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MASSCOMS FINAL
| Term/Concept | Answer/Fact |
|---|---|
| ADS: Siquis | Common 15th-century European pin-up want ads for all sorts of products and services |
| ADS: Volney Palmer | Recognized that merchants needed to reach non-local consumers and invented the advertising agency in 1841 by agreeing to broker the sale of space between newspapers and advertisers |
| ADS: Advertising expansion in the U.S. | Was only small businesses until the mid-1800s, when industrialization and the Civil War combined to alter the social and cultural landscape |
| ADS: F. Wayland Ayer | Began the first full-service ad agency in 1869 |
| ADS: Development of brands | A result of rapid industrialization and improved transportation in the 1880s, forcing product producers to differentiate their products while chasing the growing purchasing power of more consumers. |
| ADS: Factors leading to professional standards in advertising | Abuses by patent medicine advertisers, examination of institutions led by the muckrakers, and the establishment of the Federal Trade Commission in 1914 |
| ADS: Audit Bureau of Circulations | Established near the turn of the 20th century to verify magazine circulation claims |
| ADS: Ad agencies' role in early radio | Produced programming for their clients from the 1920s until well after World War II |
| ADS: The Eveready Hour | The first regularly broadcast radio series sponsored by a single company, premiering in 1923 |
| ADS: Hard sell | Advertising technique, popularized in the 1920s during the Great Depression, where ads began making direct claims about why consumers needed the products |
| ADS: War Advertising Council | Developed by several national advertising and media associations at the outbreak of World War II to promote government programs |
| ADS: High excess profits tax | Applied to manufacturers during World War II to ensure they did not profit unduly from the conflict |
| ADS: Unique selling proposition (USP) | What sets a product apart from other brands in the same product category |
| ADS: Parity products | Brands in a given product category that are essentially the same |
| ADS: 1959 quiz show scandal | The event that ended the era of sole sponsorship of television programs |
| ADS: Spot advertising | Replaced single sponsorship of television programs |
| ADS: Brand awareness | The identification of a given product with its manufacturer, often achieved through slogans and jingles after sole sponsorship ended |
| ADS: Clutter | Produced when more and more 15- and 10-second spots are crammed into a commercial break |
| ADS: Retainer | The agreed-on price for which ad production is billed |
| ADS: Commission | Compensation for the placement of advertising in media, typically 15% of the cost of the time or space |
| ADS: Account management department | Headed by an account executive, serving as the liaison between the agency and the client and leading the assigned team of specialists |
| ADS: Creative department | Where advertising is developed from idea to ad, involving copy writing, graphic design, and often production |
| ADS: Media department | Makes decisions about where and when to place ads and then buys the appropriate time or space |
| ADS: Trade advertising | Messages aimed at retailers, promoting issues of importance to the retailer (e.g., profit potential, distribution plans) |
| ADS: Retail advertising | The advertising of products by stores like Sears and Macy’s, typically local |
| ADS: Demographic segmentation | Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level |
| ADS: Psychographic segmentation | Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns |
| ADS: Puffery | The "little lie" that makes advertising more entertaining; differentiating it from false or deceptive advertising is a difficult regulatory issue |
| ADS: Intrusiveness | A criticism of advertising based on the fact that ads are everywhere (e.g., in schools, on sidewalks) |
| ADS: Promotional retail advertising | Ads touting a “midnight madness sale” or “back-to-school sale” |
| WEB: The Internet | The global network of interconnected computers that communicate freely and share and exchange information |
| WEB: Charles Babbage | The “Father of the Computer,” who in 1836 produced designs for a computer that could conduct algebraic computations using stored memory and punch cards |
| WEB: Colossus | The first electronic digital computer, developed by the British during World War II to help break the German’s secret code |
| WEB: Binary Code | The code made up of the digits 1 and 0 that computers use to reduce information for storage and manipulation |
| WEB: ENIAC | The first “full-service” electronic computer, introduced in 1946 by scientists John Mauchly and John Presper Eckert |
| WEB: UNIVAC | The first successful commercial computer, used by the Census Bureau in 1951 |
