COMM 387 Study Guide Part 1

COMM 387 Study Guide Part 1 - COMM 387 Media Public...

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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 The Age of Hyper-Commercialism by Robert McChesney 1. As advertising has bought commercial values into journalism what is it incompatible with? (p138) Traditional notions of free-press 2. What role does advertising play in competitive markets? (p.139) The more competitive economic markets are the less likely advertising will play a significant role, it is not rational for firms in competitive markets, producing as much as possible for the smallest price possible 3. In relation to prices, what are firms in oligopolistic markets? (p.139) They are price makers 4. On what basis does advertising allow corporations to search for new customers? (p140) It allows corporations to compete for customers without engaging in price cutting that would hurt profits 5. What is advertising a function of? (p.140) It is a function of a certain type of capitalism 6. What is the appeal of advertising for a large corporation? (p.141) -Advertising is crucial to building brand identity -Firm hopes that the brand identity will attract new customers -Indispensable for launching new products 7. What does advertising in more competitive markets tend to emphasize? (p.142) Greater emphasis on price and product quality ex) retail advertising in local newspaper 8. What does Thought Equity do? (p.142) Takes TV ads, strips away references to the product, and then resells them to other companies so they can use the same ads to sell different products 9. What has become a real source of concern for marketing firms? (p.143) The declining effectiveness of individual ads, as overexposed consumers develop immunities 10. What changes media content dramatically? (p.143-4) The needs of advertisers is the most important job, the needs of the audience have to be filtered through the much more important needs of the advertiser
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11. What bias does advertising accentuate? (p.144) The class bias in media, advertising tends to be more interested in affluent customers with disposable incomes 12. What is the most fruitful way to see the issue of advertisings relationship with media? (p.145) More fruitful to see the issue as how the media are incorporated into the nation’s broader advertising and marketing system 13. How has the amount of advertising (per hour) changed from 1982 to 2002? (p.145-6) 9.5 minutes per hour to 14 to 17 minutes per hour 14. What has the rise in the amount of advertising and the increase in channels meant for the reach of advertising? (p.146)
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This note was uploaded on 11/17/2011 for the course COMM 387 taught by Professor Sutjhally during the Fall '06 term at UMass (Amherst).

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COMM 387 Study Guide Part 1 - COMM 387 Media Public...

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