Mass Comm Chapter 12

Placement of advertising in media is compensated through a ______, typically 15 percent of the cost of the time or space.

Commission

The American demographic that spends most, has greater household income, has amassed more accumulated wealth, and is more likely to own their own homes is

people 50 years old and over.

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

Copy Testing

______ 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.

Trade 

VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles.

True

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

Unique Selling Proposition

In an ad agency, the account management department typically develops an ad's copy and design.

False

A large proportion of the country's biggest brands are moving all or part of their advertising business to in-house agencies.

False 

Limiting the number of times an online user sees the same commercial message in a given period of time is known as

Frequency Capping 

Advertising that seeks to make the link between a product and a specific lifestyle is ______ advertising.

Associative 

________ 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.

Prosumers 

The Number 1 reason people employ adblockers on their digital devices is

The sheer numbr of ads

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

Audit Bureau of Circulations

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

Lead Generation 

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 consumer 

Toxic content is online advertising that offends potential customers.

False 

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

produced by ad agencies for their 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

Among the criticisms of advertising is its ______, the fact that ads are everywhere—in schools, on sidewalks, even in the sky.

Intrusiveness 

False advertising and puffery are essentially the same.

False 

Products in a given brand category that are essentially the same are called unique selling propositions (USPs).

False

reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ______to monitor potentially deceptive advertising.

National Advertising Review Board

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

Boutique Agencies

______ refers to automated, data-driven buying of online advertising.

Programmatic buying

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

Search Marketing

___________ accounts for the greatest proportion of online ad spending.

Search Marketing

The listening public was outraged when radio station WEAF began airing commercials in 1922.

False

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 

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

Voice

______ advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop.

Retail

Many in the advertising industry are calling for the use of ______, an accountability-based measure of success.

ROI

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

Demographic

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

Advertising 

Advertising that touts the functional benefits of a product or service is ______ advertising.

Brand

______ refers to the melding of brands and experiences.

Experiential marketing

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

War Advertising Council

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

The hard sell 

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

Creative

The ______ department is 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.

Account Management

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

The industry's own research shows that fewer TV commercials results in greater program and commercial success.

True 

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

Rich Media

When most brands in a given product category are essentially the same, they are called ______ products.

Parity

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

$20.00