| WEB: Paul Baran | The person from the Rand Corporation who proposed a packet-switching system in 1962 that is the basis of the Internet |
| WEB: Hosts | Computers that link individual personal computer users to the Internet |
| WEB: Semiconductor | The development that made personal computers possible due to its small size, absence of heat, and low cost |
| WEB: Steve Jobs and Stephen Wozniak | The developers of the Apple II personal computer |
| WEB: Blog | A personal Web journal that often comments on the news and provides links to stories that back up the commentary with evidence |
| WEB: Encryption Technologies | The trustworthy technology that has fueled interest in the Internet as a place to do business by making sensitive online information safer. |
| WEB: According the Marshal McLuhan, the computer is an extension of | Our central nervous system |
| WEB: Censorware | Internet-filtering software that electronically blocks out websites in specific rating categories (as called by those who see it as inhibiting free expression |
| WEB: Terminals | Computer stations connected to large, centralized mainframes or minicomputers |
| WEB: Operating System | The software that tells a computer how to work |
| WEB: Bill Gates | The founder of Microsoft Corporation (with Paul Allen) who dropped out of Harvard in 1975, sensing that the future of computing was in personal computers and software |
| WEB: Protocols | The common communication rules and languages that define the Web’s use, lying at the heart of the Web |
| WEB: VoIP | Telephone over the Internet in which voice messages are transmitted in digital packets |
| WEB: Uniform Resource Locator (URL) | The address designated for each file or directory on the Internet (on the host computer connected to the Internet) |
| WEB: Search Engines | Software that provides on-screen menus, making navigation of the Web as simple as pointing and clicking, and makes finding information easier. |
| WEB: Fair Use | Instances in which copyrighted material may be used without permission or payment. |
| WEB: Dataveillance | The massive collection, distillation, and distribution of consumer data willingly given by consumers |
| WEB: Click Stream | The electronic tracking of the choices people make when they are surfing the Net |
| WEB: Technology Gap | The widening disparity between the communication technology haves and have-nots |
| WEB: Digital Divide | The lack of technological access among people of color, the poor, the disabled, and those living in rural areas. |
| WEB: Information Gap | A form of technologically imposed censorship in which people without new communication technology have diminished access to the information it makes available. |
| WEB: IM (Instant Messaging) | "Real time email" |
| WEB: The Global Village | Marshall McCluhan’s concept that new communication technologies will permit people to become increasingly involved in one another’s lives. |
| LAW: Philosophy underlying the First Amendment | The libertarian philosophy that people cannot govern themselves in a democracy unless they have access to the information they need for that governance |
| LAW: The self-righting principle | The paired ideas that the free flow or trade of ideas ensures that public discourse will allow the truth to emerge, and that truth will emerge because people are inherently rational and good |
| LAW: Meaning of "No law means no law" (Justice Hugo Black) | It expresses the absolutist position on the freedom of press and speech |
| LAW: Impact of Gitlow vs New York (Supreme Court decision) | Stated that the First Amendment was "among the fundamental personal rights and ‘liberties’ protected by the due process clause of the Fourteenth Amendment from impairment by the states" |
| LAW: Current interpretation of "Congress shall make no law" | "Government agencies shall make no law" |
| LAW: Court decision established that commercial speech enjoys First Amendment protection | Valentine vs Chrestensen (1942) |
| LAW: Freedom of the press can be limited by | the likely result is damaging, establishing a case of clear and present danger |
| LAW: The philosophy of balancing of interests | States that several factors should be weighed in determining how much freedom the press is granted in individual First Amendment cases |
| LAW: Amendment securing the guarantee to a fair trial | The Fourteenth Amendment to the Constitution |
| LAW: Libel | The false and malicious publication of material that damages a person’s reputation (typically applied to print media) |
| LAW: Slander | Oral or spoken defamation of a person’s character (typically applied to broadcasting} |
| LAW: Three criteria protecting potentially libelous or slanderous expression under the First Amendment | Truth, privilege, and fair comment |
| LAW: Basis for the test of privilege | The idea that the press cannot be deterred from covering legislative, court, or other public activities for fear that the comments of a speaker or witness will open it to claims of libel or slander |
