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
b. Published for mass production
c. At least 49 pages
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 expirescreates 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
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
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
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
b. Internal relations: represent the voice of the company to employees, union groups
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
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
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.
6. Media relations (press release, features, intentions, press contact)
7. Civic engagement (PSAs, examples: texting while driving, Domestic Violence
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
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