8-12 CHAPTERS REVIEW Chapter 8
Lucille Ball and why she's important o I Love Lucy was not transmitted live o Multiple cameras filmed several takes o I Love Lucy marked the start of television's shift to Hollywood o I Love Lucy became television's first Los Angeles show o Invented the idea of the re-run How CATV (cable) works o Ran a cable down into town and stretched wire on telephone poles to deliver pictures to houses from the hilltop antenna Where local stations get their programming o Broadcast networks pay local affiliates to broadcast their programming and ads. How syndication works (what company did we study) o KingWorld largest syndicator o Syndication sell to local affiliates, not broadcast networks o Rachel Ray highest syndication debut since Dr. Phil When digital TV will become a reality o Deadline is 2009 for all transmission to be digital Public television and how it's supported o Affiliates pay PBS to carry their programs o PBS acquires many programs from a handful of stations Know the "who's who" of television names o Mark Burnett Created the Eco-Challenge television series 2000 created Survivor o Michael Novak Said, Television is a molder of the soul's geography. It builds up incrementally a psychic structure of expectations. It does so in much the same way that school lessons slowly, over the years, tutor the unformed mind and teach it how to think. o Linda and Robert Lichter and Stanley Rothman Have surveyed the television creative community Say the creators of television programs are social reformers who build their political ideas into their scripts o Philo Farnsworth Came up with the idea for using a vacuum tube to pick up moving images and then display them electronically on a screen Invented television o Vladimir Zworykin Said he deserved the credit for television because he invented the iconoscope o Stanley Hubbard 1994 Joined General Motors to off a direct-broadcast satellite service o Rupert Murdoch Biggest global satellite service was put together by him Acquired DirecTV in 2003 Created Fox network o Pat Weaver Created many NBC innovations Responsible for the late-night comedy-variety talk show and for the early morning show
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Authorized special one-shot programs, spectaculars David Sarnoff NBC executive Edward R. Murrow Started See It Now, a weekly investigative program Critic of government William Paley Created the CBS radio network Roone Arledge Created Monday Night Football in 1969 Gerald Levin Expanded HBO to a pay-per-month service with 24-hour programming Sent HBO signal to satellite Ted Turner Created CNN in 1980 Worked on developing a stream of revenue from national advertisers Chris Matthews Became a leader among cable talkers with Hardball on MSNBC Clay Whitehead Telecommunications director for Richard Nixon Proposed bypassing CPB to localize noncommercial broadcasting during the Nixon administration
Chapter 9
How Marc Andressen and Tim Berners-Lee and Vint Cerf relate to each other o Tim Berners-Lee created web protocols that helped Marc Andressen come up with the idea for average people to be able to explore the web o Marc Andressen was responsible for the creation of Netscape o Vint Cerf created the coding that allowed various computers to talk to each other over phone lines How Bill Gibson's novel term turned into something that influences your life o Wrote about recording sound at home ARPAnet and the NSF o ARPAnet Advanced Research Projects Agency Network Pentagon built the network for military contractors and universities doing military research to exchange information o NSF National Science Foundation Took over ARPAnet's job Backbone system that interconnects networks How semi-conductors make compression work o Function very rapidly as on-off switches o Sound is reduced to a stream of digits and then transmitted as rapid-fire pulses and reconstructed so fast at the other end that hey sound like the real thing Who's Gordon Moore and what is Moore's Law. o Predicted that chips would be improved to double their capacity every 18 months Moore's Law What's the digital divide and how can muni wireless work against it? o Digital Divide the economic distinction between impoverished groups and societal groups with the means to maintain and improve their economic well-being through computer access o Muni wireless wi-fi boom with wi-fi networks as a utility
