04:189:101 Lecture Notes - Lecture 11: Online Advertising, Super Bowl, Federal Trade Commission

• School: Rutgers University
• Department: Communication and Informatio
• Course: 04:189:101
• Professor: Linardopoulos

Document Summary

The art and science of analyzing trends, predicting consequences, counseling org leaders and implementing planned programs of action. Goal is to portray client/organization in a positive light. Pr action goes back all the way to 1773 (boston tea party) Attempting to shape how the press interprets (spins) stories. Try to push that there are two sides to every story. Selectively leak info in advance, hoping reporters will pay more attention to early information. Contact press immediately after an event with your interpretation of the situation. Very important in the new social media world. Push the idea that there are two sides to any given story. No matter how mad things are, you want to spin the side that makes your org look better. 1914: establishment of the federal trade commission (ftc) established partly to monitor and regulate advertising. Element or variable that distinguishes that specific product from similar ones in the same category.