advertising
Media reach
Size of audience exposed to an advertisement through a particular medium
buzz advertising
viral marketing using word-of-mouth techniques to promote a product or campaign
characterize early advertisements
-printing technology by johannes gutenberg -mass produced products -Later Radio and tv became a part of the mix
click-through fee
A charge to advertisers when an online link to their ads is activated; also, a fee paid to websites that host the links
A vice president of advertising is working on a campaign to sell a new clothing line to teens. What would be her best advertising option?
A low CPM and high media reach
zine
A magazine whose entire content, articles, and ads pitch a single product or product line
Which statement best characterizes the change in advertisements from the 1700s to 1800s?
A newspaper that used to offer ads offering rewards for runaway slaves now runs ads featuring products from Sears.
In what way is the Internet more cost-effective for advertisers than traditional media?
A niche audience is cheaper than a heterogeneous audience.
Brand
A nongeneric product name designed to set the product apart from the competition
cpm
A tool to determine the cost-effectiveness of different media
stealth ads
Advertisements, often subtle, in nontraditional, unexpected places
Which statement best characterizes the relationship between advertising and democracy?
Advertising supports the media that the public uses for information.
Which statement is true of the advertising industry during the industrialization of the United States?
High-speed presses allowed advertisers to expand their markets.
How does a company know if a brand name is successful?
It becomes a generic identifier.
how does advertising affect the economy?
It helps increase consumer spending
Media plans
Lay out where ads are placed
how does advertising work in an economy?
Modern consumer economies are driven by the demand stirred by advertising for products. The demand contributes to economic growth and prosperity.
sponsored links
On-screen hot spot to move to an online advertisement
Benjamin Day
Published the New York Sun
store brands
Products sold with a store brand, often manufactured by the retailer. Also called house brands and private labels
brand image
Spin put on a brand name
What is a key similarity between store and personality brand types?
They both rely on consumer trust.
what is the purpose of advertising?
To inform consumers about products
audit bereau of circulation
Vertifies circulation claims
Which of the following descriptions best characterizes the focus of the advertising industry after World War II?
competition for creative ads
Barrages, trailing, and bunching are effective ways to increase _______ and decrease
consumption; redundancy
unique selling proposition
emphasizes a single feature
The lowest common denominator approach is designed to appeal to ______, while positioning is designed to appeal to
everyone; select people.
viral advertising
media consumers pass on the message like a contagious disease, usually on the internet
lowest common denominator
messages for broadest audience possible
Which of the following has largely replaced the commission form of compensation for advertising agencies?
performance pay
infomercial
program-length broadcast commercial
ad clutter
so many competing ads that all lose impact
When companies create brand images, they are trying to sell a(n)
story
positioning
targeting ads for specific consumer groups
what is true about advertising agencies?
they market products and track overall sales
product placement
writing a brand-name product into a television or movie script
