Chapter 11

Question 0

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

Answer 0

Space brokers

Question 1

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

Answer 1

Product placement

Question 2

Subliminal advertising

Answer 2

Hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products.

Question 3

Slogan

Answer 3

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

Question 4

Mega-agencies

Answer 4

Large as firms that formed by merging several agencies and that maintain regional offices worldwide.

Question 5

Boutique-agencies

Answer 5

Devote their talents to only a handful of select clients.

Question 6

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

Answer 6

Market research

Question 7

Demographics

Answer 7

Age, gender, occupation, ethnicity, education, and income

Question 8

Psychographics

Answer 8

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

Question 9

Measures psychological factors and divides consumers into types. Not every product suits every consumer and encourages advertisers to vary their sales slants to find market niches.

Answer 9

Values and lifestyles (VALS)

Question 10

Blueprint or roughly drawn comic-strip version of the potential ad.

Answer 10

Storyboard

Question 11

Short videos or other content that quickly gains widespread attention as users share it with friends online or by word of mouth.

Answer 11

Viral marketing

Question 12

People who choose and prix jade the types of media that are best suited to carry a client’s ads, reach the target audience, and measure the effectiveness of those placements.

Answer 12

Media buyers

Question 13

A variety of media and inundated with ads aims at target audiences.

Answer 13

Saturation advertising

Question 14

Account executives

Answer 14

Client liaisons 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 15

Account reviews

Answer 15

Process of evaluating and reinvigorating a product’s image by reviewing an ad agency’s existing campaign or by inviting several new agencies to submit new campaign strategies.

Question 16

Interstitials

Answer 16

Pop up in new screen windows as a user clicks to a new web page.

Question 17

Famous-person testimonial

Answer 17

A product is endorsed by a well-known person.

Question 18

Plain-folks pitch

Answer 18

Associates a product with simplicity.

Question 19

Snob-appeal approach

Answer 19

Persuade consumers that using a product will maintain or elevate their social status.

Question 20

Bandwagon effect

Answer 20

Points out in exaggerated claimed that everyone is using a particular product.

Question 21

Hidden-fear appeal

Answer 21

Plays on consumers’ sense of insecurity.

Question 22

Irritation advertising

Answer 22

Creating product-name recognition by being annoying or obnoxious.

Question 23

Association principal

Answer 23

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 24

Provides insights into how ads work at a general cultural level.

Answer 24

Myth analysis

Question 25

Commercial speech

Answer 25

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

Question 26

Political advertising

Answer 26

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