mass comm chapter 12 quiz questions

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Sponsorships

"brought to you by", typically including a number of ad placements, advertorials, and other co-branded sections.

Retainer

Ad production is billed at an agreed-upon price

Forced Exposure

Ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads. ex: previews at the movies

the Civil War

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

Intrusiveness

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

War Advertising Council

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

Federal Trade Commission

Between the Civil War & First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself.

cost per thousand

CPM judged by this, the cost of reaching 1,000 audience members

Accountability metrics

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.

demographic segmentation

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

Psychographic Segmentation

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

Siquis

European pin-up want ads for all sorts of products and services

High excess profits tax

Manufacturers were subjected to a tax to ensure that they did not profit unduly from the death and destruction caused by World War II.

Audit Bureau of Circulations

Near the turn of the twentieth century, the _____________ was established to verify magazine circulation claims.

Relationship with Consumer

New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industry's economics, creativity, and _______.

Commission

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

F. Wayland Ayer

Started the first full-service ad agency in 1869

The Eveready Hour

The first regularly broadcast radio series sponsored by a single company in 1923

Parity

When most brands in a given product category are essentially the same.

Brands

With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products.

Rich media

____________ refers to sophisticated, interactive Web advertising, usually employing sound and video.

Trade

_____________ advertising employs messages aimed at retailers, and does not necessarily push the product or brand, but promotes product issues of importance to the retailer, such as volume, marketing support, profit potential, distribution plans, and promotional opportunities

Retail

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

Advertising

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

Creative Development

advertising is developed from an idea to an ad.

Search Marketing

advertising sold next to or in search results produced by users' keyword searches

Return On Investment (ROI)

an accountability based measure of advertising success

Shopbills

attractive, artful business cards european tradespeople promoted themselves with

Volney L Palmer

invented the advertising agency.

Media department

makes the decisions about where and when to place ads and then buys the appropriate time or space.

National Advertising Review Board

monitors potentially deceptive advertising, still the industry's most important self-regulatory body.

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

produced by ad agencies for their clients

Programmings

produced by ad agencies for their clients

Puffery

puffery the little lie that makes advertising more entertaining than it might be.

Lead generation

refers to using Internet-created databases to collect names, addresses, e-mail addresses, and other information about likely clients or customers.

Proactive consumers

reject most traditional advertising and use multiple sources—traditional media, the Internet, product-rating magazines, recommendations from friends in-the-know—to not only research a product, but to negotiate price and other benefits.

The hard sell

technique used for advertising by making direct claims about why consumers needed the products

Copy Testing

testing that measures the effectiveness of advertising messages by showing them to consumers.

Recall Testing

testing where consumers are asked to identify which print or broadcast ads they most easily remember

Recognition Tests

testing where people who have seen a given publication are asked whether they remember seeing specific ads.

polygraphics

the content of ads began to change. Many advertisements began making direct claims about why consumers needed the products, a technique called:

Account Management

typically headed by an account executive, who serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.

unique selling proposition

what sets something apart from other brands in the same product category


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