Test
3 Study Guide
CM 102 Test 3 Study Guide
Media: Impact chapters 11-17, slides, notes, etc.
Articles on web page
Advertising
Functions of Advertising Ways of Categorizing Advertising Target audience Geographic focus Purpose History Components of Ad Industry Advertisers Ad Agencies Media Evaluate by reach, frequency, selectivity, cost Each of the mass media has its advantages and disadvantages as advertising vehicles
newspapers
pro - active receivers, rereadable, coupons, flexible scheduling, higher income
and educated users, prestigious
con - older demos, low-quality print, general audience, medium life, easy to
miss
magazines
pro - same as newspapers plus longer shelf life (including pass-along), better
graphics, more targeted audience, can present more complex information
con - must be prepared well in advance and not as flexible, low overall
audience
radio
pro - targeted audience, flexible scheduling, no advance preparation, inexpensive,
repetition, mobile, immediacy
con - no visuals, large tune-out factor, inattentive listeners, no permanence
(no second chance), too short to present technical
TV
Pro - unmatched motion visual impact, large audience, flexible scheduling
Con - high costs for production and air time, clutter, no targeting, too short
to present technical info
Note that cable TV has lower costs and more targeted audience.
on-line media - 2 most
common types are banner ads and web sites
Pro - can go more in-depth, viewers can buy, multimedia, targeted, low cost
Con - accessibility still an issue, clutter, measurement problems
Audiences Demographics PsychographicsAppeals Maslow's Hierarchy of Needs 15 common motivations (text)Strategies Get attention Keep attention Create a problem Solve a problem Get action Principle benefit - positioning - what distinguishes your product from others Principle target - who is the most likely prospect for your product Criticisms of Advertising Raises cost of product Causes people to buy products they don't need Reduces competition and fosters monopolies Promotes materialistic values and lifestyles IntrusiveEncourages use of products to youngsters which shouldn't be - alcohol, cigarettes, sugared food, etc. Defenders of Advertising Lowers cost of product due to mass consumption Informs/educates consumers Stimulates competition and development of new products Key component of a consumer economy Pays for much of our mass mediaRegulation of Advertising Federal Trade Commission Self-regulatory codes
Public Relations
Similarities with Advertising Function is to persuade A media support function - uses mass mediaDifferences with Advertising Not paid for Less control over content and distribution A management function (advertising is more marketing) Two-way communication Makes greater use of interpersonal channels Integrated marketing - combines advertising and PR Ivy Lee pioneers the concept of modern PR Must be open communication Turn negative news into positive news Humanize corporate executives Be accurate in your work - avoid puffery and lying PR Places of Employment Government Private Businesses Private PR firms and ad agencies - trend is to combine both PR Department in Organizations External relations - work with customers, dealers, suppliers, community, etc. Internal relations - work with employees, managers, stock holders, etc. Media relations In-house PR departments can work on shorter notice, have more in-depth knowledge of the organization, and are generally less expensive than using full-service PR agencies. But PR agencies have more expertise in PR and can offer a greater variety of services. Plus, they would be more objective. PR Agency Services Publicity Promotion Lobbying Political communication Image consulting Fund-raising Crisis management Polling Events coordination International PR Steps in PR Identify existing relationships Evaluate relationships Design policies to improve relationships Implement policies Evaluate policies Public Relations Society of America (PRSA) Attempting to professionalize an industry which does not have a strong positive image. Code of professional standards Certification process Work with universities to develop sound academic programs
Social
Issues
Effects
Debates
Early
Media Studies
Bullet theory/hypodermic needle theory Two-step flow model of effects Uses and gratifications theory Consistency theories Agenda setting theory TV and Children Programming Advertising TV Violence - similar to above, most studies seem to indicate that different people react differently and it is hard to generalize especially about long-term effects. Media and Politics Effects on voting Coverage of campaigns Multiculturalism and stereotyping
Journalism
Early US Journalism Colonial Partisan Penny Press Yellow Journalism What is news Factual Timely Of interest Proximity/localness Personal impact Prominence Unusualness Conflict Human interest News is the reporting of the event to an audience, not the event itself. Types of News Hard news Soft news Investigative reporting Sources of News Reporters Pre-planned events Wire services Syndicated services Influences on news Staffing Audience Competition Advertising and economic influences Advantages and Disadvantages of Various MediaNewspaperA - good depth, good variety, rereadable, active reader, portableD - slow, limited graphics RadioA - immediacy, use of tape, portableD - secondary activity, little detail, most stations don't do TVA - primary activity, use of tape, D - not portable, not in-depth, semi-immediate MagazinesA - visual, detailedD - old news Internet A - no deadlines, continuous updates, no space or time limits, databases of old stories easily accessible, multimedia, linking capabilitiesD - accuracy often a problem, profitability, readability
Media Law
The First Amendment Seditious Libel Prior Restraint National security Fighting words High-school newspapers Time, place, manner restrictions Obscenity Current definition comes from Miller vs. California (1973)
- an
average person, applying contemporary local community standards, finds that the
work taken as a whole appeals to the prurient interests.
