ICC Mass Comm Module 10

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

$20.00

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

Audit Bureau of Circulations

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, resulting in the development of:

Brands

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

Commission

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

Demographic

The first full-service ad agency was begun in 1869 by:

F. Wayland Ayer

False advertising and puffery are essentially the same.

False

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

Media

________ 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.

Proactive Consumers

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

Relationship with consumers

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

Retainer

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

Search marketing

Common fifteenth-century European pin-up want ads for all sorts of products and services were called:

Siquis

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

Sponsorships

_____________ 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.

Trade

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

Unique Selling Proposition

Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency.

Volney B. Palmer

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.

War Advertising Council

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

In the 1920s, when the Great Depression was eating into the income of the advertising industry, the content of ads began to change. Many advertisements began making direct claims about why consumers needed the products, a technique called:

the hard sell