Navigating Media Landscape Ch 11-13

flack

a derogatory name sometimes applied to public relations

spin

in PR, outright lying to hide what really happened

astroturf

fake grassroots organization

mercenary science

science-for-hire, contracted out by corporations to prove that their harmful products aren't harmful by giving them the quantitive cover of seemingly objective scientific research

pseudo-event

event that has no real informational or issue meaning; it exists merely to attract media attention

public

in PR, any group of people with a stake in an organization, issue, or idea

video news release (VNR)

preproduced report about a client or its product that is distributed free of charge to television stations

fixed-fee arrangement

the arrangement whereby a PR firm performs a specific set of services for a client for a specific and prearranged fee

collateral materials

printing, research, and photographs that PR firms handle for clients, charging as much as 17.65% for this service

corporate social responsibility

the integration of business operations and organizational values

cause marketing

PR in support of social issues and causes

lobbying

in public relations, directly interacting with elected officials or government regulators and agents

focus groups

small groups of people who are interviewed, typically to provide advertising or public relations professionals with detailed information

greenwashing

public relations practice of countering the public relations efforts aimed at clients by environmentalists

black PR

using every tool and taking every advantage available in order to change reality according to clients' wishes; unethical use of mass communication to misinform

integrated marketing communications (IMC)

combining public relations, marketing, advertising, and promotion into a seamless communication campaign.

viral marketing

PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word.

transparentists

PR professionals calling for full disclosure of their practices - transparency

flog

fake blog; typically sponsored by a company to anonymously boost itself or attack a competitor

clutter

overabundance of commercial message

blinks

1- or 2- second television commercials

ambient advertising (360 marketing)

advertising content appearing in nontraditional venues

experiential marketing

melding of brands and experiences

siquis

pinup want ads common in Europe before and in early days of newspaper

shopbills

attractive, artful business cards used by early British tradespeople to promote themselves

newsbook

early weekly British publication that carried ads

unique selling proposition (USP)

the aspect of an advertised product that sets it apart from other brands in the same product category

parity products

products generally perceived as alike by consumers no matter who makes them

demonstrative advertising

consumer advertising touting the functional benefits of a product or service

associative advertising

consumer advertising that connects products and services with lifestyle ideals

frequency capping

limiting the number of times an online user sees the same commercial message in a given period of time

AIDA approach

idea that to persuade consumers, advertising must attracting attention, create interest, stimulate desire, and promote action

consumer culture

a culture in which personal worth and identity reside not in the people themselves but in the products with which they surround themselves

programmatic buying

automated, data-driven buying of online advertising

boutique agencies

smaller, more personalized, and task specific ad agencies.

retainer

in advertising, an agreed-upon amount of money a client pays an ad agency for a specific series of services

commissions

in advertising, method of compensation for the placement of advertising in media, typically 15% of the cost of the time or space

cost per thousand (CPM)

in advertising, the cost of reaching 1,000 audience members, computed by the cost of an ad's placement divided by the number of thousands of consumers it reaches.

cease-and-desist order

demand made by a regulatory agency that a given illegal practice be stopped

corrective advertising

a new set of ads required by a regulatory body and produced by the offender that correct the original misleading effort.

puffery

the little lie or exaggeration that makes advertising more entertaining than it might otherwise be

island

in children's television commercials, the product is shown simply, in actual size against a neutral background

copy testing

measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising

consumer juries

ad research technique in which people considered representative of a target market review a number of approaches or variations of a campaign or ad

forced exposure

ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads.

recognition tests

ad research technique in which people who have seen a given publication are asked whether they remember seeing a given ad

recall testing

ad research technique in which consumers are asked to identify which ads are most easily remembered

awareness tests

ad research technique that measures the cumulative effect of a campaign in terms of a product's "consumer consciousness."

