MASS MEDIA 2

•       describe each of the four major groups that make up the multifaceted business of advertising

The client with something to sell.

The agency creating the promotional materials.

The mass media distributing the advertisements.

The audience being sold to.

•       trace the historical development of advertising as an industry

Merchants in ancient Egypt, Greece, Rome, and Mesopotamia used simple signage, oral announcements, and town criers to inform potential buyers of their goods.

•       explain what each of the four “common misconceptions” about the advertising industry are

1. Advertising makes you buy things you do not want

2. Advertising makes things cost more

3. Advertising helps sell bad products

4. Advertising is a waste of money

The industry is using subliminal advertising

•       define and recognize propaganda

Propaganda is the art of persuading others that your “side of the story” is correct.

Why is propaganda dangerous?

1.      Wasting your money

2.     Endangering everyone

3.     Damaging democracy (we believe the wrong things so we are damaging the government and society)

4.     Rewriting history (they will leave out key details to fit what they want) (even if it was facts in history)

“Fake news” is a form of propaganda that relies on disinformation created with the intent to cause harm.

Public relations are the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.

•       trace the historical development of public relations as an industry

In the 1800s, public relations techniques were used to encourage settlement in the American West. Many believe it was the railroad companies that first used the term “public relations.” The late 1800s were known as the Age of the of the press agent

·       consumer advertising: can be either local or national in scope and is used to convince audiences to purchase a particular product or service. Smokey bear YouTube ad, drunk driving prevention.

·       advocacy ads: are intended to promote a particular point of view rather than a product.

·       business-to-business ads: ads promote products directly to rather than to consumer market. Example: B2B, paid search ad (pays google to be top search)

spin: the practice of intentionally making something appear better than it is though lying or exaggeration- is counterproductive to long-term public relations goals.

·       the 24-hour news cycle: arrived with the advent of cable television channels dedicated to the news.