history

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 the advertiser wishes.

Advertising

______ refers to the melding of brands and experiences

Experiential marketing

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

At the outbreak of World War II, several national advertising and media associations joined to develop the ______ and used their expertise to promote numerous government programs.

War Advertising Council

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

boutique agencies

Advertising that touts the functional benefits of a product or service is _____advertising.

brand

Advertising in the United States was a small business until the mid-1800s, when industrialization and ______ combined to alter the social and cultural landscape, bringing about advertising's expansion.

civil war

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

creative

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

demographic

There are many publics with whom PR professionals interact, including an organization's _____________ with company newsletters, social events, and internal and external recognition of superior performance.

employees

When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in

lobbying

PR professionals interact with the _____________ through press packets and briefings.

media

When the department store Barneys was beset by numerous complaints of racial discrimination, it undertook an aggressive PR campaign to speak to those who felt disenfranchised by the events. This is an example of

minority relations/multicultural affairs.

When most brands in a given product category are essentially the same, they are called ______

parity

In the early days of radio—from the 1920s until well after World War II—programming was

produced by ad agencies for their clients.

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called ______ segmentation.

psychographic

One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and ______, that little lie that makes advertising more entertaining than it might otherwise be.

puffery

President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people?

radio

advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop.

retail

accounts for the greatest proportion of online ad spending.

rich media

he Number 1 reason people employ adblockers on their digital devices is

sheer number of ads

The first publicity company, _____________, was established in 1906 to help the railroad industry challenge legislation it opposed.

the Publicity Bureau

In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country's important institutions, led by the muckrakers; and ______ in 1914.

the establishment of the Federal Trade Commission

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

the hard sell

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

unique selling proposition