TEST 2 - Intro to Mass Comm!!!!!

What is the most focused form of communication in advertising?

Advertising itself is considered the most focused form of communication.

What historical event contributed to the growth of advertising?

The Industrial Revolution.

What is the significance of brand names in advertising?

Brand names allowed consumers to ask for goods produced by specific companies and know what to expect.

What types of media are supported by advertising?

Newspapers, magazines, radio, and TV.

Who is known as the 'Father of Advertising'?

David Ogilvy.

What is a key quote by David Ogilvy regarding consumers?

'The consumer is not a moron. She is your wife. Try not to insult her intelligence.'

What is the difference between local ads and national ads?

Local ads have a direct action message, while national ads have an indirect action message.

What organization was founded in 1942 to promote Public Service Announcements?

The Advertising Council.

What is an example of a Public Service Announcement?

Smokey the Bear.

What are the main functions of an advertising agency?

Research and planning, creative development, and media planning.

What is the goal of media planning in advertising?

To reach the highest percentage of the target audience at the lowest cost per thousand views (CPM).

What is Integrated Marketing Communication?

An overall strategy using ads, public relations, sales promotion, and interactive media.

Who is George Lois and what is his approach to advertising?

George Lois emphasizes selling a product while making a point.

What is Mary Wells known for in advertising?

Incorporating fun and drama into advertising.

What is Hal Riney's approach to advertising?

Emotional selling.

What was the impact of the Nike ad released in 1988?

It resulted in 170,000 new Instagram followers, a 31% increase in online sales, and an overall sales rise of 10%.

What is the significance of the phrase 'Hi Barbie!' in the context of advertising?

It is likely a reference to a specific advertising campaign or cultural moment, but further context is needed for clarity.

What is the purpose of the 'Take News Quiz' mentioned in the agenda?

To assess knowledge on current events, as indicated by the date of 9/25.

What significant invention did Thomas Edison introduce in 1877?

The phonograph

What did Emile Berliner mass-produce in 1888?

Flat discs called gramophones for music storage

Who is known for expanding the distances messages could travel with wireless telegraphy?

Guglielmo Marconi

What was the first commercial radio station?

KDKA in Pittsburgh, established in 1920

What was the primary mission of CBS compared to NBC?

CBS created programming for advertisers, while NBC created programming for the audience's benefit

What era is referred to as the Golden Age of Radio?

The period from the 1920s to the 1940s

What percentage of Americans aged 12 and older listen to AM/FM radio at least once a week?

91%

What is the mission of National Public Radio (NPR)?

To create a more informed public through noncommercial educational programming

What year did Apple start offering podcasts for free on iTunes?

2005

What milestone did the podcast 'Serial' achieve in 2014?

It became the fastest podcast to reach 5 million downloads and streams in Apple's history

What percentage of Americans listened to a podcast in the last month according to Edison Research?

47%

What platforms are most popular for video podcast viewing?

YouTube (31%), Spotify (21%), and Apple (12%)

What is the significance of the Radio Box Memo in 1915?

David Sarnoff envisioned radio as a medium for mass communication

What was the first station to sell airtime and commercials?

WEAF in New York City

What major radio network was founded by David Sarnoff in 1926?

NBC (National Broadcasting Company)

What is a key difference between the missions of CBS and NBC?

CBS focused on programming for advertisers, while NBC focused on the audience's interests

What is the significance of the 1922 British Broadcasting Corporation (BBC)?

It established a public, non-commercial monopoly in broadcasting

What is the significance of Thomas Paine's Common Sense in public relations?

It represents early beginnings of public communication and persuasion.

What did PT Barnum famously say about promotion?

"Without promotion, something terrible happens... nothing!"

What is the main characteristic of Press Agentry?

It involves one-way communication where agents create publicity without feedback from the media or public.

Which industry was the first to utilize public relations to further their agendas?

The railroad industry.

Who is Ivy Lee and what is his contribution to public relations?

One of the founders of modern PR, he emphasized transparency and the importance of truth in communication.

What significant event in 1906 changed the approach to public relations?

The Penn Rail Accident, which led Ivy Lee to write the first press release.

What was Ivy Lee's Declaration of Principles?

A commitment to transparency and providing accurate information to the press and public.

Who is Edward Bernays and what concept did he introduce?

Another founder of modern PR, he introduced social-scientific research techniques and the idea of 'engineering consent.'

What are Bernays' Three Functions of PR?

Informing, persuading, and integrating various publics.

What does the ROPES process stand for in public relations?

Research, Objectives, Programming, Evaluation, Stewardship.

What are the five principles of crisis communication?

Be prepared, be honest, apologize and mean it, move quickly, communicate with the press and other constituencies.

What was the Tylenol Poisoning Scandal and how did Johnson & Johnson respond?

In 1982, seven people died from tainted Tylenol; the company responded with honesty, immediate action, and public engagement.

What mistakes did BP make during the oil spill crisis?

They focused on technology rather than human impact, shifted blame, and lacked a crisis management plan.

How has social media changed public relations?

It allows companies to communicate directly with the public, but also enables public feedback and criticism.

What is the importance of two-way public communication in PR?

It establishes mutually beneficial relationships between organizations and their publics.

What role did the Children's Crusade play in PR and civil rights?

It highlighted the use of PR in advocating for civil rights and social change.

What is the impact of unpaid messages in public relations?

They gain credibility as they come through the press rather than directly from the corporation.

What is the significance of the phrase 'No class Tuesday! Fall Break!'?

It indicates a scheduled break, emphasizing the importance of planning in academic settings.

What is the role of opinion leadership in PR?

It involves influencing public opinion through credible sources, often seen in campaigns like the 'Four-Minute Men' during WWI.

What does it mean for PR to be a management function?

It indicates that PR is central to an organization's strategy, not just a marketing tool.

Who invented television?

Philo T. Farnsworth

When was the first television transmission?

September 7, 1927

What significant event in television history occurred in 1954?

The first color TV broadcast of the Tournament of Roses Parade by NBC.

What show is considered a gamechanger in television history?

I Love Lucy, which aired in 1951.

What was unique about the filming of I Love Lucy?

It was filmed in California and not broadcast live in New York City, and it utilized a three-camera setup.

What major disruption in television occurred in 1986?

Fox Network used football to attract viewers and introduced youth-oriented programming.

What was the impact of cable TV in the 1980s?

Cable networks brought specialty stations to viewers.

What percentage of U.S. homes had a VCR by 1991?

Found in 7 out of 10 U.S. homes.

What is a significant feature of DVR technology?

Allows users to pause live TV and record multiple shows at once.

How do TV stations primarily generate revenue?

Through ad revenue and subscriber fees.

What are local TV affiliates known for?

They provide free viewing to audiences while generating revenue through commercials.

What is OTT in the context of television?

Over The Top services like Roku and Amazon Fire that stream content over the internet.

What organization measures TV ratings?

Nielsen Media Research.

What does a TV rating measure?

The number of people watching a specific program.

Who was the first Black person to lead a major U.S. network?

Channing Dungey, ABC Entertainment president from 2016 to 2018.

What notable achievement does Rashida Jones hold?

She was the first Black woman to lead a cable news network as MSNBC News President.

What is a significant LGBTQ programming show that aired from 2003 to 2007?

Queer Eye for the Straight Guy on Bravo.

What show is known for being a role model for queer families?

Schitt's Creek, which aired from 2015 to 2020.

What is the significance of market size in television?

The larger the audience, the bigger the market, with New York being #1 and Glendive, Montana being #210.

What is the emotional impact of television according to Al Tompkins?

People remember what they feel.