Chapter 12: Advertising
demographic
Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____________ segmentation.
psychographic
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called _____________ segmentation.
shopbills
In the fifteenth century, European tradespeople promoted themselves with attractive, artful business cards called:
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.
parity
Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the _____________ to monitor potentially deceptive advertising, still the industry's most important self-regulatory body. National Advertising Review Board 13. When most brands in a given product category are essentially the same, they are called _____________ products.
F. Wayland Ayer
The first full-service ad agency was begun in 1869 by:
siquis
Common fifteenth-century European pin-up want ads for all sorts of products and services were called:
unique selling proposition
A product's _____________ is what sets it apart from other brands in the same product category.
retainer
Ad production is billed at an agreed-upon price called a:
Volney B. Palmer
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.
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.
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.
copy testing
In advertising research, _____________ measures the effectiveness of advertising messages by showing them to consumers.
the hard sell
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:
produced by ad agencies for their clients
In the early days of radio—the 1920s until well after World War II—programming was:
the establishment of the Federal Trade Commission
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:
ROI
Many in the advertising industry are calling for a new way to measure a commercial's effectiveness, _____________, an accountability-based measure of success.
puffery
One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and _____________, that little lie that makes advertising more entertaining than it might otherwise be.
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, resulting in the development of:
