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