factories that used energy sources such as steam power or electricity. It was a part of the modernization process.
modernization The process of change from a society in which people's identities and roles are fixed at birth to a society where people can decide who they want to be, where they want to live, what they want to do, and how they want to present themselves to the world.
economy of abundance An economy in which there are as many or more goods available as people who want to or have the means to buy them.
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brand name A word or phrase attached to prepackaged consumer goods so that they can be better promoted to the general public through advertising and so that consumers can distinguish a given product from the competition.
local advertising Advertising designed to get people to patronize local stores, businesses, or service providers.
direct action message An advertising message designed to get consumers to go to a particular place to do something specific, such as purchasing a product, obtaining a service, or engaging in a behavior.
national advertising Advertising designed to build demand for a nationally available product or service and that is not directing the consumer to local retail and service outlets.
Generated by Koofers.com
indirect action message An advertising message designed to build the image of and demand for a product, without specifically urging that a particular action be taken at a particular time and place.
advocacy ads Advertising designed to promote a particular point of view rather than a product or service. Can be sponsored by a government, corporation, trade association, or nonprofit organization.
public service ads Advertising designed to promote the messages of nonprofit institutions and government agencies. The messages are typically produced and run without charge by advertising professionals and the media. Many of these ads are produced by the Ad Council.
business-to-business (trade) ads Advertising that promotes products and services directly to other businesses rather than to the general consumer market.
Generated by Koofers.com
open contract An arrangement that allows advertising agencies to sell space in any publication (and eventually broadcast outlets as well) rather than just a limited few.
the big idea The goal of every advertising campaign- an advertising concept that will grab people's attention, and make them take notice and remember, and take action. David Ogilvy came up with this.
brand image The image attached to a brand and the associated product that gives the product a personality or identity that makes it stand out from similar products and stick in the mind of the consumer.
media planning The process central to a successful ad campaign of figuring out which media to use, buying the media at the best rates, and then evaluating how effective the purchase was.
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CPM Cost per thousand exposures to the target audience- a figure used in media planning evaluation.
zoned coverage When a newspaper targets news coverage or advertisements to a specific region of a city or market.
drive time The morning and afternoon commute in urban areas; the captive audience makes this a popular time to advertise on radio.
targeting The process of trying to make a particular product or service appeal to a narrowly defined group. Groups are often targeted using demographics, geographics, a psychographics.
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clutter The large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention on radio and television, and now also on the Internet.
subliminal advertising Messages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously. There is no evidence that subliminal advertising is effective.
integrated marketing communication An overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media.
mobisodes Short video episodes designed to be viewed on the small screens on mobile phones or personal digital assistants (PDAs). These can be brief entertainment, news, or commercial programs.
Generated by Koofers.com
product integration The paid integration of a product or service into the central theme of media content. This is most common in television programming or movies, but it can be found in books, magazine articles, Web pages, or even songs.
First advertisement in colonial America (by who, name of media, date) John Campbell's "Boston News Letter" in 1704.
Volney B. Palmer Became the first advertising agent in 1841, acting as a middleman between Philadelphia newspapers and merchants.
George Rowell the leading advertising agent of the 1860s and 1870s, was the first agent to buy large amounts of newspaper advertising space wholesale and sell it to his customers as they needed it. Rowell was also the first to publish a directory of newspaper circulation numbers, thus providing clients with an independent source of this vital information.
Generated by Koofers.com
Francis Wayland Ayer Opened N.W. Ayer and Son in 1868, one of the first agencies to write copy, put together the artwork for an ad, and and plan campaigns.
Abraham Moslow's Heirarchy of Needs 1. (top) physiological needs (food, water, etc.) 2. safety needs (needs for security) 3. love,affection, belongingness 4. esteem 5. experience, purpose, meaning, and realizing inner potentials 6. (bottom) self-actualization
5 Types of Advertising 1. Institutional- sell entire company 2. National- establish value of a product or service in the minds of consumers. 3. Retail- encourage consumers to trade at a particular store. 4. Direct Response- buy directly from the manufacturer. 5. Business-to-business- messages to wholesales and dealers urging them to stock items in their stores.
Critics to Advertisers 1. You cause us to buy things we don't want or can't afford. 2. You appeal to emotions and not to reason. 3. You're obtrusive and repetitious. 4. You're deceptive. 5. You're wasteful.
