JOUR-J 110: FINAL EXAM
61 Cards in this Set
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Integrated market communication
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Overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media. – Long-term approach to build the value of a brand or organization.
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Advertising
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is any paid form of communiation about an organization, brand of an idea, good, or service by an identified sponsor.
-promotion
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history of advertising
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colonial papers as early as 1704
industrialization: birth of consumer culture
modern golden age
mass production, standardized products
mass sales messages
brand names
penny press -> revenue model to advertising based model
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Advertising Clutter
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the large number of commercials, advertising, and other non-programming messages and interruptions that compete for consumer attention on radio and television and now also on the Internet
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Psychographic
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The analysis of consumer lifestyles that provides insights into consumer needs and wants
VALS system; places you into 1 of 8 categories according to their primary motivation and level of resources
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Advertising Revenue Model
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a company provides a forum for advertisements and receives fees from advertisers
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Return On Investment (ROI)
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indicates the earning power of a project; (profitability / costs)
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Federal Trade Commission (FTC)
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responsibility of enforcing the principles of a free enterprise system and protecting consumers from unfair or deceptive business practices
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Public Relations
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the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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"Public" in PR
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Any group of people who share a common set of interests and goals.
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History of PR
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Press Agents
-advanced clients through hype and stunts
-P.T. Barnum, Buffalo Bill Cody
Modern PR Agents
-Ivy Lee - 1905, PR Agency
--tell truth, but use facts t advantage
--emphasize the positive
--emphasize only facts favorable to client
Edward Bernays - 1979 ->apply psychology &…
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Ivy Ledbetter Lee
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The father of public relations. Said that the public should be informed and a company should try to earn public confidence and goodwill. Distinguished "publicity" and "press agentry" from "public relations"
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Crisis Management
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a public relations function, ideally to devise plans to deal with possible crisis ahead of time
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Edward Bernays and Engineering Consent
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Use of psychology to manipulate public opinion; best way to reach public was to deliver messages by credible sources, understood importance of two way communication
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Earned Media
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refers to favorable publicity gained through promotional efforts other than advertising.
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The Five Principles of Crisis Communication
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-be prepared
-be honest
-apologize, and mean it
-move quickly
-communicate with press/constituants
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Role of Public Relations in News
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1. Informing - sending out information to variety publics i.e., Press Release
2. Persuading - attempting to induce members of public to change their attitudes or actions towards and idea. i.e., Lobbying Campaign
3. Integrating - attempting to bring publics and institutions together …
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Criticisms of Advertising and PR
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...
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Consumerism
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a term denoting (1) a movement to promote the rights and powers of consumers in relation to sellers and (2) a powerful ideology in which the pursuit of material goods beyond subsistence shapes social conduct
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Pseudo-events
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An event that is created specifically to attract the attention of the media, particularly in the news
ex: press conference
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Agenda Setting
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Occurs when the media affect the issues and problems people think about, even if the media do not determine what positions people adopt.
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History of Journalistic Professionalism
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* 1892 – Joseph Pulitzer proposes first journalism school at Columbia University in NY
* Turn of the century and the concept of objectivity
* 1908 - University of Missouri opens first J-school
* 1920s – First codes of ethics
* 1947 – Hutchins Commission on Freedom of the Press…
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Hutchins Commission on Freedom of the Press
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1. The media should provide a truthful, comprehensive, and intelligent account of the day’s events in a context that gives them meaning.
2. The media should serve as a forum for the exchange of comment and criticism
3. Media should project a representative picture of the…
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Duties of Responsible Press:
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1. truthful account,
2. forum for exchange,
3. representative picture,
4. present societal goals,
5. provide full access
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Bok Model for Ethical Decision Making
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consult your conscience
seek alternatives
hold an imaginary ethical dialogue with everyone involved
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Aristotle's Golden Mean
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That the moral virtue is a mean between two extremes
-balance
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Kant's Categorical Imperative
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Act on the maxim that you will to become a universal truth. (Right is right, and must be applied in every instance)
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-everyone acts in this way
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Mill's Principle of Utility
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Seek the Greatest happiness for the greatest number. (determine right and wrong based on what provides the greatest good for humans.)
ex: Abu Ghraib
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Rawl's Veil of Ignorance
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Asks us to place ourselves in a position of the people our decisions may influence
aka Reciprocity
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Potter's Box
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a tool to sort the pros and cons of ethical questions
Define --> Values -->
Principles --> Loyalties
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Press Licensing
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-prior restraint - censorship by govt, stops you from ever publishing something
-licensing - had to be given license by govt in order to print
-to protect church and state by British monarchy
-punished offenders, people who criticized got or made it look bad, whether true or not
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Seditious Libel
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common law crime of punishing speech harmful to the government
"the greater the truth, the greater the libel"
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Areopagitica
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Response to Licensing Order:
John Milton's 1644 treatise that criticized the British Parliament's regulation of texts, which paved the way for the freedom of the press
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John Peter Zenger Case
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newspaper printer who attacks corrupt royal gov and gets taken to court by gov for "seditious libel." Found not guilty because his claims were true and first beginning of freedom of the press!
