Study Guide Test #3

Test #3 will be in class on Thursday November 12.

In class I mentioned I was thinking of doing it a week from today but I looked at the syllabus again and thought we might as well make it on the same day it is listed as on the syllabus.

So, Tuesday Nov. 10th we'll finish anything we have left over from Chapter 15 and review for the test.

Here is the study guide. It includes topics that will be on the test, but topics won't be limited to what is on this guide.

(I tried to note what we covered in lecture.)


Chapter 13 - News Gathering
Newsworthiness - How to decide what is news?
Hard news vs Soft news: what is the difference
Types of reporters (beat, general assignment)
Print vs Broadcast news - pro's and cons of each
What is the AP?

From book & lecture: news in the digital age
Objectives/ideals of reporters: objectivity, honesty, etc.

From lecture:
Nelly Bly, Ida Tarbell, Joseph Pulitzer, Watergate (Woodward/
Bernstein), Gonzo Journalism, photojournalism, Edward R. Murrow
Infotainment
Herd/Pack journalism


Ch 14 - Public Relations
PR compared to advertising.. what are the differences
What are the various "publics"?
Modes of communication in PR (press release, interview, etc.)
History of PR in the U.S. (American Revolution and beyond)
Ivy Lee and Edward Bernays
Compare: external PR firm vs internal department
Steps in PR campaign

From lecture:
What is crisis communication
Spin
PR blunders and disasters (Ford/Firestone tires)
What is astroturfing
Difference between propaganda and PR


Ch 15 - Advertising
Types of audiences (business & consumer)
Reach, frequency, selectivity, efficiency
Functions of advertising (marketing, education, economics, social)
what changes in society had to happen to lead up to advertising?
primary demand ads
selective demand ads
economics of advertising (how much is spent in what medium?)
effectiveness of ads?
History of advertising (what are the major events?)
Advertising in the digital age
Role of the advertising agency & creative boutiques
Viral advertising

from lecture:
Four P's of marketing (product, price, placement, promotion)
Different eras in the history of advertising
advantages of "brand"
advantages of branding
false advertising
Factual vs emotional appeals


Essay questions (I'll give you two on the test, you pick one)
1. Our book lists many different settings or areas for public
relations work. One would be PR for businesses. Please list four other
areas and a description with example(s) for each.

2. Compare and contrast the presentation of news in both the print
media and broadcast media. Consider the limitations and advantages of
each.

3. Please describe the social and technological evolution that paved
the way for modern day advertisers (starting around the Industrial
Revolution).

4. List and describe two ways the Internet has affected 1. journalism,
2. public relations, and 3. advertising? Which has been affected the
most in your opinion?