mass comm chapter 12 quiz questions
Sponsorships
"brought to you by", typically including a number of ad placements, advertorials, and other co-branded sections.
Retainer
Ad production is billed at an agreed-upon price
Forced Exposure
Ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads. ex: previews at the movies
the Civil War
Advertising in the United States was a small business until the mid-1800s, when industrialization and ____( a war)____ 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.
Federal Trade Commission
Between the Civil War & First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself.
cost per thousand
CPM judged by this, the cost of reaching 1,000 audience members
Accountability metrics
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.
demographic segmentation
Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____________ segmentation.
Psychographic Segmentation
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns.
Siquis
European pin-up want ads for all sorts of products and services
High excess profits tax
Manufacturers were subjected to a tax to ensure that they did not profit unduly from the death and destruction caused by World War II.
Audit Bureau of Circulations
Near the turn of the twentieth century, the _____________ was established to verify magazine circulation claims.
Relationship with Consumer
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.
F. Wayland Ayer
Started the first full-service ad agency in 1869
The Eveready Hour
The first regularly broadcast radio series sponsored by a single company in 1923
Parity
When most brands in a given product category are essentially the same.
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.
Rich media
____________ refers to sophisticated, interactive Web advertising, usually employing sound and video.
Trade
_____________ 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
Retail
_____________ advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop.
Advertising
_____________ is mediated messages paid for by and identified with a business/institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.
Creative Development
advertising is developed from an idea to an ad.
Search Marketing
advertising sold next to or in search results produced by users' keyword searches
Return On Investment (ROI)
an accountability based measure of advertising success
Shopbills
attractive, artful business cards european tradespeople promoted themselves with
Volney L Palmer
invented the advertising agency.
Media department
makes the decisions about where and when to place ads and then buys the appropriate time or space.
National Advertising Review Board
monitors potentially deceptive advertising, still the industry's most important self-regulatory body.
In the early days of radio—the 1920s until well after World War II—programming was
produced by ad agencies for their clients
Programmings
produced by ad agencies for their clients
Puffery
puffery the little lie that makes advertising more entertaining than it might be.
Lead generation
refers to using Internet-created databases to collect names, addresses, e-mail addresses, and other information about likely clients or customers.
Proactive consumers
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.
The hard sell
technique used for advertising by making direct claims about why consumers needed the products
Copy Testing
testing that measures the effectiveness of advertising messages by showing them to consumers.
Recall Testing
testing where consumers are asked to identify which print or broadcast ads they most easily remember
Recognition Tests
testing where people who have seen a given publication are asked whether they remember seeing specific ads.
polygraphics
the content of ads began to change. Many advertisements began making direct claims about why consumers needed the products, a technique called:
Account Management
typically headed by an account executive, who serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client.
unique selling proposition
what sets something apart from other brands in the same product category
