Mass Media Midterm 1- chapter 12

retainer

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

siquis

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

psychographic

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

ROI

Many in the advertising industry are calling for a new way to measure a commercial's effectiveness, _____________, an accountability-based measure of success.

relationship with consumers

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.

unique selling proposition

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

the Civil War

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.

demographic

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

intrusiveness

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

copy testing

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

shopbills

In the fifteenth century, European tradespeople promoted themselves with attractive, artful business cards called: