Comm 205- Exam 1- Ch. 2,8,12

The effectiveness of an ad's placement is often judges by its cost per thousand (CPM), or the cost of reading 1,000 audience members. For example, an ad that costs $20,000 to place is a major newspaper that is read by 1 million people has a CPM of

$20.00

Broadcasters saw cable as a friend until

1975, when Time, Inc., began delivering HBO movies by satellite

If your market has 100,000 television homes and 30,000 are tuned into your program, your rating

30

Early cable systems were called

Community antenna television (CATV)

People's tendency to accept information that confirms their beliefs and reject information that does not confirm their beliefs describes

Confirmation bias

The characteristic, distinctive, standardized style elements of a given form of media expression-for example, the upbeat music that introduces the local evening news- are media

Conventions

With access to more than 25 million television households, the largest U.S. DBS provider is

DirecTV

The culture that seems to hold sway with the majority of a given people is the ________ culture.

Dominant

After Gutenberg's introduction of the printing press the 1450s Europe, the technology spread slowly but steadily throughout the continent. (T/F)

False

Cable television was initially developed as a way to bring movies without commercials into U.S. homes. (T/F)

False

False advertising and puffery are essentially the same (T/F)

False

Genres are such things as choice of lighting, editing, special effects, camera angle, and size and placement of a headlinge. (T/F)

False

People rarely succeed in contesting the dominant culture. (T/F)

False

Products in a given brand category that tare essentially the same are called unique selling propositions (USPs) (T/F)

False

Toxic content is online advertising that offends potential customers (T/F)

False

Whereas the movie industry may have easily succumbed to pressure from the Red hunters of the McCarthy era, the television industry resisted gallantly (T/F)

False

Categories of expression within the different media-for example, the evening news and documentaries- are media

Genres

Which of the following is true of media literacy?

It is a skill that can be improved through practice

Which British inventor sent moving images across the Atlantic using a mechanical disc in the 1920s?

John Logie Baird

Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the _____________ to monitor potentially deceptive advertising

National Advertising Review Board (NARB)

_______ refers to automated, data-driven buying of online advertising

Programmatic buying

________ accounts for the greatest proportion of online ad spending.

Search marketing

________ refers to advertising sold next to or in search results produced by users' key word searches

Search marketing

as a result of the quiz show scandal, the networks changed the way they accepted sponsor's money, changing from single sponsorship for most programs to ________ sales

Spot commercial

A large proportion of the county's biggest brands are moving all or part of their advertising business to in-house agencies (T/F)

True

A television program's share is more important than its rating in the consideration of its success in its time slot (T/F)

True

An understanding of and respect for the power of media messages is an important media literacy skill. (T/F)

True

Lucille Ball is primarily responsible for development of the off-network television syndication business (T/F)

True

Media literacy is a skill that can be acquired and developed. (T/F)

True

Nonlinear TV is watching television on our own schedules, not the programmer's (T/F)

True

VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles (T/F)

True

Clients are increasingly asking advertisers for -----, agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged

accountability metrics

________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as advertiser wishes

advertising

If we apply the standard model of capitalism to prime-time television programming, the television network is the producer, _________ are the product, and advertisers are the consumers.

audiences

The capacity of the wires or signals that bring video content into people's homes is called

bandwidth

The "free" channels provided automatically to all cable subscribers are called

basic cable

Groups with specific but not dominant cultures that exist as part of those larger cultures are _______ cultures

bounded

A recent trend in advertising is the proliferation of ___________, smaller, more personalized, and task-specific ad agencies.

boutique agencies

When an affiliate airs a network's program, it is said to ________ the show

clear time for

Placement of advertising in media is compensated through a _____________, typically 15 percent of the cost of the time or space.

commission

Culture is constructed and maintained through

communication

In advertising research, _________ measures the effectiveness of advertising messages by showing them to consumers.

copy testing

The ______ department is where the advertising is developed from idea to ad. It involves copywriting, graphic design, and other the actual production of the piece, for example, radio, TV, and web spots

creative

We can think of mass communication as a giant courtroom where, as a people, we discuss and debate our culture- what it is and what we want to be. This view sees mass communication as a

cultural forum

Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _______ segmentation.

demographic

The creation of programs expressly for sale into syndication to individual stations in individual markets is called

first-run syndication

Limiting the number of times an online user sees the same commercial message in a given period of time is known as

frequency capping

When we read media content at a variety of different levels, we are said to be engaging the content

from multiple points of access

Cable subscribers can talk back to the system operator through

interactive cable

Among the criticisms of advertising is its _____________, the fact that ads are everywhere—in schools, on sidewalks, even in the sky.

intrusiveness

The ability to comprehend and use written symbols effectively and efficiently is

literacy

The ability to effectively and efficiently comprehend and use any form of mediated communication is

media literacy

The ability to enjoy, understand, and appreciate media content; an understanding of media content as a text that provides insight into our culture and our lives; and an understanding of the ethical and moral obligations of media practitioners are elements of

media literacy

An understanding of and respect for the power of media messages, the development of heightened expectations of media content, a knowledge of genre conventions, and the ability to recognize when conventions are being mixed are examples of

media literacy skills

When most brands in a given product category are essentially the same, they are called ____________ products.

parity

Ad production is billed at an agreed-upon price called a

retainer

______ refers to sophisticated, interactive web advertising, usually employing sound and video

rich media

Culture is the world made meaningful; it is socially constructed and maintained through communication. It limits as well as liberates us; if differentiates as well as unites us. It defines our realities and therby

shapes the way we think, feel, and act

The percentage of television sets currently in use that are tuned in to a given program is that show's

share

Using a set-top box, the internet, or an app, depending on the service, you can get HBO all by itself; Hulu will deliver Disney, Turner, ESPN, and Fox channels; DirecTV Now will give you just 100 channels. These are examples of

skinny bundles

Sometimes a network has an idea for a series and askes a proven producer to propose a show base on it, possibly offering a ________ to keep the show away from a competing channel

straight-to-series commitment

A syndicated program that runs five nights a week at the same time is said to be

stripped

Nielson conducts surveys of viewing patterns four times a year during what are called

sweep periods

The sale of programs to local stations on a market-by-market basis is

syndication

The idea that machines and their development drive economic and cultural change is

technological determinism

During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called

the hard sell

No matter what the newspaper says about your favored candidate for mayor, you believe it is underselling her candidacy, including the articles that claim to support her. You may suffer from

the hostile media effect

Culture is

the learned behavior of members of a given social group

Knowledge of media's conventions is important because

they cue or direct our meaning making

Groups of channels made available to subscribers at varying prices are known in the cable business as

tiers

At cable's inception, the primary goal of most cable television operations was

to improve the reception of distant signals

A product's ________ is what sets it apart from other brands in the same product category

unique selling proposition

The Gutenberg printing press was an advance over earlier printing presses, because it

used metal type and was designed for the production of large numbers of volumes

New, interactive technologies give consumers two choices when making a purchasing decision: exit, that is they simply do not buy the product, or ____, that is they explain exactly why they are not buying.

voice

Fast-forwarding through commercials on a recorded television show is called

zipping