Advertising and Economics of TV

Question 1

Advertising

Answer 1

Relies on mass media as a vehicle for delivering messages to consumers and the marketplace

Question 2

1468

Answer 2

William Caxton promoted a book with the first printed advertisement

Question 3

1704

Answer 3

John Campbell included advertisements in the Boston News-Letter

Question 4

1833

Answer 4

Benjamin Day created the New York Sun as combination news and advertising vehicle

Question 5

The Great Moon Hoax

Answer 5

Richard Adams Locke wrote a fictional story about life on the moon but it was perceived as fact by public

Question 6

Sensationalism

Answer 6

Stretching the truth

Question 7

London Plan

Answer 7

Newspaper distribution in which the paper carriers buy newspapers in bulk from the publisher and sell the papers to the public for a profit

Question 8

1869

Answer 8

Weyland Ayer opened the first advertising agency in Philly–NW Ayer and Son

Question 9

1910

Answer 9

Edward Bok of Ladies’ Home Journal established a magazine advertising code

Question 10

1914

Answer 10

Congress created the Federal Trade Commission to combat unfair advertising

Question 11

1929

Answer 11

NBC established a code of acceptable advertising

Question 12

1942

Answer 12

Media industries created a predecessor to an ad-media-business association called the Ad Council

Question 13

1960s

Answer 13

Network TV surpassed magazines as a national ad medium (now surpassed by web)

Question 14

1980s

Answer 14

Ad industry consolidated in mergers and acquisitions

Question 15

2003

Answer 15

Store brands emerged as major challenge to brand names

Question 16

2004

Answer 16

Thirty-Second spot on TV Super Bowl reached 2.5 million

Question 17

July 1, 1941

Answer 17

The first TV ad is broadcast in USA; Bulova, NBC affiliate WNBT, Baseball game, $9

Question 18

Form–How is the ad put together?

Answer 18

Branding, Logos, Packaging, Positioning, Repetition, Gimmicks, Memorability

Question 19

Branding

Answer 19

As association created in the mind of the viewer between a company (brand) and an idea

Question 20

Logos

Answer 20

Nike Swoosh, Google, Temple T, Flyers, Amazon, FedEx

Question 21

Packaging

Answer 21

Unique packaging to go with product

Question 22

Positioning

Answer 22

Hard Sell–direct, more aggressive sales approach

Soft Sell–casual, friendly sales message

Question 23

Repetition

Answer 23

Example would be the Kit Kat snapping

Question 24

Gimmicks

Answer 24

Ex: Humor; Consumers are encourage to buy what appeals to their senses, emotions, or unconscious assumptions

Question 25

Subliminal Advertising

Answer 25

Secretly, sneakily, and under the radar, slips in suggestive images, words, and ideas into advertisements

Question 26

Memorability

Answer 26

Stating the direct facts; Inciting Emotion; Emotions top chart

Question 27

What is the most expensive time to show an ad?

Answer 27

Super Bowl; Prime Time TV

Question 28

Audience Ratings

Answer 28

Provide an economic foundation for advertiser-supported media; Consequently the audience measurement process affects the structure and behavior of media companies and regulators alike

Question 29

Famous Person Testimonial

Answer 29

Persuasive way of advertising using a recognizable figure selling an idea or product through the media; Athletes, Kardashian social media

Question 30

Association

Answer 30

Media message creator associates a product with a seemingly positive cultural value or image; Uses stereotypes, women getting happy because of makeup

Question 31

Myth Analysis

Answer 31

Using narratives with stories to tell and social conflicts to resolve; Construction of myths; Ex: Boy getting the girl because of beer

Question 32

Ads on TV

Answer 32

about 17 minutes, 3 minute segments,