Media and Society test 3-quiz one

Many in the advertising industry are calling for the use of ____, an accountability-based measuring of sucess.

ROI

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

audit bureau of circulations

A recent trend in advertising is the proliferation of ___, smaller, more personalized, and task-specific ad agencies

boutique agencies

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

demographic

Among the criticism of advertising is its ___, the fact ads are everywhere school, on sidewalks, even in the sky.

intrusivness

In the early days of radio-from the 1920s until well after World War 11-programming was

produced by ad agencies for they clients

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.

puffery

_____ accounts for the greater proportion of online ad spending

rich media

_____ refers to sophisticated, interactive web advertising, usually employing sound and video.

rich media

____ refers to advertising sold next to or in search results produced by users/ key word searches.

search marketing

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

shopbills

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

siquis

_____ advertising employs messages Amed 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, promotional opportunities

trade

New, interactive technologies give consumers two. choices when making a purchasing decision: exit, simply choosing not to buy the product, or ____, explain exactly why they are not buying.

voice

At the outbreak of World War 11, several national advertising and media associations joined to develop the _____ and used their expertise to promote numerous government programs.

war advertising council

The effectiveness of an ad's placements Is often judges by its cost per thousand (CPM), or the cost reaching 1,000audience members. For example, an ad that costs 20,00 to place in a major newspaper that is read by 1 million people that has a CPM of

20,000

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

F. Wayland Ayer

Advertising copywriter____ recognized in 1841 that there were merchants who needed to reach consumers 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

To ensure that they did not profit unduly from the death and destruction by World War 11. manufactures were subjected to

a high excess-profits tax

The ___ department is typically headed by an account executive, who's serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialist assigned by the agency to the client.

account management

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.

accountability metrics

___ is mediated messages paid for buy and identified with a business or institution that seeks to increase the likelihood that those who consumer those messages will act or think as the advertiser wishes.

advertising

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

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

copy testing

The ___ department is where the advertising is developed from idea to ad. t involves copywriting, graphic design, and often the actual production of the piece, for example, radio, television and web spots

creative

___ refers to the melding of brands and experiences

experiential marketing

Economics refer to the process of proactive consumers to either exit from a sale or to voice their dissatisfaction with a product as

expressing dissapproval

____ is a form of online advertising that directs users who've expressed an interest in a product or service to a brand's sales pipeline.

lead generation

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

media

Reacting too increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ____ to monitor potentially deceptive advertising

national advertising review board

When most brands in a given product category are essentially the same, they are called ___

parity

______ reject most traditional advertising and use multiple sources-traditional media, the internet, product ratings magazines, recommendations from friends in-the-know-to not only research a product, but to negotiate price and other benefits.

proactive consumers

_____ refers to automated, data-driven buying of online advertising

programming buying

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, and behavior patterns is called__ segmentation

psychographic

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

____ advertising is the advertising of products by stores like sears and Mac's. It is typically local, reaching consumers where they live and shop.

retail

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

retainer

Advertising the United States was a small business until the mid-1800's, when industrialization and ___ combined to alter the social and cultural landscape, bringing about advertising/s expansion.

the ciivil war

in the span between the civil war and the first world war, several factors and combined to move the advertising industry to establish professional standards and regulate itself, including 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

The first regular broadcast radio series sponsored by a single company, ____ premiered in 1923, bearing the name of its sponsor,

the everyday hour

During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called

the hard sell

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

unique selling proposition