The History of Brands
In ancient norse the word BRANDR means what?
To burn
What is a jingle?
A catchy and melodic tune.
What was the biggest danger in greek society according to Plato and why?
Writing things down. He feared people wouldn’t exercise memory.
What was considered the “Golden Age of Radio”?
1930’S-1950’S
What is media literacy?
A set of skills that help people, analyze the content of media messages that they receive and send.
What is the purpose of a trademark?
Give a way for companies to officially claim their products and combat copy cats and rivals.
What was one of the most profound impacts that the Communications Act of 1934 had?
It allowed for commercial advertisements on the airwaves.
What was the first mass media?
The newspaper
What major historical event did radio play a large role in?
World War 2
Name a way that media literacy can help you.
Did they get it right?
What now more than ever has the biggest effect on brands?
Customer Reviews or Public Opinion
The Radio Act of 1927 involved the creation of which 3 letter entity?
FRC
What is yellow journalism?
Sensationalized media that has very little fact checking done.
Why did radio make a shift from live to recorded commercials?
Live commercials were prone to have mistakes made, it allowed for more polished and sophisticated advertisements. More creativity in the ads.
Who facilitated the translating go the Bible to German?
Martin Luther
What is a pillar of a great brand?
Instantly recognizable / Simple / Eye Catching
Which President was known for addressing the nation with weekly fireside chats?
Franklin D. Roosevelt
"Protectionism" in media literacy refers to...
Resisting new media due to perceived harms
What did the CALM act ensure?
The act centered around broadcasters ensuring that commercial ads were not broadcast at louder volumes than the program material they were accompanying.
Cultural defensiveness is best described as:
Thinking older media is superior to new media.
What is one way that brands are cutting through the clutter while tapping into the “do-gooder” market?
Mission based branding
How did the fairness doctrine work?
It required broadcasters to present controversial issues in a way that was fair and balanced.If a station gave airtime to one viewpoint, it had to give equal airtime to the opposing point of view as well.
Moral defensiveness focuses on:
Content that may corrupt youth like violent video games.
What was the role of a sponsor for a radio show?
To provide money for the show in exchange for their product to be spotlighted.
Political defensiveness in media literacy involves...
Fear that media can sway public opinion or be used for propaganda