neuromarketing research

biometric measures (brain waves, facial expressions, eye tracking, sweating, and heart rate monitoring) used in advertising research

banners

online advertising messages akin to billboards

search marketing

advertising sold next to or in search results produced by users' keyword searches

rich media

sophisticated, interactive Web advertising, usually employing sound and video

lead generation

directing users who've expressed an interest into a brand's sales pipeline

e-commerce

the buying of products and services online

toxic content

racist, misogynistic, threatening, or otherwise hateful online content

return on investment (ROI)

an accountability-based measure of advertising success

performance-based advertising

web advertising where the site is paid only when the consumer takes some specific action

engagement

(in advertising) psychological and behavioral measure of ad effectiveness designed to replace CPM

accountability metrics

agreement between ad agency and client on how the effectiveness of a specific ad or campaign will be judged

value-compensation program

ad agency-brand agreement that payment of the agency's fees is predicated on meeting preestablished goals

programmatic ad fraud

technological simulation of online activity designed to create billable ad impressions

permission marketing

advertising that the consumer actively accepts

prosumer

a proactive consumer

demographic segmentation

advertisers' appeal to audiences composed of varying personal and social characteristics such as race, gender, and economic level

psychological segmentation

advertisers' appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns

VALS

advertisers' psychographics segmentation strategy that classifies consumers according to values and lifestyles.

early window

the idea that media give children a window on the world before they have the critical and intellectual ability to judge what they see

willing suspension of disbelief

audience practice of willingly accpeting the content before them as real

micro-level effect

effects of media on individuals

macro-level effects

media's widescale social and cultural impact

administrative research

studies of the immediate, observable influence of mass communication

critical research

studies of media's contribution to the larger issues of what kind of nation we are building, what kind of people we are becoming

transmissional perspective

the view of media as senders of information for the purpose of control

ritual perspective

the view of media as central to the representation of shared beliefs and culture

mass communication theories

explanations and predictions of social phenomena relating mass communication to various aspects of our personal and cultural lives or social systems

cultivation analysis

idea that television "cultivates" or constructs a reality of the world that, although possibly inaccurate, becomes the accepted reality simply because we as a culture believe it to be reality

attitude change theory

theory that explains how people's attitudes are formed, shaped, and changed and how those attitudes influence behavior

middle-range theories

ideas that explain or predict only limited aspects of the mass communication process

mass society theory

the idea that media are corrupting influences; they undermine the social order, and "average" people are defenseless against their influence

hypodermic needle theory

idea that media are a dangerous drug that can directly enter a person's system

magic bullet theory

the idea from mass society theory that media are a powerful "killing force" that directly penetrates a person's system

grand theory

a theory designed to describe and explain all aspects of a given phenomenon

limited effects theory

media's influence is limited by people's individual differences, social categories, and personal relationships

two-step flow theory

the idea that media's influence on people's behavior is limited by those who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to others who have less frequent contact with media

opinion leaders

people who initially consume media content, interpret it in light of their own values and beliefs, and then pass it on to opinion followers; from two-step flow theory

opinion followers

people who receive opinion leaders' interpretations of media content; from two-step flow theory

dissonance theory

argues that people, when confronted by new information, experience a kind of mental discomfort; as a result, they consciously and subconsciously work to limit or reduce that discomfort through the selective processes

selective processes

people expose themselves to, remember best and longest, and reinterpret messages that are consistent with their preexisting attitudes and beliefs

selective exposure (attention)

the idea that people expose themselves to or attend to those messages that are consistent with their preexisting attitudes and beliefs

selective retention

assumes that people remember best and longest those messages that are consistent with their existing attitudes and beliefs

selective perception

the idea that people interpret messages in a manner consistent with their preexisting attitudes and beliefs

reinforcement theory

Joseph Klapper's idea that if media have any impact at all, it is in the direction of reinforcement

uses and gratification approach

the idea that media don't do things to people; people do things with media

agenda setting

the theory that media may not tell us what to think but do tell us what to think about.

second-order agenda setting

idea that media set the public's agenda at a second level or order - the attribute level ("how to think about it")

social cognitive theory

idea that people learn through observation

modeling

in social cognitive theory, learning through imitation and identification

imitation

in social cognitive theory, the direct replication of an observed behavior

identification

in social cognitive theory, a special form of imitation by which observers do not exactly copy what they have seen but make a more generalized but related response

observational learning

in social cognitive theory, observers can acquire (learn) new behaviors simply by seeing those behaviors performed