advertising

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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


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