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| Edward Bernays | Father of modern PR, Freud’s nephew, utilized psychology in marketing in the 20s to children with P&G’s Ivory soap |
| Torches of Freedom | Bernays used feminist movement as a tool to break the taboo against women smoking ; created the Torches of Freedom campaign for the American Tobacco Association |
| What is public relations? | Strategic communication that attempts to achieve mutual understanding. Advocates on behalf of a client/cause in an ethical matter and mediate disputes. Enhance relationships |
| Ivy Lee | First news release around 1906 |
| Westinghouse Electric | Establishes first corporate PR department in 1889 |
| Green washing | Marketing a product as eco-friendly, associating it with the environment, sometimes inaccurately or in an exaggerated manner |
| Three factors leading to professional standards and self-regulation | Reaction of public and medical profession, Fake claims to sell tonics, Critical examination by the muckrakers |
| Function of FTC | Established 1914, monitors and regulates ads; stemmed from false/misleading testimonials |
| Audit Bureau of Circulations | Verifies circulation claims |
| War Advertising Council | Promoted gov’t programs, War bonds best known campaign, After the war known as the Advertising Council |
| Parity product | Items within a product category that serve the same purpose are essentially the same as far as ingredients, but not packaging |
| Unique selling proposition | Highlight aspect that sets product apart from other brands |
| National Advertising Review Board (NARB) | Self-regulatory effort, Monitors potentially damaging statements |
| Arguments for advertizing | It supports economy, Gives info, Makes mass media possible, Increases national productivity and improves standard of living |
| Arguments against advertising | Intrusive, Deceptive, Exploiting children, Demeans and corrupts culture |
| Cease-and-desist-order: | Stop immediately (Cheerios and Cholesterol) |
| Corrective advertising | New set of ads correcting misleading information (YAZ) |
| Puffery | Stating opinion as fact: Whiter than white, made from the best ingredients, the finest in the world; some exaggerations are allowed • Not illegal, but is deceptive |
| Qualifiers | Words that limit a claim |
| Intentional imprecision | Being misleading while not outright lying |
| An ad is false when it | It lies outright, Doesn’t tell the whole truth, Lies by implication, words, design, production device or sound |
| Copy testing | Measures the effectiveness of advertising by showing the ads to consumers (focus groups) |
| Consumer juries | Jury is representative of the target market; the jury reviews different ad approaches |
| Forced exposure | Usually for ads; pay people to watch shows and then ask them about commercials |
| New economics: | Less cost-per-thousand (CPM) and more return on investment (ROI); less about reaching thousands and more about who accepts your message, Performance-based advertising – Web site only paid when consumer makes a specific action (i.e. link to company Web site), Permission marketing – Takes old concept of content in exchange for your attention to a person-to-person basis |
| Demographic segmentation | Audiences defined by personal and social characteristics (ethnicity, gender, and economic level) |
| Psychographic segmentation | Appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns |
| VALS II—psychographic segmentation strategy that classifies and divides consumers into eight values and lifestyles (VALS) segments: | Innovators – Leading edge, usually high income • Thinkers – Motivated by ideals, open to social change • Believers – Traditional, ignore flash and style, family values • Achievers – Symbols of success. Seek the best, work for it • Strivers – Similar to achievers, but lower resources • Experiencers - Trendy, self-expressive • Makers – Value self-sufficiency & self expression Survivors – Brand loyal; fixed incomes, tend to be senior citizens |
| Define strategic communication | The seamless connection between what professionals once referred to as advertising and public relations |
| Balance theories and how advertisers use them | Balance theories stress the tendencies of people to strive for cognitive balance in their lives. Advertisers use balance theories like cognitive dissonance to make us think a product can help us gain that balance |
| Cognitive dissonance | The state where a message and an action give conflicting and uncomfortable feelings. Ex. Before and after photos: I used to be fat, but look at me now! |
| TARES: | o Truthfulness – do claims hold up o Authentic – sincerity o Respect – for the consumer o Equity – is the recipient of the message on the same playing field as the ads creator o Socially responsible – benefits versus harm |
