Ch.10

Question 1

Product Placement

Answer 1

Buying spaces for particular good to appear in a TV show, movie, or music video.

Question 2

Space Bookers

Answer 2

Individuals who purchased space in newspapers and sold it to various merchants.

Question 3

Subliminal Advertising

Answer 3

This term, coined in the 1950s, refers to hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products.

Question 4

Slogan

Answer 4

The phrase that attempts to sell a product by capturing its essence in words.

Question 5

Mega-agencies

Answer 5

large ad firms that fromed by merging several agencies and that maintain regional offices world wide

Question 6

Boutique agencies

Answer 6

small, that devote their talents to only a handful of select clients.

Question 7

Market Research

Answer 7

to assess the behaviors and attitudes of consumers toward particular products long before any ads are created.

Question 8

Demographics

Answer 8

mainly studied and documented audience members’ age, gender, occupation, ethnicity, education, and income.

Question 9

psychographics

Answer 9

a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.

Question 10

Focus groups

Answer 10

a small-group interview technique in which a moderator leads a discussion about a product or an issue, usually with six to twelve people.

Question 11

Values and Lifestyles(VALS)

Answer 11

using questionnaires, VALS researchers measured psychological factors and divided consumers into types.

Question 12

Storyboard

Answer 12

a sort of blueprint or roughly drawn comic-strip version of the potential ad.

Question 13

viral marketing

Answer 13

short videos or other content that (marketers hope) quickly gains widespread attention as users share it with friends online, or by word of mouth.

Question 14

media buyers

Answer 14

people who choose and purchase the types of media that are best suited to cary a client’s ads, reach the targeted audience, and measure the effectiveness of those ad placements.

Question 15

saturation advertising

Answer 15

in which a variety of media are inundated with ads aimed at target audiences.

Question 16

Account executives

Answer 16

are responsible for bringing in new business and managing the accounts of established clients, including overseeing budgets and the research,creative, and media planning work done on their campaigns.

Question 17

Account reviews

Answer 17

The process of evaluating and reinvigorating a products image by reviewing an ad agency’s existing campaign or by inventing several new agencies to submit new campaign strategies, which may result in the product company switching agencies.

Question 18

interstitials

Answer 18

which pop up in new screen windows as a user clicks to a new Web page.

Question 19

spam

Answer 19

now accounts for more than 85% of e-mail messages.

Question 20

famous-person testimonial

Answer 20

a product is endorsed by a well-known person

Question 21

Plain-folks pitch

Answer 21

associates a product with simplicity.

Question 22

snob-appeal approach

Answer 22

attempts to persuade consumers that using a product will maintain or elevate their social status.

Question 23

bandwagon effect

Answer 23

points out in exaggerated claims that everyone is using a particular product.

Question 24

Hidden-fear appeal

Answer 24

plays on consumers’ sense of insecurity

Question 25

irritation advertising

Answer 25

creating a product-name recognition by being annoying or obnoxious

Question 26

association principle

Answer 26

a persuasive technique used in most consumer ads that associates a product with a positive cultural value or image even if it has little connection to the product.

Question 27

Myth analysis

Answer 27

wich provides insights into how ads work at a general cultural level.

Question 28

Commercial speech

Answer 28

any print or broadcast expression for which a fee is charged to organizations and individuals buying time or space in the mass media.

Question 29

political advertising

Answer 29

the use of ad techniques to promote a candidate’s image and persuade the public to adopt a particular viewpoint.