Here is the PowerPoint outline for Chapter 18.  Remember to complete the application exercise at the end.

Public Relations

•      Public relations

–  the practice of establishing and promoting a favorable relationship with the public

•      Advertising

–  the direct practice of drawing attention to a product in order to sell it

Early Practitioners

•      Early practitioners of the arts
of persuasion include

–  Benjamin Franklin

•   Associated with the promotion of anti-monarchial feelings that lead to the
American Revolution

–  P.T. Barnum

•   Stages hoaxes and claims that people like
to be fooled

•   Runs circuses and museums

Consumer Groups

•      Industrial manufacturing of consumer groups necessitates branding

•      Advertising agencies are initially
space brokers

–  They service their clients by getting ads into various newspapers

–  They bill for a percentage of the cost of running the advertisement in the paper

Advertising Agencies

•      At the turn of the 20th century, advertising agencies increasingly

–  take on the role of designing advertisements

–  conduct long term advertising campaigns

Types of Ads

•      Reason-why ads

•      Image ads

Advertising: the Depression and World War II

•      Advertising drops during the depression and World War Two

•      Advertising becomes very big after World
War II

–   Radio and television promise advertisers that they will target (attract) the desired audience

•      Advertisers turn to motivational research

Ivy Lee

•      One of the founders of modern
public relations

•      A former journalist

•      Urges Pennsylvania Railroad to come clean after a fatal accident

•      Works closely with John Rockefeller and restores his positive image

Edward Bernays

•      A nephew of Freud

•      Believes in “engineering” consent

•      Uses psychological principles for “scientific” persuasion

APPLICATION EXERCISE:   Ch. 18--PR and Truth