387StudyGuide-1-f10

387StudyGuide-1-f10 - COMM 387 Media, Public Relations &...

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COMM 387 Media, Public Relations & Propaganda Study Guide 1 Readings Robert McChesney “The Age of Hyper Commercialism” Matthew McAllister “The Changing Nature of Advertising and Control” Films: Rich Media, Poor Democracy Money for Nothing: Behind the Business of Pop Music
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2 The Age of Hyper-Commercialism by Robert McChesney 1. As advertising has bought commercial values into journalism what is it incompatible with? (p138) 2. What role does advertising play in competitive markets? (p.139) 3. In relation to prices, what are firms in oligopolistic markets? (p.139) 4. On what basis does advertising allow corporations to search for new customers? (p140) 5. What is advertising a function of? (p.140) 6. What is the appeal of advertising for a large corporation? (p.141) 7. What does advertising in more competitive markets tend to emphasize? (p.142) 8. What does Thought Equity do? (p.142) 9. What has become a real source of concern for marketing firms? (p.143) 10. What changes media content dramatically? (p.143-4) 11. What bias does advertising accentuate? (p.144) 12. What is the most fruitful way to see the issue of advertisings relationship with media? (p.145) 13. How has the amount of advertising (per hour) changed from 1982 to 2002? (p.145-6) 14. What has the rise in the amount of advertising and the increase in channels meant for the reach of advertising? (p.146) 15. What has been the solution to the problem of trying to guarantee an audience for ads? (p147) 16. How do new technologies make product placement easy? (p.147)
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3 17. How has Time Warner developed “virtual” advertising in shows such as Law & Order? (p.147-8) 18. How is “branded entertainment” different from product placement? (p.148) 19. How has product placement changed from the “old days”? (p.149) 20. What did the deal between Disney and Mindshare allow?(p.149) 21. What was much of the impetus for inexpensive “reality” programming? (p.149) 22. What does iTVX measure? (p.150) 23. How did Absolute Spirit hit the mother lode? (p.150) 24. What products had starring roles in Steven Spielberg’s Minority Report ? (p.151) 25. What is the goal of New Line Cinema’s “integrated marketing” group? (p.150) 26. According to an Intel executive, what is the next frontier of product placement? (p.153) 27. What do infomercials increasingly resemble? (p.154) 28. What will happen in the deal between Pepsi and Sony? (p.155) 29. What is the fine line that advertisers have to walk in using popular or “alternative” music as a marketing device? (p. 156) 30. What deal was Def Jam negotiating in 2002? (p. 157) 31. What was significant about MasterCard’s deal with Universal Studios? (p.157) 32. What is the ultimate goal of stealth advertising? (p.158) 33. What are some of the new frontiers of hyper-commercialism? (p.158-9)
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4 34. How can the culture produced by the hyper-commercial tidal wave be described? (p.159)
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This note was uploaded on 11/11/2010 for the course COMM 387 taught by Professor Sutjhally during the Spring '06 term at UMass (Amherst).

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387StudyGuide-1-f10 - COMM 387 Media, Public Relations &...

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