Chapter 11 Flashcards
(36 cards)
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
