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Mass Media Ch. 11
Mass Media Chapter 11 quiz
Question | Answer |
---|---|
Johannes Gutenberg | Progenitor of advertising media |
William Caxton | Printed first advertisement |
John Campbell | Published first ad in British colonies |
Benjamin Day | His penny newspaper brought advertising to new level |
Wayland Ayer | Founded first ad agency |
Media Plans | Lay out where ads are placed |
Cost Per Thousand (CPM) | A tool to determine the cost-effectiveness of different media |
Media Reach | Size of audience exposed to an advertisement through a particular medium |
Audit Bureau of Circulations | Verifies circulation claims |
Shelf Life | How long a periodical remains in use |
Pass-Along Circulation | All the people who see a periodical |
Sponsored Link | On-screen hot spot to move to an online advertisement |
Click-Through Fee | A charge to advertisers when an online link to their ads is activated; also, a fee paid to web sites that host the links |
Advergame | A sponsored online game, usually for an established brand at its own site |
Brand | A nongeneric product name designed to set the product apart from the competition |
David Ogilvy | Championed brand imaging |
Brand Image | Sign put on a brand name |
Store Brands | Products sold with a store brand, often manufactured by the retailer. Also called house brands and private labels |
Branding | Enhancing a product image with a celebrity or already established brand name, regardless of any intrinsic connection between the product and the image |
Lowest Common Denominator | Messages for broadest audience possible |
Unique Selling Proposition | Emphasizes a single feature |
Rosser Reeves | Devised unique selling proposition (USP) |
Jack Trout | Devised positioning |
Positioning | Targeting ads for specific consumer groups |
Ad clutter | So many competing ads that all lose impact |
Flight (or wave) | Intense repetition of ads |
Viral Advertising | Media consumers pass on the message like a contagious disease, usually on the internet |
Stealth Ads | Advertisements, often subtle, in nontraditional, unexpected places |
Product Placement | Writing a brand-name product into a television or movie script |
TiVo | A television recording and playback device that allows viewers to edit out commercials. A competing device is ReplayTV |
Infomercial | Program-length broadcast commercial |
'Zine | Magazine whose entire content, articles and ads, pitches a single product or product line |