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MCOM 4
test #4
| Question | Answer |
|---|---|
| How does advertising contribute to prosperity? | Dangling desirable commodities and services before mass audience, advertising can inspire people to greater individual productivity so they can have more income to buy the things that are advertised |
| What did advertising executive David Ogilvy say about advertising? | advertising is the cheapest form of selling |
| The leading advertiser spending about $5.2 billion annually in mass media is what company? | Procter & Gamble |
| Advertising as a modern phenomenon first took off in what country? | America |
| What was the first form of printed advertisement? | Flyers |
| Benjamin Day’s newspaper, the __________________, was the first penny newspaper that brought advertising to a new level within its pages. | The Sun |
| National advertising took root in the United States with what development? | Johannes Gutenberg's movable-type |
| The first advertising agency was founded by who? | Wayland ayer |
| Which service was provided first by the firm of N.W. Ayer & Son? | Counsel on selling products and services, design services (creating ads and campaigns), and expertise in placing advertisements in advantageous media |
| Advertising agency compensation has shifted from commission contracts to what? | Performance Contracts- when an advertising agency earns expenses and an agreed upon markup for the advertising client, + bonuses for exceeding minimal expectations |
| What was the criticism of the U.S. Army for its marketing campaign launched after recruiters failed to meet their goals during the Iraq War? | The US military was criticized for targeting younger age essentially brainwashing them. |
| The layout or formula outlining where the ads are placed to reach the right target audience is called the what? | Media plans |
| Which professional determines the most effective media placements for an ad? | Audit Bureau of Circulations |
| Studies show that readers of newspapers do what in regards to advertising? | Readers take it more seriously because they are focused while reading |
| What is a disadvantage of newspaper advertising? | Less valuable to reaching young adults, ads do not look as good on print paper compared to other sources |
| Which is both an advantage and a disadvantage of radio for advertising? | Easily identified target audiences; inexpensive. Disadvantages- no visual display, listeners are inattentive |
| What is a major advantage of television advertising? | Moving audio-visual medium, more impact than other media |
| n 2005, the most money was spent placing ads in what medium? | Television |
| What is the charge Google collects from an advertiser each time it directs traffic to the ad? | Click-through fee; a charge to advertisers when an online link to their ads is activated, also, a fee paid to websites that host links |
| Using a celebrity to sell a product is called what? | Celebrity Branding |
| Targeting ads for specific consumer groups is called what? | Positioning |
| Word-of-mouth testimonials, friends talking to friends, is known as what? | Buzz advertising |
| The advent of TiVo has prompted new advertiser interest in what? | Product placement |
| What is a program-length commercial disguised as a newscast or entertainment called? | Infomercial |
| What award is given for advertising creativity? | Clio Award |
| For the most part, who do surveys serve? | Major corporations, political candidates, and the mass media |
| Who introduced quota sampling in a presidential election in the 1930s? | George Gallup |
| What is the bandwagon effect? | When things get popular, a lot of people "jump on the bandwagon" and follow the trend |
| What organization is best known for its television ratings evaluations? | Neilson Media Research |
| Arbitron is known for what? | Measures radio audiences in local markets |
| What does Gallup usually measure? | Public sentiment on specific issues |
| The Pew Research Center studies what? | Attitudes toward the press, politics and public policy issues |
| Probability sampling requires what? | Sample size, sample selection, margin of error, and confidence level |
| Although not explicitly stated in the book, you can safely assume that the goal of probability sampling is to do what? | Provide an equal representation of all groups in a more accurate survey |
| A good sample selection for polling does what? | gives every member of the population being sampled an equal chance to be interviewed |
| The margin of error for a survey is what? | Measures how precise the survey is by showing the percentage that a survey may be off mark |
| Why is it important to know when a poll was taken? | Opinions can shift quickly |
| It is important to know who paid for a poll because the people who pay do what? | Sometimes people time survey information to be advantageous for their needs |
| Who selects the participants in a straw poll? | Individuals select themselves to partake in a poll |
| 900-number phone surveys are an example of what? | unreliable polls |
| What organization checks circulation claims? | Audit Bureau of Circulation |
| Who was the first pollster to measure how many people listened to network radio programs? | Archibald Crossley |
| Congressional investigations into ratings service prompted networks to create the what organization? | Broadcast Ratings Council |
| When events such as giveaways coincide with sweeps weeks, it is an example of what? | Hyping |
| Which is a sweeps month? | February, may and november |
| When polled with handwritten diaries, many people overstate the time they spend watching what on TV? | educational programming, or other intellectual shows |
| The flush factor is a term to describe | Viewers leave during commercials to go to refrigerator, bathroom, etc |
| When viewers avoid commercials by changing from channel to channel, it is called what? | Zipping |
| One disadvantage in doing telephone surveys is what? | not face-to-face |
| What is an interview-based research method? | focus groups |
| Who produced the famous radio drama War of the Worlds? | Orson Welles |
| Walter Lippman argued that we see the world as how? | "Pictures in our heads" |
| The idea that media have immediate, direct influence on individuals is known as what? | Powerful effects theory |
| What Yale psychologist studied World War II to propaganda and developed a model of mass communication: who says what, in which channel, to whom, and with what effect? | Harold Lasswell |
| Looking at the media as a kind of hypodermic needle, injecting concepts into its viewers, is called what? | bullet model |
| Another name for the overrated powerful effects theory is the what? | Bullet model |
| The theory that individuals overestimate the impact of media messages on other people is called what? | third-person effect |
| Sociologist Paul Lazerfeld conducted voter behavior studies in the 1940s and found what? | media effects are mostly indirect; minimalist effects theory |
| Who was the sociologist who first studied the effects of the media on an election? | Paul Lazerfeld |
| The Lazerfeld studies in the 1940s found that most voters | people are more influenced by other people than media |
| Opinion leaders are key in what theory? | Minimalist effects theory |
| When media decide to cover certain issues and people, the media are engaging in what? | |
| How does the spiral of silence model function? | Vocal majority intimidates others into silence |
| What media function is served when people use the media to learn about how to fit in with other people? | socialization |
| When a child walks by a television set or a computer screen that contains adult images and themes, the child is involved in what? | intergenerational eavesdropping |
| When a movie director puts a white hat on a cowboy to depict a “good guy,” that shorthand communication is known as what? | stereotyping |
| The communication of cultural values to later generations is called what? | historical transmission |
| What Austrian neurologist theorized that the human mind is unconsciously susceptible to suggestion? | Sigmund Freud |
| What type of message cannot be consciously perceived? | subliminal messages |
Created by:
mwilson01