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Advertisers to Critics 1. The consumer's free will reigns. 2. Much of buying is emotional and that's not a bad thing. 3. The number of potential consumers is large and is changing and we must reach them. 4. Few ads are outright false. 5. Cost of advertising is borne by the consumer but that supports commerce.
Allowed advertising to become a major industry (3 things)? -Industrialization -Modernization -Urbanization
Publishers are now sellers of _____ to ____. Audiences to advertisers.
4 main groups in advertising industry 1. the client (has something to advertise) 2. the advertising agency (creates the advertising) 3. the media (carries the ads) 4. the audiences (targeted by the advertisements)
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advertising (other definition) paid communication by identified individuals or organizations attempting to inform or influence an audience.
the penny press took great interest in building the advertising base of newspapers to hold down the _______. price of publication
Full-service ad agencies (4 things) 1. Market Research 2. Creative Services 3. Media Planning 4. Promotional Activities
"in modern societies people believe they can satisfy their needs by buying/using mass produced goods" Michael Schudson
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exposed movie audiences to "Drink Coca Cola" and "Eat popcorn" (subliminal) Jim Vicary
developer of the first branded soap Thomas J. Barratt
public service ad with slogan, "We can do it" Rosie the Riveter
some ads push _____ as opposed to products. ideas
Generated by Koofers.com
public relations The management function that evaluates attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.
public any group of people who share a common set of interests and goals. Internal publics and external publics. Those to whom the practices and affairs of the client matter.
press agentry An early form of public relations that involved sending material from the press agent to the media with little opportunity for interaction and feedback. It often involved conduct that would be considered deceptive and unethical today.
engineering consent The application of the principles of psychology and motivation to influencing public opinion and creating public support for a particular position.
Generated by Koofers.com
opinion leadership A two-step process of persuasion that uses respected and influential individuals to deliver messages with the hope of influencing members of a community, rather than just relying on the mass media to deliver the message.
intranets Computer networks designed to communicate with people within an organization. They are used to improve two-way internal communication and contain tools that allow for direct feedback. They are a tool for communicating with internal publics.
media relations Two-way interactions between PR professionals and members of the press. These can involve press conferences, press releases, video news releases, or interviews. Typically, media relations involve the placement of unpaid messages within the standard programming or news content of the medium.
video news release (VNR) A taped or digital video message that serves as a press release to the broadcast and online media. VNRs are often broadcast or streamed without notice of who produced the program.
Generated by Koofers.com
crisis Any situation that is perceived by the public as being damaging to the reputation or image of an organization. Not all problems develop into crisis, but once a situation develops into a crisis, it can be damaging to an organization's reputation even if information behind the crisis is false.
Ivy Lee handled PR for John D. Rockefeller Jr., founder of Standard Oil Company, beginning in 1914. He was the first to articulate the concept that PR practices have a public responsibility that goes beyond service to the client. Dealing with the press promptly and truthfully was the best way to obtain positive coverage for his clients. Codified this into his "Statement of Principles"
George Creel Directed government's Committee on Public Information during the Wilson administration and mobilized public opinion behind the War effort. Did the Uncle Sam ads: "I want YOU..for the U.S. army"
Edward L. Bernays Defined PR as advising clients on how to present a favorable image to the public to gain popular support and direct messages to the public through press. Wrote first book about public relations and taught the first college course on the subject.
Generated by Koofers.com
Goal of PR: create, maintain, restore good will between the client and the publics.
PR Process(4 steps): 1. Defining problem or opportunity 2. Planning and Programming 3. Taking action and communicating 4. Evaluating the program
propaganda messages designed to influence individuals or groups toward preconceived objectives. Today, propaganda is viewed as negative or manipulative.
integrated communications persuasive communication that blend public relations and advertising.
Generated by Koofers.com
founders of PR as a profession Ivy Lee and Edward Bernays
PR performs 3 main functions: 1. inform 2. persuade 3. integrating publics (external and internal)
morals An individual's code of behavior based on religious or philosophical principles. Morals define right and wrong in ways that may or may not be rational.
ethics A rational way of deciding what is good for individuals or society. Ethics provide a way to choose between competing moral principles and help people decide where there is a clear-cut right or wrong answer.