How is internet traffic measured? o Hit tallied every time someone goes to a web page o Visit tallied for every person who visits a web page o Clickthrough a registered visit to an advertising site from a gateway elsewhere on the internet Who's keeping track of advertising revenue? o o Why was the movie industry chosen as a good measure of what is happening with ad revenue? o The internet has 2.4% of the $30.6 billion Hollywood promotion budget Again, convergence surfaces. What does it mean in this context? o Cable television systems and the Internet are consolidating with companies such as AT&T What bloggers are identified as important to this emerging sub-medium? o Joshua Marshall caused U.S. Senate member, Trent Lott, to be voted out because he supposedly said a racist comment o Matt Drudge Propelled the Bill Clinton-Monica Lewinsky scandal o Russ Kirk looked for information on government refusal to war pictures; posted pictures of flag-draped coffins on his website In class, we discussed some of the problems with Facebook and mySpace. what are they? o Privacy issues o Employers will look at them
Chapter 10
Mark Felt as DeepThroat. o Mark Felt Deep Throat Inside source behind Watergate scandal Acta Diurna (Acts of the Day) Rome - town crier who stood outside the Senate and announced the news. o First broadcast journalism was outside the Roman Senate Early "newspapers" contained shipping news and were published with government licenses. Licensing always a big issue in this country--hence the first amendment. Post-revolution--the partisan press--who was on which side? What were the sides? o Federalists vs. Anti-Federalists o Federalist president but anti-federalist vice president Why did the press become more "centralist" in the 1830s and 1840s? o Why is it called the "penny press"? o Because each copy only cost a penny Who were the big publishers? o What were the three things going on in the 1840s that made a penny press successful? Who said "go west, young man"? o Horace Greeley said, Go west young man, go west o Industrialization, Urbanization, Immigration, and Literacy helped make the penny press successful What is the inverted pyramid and when did it become popular? o Became popular during the Civil War o It is listing the most important information first How did the Associated Press work?
o AP stories could be used by member newspapers of different political persuasion Hearst and Pulitzer. . . yellow journalism & the 1890s. o Joseph Pulitzer made the St. Louis Post-Despatch into a financial success; Emphasized human interest in newspapers; late sensationalized o 1890s yellow period o William Randolph Hearst used Pulitzer's formula to make his own newspaper a success o Yellow journalism the circulation war between Hearst and Pulitzer What made Nellie Bly famous? o Was Pulitzer's star reporter o She faked mental illness, entered an insane asylum and emerged with scandalous tales about how patients were treated What war did Hearst and Pulitzer argue for? o The war between Spain and the United States How did it transition from Yellow to "jazz" journalism? What happened? o The New York Daily News, created in 1919, ushered in jazz journalism o Yellow newspapers contributed to the growing feeling of nationhood in the United States When did the transition from newspapers to television as a major source of news occur? o 1939-1945 After World War II In addition to the US and European models of news distribution, we also talked about the govt. owned model. Where are you most likely to find a govt. owned press? o In a communist government What about govt licensed? o Who is Seymour Hersh and why is he important? Ida Wells-Barnett? o Seymour Hersh reported on the atrocities at My Lai in Vietnam o Ida Wells-Barnett Was denied a first-class seat on a train and was kicked off the train for refusing to move to the back of the train; She won before a Memphis jury but was overruled by the Tennessee Supreme Court Journalistic bias. What is the perceived bias of the press? What is the comparison between what journalists think of themselves and what the public thinks? o Perceived as being more toward the liberal side o American journalists see things through American eyes, which colors news coverage o Ethnocentrism seeing things on the basis of personal experience values What is the "news hole"? o Space for news in a newspaper after ads are inserted; time in a newscast for news after ads. What do we mean by the "agenda-setting function" of the press? (lecture only) How does it work? What examples did we talk about in class? o Media (newspapers, radio, magazines, television) creates interest in something simply by covering it o Washington Post made the Watergate Scandal famous Are confidential sources worth the consequences? How is this issue illustrated? o Shield laws allow journalists to protect identification of confidential sources o On the record/off the record o Gatekeeping shortening, dropping, or changing a story What's the difference between gatekeeping and agenda setting? o Gatekeeping shortening, dropping, or changing a story o Agenda Setting Media (newspapers, radio, magazines, television) creates interest in something simply by covering it What trends does the text identify news? for o Nonstop coverage, live news, unedited blogs, exploratory news, and soft news
