Term
| What relationship should a PR professional have with the news media? |
|
Definition
An open, transparent relationship that involves providing a service to reporters
|
|
|
Term
| Based on examples of the tactics used by PR practitioners you heard in class, is it important for PR professionals to be good writers and editors? |
|
Definition
| Yes, publications are often an important part of PR work |
|
|
Term
IS Samantha Jones a good example of a PR practitioner?
|
|
Definition
No, she is a publicist, which is a very narrow segment of PR
|
|
|
Term
In PR, why is it evaluation important to a public relations campaign?
|
|
Definition
|
|
Term
| Investigative reporting by undercover reporters, emphasis on photography and stunt journalism is often associated with this journalistic period: |
|
Definition
|
|
Term
| The Penny Paper Period of the mid 1800s meant newspapers like the New York Sun became popular with the masses because: |
|
Definition
|
|
Term
1 The following is an example of which news value? Hip hop artist Bobby Brown was in a minor car accident over the summer. No one was injured, yet the incident made news.
|
|
Definition
|
|
Term
|
Definition
The space left for news once the advertising is placed in the newspaper or magazine
|
|
|
Term
| WVLT sports reporter, Wes Boiling, told us _______ is absolutely key, most important of all, to getting a job in television news |
|
Definition
|
|
Term
| Wes Boiling told us that, whem he was hired, his boss told him these were the two reasons he got the job: |
|
Definition
he is young and works cheap, good writing
|
|
|
Term
| Boiling works regular hours, knows exactly what he will cover that day and he is allow paid time for on the job training. |
|
Definition
|
|
Term
The price of a single advertisement is determined by a combination of factors best described this way:
|
|
Definition
Size or length, placement, audience size
|
|
|
Term
| True or False? A PSA is an advertisement that runs free of charge for any organization that seeks to make a profit through sales |
|
Definition
|
|
Term
| An advertisement for a hair replacement product shows a man with good hair surrounded by attractive women. This ad might use which type of appeal? |
|
Definition
|
|
Term
True or false? The term “objective statement” in advertising refers to: task, target audience, time frame and amount of change. An example is: Persuade 15 percent of students to try a new brand of pizza within the next six months:
|
|
Definition
|
|
Term
Which of the following statements of most true of CPM in advertising?
|
|
Definition
Cost per thousand is cost to reach a thousand people. A good CPM only helps if you can use it to reach your target audience.
|
|
|
Term
| An advertising pitch that tries to persuade you to use the product because it is tastes goos-like minty fresh chewing gum- is designed with this appeal in mind: |
|
Definition
|
|
Term
| According to the book and lecture, a gatekeeper in news is: |
|
Definition
anyone who writes or edits news and makes decisions about content
|
|
|
Term
| According to lecture, agenda settting in news is |
|
Definition
| the idea that news media don’t tell us what to think but they do tell us what to think about |
|
|
Term
| In class we discussed that news is relative. An example of this is |
|
Definition
Knoxville gets more college football news while big baseball towns, like Atlanta, have more baseball news.
|
|
|
Term
| According to book and lecture, news coverage on any given day can be influenced by: |
|
Definition
|
|
Term
| True or False? In the U.S. advertising can exist largely because of mass media and mass media exists largely because of advertising |
|
Definition
|
|
Term
| True or False? Despite the name, public relations practitioners have no duty toward the public. Their duty is just to their employer |
|
Definition
|
|
Term
| Clip fron “The Paper”. True or false? Decision factors included: Art/photos, audience expectations, what the competition is doing and whether or not they can localize an international story |
|
Definition
|
|
Term
| According to class lecture, good public relations involves which of the following: |
|
Definition
| both talking and listening |
|
|
Term
| In our class definition of public relations, we used the word “publics” Why is that word plural? |
|
Definition
Because PR practitioners seldom plan for a “mass” audience
|
|
|
Term
| In the four-step process for PR, what does the industry standard acronym RACE stand for |
|
Definition
Research, Action Planning, Communication, Evaluation
|
|
|
Term
| A robber baron, hired this PR pioneer to handle his image after the infamous, “The Public be Damned” quote |
|
Definition
|
|
Term
| Sedelmaier’s Wendy’s Ad, “Where’s the Beef?” But a few we saw were not effective, why |
|
Definition
Funny doesn’t help unless you also remember the product
|
|
|
Term
| In class we watched a video of an elderly PR practitioner in which we discussed his success with having children carve figures out of soap. What was this about? |
|
Definition
| He did research to help Ivory Soap find ways to help children feel more positively towards soap |
|
|
Term
| What is an advertising rate card? |
|
Definition
Prices for advertising in a specific medium, complete with infor about audience reach and deadline
|
|
|
Term
| In PR, PRSA is signifigant because |
|
Definition
|
|
Term
| Laundry detergent example in class: Reasearch done in small group setting, when researchers ask open ended questions and collect qualitative data is called |
|
Definition
|
|
Term
| True or False? Jobs available in advertising agencies fall into these four general categories: account services (liaison), Creative, research, media buying |
|
Definition
|
|
Term
| True or false? In advertising, research is an after-thought. It is conducted only after the campaign is complete to make sure it was effective: |
|
Definition
|
|
Term
| In class movie clip, Joan Cusack runs through the station to get a news story in on a tight dealine. She had to rush because |
|
Definition
Visuals are important to TV news and her co-worker added extra, two second graphic at the last minute
|
|
|
Term
| What should a journalist do with his/her opinion? |
|
Definition
|
|
Term
| Guest speaker Karen Freberg told is about social media categories. Twitter is a: |
|
Definition
|
|
Term
| UT Librarian said you can come in contact with them through live chat, instant messaging, and through Facebook |
|
Definition
|
|
Term
| What are Boolean operators? |
|
Definition
Words like “and” or “not” used in an Internet search to get better results
|
|
|
Term
| Why can Library resources be better than a simple Google search? |
|
Definition
|
|
Term
| We discussed the importance of branding. What was the first product in America to be packaged under a brand name, according to the History Channel video we watched? |
|
Definition
|
|
Term
| How is the advertising agency paid? |
|
Definition
| The agency gets 15 percent discount from the media in which it places advertising, and then charges its client full price. The agency keeps the difference. |
|
|
Term
| Why is “product placement” popular wit advertisers now? |
|
Definition
Placing products within movies or TV lets viewers see the product, even if the viewer does not watch advertisments
|
|
|
Term
| We watched an advertisement targeted towards young males, and identified that by use of actors, language etc. What was the ad? |
|
Definition
Free credit report dotcom
|
|
|
Term
| “textbook perfect” case of PR: |
|
Definition
|
|
Term
| Why is the number 140 signifigant to Twitter? |
|
Definition
It’s the max number of characters allowed on a micro-blog post
|
|
|
Term
| She said social media should matter to college students for a specific reason: |
|
Definition
Reputation management because employers check websites to screen job applicants.
|
|
|
Term
| This character had a higher Q score than Ronald McDonald or the Energizer Bunny: |
|
Definition
|
|
Term
| Working for the American Cancer Society is an example of which category of PR? |
|
Definition
|
|
