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saturday evening post
The Saturday Evening Post is a bimonthly American
magazine. developed nationhood with writers Edgar Allen
Poe, Nathaniel Hawthorne and Harriet Beecher Stowe
TERM 2
postal act of 1879
DEFINITION 2
1879 lowering mailing rates for magazines to a penny per
pound in order to stimulate the economy. Magazines helped
build advertising and develop commerce.
TERM 3
elitist appeal
DEFINITION 3
appeal through subscriptions
TERM 4
populist appeal
DEFINITION 4
appeal for a broad spectrum of content
TERM 5
demassification
DEFINITION 5
publishing as many as 12,000 types of magazines for diverse
interests
muckraking
investigative journalism
TERM 7
Ida Tarbell
DEFINITION 7
investigated and helped stop the standard oil monopoly
TERM 8
upton sinclair
DEFINITION 8
exposed the horrors of the meat packing industry
TERM 9
Photojournalism
DEFINITION 9
beginning with photos of the Civil War in Harpers Weekly,
and continuing in National Geographic
TERM 10
Margaret Bourke-White
DEFINITION 10
Life magazines photos made her a famous female pioneer in
photojournalism.
trade journal
magazines
advertising age, modern hospital
TERM 17
independent
magazines
DEFINITION 17
railroad modern craftsmen
TERM 18
CPM
DEFINITION 18
cost per thousand; calculation for ad rates
TERM 19
Edward Bernays
DEFINITION 19
father of public relations; advanced the idea to establish
beneficial relationships and implement them
TERM 20
democracy
DEFINITION 20
was advanced by good public relations in that PR opens
communication with the public
Social Darwinism
a label for early 20th century moguls who felt that they ruled
the world and those less fortunate were simply on earth to
work for them.
TERM 22
William henry R.R. Vanderbilt
DEFINITION 22
said "the public be damned"; famous social darwinist
because government wanted to regulate his railroad
schedules
TERM 23
Interstate Commerce Commission
DEFINITION 23
federal business regulating agency was the result of the
callous behavior of the social Darwinists.
TERM 24
Paul Garrett
DEFINITION 24
a PR pioneer; established the concept of enlightened self-
interest"
TERM 25
Ivy Lee
DEFINITION 25
established first PR agency ; convinced mine owners to be
responsive to the press and respond to public opinion by
publicizing good
Political consulting
using PR to run political campaigns
TERM 32
Image consulting
DEFINITION 32
creating personalities, celebrities
TERM 33
Financial public relations
DEFINITION 33
corporate annual reports
TERM 34
Contingency planning
DEFINITION 34
planning for public relations in the event of a crisis
TERM 35
Polling
DEFINITION 35
surveying various topics to advance the image of a person,
group, cause, or business
Events coordination
providing planning for events from wedding s to huge galas
TERM 37
Flaks
DEFINITION 37
former journalists who become the managers of media
relations for government agencies or large corporations
TERM 38
ITM
DEFINITION 38
ITM integrated marketing PR shapes policy while advertisers
create the messages; PR sells images while advertisers sell
products, and PR influences the media while advertising sells
and places ads.
TERM 39
Public Relations Society of America
DEFINITION 39
offers its members to show APR (accredited public relations)
certification,
TERM 40
Johnson and Johnsons Tylenol crisis
DEFINITION 40
cemented the belief in openness and candor as being the
best way to deal with a crisis. Burson-Marsteller was the
company behind the crisis management
John Campbell
the first advertiser in America when he ran an ad in the
Boston News-Letter in 1704
TERM 47
Benjamin Day
DEFINITION 47
made ad history by charging people to place ads in his
penny-priced New York Sun.
TERM 48
Wayland Ayer
DEFINITION 48
started the first ad agency in the United States, but put his
fathers name on it so that potential clients would have
confidence in his work
TERM 49
cultural imperialism
DEFINITION 49
destroying other countries cultures through the influence of
American ads depicting American lifestyles.
TERM 50
click-through fee"
DEFINITION 50
which pays money to a person with a webpage that has ads
users click-through to get the ad information.
