Mass Media 11&12
Terms in this set (69)
William F. Cody (Buffalo Bill)
Employed nine press agents
Newspaper editors claim how much of their story ideas originate with PR?
How many PR firms are there today in the U.S.?
Burson-Marsteller and Hill & Knowlton are subsidaries of which multinational holding company?
The WPP Group
How did Ivy Ledbetter Lee help the reputation of the Rockefellers?
Urged the family to publicize its many charitable works, suggested John D. Rockefeller hand out dimes to children, distributed a series of "fact sheets" to the press following the Ludlow mine strike, and staged photo ops of John. D Rockefeller wearing overalls and a miner's helmet, posing with the families of workers and union leaders.
PR agents sometimes manipulate journalists by:
Blocking press access to key company executives, giving information first to journalists who are likely to cast a story in a favorable light, promoting publicity as news, and cutting off a reporter's access to key sources if that journalist has written unfavorably about a client.
What is an advantage the Internet offers the PR industry?
A company Web site can provide press releases directly to the public without any journalistic filter.
Publications about PR community:
PR Watch, Public Relations Tactics, PR Week
Who helped design a campaign for the American Tobacco Company to make smoking more publicly acceptable for women?
What publication publishes investigative reports on the PR industry?
Why did the Federal Trade Commission create rules requiring bloggers to disclose connections to companies?
Bloggers appeared impartial in their endorsement of products but received gifts from companies for such posts.
Why was public relations one of the few professions accessible to women?
It was a new profession not claimed entirely by men.
An example of a PR special event is:
What journalist worried that PR professionals had too much power over American public opinion?
Which PR firm did Nixon hire in 1974 to restore his post-presidency image?
Hill and Knowlton
The total communication strategy used to reach and persuade an audience is called:
What is one hiring trend within PR and news reporting?
Reporters often move into PR jobs.
What is a result of the growth of PR as a course of study in colleges and universities?
The PR industry now relies less on reporters for its workforce.
John Burke was one of the first PR agents to:
Use a variety of media channels.
A chief day-to-day functions of a PR agency is:
Composing press releases.
What is an element of economic friction between the news media and PR?
PR agents help companies promote as news what otherwise would have been purchased as advertising.
What was one of the first companies to use government lobbyists?
A media-relations specialist:
Speaks on behalf of an organization, directs reporters to experts who can provide the best of official sources of information, performs damage control, and may be designated as the only source of information in a time of crisis.
Journalists know that if they give a company, organization, or political candidate unfavorable coverage, the PR practitioners handling that account may retaliate by:
Limiting access to that person or leaders of that group.
Who taught the first public relations class?
How have PR professionals misused the Internet?
They have altered Wikipedia entries to benefit their clients.
The PRSA accredits:
PR agents and firms
In 1995, John Stauber and Sheldon Rampton launched:
How many more women are there today in PR than men?
What was one result of the consumer movement?
Firms paid more attention to customers.
In 1947, the U.S. passed:
What was Microsoft accused of being for controlling more than 80 percent of computer operation systems worldwide?
What prohibited manufacturers from selling only to dealers and contractors who agreed to reject the products of business rivals?
Clayton Antitrust Act
The diversification strategies of media companies promote:
What practice does Disney practice that allows it to promote its feature-length movies across many media platforms?
The contemporary, flexible economy relies on:
Cheap labor, serving individual consumer preferences, rapid product development and efficient market research, and quick, high-volume sales.
What are two primary ways that media companies collect revenues?
Direct payment and indirect payment
Why did consumer and Latino organizations protest the proposed purchase of DirecTV by EchoStar?
In many U.S. markets, EchoStar would have had a DBS monopoly, leaving viewers with fewer Spanish-language programming options.
Economies of scale refers to what?
The practice of increasing production levels in order to reduce the cost of an individual item.
Increased corporate mergers, corporate diversification, and a tendency toward oligopolies are all results of:
The process of targeting affluent eighteen to thirty four year old viewers is called:
Who said in 1937, "He who attacks the fundamentals of the American system" of commercial broadcasting "attacks democracy itselt"?
Disney can be called both specialized and diversified because:
It has a wide range of business ventures across the globe, each targeting niche markets.
In 2008, television broadcasters received what record amount of money from political advertising?
What is an economic situation in which just a few firms dominate an industry?
How much of the world's population cannot afford most products advertised on American, Japanese, and European television?
What happened to Baywatch after it was canceled by NBC?
It went into first-run syndication
The Justice Department broke up what century-old monopoly in the mid-1980s?
Which of the following is an example of media products that are paid for directly?
CDs, books, movies, and internet service.
Cultural imperialism can be described as:
When the styles in fashion, food, media, and beauty in one nation shape cultures and identities in other nations
The first wave of national media consolidation began in the:
What are examples of a media product that is supported through indirect payment?
A consumer magazine, a daily newspaper, a radio or television broadcast, and a website.
Why did TV begin niche marketing?
To target consumers whose buying habits were not stable or predictable
One of the greatest concerns about a global economic village is:
The rising expectations of people in poor countries whose standard of living is not represented.
What act limited any corporate mergers and joint ventures that reduced competition?
What event in 1966 triggered a period of decline for Disney?
Walt Disney's death
What is a media market with many producers and sellers but only a few differentiable products called?
Disney's partnership with who led to a series of computer-animated blockbusters?
Government controls on business were drastically weakened during whose administration?
What made it possible for groups who address media issues that affect individual and community life to form globally?
What is a challenge to some companies that host media content online?
Material may be posted without the consent of the copyright holder.
Deregulation has returned media economics to:
In many communities, Gannett newspapers represent what:
What might Disney-style synergy look like?
The company creates a movie featuring an actress who makes promotional appearance on the company's television and radio stations.
When economists discuss consumer control they mean:
Consumer ability to participate in deciding what is offered in the market.
What made it increasingly difficult to sustain public debate on economic and ownership issues?
The growing consolidation of mass media
The acceptance of dominant values in a culture by those subordinate to those who hold power is called:
Which of the following explains why the global flow of popular culture has expanded?
The Internet makes it easier to transmit and share media products like songs or videos and lower oil prices make it easier to travel the world and experience different cultures.
Why do most radio stations feature a limited number of formats?
Because commercial broadcast radio is such a difficult market to enter.
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