MMC Final Exam Study Guide CHAPTER 10 The Internet Utopian Examples Internet www trends New Technology utopia positive outlook on society vs dystopia negative outlook on society McLuhan s global village where technology seen as a positive enhancement of society that permits people to come together through this medium creates greater points of contact with one another applied to television in the 60s but reemerged with the Internet in the 90s Virtual democracy the use of technology to engage in politics and democracy through mostly the Internet Access to information Increased ability to know new things and be more knowledgeable information equals power in the modern world Issues with access digital divide Access not universal and not shared by everyone divide between technological have and have nots leading to a technology gap growing Information knowledge gap regarding abilities to access knowledge to use new technologies today affects mostly older poorer individuals in the world 1st Amendment Issues Citizen Journalists Seen as the 4th estate where the people serve as the media outlet for one another with new technologies helping pave the road problems with truthfulness and credibility Freedom of Expression problems with hate speech children s access to material like pornography aids freedom to speak our minds on a global scale with an audience who will listen this freedom comes with questionable and blurry limits however User generated content Freedom of speech expression aids this trend users become members of the media industry happy slapping trend involves unprovoked attacks of random people for the purposes of uploading videos online Privacy Issues Privacy of Communication Level of privacy among individuals using technology such as messaging online e mail e mail privacy guaranteed under the law except when using state supported communication methods social media privacy up to the user to decide Privacy of Information Dataveillance is the collection of consumer data gathering relevant information for specific purposes opt in clauses allow people to only receive content if they ask for it while opt out clauses only deter services if the person asks for it to stop information collected helps advertisers police and other governmental organizations Older age groups care more about web site providing advertising content tailored to their interests than younger people do today Net Neutrality addresses the principle of the Internet to have all information equally accessible as a neutral place of information push for eradication of this concept by telecoms to charge users more for their content copyright intellectual property debate and what should be determined as each CHAPTER 11 Public Relations Public relations is a strategic communication process that builds and manages the relationships between organizations and their publics internal and external audiences PR vs advertising Free vs paid messaging Less no vs great control over messages Many vs one primary audience Primary goals slightly different PR today organizations communicating internal newsletters annual reports meetings and external press releases media packets special events press conferences annual reports video news releases VNRs Organizations listening through interest focus groups polls and surveys and environmental scanning 2010 U S PR firms earned 5 7 billion expected to double by 2015 275 000 PR practioners at work within an organization at a PR firm 7 000 in U S or as freelancers or consultants Largest in U S Edelman 383 million in 2011 CHAPTER 12 Advertising Dawn of printing press encouraged ads of various forms to spread first throughout Europe The Weekly News in 1625 was first media content to also include ads Until mid 19th century there were mainly local newspaper and signage telegraph and railroad systems turned local ads into regional and national ones First ad agency was created by Volney Palmer in 1841 made an agency to separate the business of placing ads and newspapers serving instead as the link between the two Post Civil War industrialization saw the birth of the brand concept to differentiate between products sold to consumers through packaging naming and quality First full service ad agency was N W Ayer and Son in 1869 created planned and positioned ads within space purchased within newspapers magazines eventually secured the importance of ads by targeting demographics and starting ads for national brands Industry move toward professionalism through trade organizations that came out with codes of conduct in 1914 the Federal Trade Commission FTC was formed to oversee advertising industry 1920s saw first radio ads local ads became important to fund broadcasts television ads introduced the visual aspect of ads with demonstrations of products services USP unique selling proposition showed differences in products to spark consumer interest Television commercials evolve with lifestyle advertising which showed how products improved your life or how they could be used in your daily life Advertising today Main types of advertising 1 Retail ads from companies that sell things to consumers like Publix 2 Promotional Retail promote events such as Black Friday sales or holiday sales 3 National Consumer ads by those who make products like McDonald s or Nike 4 Direct Marketing from catalogues junk mail and spam where companies directly reach out to consumers 5 Public Service Announcements that feature ideas behaviors or values intended to benefit society not usually purchased ads 360 billion industry today with the greatest ad portion on television 70 billion TV ads named most persuasive influential authoritative and exciting medium for consumers 6 000 ad agencies in the U S employing 500 000 people largest agency is BBDO Worldwide 495 million Top ad brands 1 AT T 1 59 billion 2 Verizon 1 43 billion 3 Chevrolet 4 McDonald s 5 GEICO Proctor and Gamble Worldwide has the largest ad budget 11 43 billion Unileiver is second Average U S resident see 5 000 commercial messages per day compared to only 560 in 1971 average child sees over 25 600 TV commercials per year by age 13 children have seen about 250 000 TV commercials Social role of advertising Ads play a positive role our capitalist system thrives on competition and it is ensured through advertising new products help people be informed consumers help keep down costs of media content encourage us to be more productive which helps improve our standard of living Ads
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