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| any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor |
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| advertised medicine that offered cures for every imaginable disease but they often brought hangovers |
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| International Ad Campaigns |
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| they are becoming more common for global products, which has meant the creation of international advertising markets |
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| The amount of advertising is not determined by the needs of advertising, but by the opportunities for advertising |
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| created in 1914 to monitor deceptive advertising; can stop business practices that limit competition |
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| a planned advertising effort, coordinated for a specific time period |
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| data about consumers’ characteristics, such as age, gender, income level, marital status, geographic location and occupation |
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| the use of demographics to determine the attitudes and tastes of a particular segment of a population, and in marketing studies |
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| Federal Communications Commission |
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| enforces rules that govern the broadcast |
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1%
The rate at which someone who sees an advertising message on an internet site actually clicks through to learn more |
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| Human needs affecting buying decisions (15) |
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| 15 needs: sex, affiliation, nurture, guidance, aggress, achieve, dominate, prominence, attention, autonomy, escape, feel safe, aesthetic sensations, satisfy curiosity, physiological |
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| Departments of Ad Agency (6) |
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1. Marketing Research
2. Media selection
3. Creative activity
4. Account management
5. Administration
6. Public relations |
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| The cost of an ad per 1000 people reached |
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| began as an advertising medium. Never questioning how TV would be financed, the TV networks assumed they would attract commercial support |
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| (Direct) a program that carries an advertiser’s name in the program title |
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| Advertising's Relationship to Media |
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| they are interdependent; what happens in the advertising business directly effects the media industries |
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| advertising’s widespread practice of repeating a simple message for effect |
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| Criticisms of Advertising |
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| TV gets lots of ad dollars; raise product price, consumers buy what they don't need, reduces competition and brings about monopolies |
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| advertising carries the message that comes to you from the people who pay for the American mass media |
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| a company of advertising sales representatives who sell advertising time and space in their market to companies outside the area |
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| in 1996 Seagram’s was the first company to challenge the ban, advertised Crown Royal whiskey on local TV in Texas |
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| 1906 mainly as a protection against patent medicine ads |
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| involves creating an understanding for, or good-will toward, a company, a person or a product |
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| Nation's First Publicity Firms |
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| first publicity firm opened in Boston in 1900 to head off the growing public criticisms of the railroad companies |
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| worked secretly to promote the railraoads |
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| co-founder of what was then the worlds largest entertainment PR firm (1930s) |
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| uses public relations technique to sell products and services |
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| provided information primarily to business reporters |
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| Future Challenges for PR people |
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| growing international markets, many US PR firms overseas, seek help form US companies when faced with global reputation, new technology to deliver PR message and monitor PR efforts |
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best-known practitioner of early PR. Who wrote a “Declaration of Principles” to respond to the secret publicity activities of The Publicity Bureau
Began his PR career by opening an office in New York with George F. Parker, represented a coal magnate Lee’s Declaration of Principles (1906) laid an ethical foundation for the practice of public relations, Earned the nickname “Poison Ivy” because his action did not match his words, His work for the German Dye Trust ruined his reputation |
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| Uncontrolled/controlled use of media |
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| Advertising messages are controlled PR messages are uncontrolled, PR people create publicity, which is considered and uncontrolled use of media |
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| organized the Committee on Public Information, recruited journalists, editors, artists, and teachers to raise money for Liberty Bonds and to promote the nation’s participation in the war. |
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| Major employers of PR people |
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| The Federal Government is the larger single employer of PR people |
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| describes the situation facing a company that faces a public relations emergency because of an unexpected event that could seriously hurt the company’s reputation |
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o Edward Bernays – Nephew of Sigmund Freud
o A veteran of the creel committee
o Involved in Creel Committee
o Coined the phrase “Public Relations counsel.”
o Self-proclaimed “father of Public Relations.”