- The work depicts in a patently offensive way sexual conduct specifically
defined by state law.
- The work lacks serious literary, artistic, political, or social value.
Indecency is different and
applies only to radio and TV. It is offensive language broadcast at times when
children may be in the audience.
Libel Publication Identification Defamation Falsity Fault Negligence for private figures Actual malice for public figures Privacy appropriation intrusion publicity of private facts false light
Journalism laws
Right to gather information Freedom of Information Act Open Meetings law (Sunshine Act) Protection of News Sources Bransburg vs. Hayes (1972) Cameras in the Courtroom Hauptmann trial in 1932 Chandler vs. Florida (1981) Regulation of Advertising Federal Trade Commission regulates false and deceptive advertising- something in the ad is likely to mislead a consumer- the ad must be considered from the view of a reasonable consumer- the misleading practice must be likely to affect one's choice of product
Copyright
Law
New act in 1978 gives owners the right to protect their work for life plus 50
years
Fair use allows work under certain circumstances to be used without permission.
Courts determine on a case-by-case basis
- purpose and character of use (commercial vs. non-commercial)
- nature of work (factual vs. creative)
- amount and proportion used
- economic effect of use on material for author
Broadcast Regulations Licensing Programming Telecommunications Act of 1996
-
deregulation on number of stations owned. Originally was 7-7-7 and had been
expanded over the years. Now no limits in numbers, but total audience cannot
exceed 35% of the population in U.S.
- deregulation within a market - used to be one-to-a-market. In radio, a
company can own up to 8 stations in a single market. TV has not changed yet,
but might.
- Licensing period - extended to 8 years for radio and TV. Initially 3, changed
to 5 for TV and 7 for radio.
- Deregulation of cable TV rates
- Cross-ownership of cable and TV or cable and telephone companies in same
market now allowed.
- indecent material over Internet. Communications Decency Act of 1996 tried to
apply indecency standards of radio and TV to Internet. The courts found it
unconstitutional.
- TV set manufacturers had to install V-chip in all new TV sets to allow
parents to block out objectionable programming.
Media
Ethics
What is Ethics Common Ethical Dilemmas Truthfulness Fairness Privacy Ethical theories
Deontological - people
act morally when they follow good rules. Means more important than ends.
Teleological - consequences of actions more important. Ends are more important
than means.
Aristotle's Golden mean -
find a solution between the extremes. Compromise.
Judeo-Christian Golden rule - do unto others as you would want them to do to
you.
Kant's Categorical Imperative - make decisions based on set principles. Lying
is wrong --no such thing as a white lie.
Mill's Principle of Utility - make a decision which will result in making the
most people happy.
Rawl's Veil of Ignorance - protect "weaker" groups.
Ethical Decision-Making Models Potter Box SAD (situation-analysis-decision) Role of Self-Regulation
Global Communication
Traditional Categorization Communist Authoritarian Libertarian Social responsibility Developmental Control (centralized vs. decentralized) and Ownership (public vs. private) Sources of Revenue Advertising General taxes Licensing fees Media Tour Western Europe Eastern Europe Middle East Africa Asia Australia Central and South America Cultural Imperialism New World Information Order Control over cross-border information Exporting of programming International Media Newspapers and news agencies Magazines Radio TV Internet
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