Generated by Koofers.com
Aristotle's golden mean Aristotle's notion that ethical behavior comes from hitting a balance, a "just-right point between excess and defect." When facing ethical choices, avoid extreme actions and responses. The best course runs midway between undesirable extremes. *Know what they are doing *Select their action with moral reason*Act out of good character*
Kant's categorical imperative Kant's idea of a moral obligation that we should act in a way in which we would be willing to have everyone else act; also known as the principle of universality.
John Stuart Mill's principle of utility John Stuart Mill's principle that ethical behavior arises from that which will provide the greatest good for the greatest number of people.
John Rawls's Veil of Ignorance John Rawls's principle of ethics that says that justice comes from making decisions that maximize liberty for all people and without considering which outcome will give us personally the biggest benefit. Seek to protect the weaker parties. We act most just when we set aside self-interest.
Generated by Koofers.com
Judeo-Christian code of ethics when facing ethical choices, show kindness and respect to everyone regardless of who they are. Never use another person as a means to an end.
media ethics study of the moral choices made by members of the media in relation to their peers, to their sources, and to the general public.
Eddie Adams won Pulitzer Prize for defining in one ferocious and unforgettable moment's war's shuddering horror.
absolutists choose courses of action based on firmly held principles, without considering the potential outcomes.
Generated by Koofers.com
relativists decide on courses of action by examining the situation and considering potential outcomes.
Ethical issues reporters face (4): -Truthfulness: provide context and facts, telling the truth. -Conflicts of Interest -Sensationalism: interesting but unimportant news (happens b/c of increased pace of news, internet, and the parent company's desire for profits. -Authenticity and appropriateness of photos
Methods for enforcing ethical behavior -employing an ombudsman -requiring commitment to ethical behavior of all employees -adhering to a code of ethics
The ad industry was concerned with protecting its image during ______. World War II
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Ethical issues in advertising (3): -Truthfulness -Taste (appropriate to shock audiences to attract attention? -Media Control (Do advertisers have the right to control the editorial material that surrounds their advertisements?)
Generated by Koofers.com

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 Advertising"any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor."
 industrializationThe movement from work done by hand using muscle or water power in small shops to mass production of goods in factories that used energy sources such as steam power or electricity. It was a part of the modernization process.
 modernizationThe process of change from a society in which people's identities and roles are fixed at birth to a society where people can decide who they want to be, where they want to live, what they want to do, and how they want to present themselves to the world.
 economy of abundanceAn economy in which there are as many or more goods available as people who want to or have the means to buy them.
 brand nameA word or phrase attached to prepackaged consumer goods so that they can be better promoted to the general public through advertising and so that consumers can distinguish a given product from the competition.
 local advertisingAdvertising designed to get people to patronize local stores, businesses, or service providers.
 direct action messageAn advertising message designed to get consumers to go to a particular place to do something specific, such as purchasing a product, obtaining a service, or engaging in a behavior.
 national advertisingAdvertising designed to build demand for a nationally available product or service and that is not directing the consumer to local retail and service outlets.
 indirect action messageAn advertising message designed to build the image of and demand for a product, without specifically urging that a particular action be taken at a particular time and place.
 advocacy adsAdvertising designed to promote a particular point of view rather than a product or service. Can be sponsored by a government, corporation, trade association, or nonprofit organization.
 public service adsAdvertising designed to promote the messages of nonprofit institutions and government agencies. The messages are typically produced and run without charge by advertising professionals and the media. Many of these ads are produced by the Ad Council.
 business-to-business (trade) adsAdvertising that promotes products and services directly to other businesses rather than to the general consumer market.
 open contractAn arrangement that allows advertising agencies to sell space in any publication (and eventually broadcast outlets as well) rather than just a limited few.
 the big ideaThe goal of every advertising campaign- an advertising concept that will grab people's attention, and make them take notice and remember, and take action. David Ogilvy came up with this.
 brand imageThe image attached to a brand and the associated product that gives the product a personality or identity that makes it stand out from similar products and stick in the mind of the consumer.
 media planningThe process central to a successful ad campaign of figuring out which media to use, buying the media at the best rates, and then evaluating how effective the purchase was.
