Media and Advertising Terms: A Comprehensive Guide, Quizzes of Mass Communication

Download Media and Advertising Terms: A Comprehensive Guide and more Quizzes Mass Communication in PDF only on Docsity! TERM 1 Generational Divide DEFINITION 1 Older audiences prefer tradition brands. Younger generations look to any news source. TERM 2 News DEFINITION 2 current or fresh knowledge about an event or subject that is gathered, processed, and disseminated via a medium to a significant number of interested people. TERM 3 News Process DEFINITION 3 1. Gather relevant facts or details selectively 2. Prepare them into a story to be judged as newsworthy for a particular media 3. Transmit those accounts via mass medium 4. Audience attends to and comprehends TERM 4 Spot News DEFINITION 4 Stories that are one-time events TERM 5 Developing Story DEFINITION 5 Stories that occur in stages, over time, and are generated as the action unfolds. TERM 6 Continuing Story DEFINITION 6 Ongoing series of related happenings (no clear beginning or ending) TERM 7 The difference between hard news and soft news DEFINITION 7 Hard news is crime, disaster, and economics (Time is important). Soft news is human interest (time is not important) TERM 8 Inverted Pyramid DEFINITION 8 Most important ideas should appear first TERM 9 Sensationalism DEFINITION 9 Popular in early papers, never really went away, Stresses shocking details and bizarre events and sometimes appalling transgressions of social norms (Sex, drugs, and rock and roll) TERM 10 Objective DEFINITION 10 1.Separating fact from opinion. 2.Presenting an emotionally detached view of the news. 3.Striving for fairness and balance. Predictable form of journalism. TERM 21 Return on Investment DEFINITION 21 Ads are aimed at attitudes and beliefs, not actual behavior. Want to make sure product sells TERM 22 Full Service Agency DEFINITION 22 Planning, creation & executions, coordination TERM 23 Creative Boutique DEFINITION 23 Small, focus on one aspect of advertising, may hire other groups to do the other functions. TERM 24 Persuasive Techniques (Foot in Door, Door in Face, Bait and Switch- Apply)- DEFINITION 24 Foot in the door-Small requests that add up Door in the face- Ask a large request, knowing youll be denied, then ask a smaller request Bait and switch-Bait someone with a great deal, then when they get to store switch to more expensive product. TERM 25 Hi-WATT and Lo-WATT (Apply) DEFINITION 25 Hi watt-Very willing and able to think (uses arguments) Low watt- Not willing or able to think (uses cues) TERM 26 Clutter is the main challenge in adv DEFINITION 26 Advertisers at least need your attention TERM 27 Public Relations DEFINITION 27 All the activities that maintain a beneficial relationship between an organization and its various publics. TERM 28 Internal public DEFINITION 28 PR term for groups inside the clients organization (Employees, stockholders, members, etc) TERM 29 External public DEFINITION 29 PR term for groups outside the clients organization (community, news media, customers, voters, etc) TERM 30 Know difference between publicity stunt, news hook, media relations DEFINITION 30 Publicity Stunts- Any action designed to create a human interest story; many are outlandish or outrageous News hooks- The angle or approach that makes information newsworthy Media relations- Practice of developing and maintaining contact with media gatekeepers; also called press relations TERM 31 Apply leak, trial balloon DEFINITION 31 Leak- Unauthorized disclosures to the press Trial Balloon- Leaks in which the source reveals that some action is in being considered, in order to test the public feeling about the action before going ahead with it. TERM 32 Community Relations DEFINITION 32 PR activities designed to aid and to maintain a beneficial image with groups on the local, national, or global level. TERM 33 Corporate Aid DEFINITION 33 Community relations activity in which a company helps society on a large scale. TERM 34 Crisis Management DEFINITION 34 PR Activity used to repair a clients public image following an emergency. TERM 35 Lobbying DEFINITION 35 Any attempt to influence the voting of legislators TERM 46 Shield Laws DEFINITION 46 Designed to ensure confidentiality of news sources TERM 47 Absolutist Ethics DEFINITION 47 Some kind of ethical standard is going to hold true in EVERY situation TERM 48 Situational Ethics DEFINITION 48 Dependent on the situation TERM 49 Categorical Imperative DEFINITION 49 Look for rules that will apply in every similar situation, without exception TERM 50 Veil of Ignorance DEFINITION 50 Everyone must be treated equally without regard to social or economic class. TERM 51 Aristotles Golden Mean DEFINITION 51 Midpoint between 2 extremes. Moderation should be the guiding principle as you weigh professional needs against those of society. TERM 52 Mills Utilitarian Principle DEFINITION 52 Generate the greatest good for the greatest number of people. Must place the importance of society over the individual TERM 53 Machiavellian Ethics DEFINITION 53 END justifies the MEANS. Justified in pursuing goals without consideration of the consequence for others