Chapter 11
What are the four steps the text identifies as essential to public relations? How does PR differ from advertising? What is meant by a "management function"? o Identify existing relationships, evaluate the relationships, design policies to improve the relationships, implement the policies o PR is not a mass medium but uses the media as tools to accomplish its goals o PR is a function of management PR guides the future of the company Know who the robber barons were and why they needed PR help. o What's social Darwinism, and has it re-emerged? o Social Darwinism application of Darwin's survival-of-the-fittest theory to society Why were Ivy Lee and George Creel important? Did they like or dislike puffery? o Ivy Lee Laid out fundamentals of public relations No secret meetings His accomplishments included: Converting Industry Toward Openness o Pennsylvania Railroad took Ivy Lee's advice, which favorably changed railroad's approach to public relations Turning Negative News into Positive News Putting Corporate Executive on Display o Ludlow Massacre Colorado tragedy that Ivy Lee converted into a public relations victory o John D. Rockefeller Jr. the chief mine owner Avoiding Puffery and Fluff o Puffery inflated claims o Late 1800s age of puffed-up advertising claims and fluffy rhetoric o 1906 Lee launched his public relations agency o DIDN'T BELIEVE IN PUFFERY o George Creel George Creel headed the agency; demonstrated public relations works on a mammoth scale; in World War I What was the impact of WWI on public relations? o It was the first time PR had been attempted on a large scale basis, led to using PR to promote other U.S. wars Why is Paul Garrett a genius? o Introduced the public strategy enlightened self-interest o Encouraged General Motors to both act in its corporate interest and in the interest of employees and other constituencies What examples of "publics" did we discuss in lecture, and why is a "public" not always comprised of "stakeholders"? o Stakeholders lives will be influenced by the outcome of a decision o Publics can be somebody who isn't directly affected by a decision but is still involved with a corporation or organization What are examples of internal and external publics and public relations? How does media relations fit in? Why are media treated differently from other external publics? o Publics External and Internal Internal (stakeholders)
o Employees/Executives o Shareholders/investors o Retirees External o Customers (stakeholders) o Interest Groups o Government o Media o Competitors Is lobbying a public relations activity or a legal activity, or both? What does a PR Agency do, and how? What is PRSA? o They do PR for companies when hired o PRSA Public Relations Society of America; explores the stature and role of the profession Who's Larry Ross and why is he important? o He served as a spokesperson and he helps clients shape their messages Know p. 267. all of it. Functions of Public Relations o Image Consulting coaching individuals for media contacts o Financial Public Relations need to know all things financial o Fund-Raising o Contingency Planning developing programs in advance of an unscheduled but anticipated event Crisis management helping a client through an emergency o Polling o Events Coordination What is integrated marketing? o Integrated Marketing comprehensive program that links public relations, advertising Why is the Tylenol crisis still used as an example of great public relations? o They used a massive media-based PR campaign and is now the market leader in sales Why does Seth McCormick think Ivy Lee is unwise? o Believed that the sparsity of heads made it possible to control what is said about the company Why does Herb Schmertz think of the media as an adversary? For what kinds of companies does this approach work? o He didn't like that Mobil Oil had not received a fair shake in news coverage o Major companies that are resources (power companies, aluminum, oil companies) Edward Bernays' book did what? what was it called? why is he important? o Wrote Crystallizing Public Opinion in 1923 Outlined a new craft he called public relations o He was the Grand Old Man of public relations Who can be an APR? o Those who meet the criteria and pass exams
Chapter 12
Why is advertising called a "tool" of public relations? o Advertising is a tool of public relations and sales Generating a desire to use a company's product What three things does a society need to have advertising even exist? o Prosperity people have the money to choose what they want
