Chapter 11: Advertising

Question 1

Product placement

Answer 1

The purchase of spaces for particular guts to appear in a TV show, movie, or music video

Question 2

Space brokers

Answer 2

Individuals who purchase space in newspapers and sold it to various Merchants

Question 3

Subliminal advertising

Answer 3

Hidden or disguised print/visual messages

Question 4

Slogan

Answer 4

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

Question 5

Mega agencies

Answer 5

Large ad firms that are formed by merging several agencies that maintain several regional offices worldwide

Question 6

Boutique agencies

Answer 6

Devote their talents to only a handful of select clients

Question 7

Demographics

Answer 7

Mainly studied/documented audience members 
age 
gender 
occupation 
ethnicity
education 
and income

Question 8

Market research

Answer 8

Used to assess behaviors and attitudes of consumers towards a particular product long before any ads are created

Question 9

Psychographics

Answer 9

Research approach that attempts to categorize consumers according to their attitudes, beliefs, interest, and motivation

Question 10

Focus groups

Answer 10

Small group interview technique in which a moderator lead the discussion about a product or issue. Usually 6-12 people

Question 11

Values and lifestyles (VALS)

Answer 11

Measures psychological factors/divides consumers into types

Question 12

Storyboard

Answer 12

Blueprint or roughly drawn comic-strip version of a potential ad

Question 13

Viral marketing

Answer 13

Short videos or other content that quickly gaines widespread attention

Question 14

Media buyers

Answer 14

People who choose/purchase the types of media that are best suited to carry a client’s ads

Question 15

Account executives (client liaison)

Answer 15

Responsible for bringing in new business and managing the accounts of established clients, including overseeing budget, research, creative and media planning

Question 16

Interstitials

Answer 16

Pop up a new screen windows as a user clicks to a new webpage

Question 17

Spam

Answer 17

Unsolicited commercial email

Question 18

Famous person testimonial

Answer 18

When a product is endorsed by a well-known person example Justin Timberlake for Bud light, Taylor Swift for Diet Coke, Beyoncé for Pepsi

Question 19

Plain folks pitch

Answer 19

Associates a product with simplicity

Question 20

Snob appeal approach

Answer 20

Attempts to persuade customers w/using products that will maintain or elevate their social status

Question 21

Bandwagon effect

Answer 21

Points out exaggerated claims everyone is using a certain product

Question 22

Hidden for your appeal

Answer 22

Plays on consumer’s sense of insecurity

Question 23

Irritation advertising

Answer 23

Creating product name recognition by being annoying

Question 24

Association principle

Answer 24

Associates producer with positive culture value or image

Question 25

Commercial speech

Answer 25

Any print or broadcast expression for which a fee is charged to organizations

Question 26

1st Full service ad agency

Answer 26

NW Ayer and Son of Philly. 1869

Question 27

FTC

Answer 27

Federal Trade Commission, helped government monitor advertising abuses

Question 28

War Advertising Council

Answer 28

Voluntary group of agencies + advertisers organizes war bonds sales etc.

Question 29

1st Newspaper Ad

Answer 29

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