Chapter 11

Question 1

Advertising

Answer 1

defined by the American Marketing Association as “any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor”

Question 2

Industrialization

Answer 2

The movement from work done by hand using muscle or water power in small shops to mass production of goods in factories that used energy sources such as stream power or electricity - part of modernization process

Question 3

Modernization

Answer 3

the process of change from a society in which people’s identities and roles are fixed at birth to a society where people can decide who they want to be, where they want to live, what they want to do, and how they want to present themselves to the world

Question 4

Economy of abundance

Answer 4

an economy in which there are as many or more goods available as there are people who want to or have the means to buy them

Question 5

Brand name

Answer 5

a word or phrase attached to prepackaged consumer goods so that they can be better promoted to the general public through advertising and so that consumers can distinguish a given product from the competition

Question 6

Local Advertising

Answer 6

advertising designed to get people to patronize local stores, businesses, or service providers

Question 7

Direct Action Message

Answer 7

an advertising message designed to get consumers to go to a particular place to do something specific, such as purchasing a product, obtaining a service, or engaging in behavior

Question 8

National advertising

Answer 8

advertising designed to build demand for a nationally available product or service and that is not directing the consumer to local retail or service outlets

Question 9

Indirect Action Message

Answer 9

an advertising message designed to build the image of and demand for a product, without specifically urging that a particular action be taken at a particular time and place

Question 10

Advocacy ads

Answer 10

advertising designed to promote a particular product point of view rather than a product or service. can be sponsored by a government, corporation, trade association, or nonprofit organization

Question 11

Public Service Ads

Answer 11

advertising designed to promote the messages of nonprofit institutions and government agencies. The messages are typically produced and run without charge by advertising professionals and the media. Many of these ads are produced by the Ad Council

Question 12

Business-to-business (trade) ads

Answer 12

advertising that promotes products and services directly to other businesses rather than to the general consumer market

Question 13

Open Contract

Answer 13

an arrangement that allows advertising agencies to set space in any publication (and eventually on broadcast outlets as well) rather than just a limited few

Question 14

The Big Idea

Answer 14

the goal of every advertising campaign – an advertising concept that will grab people’s attention and make them take notice, remember, and take the action

Question 15

Brand Image

Answer 15

the image attached to a brand and the associated product that gives the product a personality or identity that makes it stand out from similar products and stick in the mind of the consumer

Question 16

Media Planning

Answer 16

the process central to a successful ad campaign of figuring out which media to use, buying the media at the best rates, and then evaluating how effective the purchase was

Question 17

CPM

Answer 17

Cost per thousand exposures to the target audience – a figure used in media planning evaluation

Question 18

Zoned Coverage

Answer 18

when a newspaper targets news coverage or advertisements to a specific region of a city or market

Question 19

Drive Time

Answer 19

the morning and afternoon commutes in urban areas; the captive audience makes this a popular time to advertise on radio

Question 20

Targeting

Answer 20

the process of trying to make a particular product or service appeal to a narrowly defined group. Groups are often targeted using demographics, geographics, and psychographics

Question 21

Clutter

Answer 21

the large number of commercials, advertising, and other nonprogramming messages and interruptions that compete for consumer attention on radio, television, and now the Internet

Question 22

Subliminal Advertising

Answer 22

messages that are allegedly embedded so deeply in an ad that they cannot be perceived consciously. There is no evidence that subliminal advertising is effective

Question 23

Integrated Marketing Communication

Answer 23

an overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media

Question 24

Product Integration

Answer 24

the paid integration of a product or service into the central theme of media content. this is most common in TV programming or movies, but it can be found in books, magazine articles, web pages, or even songs