o Democracy people can have their own opinions o Need a large enough population so that people need ot know what goods and services are out there to be purchased What ancient culture did we discuss that had advertising, and how was it found? o Pompeii election advertisements were found when we began to excavate Who are the biggest advertisers in the U.S? o General Motors $4 billion o Procter & Gamble $3.9 billion o Time Warner $3.3 billion There was some advertising in the 1400s and 1500s, sure, but what epoch in history started modern advertising? o 1800s technology created high-speed presses that could produce enough copies for larger audiences Why did the 1920s have such a huge effect on advertising in the U.S.? o The Great Depression What was going on here that wasn't going on in Europe? o Advertising agents focused their attention on identifying--and often inventing--personal anxieties that could be resolved by the purchase of specific products What are the two "sides" of any ad agency and what functions are in each? o Executive account executive deals with client o Media Buyers has as his specialty the job of placing ads. that are going to be most effective for that specific client Who are the big ad agencies and where are they? o GLOBAL Omnicom $7.5 billion Interpublic $6.2 billion WPP $5.8 billion o UNITED STATES J. Walter Thompson $394 million Leo Burnett $379 million McCann-Erickson $327 million How do ad agencies make money? o Commission contract an advertising agency earns an agreed-upon percentage of what the advertising client spends for time and space o Performance contracts an advertising agency earns expenses and an agreed-upon markup for the advertising client, plus bonuses for exceeding minimal expectations o Equity contracts an advertising agency is compensated with shares of stock in an advertising client What does a brand manager do? o Brand manager coordinates marketing and advertising for a specific brand To demonstrate identity building, we looked at cars. What brands were most luxurious, safest and least expensive? o Lexus most luxurious o Volvo safest o Least expensive What is a USP? A CPM? Why do we say "M" if we mean "thousand"? o USP unique selling proposition o CPM cost per thousand What's the ABC? Why is it important? o ABC Audit Bureau of Circulation o Provides reliable information based on independent audits of the circulation of most newspapers
How is the success of online media measured? o Hit a recorded viewing of a web site Why is David Ogilvy important and with what kinds of products is he identified? o Developed the brand image spin put on a brand name o Jack Daniels, Grand Dad, Taylor, Old Crow alcohol What are the four redundancy techniques the text outlines? Why are they important? Don't you want to shoot some of the people who create redundant ads? o Barrages scheduling advertisements in intensive bursts called flights or waves o Bunching promoting a product in a limited period o Trailing running condensed version of advertisements after the original has been introduced o Multimedia trailing using less expensive media to reinforce expensive advertisements What television series does the text identify as using product placement? Others we can think of? Others that don't? o The text, which is five months old, is already behind the curve of public interest in what new way of looking at ads? o Point of Purchase advertising putting advertisements for similar products by other products Motivational research o People act on motivations that they are not even aware of o Seeks subconscious appeals that can be used in advertising Who's Ernest Dichter and why do we see women draped across cars, thanks to him? o Accepted Freud's claim that people act on motivations that they are not even aware of o Determined that the American male was loyal to his wife but fantasized about having a mistress Equated the Sedan with wives familiar, reliable In general, Wilson Key is nuts, and you should beware of anyone who feels the need to use three names to introduce himself, but there are some subliminal messages we'll discuss in class that are motivators. What are they? o Why are graphics and images growing in importance in advertising? o How does the industry regulate itself and what federal agency regulates advertising in the US? o National Advertising Review Council reviews complaints about ads. o Ad Council ad industry group that creates free campaigns for worthy causes What internet advertising did we discuss in class that you should be wary of? o What did Daniel Yankelovich's firm find that scared advertisers? o Found that only 13% of magazine ads entice Americans to try new products; newspaper ads, 15%; and television ads, 25% Why did I envy Mary Wells when I was 20 and why do I envy her today? o Created her own agency that became known for conceptual advertising in 1960s unusual for women in her time o Became the highest-paid woman in advertising agency history