Final Exam Study Guide

 

Questions:

T-F, multiple choice, matching

 

Know ALL key terms, Chapters 11, 12, 13, 14, and 16

Know all subheadings within every heading within every chapter, as well as all "boxes" within the text.

Review PPT, but please donÕt think that reviewing the PPT slides is adequate studying.

 

Read the instructions on the syllabus on "how to do well on the exam"

STUDY!!!!!!!!!!

You should be able to talk circles around every single bullet point below.

 

CH. 11

á              The evolution of advertising:  from bulk to packaged, branded goods

á              Patent medicines and Department stores

á              Sell and Spin (video)

á              subliminal advertising

á              advertising as a means for promoting social change

á              First advertising agencies

á              Early ad regulation (Audit Bureau of Circulation; Fed. Trade Commission; American Association of American Advertisers)

á              slogans

á              The 1960s and visual design/MTV

á              Mega-agency / Boutique agency

á              Media selection and buying ads

á              Market research and VALS2 psychographics

á              Demographics, Psychographics, focus groups

á              Conventional persuasive strategies

first person testimonial, plain folks pitch, snob appeal, bandwagon effect, Hidden fear, irritation

á              Association Principle / Disassociation corollary / Liberation marketing

á              Advertising as myth:  this 2 min. clip will help you

á              History of Marlboro brand

á              Children and advertising:  program-length commercials

á              Ads in schools/Channel One

á              Youth-targeted advertising

á              Health and advertising/processed food/ tobacco this short video will help you

á              Stereotypes in advertising/beauty industry/eating disorders this video clip will help you

á              Pharmaceutical advertising

á              1998 tobacco industry settlement

á              Product placement in films & tv

á              AdvertisingÕs threat to journalism

á              Internet advertising

á              Top 5 Ad firms

 

 

CH. 12

á              How PR saved denim in the U.S.

á              P.T. Barnum and Buffalo Bill and the railroad industry

á              Publicity agents

á              Jumbo the elephant

á              Ivy Ledbetter Lee / Edward Bernays

á              Ludlow massacre

á              pseudo events: manufacturing news

á              Code of Ethics

á              The Six functions of public relations:

writing/editing

media relations

special events

research

community/consumer relations

gov. relations/lobbying

á              Press releases and VNRs

á              Government relations and the case of Burson-Marsteller and the Royal Family of Kuwait

á              Government propaganda

á              Tensions between journalism and PR

PR professionals undermining facts/blocking access

á              Managing the press

á              ÒFlackÓ

á              Crisis management:  the 1989 Exxon Valdez oil spill and the 1982 Johnson & Johnson Tylenol poisoning

á              The Gap

The 5 top PR firms in the world

PR and democracy

 

 

CH. 13

á              Monopoly / Oligopoly / Limited competition (3 common organizational structures)

á              Top 10 media coÕs in world

á              Synergy , horizontal, and vertical integration

á              Deregulation and regulation

á              Media consolidation

á              Global markets and specialization

á              Disney as a postmodern conglomerate

á              Conglomeration and anticompetition

á              Conglomeration and information control

á              Stories we didnÕt hear about: Telecommunications Act of 1996; Extension of copyrights; Disney and pedophelia

á              Anti-Trust Laws (and their limits)

á              Characteristics of the global marketplace (synergy; unidentified subsidiaries; market expansion)

á              Consumer choice vs. consumer control

á              Cultural imperialism

á              Defenses and criticisms of conglomeration

á              Political ads and democracy
Media Reform Movement

 

 

CH. 14

 

CH. 16

á              Creative Commons

á              John MiltonÕs Areopagitica (1644)

á              Four models  for expression and speech

á              Authoritarian

á              Communist

á              Libertarian

á              social responsibility (this is the model in the USA)

á              Censorship / prior restraint

á              Pentagon Papers

á              Progressive Magazine case

Unprotected forms of Expression

á              Copyright, fair use, parody

á              Libel for private and public figures

á              Defenses/exceptions to libel charges

á              The right of privacy

á              Obscenity

á              Three standards of obscenity

á              1st Amendment vs. 6th

á              Gag orders and shield laws

á              Courtroom cameras

á              Film and the 1st Amendment

á              boxing films and Jack Johnson

á              Mutual v. Ohio, 1915

á              film review boards

á              industry self-regulation

á              Motion Picture Production Code

á              Movie ratings

á              Airwave Regulation/Expression

á              Red Channels

á              Print vs. broadcast and 1st Amendment protection

á              Dirty words (if it doesnÕt offend you, look at thisÑthere are swearwords)

á              Section 315

á              The Demise of the Fairness Doctrine

á              Communication policy and the Internet

á              Watchdog citizens