COM 107—Spring 2012
Agenda setting, framing: writing section (2-4 questions maybe)
Final Study Guide
The exam will focus on the material we have covered since Exam 2. You will be expected to answer some questions relating to material covered at earlier points in the semester. The exam will consist primarily of multiple choice questions and True/False questions, however, you will also be asked to answer a few (2 to 4) short essay questions.
* Be able to discuss give examples of the ways in which social media have affected the production and distribution of political information. You should be able to discuss at least two “benefits” and two “limitations” of these effects. * Be able to define and discuss cross-promotion, product placement, and merchandising. You should be able to provide examples of each of these and to discuss the potential impact of these types of synergy on media content and on audiences. * Over the last decade, we have seen a significant increase in “opinion-based” news and news organizations. Using agenda setting and framing --You should be able to discuss the ways in which “opinion-based” news (right or left) could impact audience’s perceptions of the issue, of politics, and of news credibility and bias?
* How did “packaging” of products allow manufacturers (and advertisers) to demand more money for the product? When consumers began demanding certain products either because of quality or because of advertising manufacturers were able to raise the prices of their goods. * What federal act was passed to monitor patent medicine claims? Which contemporary products were originally sold as medicine? The Federal Food and Drug Act was passed in 1096.Coca-Cola was first sold as a medicinal tonic and contained traces of cocaine until 1903 when it was replaced by caffeine. Early Post and Kellogg’s cereal ads promised to cure stomach and digestive problems. * What is the major difference between mega-agencies and boutique agencies? Mega-agencies are large ad firms that formed by merging several agencies and that maintain regional offices worldwide. Small boutique agencies devote their talents to only a handful of select clients. * What types of campaigns did the War Advertising Council, and later the Ad Council promote? War bond sales, blood donor drives, and the rationing of scarce goods. AD council did Smokey the Bear and United Negro Collection Fund and crash dummy sport for the Department of transportation. Ad council continues to produce pro bono PSAs on a wide range of topics including literacy, homelessness, drug addiction, smoking, and AIDS education. * What is subliminal advertising? Be able to identify examples. Hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products. EX. “Drink Coca-Cola” as in a few frames of a movie and hidden sexual activity drawn into liquor ads. * What does VALS stand for? Be prepared to describe two of the different VALS types and predict the types of products they might purchase. PG 331. Values and Lifestyles. Classifies people by their primary consumer motivations: ideals, achievement, or self-expression. The ideals-oriented group includes thinkers “mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility.” Achiever (achievement) s and experiencers (self-expression) watch more sports and new programs; these groups prefer luxury cars or sport-utility vehicles. Thinkers, favor TV dramas and documentaries and like the functionality of minivans or the gas efficiency of hybrids. Experiences are young, enthusiastic, and impulsive consumers motivated by self-expression. * Know the difference between advertisers’ perceptions of a “mass audience” and niche audiences. Why (and where) would advertisers use “offensive” or controversial ads? * Be able to give examples of the “conventional...
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