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CCI 150: Exam 3 Study Guide
periods of early american journalism
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colonial period: founders-the American Revolution
Partisan period: federalist period
Penny period: geared towards mass audiences b/c affordable to everyone
Yellow period: late 1800s marked by sensationalism |
news hole
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space for news after ads are inserted
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gatekeeper
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person who decides to shorten, drop, or change a news story
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agenda setting
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the news can't tell us what to think, it can tell us what to think about
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why is news relative?
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what makes the front page varies by location
it is relative for the individual (i may not care but someone else will) |
factors that can influence news coverage
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news hole, news flow, staffing, audience, availability of material, competition
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media bias/what does a good journalist do with his bias when writing
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recognize that news and opinion should be kept separate
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7 news values
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timeliness
proximity
impact
prominence
conflict
bizarre or unusual
currency |
Public relations
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is a management tool to establish beneficial relationships
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role of a PR practitioner
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managing
leading
organizing
planning
controlling |
effective PR
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"two-way" communication
you send and receive messages
(listen as much as you talk) |
PR four step process
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research
action planning: plan the message, allocate budget
communication: take action
evaluation |
publics |
groups of people that have similar interests
"the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends"
can be internal (students, faculty, staff, etc.) or external (potential students, alumni, donors, community, etc.) |
PR is practiced in what 3 general settings?
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private
public
non-profit |
PR tactic
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any communication method used in PR
oral: meeting, speeches
electronic: video, audio, websites
written: pamphlets, flyers, news releases, etc |
Ivy Lee
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laid out fundamentals of PR
changed the image of Robber Barons from "the public be damned" to "real people" |
Edward Bernays
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father of modern PR
used research and planning |
what is PRSA
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public relations society of America
promotes professional standard, maintains a code of ethics, and offers accreditation |
publicist |
focus on managing publicity only
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why is advertising so prevalent?
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it's cheap and it works!
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why is advertising important?
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provides jobs for thousand
informs consumers
keeps economy going
keeps mass media viable
mass media can exist b/c of advertising
advertising can exist b/c of mass media |
what factors determine the price of an ad?
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size
placement
audience size |
what is an ad agency
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specialize in creating advertising and choose media outlets for reaching the largest TA efficiently
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traditional agency pay
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advertisers pay agency 100% of cost of running the ad
agency pays 85% of the cost of running the ad
agency makes the difference |
fee based pay
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by hour
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performance based pay
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cost plus bonus for performance
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job categories in an ad agency
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creative: artwork, new ideas, etc.
liaison:account rep
buying
research: find out who TA is |
PSA
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public service announcement
free advertisement
non-profits run them |
CPM |
cost per thousand
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foundations of advertising
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research: what we need to know
objective:what we need to accomplish
strategy: how we will meet our goals |
primary research
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research you do yourself
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secondary research
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someone else's research
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census research
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polling a whole population
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magic number
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the number of people you have to survey to be a representation of ANY size population
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6 factors used to evaluate a sample
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1. how many people were interviewed and how were they selected?
2. when was the poll taken?
3. who paid for the poll?
4. what was a margin of error?
5. how was the poll conducted?
6. how were the questions worded and in what order were they asked? |
exit poll
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try to predict the outcome of major elections
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focus group
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6-10 people who give researchers their opinions
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audit bureau of circulation
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checks newspaper and magazine circulation claims
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AC nelson
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tracks network TV viewership
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Arbitron |
measures mostly radio audiences in local markets
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media matrix
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measures internet audience size
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zipping
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viewers change channel to avoid commercials
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zapping |
viewers record programs and eliminate commercial breaks
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flushing
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viewers leave during commercials to do other things
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controlled vocabulary
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terms chosen by people who organize information professionally
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natural language
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terminology we would naturally use
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Boolean operators
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terms like and, or, and not that help you broaden or narrow a search
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scholarly information
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carefully researched and organized and is chosen for its accuracy. not widely available
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popular information
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anyone can use it. it may be accurate, but it also may not be because anyone can post on the web
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