Chapter 11 Flashcards
Earned Media
Favorable publicity prompted by a public relations source, rather than advertising, such as a news conference, event, or press release; the opposite of paid media, such as advertising or product placements
Rhetoric
One of the ancient arts of discourse, it involves using language to persuade others
Theory of Cognitive Dissonance
A theory of persuasion that states we act first and then rationalize our behavior afterward in order to fit our actions into self-percieved notions of who we are
Direct Effects Model
A model of mass communication that says that media has direct and measurable effects upon audiences, such as encouraging them to buy products or become violent
Advertising
An ancient form of human communication generally designed to inform or persuade members of the public with regard to some product or service
Rating
Used in broadcast media to explain the number of households that watched a particular show
Cost Per Thousand (CPM)
The standard unit for measuring advertising rates for publications, based on circulation
Performance-Based Advertising
Any form of online ad buying in which an advertiser pays for results rather than paying for the size of the publisher;s audience, or CPM
Search Engine Marketing
Paying for certain key words in order to show up high in rankings in search engines such as Google or Bing
Ad-Agency Commission
A percentage amount of the coast of as advertisement that is taken by the advertising agency that helped create and sell the ad
Infomercial
Also called paid programming, this is a 30 or 60 minute TV show that seeks to sell a product and that usually involves a celebrity spokesperson and testimony from customers about how good the product is
Fairness Doctrine
Adopted by the FCC in 1969, it required broadcasters to seek out and present all sides of a controversial issue they were covering. It was discarded by the FCC in 1987
Spam
Unwanted email sent out by advertisers as a mass mailing
Banner Ad
An advertisement across the top of a website and the original form of advertising on the Web.
Click-Through-Rate (CTR)
Rate at which people click on an online advertisement to access more information
Branding
The process of creating in the consumer’s mind a clear identity for a particular company’s product, logo, or trademark
Social Marketing
The practice of using advertising and marketing techniques to persuade people about changing bad or destructive behaviors or adopting good behaviors
Public Information Campaign
Media program funded by the government and designed to achieve some social goal, or what might be called social engineering
Fear appeals
A type of advertising technique that attempts to scare the audience in order to persuade them, such as antismoking ads that show disfigured former smokers
Public Service Announcement (PSA)
Advertising-like messages for which the media donate time or space to organizations with a worthy purpose that ostensibly benefits the public
Classified Advertising
A type of advertising usually found in print media, especially newspapers but also in some magazines, snow increasingly online, that consists of messages posted by individuals and organizations to sell specific goods or services
Display Advertising
A type of advertising in print media that usually consists of illustrations or images and text and that can occupy a small section of the page, a full page or multiple pages. Because of their high costs, splay ads are usually bought by large companies or organizations
Advertorial
A type of display advertisement that is created to look like an article within the publication, although most publications have the words “advertisement” or “paid advertisement” in tiny print somewhere nearby
Rate Card
A listing of advertising rates by size, placement, and other characteristics, such as whether ads are black and white or full color. Frequency discounts are also usually offered, and the listed rates are usually negotiable, especially for large advertisers
Subliminal Advertising
Persuasive messages that supposedly happen below the level of consciousness, such as quickly flashing an image or word on a screen. Despite concerns about subliminal advertising, there has been no firm proof that it works
Product Placement
The practice of advertisers paying to have actual products used or shown prominently in TV shows and movies
Outdoor Advertising
Bilboards and other forms of advertising such as on buses or taxis that are done in public
Cookie
Information that a website puts on a user’s local hard drive so that it can recognize when that computer accesses the website again. Cookies are what allow for conveniences like password recognition and personalization
Opt In
The practice of letting consumers choose to receive mailings or marketing material by having them check a box on a website, usually when registering for the site
Interstitial Ad
An online advertisement that opens in a new window from the one the other was in
Superstitial Ad
An online advertisement that covers part of the existing screen or moves over part of it without opening a new window
Viral Marketing
Spreading news are information about media content through word of mouth, usually via online discussion groups, chats, and emails, without utilizing traditional advertising and marketing methods
Press Agentry
The practice of getting media attention for a client, often by creating outrageous stunts that would attract journalists
Two-Way Symmetrical Model
A model of public relations that emphasizes the profession as a system of managing relationships between organizations and individuals and their many problems
Pitch
A request to review a client’s new product or do a story about the client or the product
Integrated Communications
The idea that all channels of communication about a company or brand should work together in creating a cohesive message