o He and his wife Doris Fleischman were PR’s first “Power Couple.” |
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| Nephew of Sigmund Freud, self-proclaimed father of public relations, worked the psychological angle |
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| today more that 150,000 people work in PR nation wide and about 4,00 firms in the US |
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| among the first women in public relations when she joined her husband, Edward L. Bernays, equal partner with Bernays in their public relations business |
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| Public Relations Society of America established its first code of ethics in 1954 and expanded that code in 1959 with a declaration of principles |
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| Differences and Similarities Between PR and Advertising |
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| An advertising message is paid for; PR is free. Advertising is controlled and PR is uncontrolled |
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| help raise money for charities, such as hospitals, churches, museums |
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| contact news media, magazines, Sunday supplements, freelance writers and trade publications with the intent of getting tem to publish or broadcast news and features about originated by clients |
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| Committee on Public Info. |
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| Created by George Creel, Practiced saturation, Realized local people can be valid promoters, Staged events to garner publicity, Segmented the audience, Used facts rather than emotion |
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| Quickly getting out all info if possible, Recalling product if tainted, Keeping people informed while rescues/responses go on, Thanking customers for purchase during difficult times |
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| During WWI created Committee on Public information, use tactics regularly |
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| Accreditation and photojournalism two important results, Accreditation began because of Union afraid stories would help South, Certification members of the press by the government, Photographer Mathew Brady nation’s first news photographer published in magazines, Beginnings of today’s concept of photojournalism |
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| the belief that journalists don’t tell you what to think but do tell you what and whom to think about |
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| First TV Network Newscasts |
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| The Golden Age of Television began in 1961, with President John F. Kennedy’s inauguration, 1962, Kennedy used TV to deliver ultimatum to Cuba, Russia 1963, TV covered events following Kennedy’s assassination |
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| Bought St. Louis Eve. Dispatch at 31, later New York World, too, Management Style, Good reporter and writer, Problem came as manager, Created overlapping editorial positions, Constant worry, Perfectionistic; lonely, Had a little to do with religion, Established awards name for him. Died at 64 |
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| Embedding Reporters in Iraq |
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| U.S. Military “embedded” more than 600 reporters with troops in Iraq, Embedding kept reporters in military control but access to front lines |
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| photojournalism during the Civil War created a standard for the future photojournalist to follow-using photo images to help capture a story |
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| Yahoo! #1 online news source; N.Y. Times, W. post in top 10. Seven major trends will affect the further of next media, according to project for Excellence in Journalism in 2007, Blogging is breaking through |
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| Early terms describing how researchers saw media |
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| continuous broadcasts of investigation of allegedly illegal activities, fascinated views with description or the inner workings, began to televise debate to impeach Nixon |
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1. Ethnocentrism
2. Altruistic democracy
3. Responsible capitalism
4. Small-town pastoralism
5. Individualism
6. Monetarism
7. Order
8. Leadership |
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| No information on sources promised to keep confidential, “Deep Throat”, Many states – Inc. Indiana – have shield laws, but feds do not |
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| Using photographs to accompany text to capture a news story |
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| 1848 AP born, first news cooperative, United Press founded in 1884 to compete with the AP |
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| tend to blur the line between entertainment and news, make I more difficult for viewers to separate facts from fiction |
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| No longer than 10 minutes, usually pictured week-old news |
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| Government press worked together well for previous wars, Soon – tide turned; Walter Cronkite after the Tet offensive, 1968 Democratic National Convention in Chicago was the cap, Pentagon Papers a major controversy |
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| Democratic National Convention in Chicago was the cap |
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| Editor for the Chicago Times |
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| most honored print journalist during WWII, reporting focused on men who were fight the war rather than battle and casualty counts |
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| You can choose what to look for and also when you look, self directed |
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| Young People's News Habits |
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| 25% of Americans use internet for news |
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| “The medium is the message.” The medium have different properties. Hot and cool medium – hot = involved cool = not |
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| researchers wanted to fin out why certain people believed the Mercury Theater broadcast and others did not – “War of the Worlds” Broadcast of the 1930s |
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| Television and Social Behavior |
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| the conclusions of the study did not make a direct connection between TV programming and violent behavior. |
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| Researchers concluded that although political advertising influenced 16% of the people they interviewed, only 7% were manipulated by political ads |
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| Rising Cost of Presidential Campaigns |
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| Today candidates spend up to 60% of their money on TV, Spending on TV ads: $2 million in 1972, $2.4 billion in 2008 |
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| 1st televised debates, many people feel media have changed election |
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| Two-Step Flow of Communication |
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| transmission of information and ideas from mass media to opinion leaders and then to friends |
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| belief that people with divergent views may be reluctant to challenge the consensus of opinion offered by the media |
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| National Institute of Mental Health/ TV and Behavior |
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| National Institute of Mental Health correlated 2,500 studies on TV for “Television and Behavior, Direct relationship between TV violence and aggression, Can’t be predicted who will be affected and why, Findings often depend on measure used |
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| FRD’s chats are cited as a legendary example or media politics, gave 8 |
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| researched what influence the way people voted for present, tracked how people’s minds changed over 6 months and determine why, did media have effect on choosing candidates |
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| Television Advertising to Children |
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| Feds found kids a vulnerable audience for sugar-based products advertised on TV, Found average child sees 20-thousand commercials a year, Kids don’t distinguished between programming and ads, Advertising to children who don’t understand intent of the ad is deceptive and unfair |
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| Researcher, TV undermines the distinctiveness of different ages and genders by presenting all with similar information |
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| How Media Affect Different People |
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| “TV and social Behavior” – Found 80% of prime time TV shows contained violence, Tentative indication that television viewing cased aggression, but mainly among predisposed |
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| Women and Media Portrayals |
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| portrayals showing women in few professional roles or as strong characters |
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| Blacks and Hispanics generally are underrepresented on TV, as are competent fathers and religious people, Fighting this are the ethnic press and magazines and other media outlets catering to women, mainstream media generally shown to stereotype |
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| sponsored the first major study of media, conducted in 1929 |
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| says advertising in America shares three characteristics: repetition, advertising style and ubiquity |
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| the Office or War Information, headed by newscaster, Davis, promoted the countries efforts during WWII |
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| Wall Street Journal and PR |
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| (CJR) studied the relationship between corporate public relations and the wall street journal on a specific day and comparing the story to press releases issued by PR people. |
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