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Boston College
COMM 1020
John B Williaon

Week 13 Terms 1. Why books are important to society a. Are used as “windows to the past” b. Cultural record for past times c. Offer personal development (self help books…) d. Entertainment and escape e. Agents of social change (i.e. Uncle Tom’s Cabin: made slavery a social issue) f. Group activity (i.e. book clubs) 2. Definition of a book and how digital impacts that definition a. Printed b. Published for mass production c. At least 49 pages d. Covers e. Not a newspaper or magazine f. Digital impact: i. Not really printed ii. Ability to adjust font size changes ability to count the pages. 3. Books as commodity (subsidiary rights, adaptations, re-“writing” the classics) a. Biggest publishers: Hearst, Penguin Group, Bantam-Doubleday-Dell, Time Warner Publishing, Simon & Schuster i. Publish 80% of book sales b. Subsidiary rights c. Adaptations (Harry Potter etc…) d. “Little Vampire Women”…can be written because the copyright has expired so they are up for anyone’s use. 4. Ebooks and independent authors (Amanda Hocking and Blake Crouch) 5. HarperCollins and licenses a. HarperCollins produced digital book copies but licenses are needed in order for libraries to have them. b. Only 26 patrons per book and then the license expirescreates a problem for libraries financially. Small libraries might do better with this where not even 26 people would check out one book. 6. Cultural impacts of books a. Uncle Tom’s cabin ^ 7. Dime novel: a type of paperback book published in the early 1860s, so called because their price was 10 cents per copy. a. Less important for their content than for the factory-like system in which they were created and distributed. Emphasis on inexpensive publishing of predictable successes. b. Authors were given fees, not royalties and their payment depended on the length of the novel, type of novel and the writer’s reputation. 8. Domestic novel: a type of paperback book published in the 1870s, mostly aimed at women a. Tearjerker stories about heroines who sin in their personal lives, suffer the consequences and then repent. b. Predecessors of soap operas. 9. El-hi books: textbooks created for elementary and high school students 10. Consumer books: books that are aimed at the general public 11. Trade books: general interest titles, including both fiction and nonfiction books, which are typically sold to consumers through retail bookstores and to libraries. 12. Mass market paperback: smaller, pocket-sized books that have flexible covers a. Designed to be sold in drugstores, supermarkets etc…(i.e. romance novels, science fiction tales. 13. Religious books: trade books that contain specifically religious content. 14. Book club: organizations through which individuals who have joined can select books from the club’s catalog and purchase them through the mail or via the club’s website, often at a discounted price. 15. Mail order: books that are advertised on TV or in promotional mailings that can be ordered directly from the publisher and are shipped to the consumer’s home. 16. University press: scholarly titles published by not-for-profit divisions of universities, colleges, museums, or research institutions. 17. Subscription reference: titles such as “great books” series, dictionaries, atlases and sets of encyclopedias that are marketed by their publishers to consumers on a door-to-door basis; the distribution typically involves on large package deal-several volumes at a time-with a deferred payment schedule. 18. Literary agents: a person who, on behalf of a client, markets the client’s manuscripts to editors, publishers and other buyers based upon knowledge of the target market and the specific content of the manuscript. 19. Acquisitions editor: a person who recruits and signs new authors and titles for the company’s list of books. 20. Three ways to assess a title’s popularity: Concepts from Exam 2 1. Six types of public relations activities in terms of intentions, executions and audiences 2. Corporate communications (consumers, employees): public relations units that typically have 3 functions: external relations activities involve expressing the company’s perspective to a variety of entities outside the organization; internal relations involve being the voice of the company to employees, union groups, and share shoulders; and media relations handle calls with relations handle calls with journalists, provide the answers and coordinate the interviews with executives. a. External relations: Express the company’s perspective to a variety of entities outside the organization. Public relations employees also act as lobbyists for their company. That is, they try to convince state and federal legislators to pass certain laws that will benefit the company or to eliminate rules that may hinder the firm’s progress. b. Internal relations: represent the voice of the company to employees, union groups and shareholders. c. Media relations: When journalists call companies wanting to speak to a particular executive; media relations handle these calls and coordinate interviews. 1. Financial communications: involves helping a client’s interactions with lenders, shareholders and stock market regulators proceed smoothly. a. I.E. in 1995 IBM turned to PR firm Sard Verbinnen to support its attempt to buy Lotus Development Company b. The PR firm helped convince both companies and the government that folding Lotus into IBM would benefit both companies. They succeeded. 3. Consumer and B2B communications (marketing definition, consumer marketing, B2B marketing). a. Consumer: the process of stimulating sales from people who are in their everyday, non employee roles. i. I.e: H&K helped Cerveceria (Brazilian beverage) expand to Guatemala 2. Business to business: the process of stimulating sales from people in their roles as company employees. a. PR firm convinced International Olympics Committee (IOC) to choose city of London for Olympics. b. Having more than 27 H&K offices achieved more foreign media coverage than other bids combined. 4. Public affairs (communications, political action, government relations, community involvement, international relations) 5. Crisis management: range of activities that helps a company respond to its business partners, general public or government in the event of a disaster. a. Burson-Marsteller’s handling of 1983 crisis involving Tylenol. It was said that Tylenol had been used to kill 7 people. Reassuring people that it is a safe product. b. Toyota. 6. Media relations (press release, features, intentions, press contact) 7. Civic engagement (PSAs, examples: texting while driving, Domestic Violence Awareness Month) 8. Major public relations activities (challenges, objectives, strategies, tactics) 9. Most prominent PR activities 10. Mommy bloggers 3. Integrated marketing communication: a type of PR, the goal of which is to blend (integrate) historically different ways to communicate to an organization’s various audiences and markets. 4. Branded entertainment (event marketing, event sponsorship): involves associating a company or product with media activities in ways that are not as obviously intrusive as advertisements. I.e. the product name is associated with an activity that the target audience enjoys a. Event marketing: involves creating compelling circumstances that command attention in ways that are relevant to the product or firm. Take place at sports venues…grassroots, guerrilla. Non professionals to promote the items. a. Event sponsorship: product is the foc
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