Chapter 11

Question 1

Earned Media

Answer 1

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

Question 2

Rhetoric

Answer 2

One of the ancient arts of discourse, it involves using language to persuade others

Question 3

Theory of Cognitive Dissonance

Answer 3

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

Question 4

Direct Effects Model

Answer 4

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

Question 5

Advertising

Answer 5

An ancient form of human communication generally designed to inform or persuade members of the public with regard to some product or service

Question 6

Rating

Answer 6

Used in broadcast media to explain the number of households that watched a particular show

Question 7

Cost Per Thousand (CPM)

Answer 7

The standard unit for measuring advertising rates for publications, based on circulation

Question 8

Performance-Based Advertising

Answer 8

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

Question 9

Search Engine Marketing

Answer 9

Paying for certain key words in order to show up high in rankings in search engines such as Google or Bing

Question 10

Ad-Agency Commission

Answer 10

A percentage amount of the coast of as advertisement that is taken by the advertising agency that helped create and sell the ad

Question 11

Infomercial

Answer 11

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

Question 12

Fairness Doctrine

Answer 12

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

Question 13

Spam

Answer 13

Unwanted email sent out by advertisers as a mass mailing

Question 14

Banner Ad

Answer 14

An advertisement across the top of a website and the original form of advertising on the Web.

Question 15

Click-Through-Rate (CTR)

Answer 15

Rate at which people click on an online advertisement to access more information

Question 16

Branding

Answer 16

The process of creating in the consumer’s mind a clear identity for a particular company’s product, logo, or trademark

Question 17

Social Marketing

Answer 17

The practice of using advertising and marketing techniques to persuade people about changing bad or destructive behaviors or adopting good behaviors

Question 18

Public Information Campaign

Answer 18

Media program funded by the government and designed to achieve some social goal, or what might be called social engineering

Question 19

Fear appeals

Answer 19

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

Question 20

Public Service Announcement (PSA)

Answer 20

Advertising-like messages for which the media donate time or space to organizations with a worthy purpose that ostensibly benefits the public

Question 21

Classified Advertising

Answer 21

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

Question 22

Display Advertising

Answer 22

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

Question 23

Advertorial

Answer 23

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

Question 24

Rate Card

Answer 24

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

Question 25

Subliminal Advertising

Answer 25

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

Question 26

Product Placement

Answer 26

The practice of advertisers paying to have actual products used or shown prominently in TV shows and movies

Question 27

Outdoor Advertising

Answer 27

Bilboards and other forms of advertising such as on buses or taxis that are done in public

Question 28

Cookie

Answer 28

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

Question 29

Opt In

Answer 29

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

Question 30

Interstitial Ad

Answer 30

An online advertisement that opens in a new window from the one the other was in

Question 31

Superstitial Ad

Answer 31

An online advertisement that covers part of the existing screen or moves over part of it without opening a new window

Question 32

Viral Marketing

Answer 32

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

Question 33

Press Agentry

Answer 33

The practice of getting media attention for a client, often by creating outrageous stunts that would attract journalists

Question 34

Two-Way Symmetrical Model

Answer 34

A model of public relations that emphasizes the profession as a system of managing relationships between organizations and individuals and their many problems

Question 35

Pitch

Answer 35

A request to review a client’s new product or do a story about the client or the product

Question 36

Integrated Communications

Answer 36

The idea that all channels of communication about a company or brand should work together in creating a cohesive message