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MMC 1000 | COMM - Mass Communications, Quizzes of Mass Communication

media communicaiton Class: COMM - Mass Communications; Subject: Communication; University: Tallahassee Community College; Term: Forever 1989;

Typology: Quizzes

2009/2010

Uploaded on 04/28/2010

lonimcwilliams
lonimcwilliams 🇺🇸

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TERM 1
saturday evening post
DEFINITION 1
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
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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)