 CPMCost per thousand exposures to the target audience- a figure used in media planning evaluation.
 zoned coverageWhen a newspaper targets news coverage or advertisements to a specific region of a city or market.
 drive timeThe morning and afternoon commute in urban areas; the captive audience makes this a popular time to advertise on radio.
 targetingThe process of trying to make a particular product or service appeal to a narrowly defined group. Groups are often targeted using demographics, geographics, a psychographics.
 clutterThe large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention on radio and television, and now also on the Internet.
 subliminal advertisingMessages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously. There is no evidence that subliminal advertising is effective.
 integrated marketing communicationAn overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media.
 mobisodesShort video episodes designed to be viewed on the small screens on mobile phones or personal digital assistants (PDAs). These can be brief entertainment, news, or commercial programs.
 product integrationThe paid integration of a product or service into the central theme of media content. This is most common in television programming or movies, but it can be found in books, magazine articles, Web pages, or even songs.
 First advertisement in colonial America (by who, name of media, date)John Campbell's "Boston News Letter" in 1704.
 Volney B. PalmerBecame the first advertising agent in 1841, acting as a middleman between Philadelphia newspapers and merchants.
 George Rowellthe leading advertising agent of the 1860s and 1870s, was the first agent to buy large amounts of newspaper advertising space wholesale and sell it to his customers as they needed it. Rowell was also the first to publish a directory of newspaper circulation numbers, thus providing clients with an independent source of this vital information.
 Francis Wayland AyerOpened N.W. Ayer and Son in 1868, one of the first agencies to write copy, put together the artwork for an ad, and and plan campaigns.
 Abraham Moslow's Heirarchy of Needs1. (top) physiological needs (food, water, etc.)
2. safety needs (needs for security)
3. love,affection, belongingness
4. esteem
5. experience, purpose, meaning, and realizing inner potentials
6. (bottom) self-actualization
 5 Types of Advertising1. Institutional- sell entire company
2. National- establish value of a product or service in the minds of consumers.
3. Retail- encourage consumers to trade at a particular store.
4. Direct Response- buy directly from the manufacturer.
5. Business-to-business- messages to wholesales and dealers urging them to stock items in their stores.
 Critics to Advertisers1. You cause us to buy things we don't want or can't afford.
2. You appeal to emotions and not to reason.
3. You're obtrusive and repetitious.
4. You're deceptive.
5. You're wasteful.
 Advertisers to Critics1. The consumer's free will reigns.
2. Much of buying is emotional and that's not a bad thing.
3. The number of potential consumers is large and is changing and we must reach them.
4. Few ads are outright false.
5. Cost of advertising is borne by the consumer but that supports commerce.
 Allowed advertising to become a major industry (3 things)?-Industrialization
-Modernization
-Urbanization
 Publishers are now sellers of _____ to ____. Audiences to advertisers.
 4 main groups in advertising industry1. the client (has something to advertise)
2. the advertising agency (creates the advertising)
3. the media (carries the ads)
4. the audiences (targeted by the advertisements)
 advertising (other definition)paid communication by identified individuals or organizations attempting to inform or influence an audience.
 the penny press took great interest in building the advertising base of newspapers to hold down the _______.price of publication
 Full-service ad agencies (4 things)1. Market Research
2. Creative Services
3. Media Planning
4. Promotional Activities
 "in modern societies people believe they can satisfy their needs by buying/using mass produced goods"Michael Schudson
 exposed movie audiences to "Drink Coca Cola" and "Eat popcorn" (subliminal)Jim Vicary
 developer of the first branded soapThomas J. Barratt
 public service ad with slogan, "We can do it"Rosie the Riveter
 some ads push _____ as opposed to products.ideas
 public relationsThe management function that evaluates attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.
 publicany group of people who share a common set of interests and goals. Internal publics and external publics. Those to whom the practices and affairs of the client matter.
 press agentryAn early form of public relations that involved sending material from the press agent to the media with little opportunity for interaction and feedback. It often involved conduct that would be considered deceptive and unethical today.
 engineering consentThe application of the principles of psychology and motivation to influencing public opinion and creating public support for a particular position.
 opinion leadershipA two-step process of persuasion that uses respected and influential individuals to deliver messages with the hope of influencing members of a community, rather than just relying on the mass media to deliver the message.