| LAW: Actual Malice | When a media outlet distributes content with knowledge of its falsity or a reckless disregard for the truth |
| LAW: Prior Restraint | The power of the government to prevent the publication or broadcast of expression |
| LAW: Significance of Roth vs United States (1957) | The Supreme Court determined that sex and obscenity were not synonymous, and legally affirmed for the first time that obscenity was unprotected expression |
| LAW: Case that established the legal definition of obscenity | Miller v. State of California |
| LAW: Case that granted corporations and labor unions the same free speech rights as individuals | Citizens United vs FEC (2010) |
| LAW: The Fairness Doctrine | A regulatory requirement that disappeared during broadcast deregulation, which required broadcasters to cover issues of public importance and to be fair in that coverage. |
| LAW: Ascertainment | A regulatory requirement that disappeared during broadcast deregulation, which required broadcasters to determine actively and affirmatively the nature of their audiences’ interest, convenience, and necessity |
| LAW: Copyright | identifying and granting ownership of a given piece of expression, designed to protect the creator’s financial interest in that expression |
| LAW: Public domain | The state where material can be used without permission once the copyright on a piece of expression expires and is not renewed |
| PUB: What are the two essential elements of all good definitions of public relations? | Communication and management |
| PUB: What is an event staged specifically to attract public attention called? | A pseudo-event |
| PUB: Who was the first U.S. presidential press secretary? | Amos Kendall |
| PUB: What was the public relations philosophy of the legendary PR practitioner, P. T. Barnum? | "A sucker is born every minute." |
| PUB: Which company established the first corporate public relations department in 1889? | Westinghouse Electric |
| PUB: What shift in focus did Ivy Lee's Declaration of Principles promote around 1913? | Moving the profession's focus from primarily dispensing publicity to providing information |
| PUB: Which PR pioneer began stressing two-way communication around the 1920s (talking to people and listening when they talked back)? | Edward Bernays |
| PUB: Which medium did President Franklin D. Roosevelt make impressive use of as a public relations tool to sell his New Deal? | Radio |
| PUB: The Foreign Agents Registration Act of 1938 was a result of contacts between which PR pioneer and Nazi Germany? | Ivy Lee |
| PUB: What 1946 act, passed due to public distrust of PR, required disclosure from those dealing with federal employees on behalf of private clients? | The Federal Regulation of Lobbying Act |
| PUB: What is the public relations activity of getting media coverage for clients called? | Publicity |
| PUB: What is the PR activity of interacting with officials and leaders of the various power centers with whom a client must deal known as? | Public affairs |
| PUB: What PR activity enhances communication between investor-owned companies, their shareholders, and the financial community? | Financial public relations |
| PUB: What research tool employs small groups of a targeted public that are interviewed in detail to provide feedback to a PR operation? | Focus groups |
| PUB: What term describes PR firms with particular skill at countering the PR efforts of environmentalists? | Greenwashing |
| PUB: What term is used when a PR firm combines public relations, marketing, advertising, and promotion into a seamless communication campaign (as at home on the Web as on television)? | Integrated marketing communications |
| PUB: Name the four stages into which the history of public relations is divided. | Early public relations, the propaganda-publicity stage, early two-way communication, and advanced two-way communication |
| PUB: Which presidential contenders established campaign headquarters in Chicago in 1896 and issued news releases, position papers, and pamphlets? | William Jennings Bryan and William Mckinley |
| PUB: What PR strategy relies on targeting specific Internet users and relying on them to spread the word? | Viral marketing |
| PUB: What is the term for PR professionals directly interacting with elected officials or government regulators and agents? | Lobbying |
| PUB: What type of public includes an organization's employees? | An organization's employees (internal public) |
| PUB: What type of public includes an organization's shareholders? | An organization's shareholders (goodwill owners) |
| PUB: What type of public requires that an organization's neighbors be treated with friendship and support? | An organization's communities |
| PUB: What type of public, who need trust and goodwill, require press packets, briefings, and facilitated access to organization newsmakers? | The media |
Created by:
ckauff
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