-truth as a defamation of libel
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First Amendment
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the freedom of speech, religion, press, to assemble, and to petition the government
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14th Amendment
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rights of citizens
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Disruptive Speech
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threatens governments interest of maintaining order
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Defamation
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Wrongfully injuring a person's good character by making false statements of fact about them.
Slander: Oral Publication
Libel: Written Publication
(An example of intentional tort.)
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Elements to Win a Libel Case
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Defamation
Identity
Publication
Falsity
Injury
Fault
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Defenses of Libel
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truth
qualified privilege
fair comment
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New York Times Co. vs. Sullivan (1964)
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the Supreme Court concluded that "actual malice" must be proved to support a finding of libel against a public figure (significantly changed the way reporters could be critical of public officials and public figures)
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Actual Malice
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A reckless disregard for the truth or falsity of a published account; this became the standard for libel plaintiffs who were public figures or public officials after the Supreme Court's decision in New York Times v. Sullivan
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Actual Malice vs. Negligence
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Negligence - failure to exercise reasonable care
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Opinion (defense against libel)
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If a statement cannot be proven true or false, then it's considered an opinion and is not subject to libel
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Fair Comment and Criticism
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When it is permissable to publish criticism of puplic figures - not malicious
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Griswold vs. Connecticut (1965)
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In 1965, Court decided that it was unconstitutional for Connecticut to prohibit the dissemination of information about contraceptive sales because it violated marital privacy (couple's right to plan a family)... sets the stage for Roe vs. Wade
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Intrusion
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Invading a person's solitude; recording a conversation or taking a person's picture without the person's knowledge.
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Reporter's Privilege
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The concept that reporters can keep information such as source identity confidential. The idea is that the reporter-source relationship is similar to doctor-patient and lawyer-client relationships
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Sheidl Laws
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protect journalists from being compelled to testify in court
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Cohen vs. Cowles Media:
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*Minnesota
-Dan Cohen got files about a democratic candidate about her petty shoplifting crime, charges that had been esponged.
-He went to 2 papers to reveal in confidentiality
-Both papers ran story, but ran his name on boss' orders
-He sued for breach of contract & won!
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The Freedom of Information Act (FOIA)
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provides public access to all federal agency records except for those records (or portions of those records) that are protected from disclosure
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Sunshine Act
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Requires that agencies headed by two or more people appointed by the President hold “every portion of every meeting” in the open and subject to public observation
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Open Door Law
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Sets out requirements for public meetings procedures for violations, and remedies available (doesn't include judiciary)
Must file notice at least 48 hours before meeting, maintain agenda, memoranda (required), minutes. A meeting is a gathering of a majority of the governing body for purp…
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Obscenity vs Indecency
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Obscenity:
- Legal to possess (privacy), illegal to distribute
Miller vs. California (1973)
Indecency:
- Language or material that depicts in terms of patently offensive as measured by contemporary community standards for broadcast medium, sexual or excretory activities or organs
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Roth vs. U.S.
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Obscenity is not within the area of constitutionally protected speech or press.
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Miller Test
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Came about after Miller v. California, defines obscenity as: the average person, applying contemporary community standards, with the work taken as a whole, appeals to prurient interests. The work depicts or describes sexual content in a patently offensive way. The work as a whole lacks an…
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FCC and Indecency
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Indecency has no place over radio
Indecency protected by the 1st amendment
Rules apply from 6am-10pm
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copyright
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owns the particular tangible expression of an idea, but not the underlying idea
valid for 70 years
lit
music
drama
choreography
pics
sculpture
recordings
doesn't have to be novel ideas
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Types of Infringement
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Direct- Copying, performing, or otherwise violating copyrighted work
Contributory- contribute to the infringement of others or knowingly cause others to infringe
Vicarious- Someone has the right and ability to supervise infringers activity-but doesn't because they benefit from it
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Fair Use
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An exception to the copyright laws that allows a work or image to be used without specific permission from the owner. These times are limited in their purpose such as criticism, comment, news reporting, teaching, scholarship, research and in a court case.
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Digital Millennium Copyright Act (DMCA)
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Adjusts copyright laws to the Internet Age by making it illegal to make, distribute, or use devices that circumvent technology-based protections of copyrighted materials
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JOUR-J 110: EXAM 2