 intranetsComputer networks designed to communicate with people within an organization. They are used to improve two-way internal communication and contain tools that allow for direct feedback. They are a tool for communicating with internal publics.
 media relationsTwo-way interactions between PR professionals and members of the press. These can involve press conferences, press releases, video news releases, or interviews. Typically, media relations involve the placement of unpaid messages within the standard programming or news content of the medium.
 video news release (VNR)A taped or digital video message that serves as a press release to the broadcast and online media. VNRs are often broadcast or streamed without notice of who produced the program.
 crisisAny situation that is perceived by the public as being damaging to the reputation or image of an organization. Not all problems develop into crisis, but once a situation develops into a crisis, it can be damaging to an organization's reputation even if information behind the crisis is false.
 Ivy Leehandled PR for John D. Rockefeller Jr., founder of Standard Oil Company, beginning in 1914. He was the first to articulate the concept that PR practices have a public responsibility that goes beyond service to the client. Dealing with the press promptly and truthfully was the best way to obtain positive coverage for his clients. Codified this into his "Statement of Principles"
 George CreelDirected government's Committee on Public Information during the Wilson administration and mobilized public opinion behind the War effort. Did the Uncle Sam ads: "I want YOU..for the U.S. army"
 Edward L. BernaysDefined PR as advising clients on how to present a favorable image to the public to gain popular support and direct messages to the public through press. Wrote first book about public relations and taught the first college course on the subject.
 Goal of PR:create, maintain, restore good will between the client and the publics.
 PR Process(4 steps):1. Defining problem or opportunity
2. Planning and Programming
3. Taking action and communicating
4. Evaluating the program
 propagandamessages designed to influence individuals or groups toward preconceived objectives. Today, propaganda is viewed as negative or manipulative.
 integrated communicationspersuasive communication that blend public relations and advertising.
 founders of PR as a professionIvy Lee and Edward Bernays
 PR performs 3 main functions:1. inform
2. persuade
3. integrating publics (external and internal)
 moralsAn individual's code of behavior based on religious or philosophical principles. Morals define right and wrong in ways that may or may not be rational.
 ethicsA rational way of deciding what is good for individuals or society. Ethics provide a way to choose between competing moral principles and help people decide where there is a clear-cut right or wrong answer.
 Aristotle's golden meanAristotle's notion that ethical behavior comes from hitting a balance, a "just-right point between excess and defect." When facing ethical choices, avoid extreme actions and responses. The best course runs midway between undesirable extremes. *Know what they are doing *Select their action with moral reason*Act out of good character*
 Kant's categorical imperativeKant's idea of a moral obligation that we should act in a way in which we would be willing to have everyone else act; also known as the principle of universality.
 John Stuart Mill's principle of utilityJohn Stuart Mill's principle that ethical behavior arises from that which will provide the greatest good for the greatest number of people.
 John Rawls's Veil of IgnoranceJohn Rawls's principle of ethics that says that justice comes from making decisions that maximize liberty for all people and without considering which outcome will give us personally the biggest benefit. Seek to protect the weaker parties. We act most just when we set aside self-interest.
 Judeo-Christian code of ethicswhen facing ethical choices, show kindness and respect to everyone regardless of who they are. Never use another person as a means to an end.
 media ethicsstudy of the moral choices made by members of the media in relation to their peers, to their sources, and to the general public.
 Eddie Adamswon Pulitzer Prize for defining in one ferocious and unforgettable moment's war's shuddering horror.
 absolutistschoose courses of action based on firmly held principles, without considering the potential outcomes.
 relativistsdecide on courses of action by examining the situation and considering potential outcomes.
 Ethical issues reporters face (4):-Truthfulness: provide context and facts, telling the truth.
-Conflicts of Interest
-Sensationalism: interesting but unimportant news (happens b/c of increased pace of news, internet, and the parent company's desire for profits.
-Authenticity and appropriateness of photos
 Methods for enforcing ethical behavior-employing an ombudsman
-requiring commitment to ethical behavior of all employees
-adhering to a code of ethics
 The ad industry was concerned with protecting its image during ______.World War II
 Ethical issues in advertising (3):-Truthfulness
-Taste (appropriate to shock audiences to attract attention?
-Media Control (Do advertisers have the right to control the editorial material that surrounds their advertisements?)
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