David Oglivy
Oglivy influenced consumers to order by brand rather than
the name of the product; Give me a Schweppes, rather than
a bottle of ginger ale. ("first class ticket through life")
TERM 52
LCD
DEFINITION 52
lowest common denominator, an add that appeals to the
broadest audience
TERM 53
USP unique selling proposition
DEFINITION 53
Rosser Reavess idea to create a special benefit from the
product that separates it from the rest of the competition. For
example, Schlitz beer with bottles that are washed with live
steam
TERM 54
Positioning
DEFINITION 54
Jack Trouts idea to make a product appeal to a targeted
audience rather than have broad appeal. An example is
Virginia Slims cigarettes.
TERM 55
Barrages
DEFINITION 55
ads released in bursts, or flights
Viral advertising
message ads opened by people who in turn pass on the
message ad to another person
TERM 62
Stealth ads
DEFINITION 62
where you least expect ads in unnoticed places
TERM 63
Infomercials
DEFINITION 63
an ad that looks like a newscast with live-audiences
TERM 64
Product placement
DEFINITION 64
getting products into movie scripts, TV shows
TERM 65
zine
DEFINITION 65
print version of infomercial, used by manufacturers to
advertise their own products
Ad clutter -
Ads per commercial break on television ABC leads with more
than seven
TERM 67
Clio Awards
DEFINITION 67
Clever ads often lose clients because creativity overwhelms
the qualities of the product
TERM 68
Jerry Bruckheimer
DEFINITION 68
reducing the average shot in film to 2 to 3 seconds. His fast
action has become immensely popular and lucrative
TERM 69
three genres of entertainment
DEFINITION 69
story telling, music and sports
TERM 70
Rockabilly music
DEFINITION 70
combined influences from black and white musicians in a
segregated society
Roone Arledge
introduced ABCs Wide World of Sports, cementing sports
place in broadcast entertainment
TERM 77
Ginsberg case
DEFINITION 77
determined in 1961 that children should not be allowed to
purchase nude-women magazines
TERM 78
Susan Sontag
DEFINITION 78
defended POP
TERM 79
Libertarianism
DEFINITION 79
proposes a marketplace of ideas concept of free thinking and
debate
TERM 80
1975 Tornillo vs. Miami Herald
DEFINITION 80
established that newspapers are freer to print without
regulation than broadcast media
Agenda-setting
argue that the media do not tell people what to think: they
dictate to the public what to think about.
TERM 82
CNN Effect
DEFINITION 82
faraway issues come into home
TERM 83
Framing
DEFINITION 83
putting information in a context; for example, reporters
embedded with the military during the Iraq attack gave the
public the impression that their reports were accurate
because they are videotaped with the military; using flip-
flops to frame presidential candidate Sen. John Kerry, D-
Mass., made his statements appear to be worthless
TERM 84
Jon-Lech Johansen
DEFINITION 84
offered the world coding for viewing Hollywood movies.
Hollywood went crazy, had him charged, but he was later
released for no wrongdoing
TERM 85
Copyright
DEFINITION 85
2nd law passed in 1790 by the first U. S. Congress; the idea
was to encourage creativity in America; rights granted to the
author or creator
Libertarian
philosophy based on free expression of ideas
TERM 92
Defamation
DEFINITION 92
saying something untruthful and harmful about someone
TERM 93
Miller standard for obscenity
DEFINITION 93
material is only for sexual arousal; material has no
redeeming value in science, literature, art; literature has
indecent by clearly defined state law
TERM 94
Patriot Act
DEFINITION 94
Allowed eavesdropping on consumer use o information in
book stores and libraries
TERM 95
aristotle
DEFINITION 95
"the golden mean", go in moderation, avoid extremes
Egalitarianism
Veil of ignorance
TERM 97
Pragmatic ethics
DEFINITION 97
judge moral decisions by consequences
TERM 98
potter's box
DEFINITION 98
work through four categories of questions and reach an
ethical decision (situation, values, principles, loyalties)
