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Arts and Humanities
INTRO TO MCOM FINAL
Terms in this set (70)
Do journalists agree that there should be a professional code of ethics?
is ethics a problem throughout the field of mass communications or only in certain mediums?
problem throughout - everywhere
Who was Janet Cook?
Washington Post Reporter
-fraud story about 8 year old heroine addict
-won pulitzer - had to return it and was fired
Who was Gary Hart?
democratic senator from colorado ran for president
List the five requirements for a press in a free society developed by the 147 Commission on Freedom of the Press.
What is recreation and why do journalists have a problem with it?
TV recreates news event, not necessarily the way it happened.
Which professional mass comm organization probably does the best job of certifying and regulating its members?
PR society of America
What is a junket?
free trip offered to media members - disney
Why is self-regulation in the mass comm field difficult?
-because of First Amendment protection for freedom fo protection
-no law making here
-free speech issue
Why does perception impact media credibility?
primarily because most people's perception of something is reality
What did the Times Mirror study find? (appreciates more than approves)
general public appreciates role of the press
What three things have polls by Gallup and Harris show about the public's opinion of the media?
1. public is divided evenly on media fairness
2. large majority will find something they don't like
3. not favor correcting with 1st amendment
Did the press initially support the Vietnam War?
What kind of situation does the press typically find itself in regarding the coverage of emotional issues.
-a no win situation
What was the major criticisms of the media following research of violence in America cities in the 1960s.
did not do its HW
What happened to news media credibility following the 1968 Democrat Convention?
all time low
Is is unusual to have a credibility duel between the press and the government? Who does the public initially believe when there is a conflict between the two?
no; initially govt.
Who did the "hatchet work" for Richard Nixon and what impacts did this criticism have on networks?
VP Spirrow Agnew, intimidated news media
What happened in the Congressional hearings about the "Selling of the Pentagon" documentary by CBS?
asked Frank Stanton to give outtakes and he refused
Who uncovered the Watergate case? Washington Post/Woodward & Bernstein
- Woodward & Bernstein were rookie reporters
What was the feeling of the public toward the press after Watergate?
some credibility restored
What was the reason given by President Reagan for not allowing the press to accompany troops in the invasion of Grenada? What did the press think his real reason was?
concerned about safety; didn't trust them, manage the news
Which party's candidate has the press normally endorsed in presidential elections? When and who was the major exception?
-republican; LBJ in 1964
Based on the results of these elections what can you say about the influence of the newspaper endorsements?
-not much impact
If you are going to make a determination as to whether or not a newspaper is biased toward a political candidate what should be your basis for such a charge?
front page not editorial page
How many advertising message are we exposed to daily?
In the future what age groups will require strategy changes for advertisers?
baby boomers & senior citizens
Describe the growth of advertising. What has it paralleled?
parallels growth of mass production, trans, & comm
When did national advertising first develop?
Who is a "Huckster"? What was the Pure Food & Drug Act designed to do?
con-artist; combats hucksterism... labels products
What is the Audit Bureau of Circulations?
org. verifies circulation figures of newspaper and mags
What was the Wheeler-Lee Act?
FTC principle jurisdiction over all forms of advertising
Describe the impact of advertising in World War I and World War II.
campaigns did well -- push to advertising and PR
After WWII describe the growth of advertising.
growth in ad agencies and ad internationality
What is the Advertising Council?
out growth of activity during WWII, media donates time space
what is "positioning"?
doing something first in front of competition
What have advertising people tried to do in regard to being considered "professional"?
code of conduct
What are the principal criticism of advertising?
sometimes buy what you don't need, fraudulent, repetitious, emotional over reasoning
What is the principal government agency that deals with advertising?
Why have consumer groups targeted advertising? (drawn a sharp bead)
What is the Truth is Lending Act?
law passed forcing people who lend money to inform people on interest.
What is the definition given in class of advertising?
Describe what the creative department of an ad agency does.
take gathered info & try to figure out how to sell it
How do ad agencies make money?
how competitive is the ad agency business?
what is the role of the account executive in an ad agency?
liaison between agency and client
What do media sales reps do? (Whom do they call on?) (How do they use a rate card?)
work for media, call on clients who can't afford an agency
what is drive time period in radio?
7-9 am 5-7 pm
what is a major difference between advertising rates for newspapers as compared with radio?
special deals because of competition
what is difference about industrial advertising?
not for general public
what is probably the chief characteristic that an ad person needs to have?
do you have to draw to be in advertising?
What is the difference between advertising and public relations?
paid for vs. not; masses vs. relations; products vs. ideas, identified vs. not
Why is the term public relations misunderstood?
Who was P.T. Barnum and what is he credited with saying?
huckster - sucker born every minute
Who was the first American president to understand the value of the presidency for PR?
Who was the first PR practitioner? What three principles did he required that businesses subscribe to before he would work with them?
-listen, be open with media, threat people how you want to be treated
Who was Edward Bernays? Describe his campaign for Ivory Soap?
father of PR; tremendous publicity
When did public opinion polling first develop?
How did consumerism impact on public relations in the last 3 decades?
attack on business -- created lots of jobs
Is public relations a profession?
don't have license - no
Does the media depend upon public relations?
What is internal public relations?
dealing with employees
describe the management level of PR.
what is staff services in PR?
entry level employee
what skills should someone who wants to get into public relations develop?
ability to write; ingenuity, creativity
What does a public relations agency do?
counsels clients on image improving
Where does the largest number of individuals work in PR?
What are the five steps in the PR process?
2. developing a plan
Why does the government call it public information instead of public relations?
primarily because congress has made it a law not to use tax dollars for propaganda; illegal
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