event that has no real informational or issue meaning; it exists merely to attract media attention.
PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word
Integrated Marketing Communications
combining public relations, marketing, advertising and promotion into a seamless communication campaign
unique selling propositions
the aspect of an advertised product that sets it apart from other brands in the same product category
the little lie or exaggeration that makes advertising more entertaining that it might otherwise be
Cost Per Thousand
in advertising the cost of reaching 1000 audience members, computed by the cost of an ad's placement divided by the number of thousands of consumers it reaches.
advertisers appeal to consumer groups of carrying lifestyles, attitudes, values and behavior patterns.
advertisers appeal to audiences composed of varying personal and social characteristics such as race, gender and economic level
idea that television "cultivates" or constructs a reality of the world that, although possibly inaccurate, becomes the accepted reality simply because we as a culture believe it to be the reality
Hypodermic Needle theory
idea that the media are a dangerous drug that can directly enter a persons system
Limited Effects Theory
medias influence is limited by peoples individual differences, social categories and personal relationships
argues that people when confronted by new information experience a kind of mental discomfort, a dissonance; as a result, they consciously and sub consciously work to limit or reduce that discomfort through the selective processes
the idea that viewers become more accepting of real world violence because because of its constant presence in television fare
the theory that media may not tell us what to think but do tell us what to think about
the false and malicious publication of material that damages a persons reputation (typically print media)
legislation that expressly protects reporters rights to maintain sources confidentiality in courts of law
Social Responsibility Theory
normative theory or model asserting that media must remain free from government control but, in exchange, must serve the public
congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof, or abridging the freedom of speak or of the press; or the right of the people peacefully to assemble and to petition the Government for a redress of grievance
"theres a sucker born every minute" ;used newspapers and magazine to serve their cause; abolitionist?
issued declaration of Principles, arguing PR practitioners should be providers of information
PR pioneer began emphasizing the value of assessing the publics feelings toward an organization
complaints about advertising
Advertising is intrusive, advertising is deceptive, advertising exploits children , advertising demeans and corrupts culture
Defenses of Advertising
supports economic system, people use it for information, makes free mass media possible, increases national productivity
to persuade consumers attract ATTENTION, create INTERESTS, stimulate DESIRE, and promote ACTION