Chapter 11

Question 1

The advertising practice of strategically placing products in movies, TV shows, comic books, and video games so the products appear as part of a story’s set environment

Answer 1

Product Placement

Question 2

In the days before modern advertising, individuals who purchased space in newspapers and sold it to various merchants.

Answer 2

Space Brokers

Question 3

a 1950s term that refers to hidden or disguised print and visual messages that allegedly register on the subconscious, creating false needs and seducing people into buying products.

Answer 3

Subliminal Advertising

Question 4

In advertising, a catchy phrase that attempts to promote or sell a product by capturing its essence in words.

Answer 4

Slogan

Question 5

In advertising, large firms or holding companies that are formed by merging several individual agencies and that maintain worldwide regional offices; they provide both advertising and public relations services and operate in-house radio and TV production studios.

Answer 5

Mega-Agencies

Question 6

In advertising, small regional ad agencies that offer personalized services.

Answer 6

Boutique Agencies

Question 7

In Advertising and public relations agencies, the department that uses social science techniques to assess the behaviors and attitudes of consumers toward particular products before any ads are created.

Answer 7

Market research

Question 8

In market research, the study or audiences or consumers by age, gender, occupation, ethnicity, education, and income

Answer 8

Demographics

Question 9

In market research, the study of audience or consumer attitudes, beliefs, interests, and motivations

Answer 9

Psychographics

Question 10

A common research method in psychographic analysis in which moderators lead small-group discussions about a product or an issue, usually with six to twelve people.

Answer 10

Focus Groups

Question 11

A market-research strategy that divides consumers into types and measures psychological factors, including how consumers think and feel about products and how they achieve (or do not achieve) the lifestyles to which they aspire

Answer 11

Values and Lifestyles Storyboard

Question 12

In advertising, a blueprint or roughly drawn comic-strip version of a proposed advertisement.

Answer 12

Storyboard

Question 13

Short videos or other content that marketers hope will quickly gain widespread attention as users share it with friends online, or by word of mouth

Answer 13

Viral Marketing

Question 14

In Advertising, the individuals who choose and purchase the types of media that are best suited to carry a client’s ads and reach the targeted audience.

Answer 14

Media Buyers

Question 15

The strategy of inundating a variety of print and visual media with ads aimed at target audiences.

Answer 15

Saturation Advertising

Question 16

In Advertising, client liaisons responsible for bringing in new business and managing the accounts of established clients

Answer 16

Account Executives

Question 17

In Advertising, the process of evaluating or reinvigorating an ad campaign, which results in either renewing the contract with the original ad agency or hiring a new agency

Answer 17

Account Reviews

Question 18

Advertisements that pop up in a screen window as a user attempts to access a new Web page

Answer 18

Interstitials

Question 19

A computer term referring to unsolicited email

Answer 19

Spam

Question 20

An advertising strategy that associates a product with the endorsement of a well-known person

Answer 20

Famous-Person Testimonial

Question 21

An Advertising strategy that associates a product with simplicity and the common person

Answer 21

Plain Folks Pitch

Question 22

An advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station.

Answer 22

Snob-Appeal Approach

Question 23

An advertising strategy that incorporates exaggerated claims that everyone is using a particular product, so you should, too.

Answer 23

Bandwagon Effect

Question 24

An advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief

Answer 24

Hidden-Fear Appeal

Question 25

An advertising strategy that tries to create product-name recognition by being annoying or obnoxious.

Answer 25

Irritation Advertising

Question 26

In advertising, a persuasive technique that associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product.

Answer 26

Association Principle

Question 27

A strategy for critiquing advertising that provides insights into how ads work on a cultural level; according to this strategy, ads are narratives with stories to tell and social conflicts to resolve

Answer 27

Myth Analysis

Question 28

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

Answer 28

Commercial Speech

Question 29

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

Answer 29

Political Advertising