| Thomas Hobbes | First major western philosopher. Asserted that people could have competing loyalties, and that loyalty is a social contract/ the basis of political society. Unlike Socrates, Hobbes said loyalty has limits, particularly when continued loyalty results in death or consequence. Said people must choose between loyalties |
| Josiah Royce | American theologian, taught at Harvard. Loyalty can be a single guiding ethical principle. The Philosophy of Loyalty (1908) o Defined loyalty as a social act: “The willing and practical and thoroughgoing devotion of a person to a cause” o Views loyalty as an act of choice. The act of not deciding is to decide |
| The Potter Box | Developed by Harvard theologian Ralph Potter. Four steps to arrive at ethical judgment: Understand the facts (be objective); Outline the values inherent in the decision; Apply relevant philosophical principals, Articulate a loyalty (who are the people you will be loyal to?) |
| 2 distinct ways privacy is legally guarded | Intrusion upon a person’s seclusion or solitude or into private affairs, such as invading one’s home; Public discourse of embarrassing private facts, such as revealing someone’s notorious past when it has no bearing on the person’s present status |
| Secrecy v. Privacy: | Secrecy is intentionally blocking information to prevent others from learning, possessing, using or revealing it. Privacy determines who has access to the information and control over what information becomes public/to whom |
| Dietmann v. Time | In the case two reporters lied to Dietemann to enter his home and expose him for practicing medicine without a license. Courts said that Dietemann had a reasonable expectation of privacy and ruled against the media in a civil suit. |
| Right to Know | Legal term associated with open-meeting and open-record statutes. Gov’t runs more honestly when open. Counterbalance gov’t power |
| Need to Know | Journalistic tenacity and responsibility. Most ethically compelling. Must make the case |
| Want to Know | Least ethically compelling. Comes down to curiosity |
| John Rawls | Came up with the “veil of ignorance.” Everyone starts from an original position; community power, gender, socio-economic standing set aside. Argue pros and cons, walk in others’ shoes. Liberty of all is valued equally. Protection of weaker parties; powerful reporters backed by powerful institutions v. the less powerful |
| Reflective equilibrium | Inequalities contribute in significant ways to the betterment of most. Balance the liberties of various stakeholders |
| Amos Kendall | Frist presidential press secretary, hired by Andrew Jackson in 1833 |
| First modern national political campaign | 1896: First time presidential contenders (Mckinely and Jennings Bryan) utilized PR |
| Federal Regulation of Lobbying Act | 1946, required that those who deal with federal employees on behalf of private clients disclose those relationships |
| FDR & PR | FDR embarked on a sophisticated PR campaign in the 1930s to win support for the New Deal |
| Woodrow Wilson & George Creel | Creel was a former journalist, made the head of the Committee on Public Information by President Wilson in 1917 |
| Types of advertising: Institutional or corporate | Companies promote their products as they promote their names/reputations |
| Types of advertising Trade or professional | Messages aimed at retailers don’t necessarily push the product or brand, but rather promote product issues of importance to the retailers (volume, profit potential etc) |
| Types of advertising: Retail | Focuses on products sold by retailers like Sears and Macy’s. Ads are typically local |
| Types of advertising: Promotional retail | Typically placed by retailers, focuses on promotion rather than any specific product |
| Types of advertising: Industrial | Advertising of products and services directed toward a particular industry; is usually found in industry trade publications |
| Types of advertising: National consumer | Most of what we see in ads; usually product advertising commissioned by the manufacturer aimed at potential buyers |
| Types of advertising: Direct market | Product or service advertising aimed at likely buyers rather than all consumers |
| Types of advertising: Public service | Does not sell commercial products or services but promotes organizations and themes of importance to the public |
| Advertising origins | Originated in 3000 BC with Romans writing announcements on city walls. One was discovered in the ruins of Pompeii |
| Magazines and advertizing | Magazines are primarily supported by advertisers more than readers |
| Advertising boom | Advertising boomed as a result of WWII |
| Ambient advertising defined | Inescapable advertising, constantly around you |
