Chapter 9 Quiz

Question 1

earned media

Answer 1

Favorable publicity prompted by a public relations source rather than a advertising, such as a news conference, an event, or a press release; the opposite of paid media, such as advertising or product placements

Question 2

Advertising

Answer 2

Traditionally the method by which companies reach a mass audience, utilizing the distribution system newspapers or electronic media outlets have created.

Question 3

Public Relations

Answer 3

typically involved managing the public persona or reputation of a company, also typically through media outlets and their mass-distribution networks

Question 4

Strategic Communications

Answer 4

advertising, PR and internal or corporate communications that persuade an audience to think or behave the way the communicator wishes

Question 5

One of the ancients arts of discourse that focuses on the art of persuasion

Answer 5

rhetoric

Question 6

theory of cognitive dissonance

Answer 6

Theory of persuasion that states we act fist and then rationalize our behavior afterward to make our actions consistent with self-perceived notions of who we are

Question 7

direct effects model

Answer 7

model of mass communication that claims media have direct measurable effects on audiences, such as encouraging them to buy products or to become violent

Question 8

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

Answer 8

rating

Question 9

cost per thousand (CPM)

Answer 9

Standard unit for measuring advertising rates for publications based on circulation

Question 10

performance-based advertising

Answer 10

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 the CPM

Question 11

Paying for certain keywords to show up high in ranking in a search engine, such as Google or Bing

Answer 11

search-engine marketing

Question 12

ad-agency commission

Answer 12

A percentage amount of the cost of an ad taken by the advertising agency that helped create and sell the ad.

Question 13

Also called “paid programming”, a 30-60 minute television show that seeks to sell a product and that usually involves a celebrity spokesperson and customer testimonials

Answer 13

infomercial

Question 14

Fairness Doctrine

Answer 14

Adopted by the FCC in 1949, 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 15

Original form of advertising on the Web, it appears across the top of a website

Answer 15

banner ad

Question 16

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

Answer 16

branding

Question 17

Social marketing

Answer 17

Advertising and marketing techniques that persuade people to change bad or destructive behaviors or adopt good behaviors

Question 18

public information campaigns

Answer 18

Media program funded by the government and designed to achieve some social goal

Question 19

fear appeal

Answer 19

Advertising technique that attempts to persuade the audience by scaring them, such as antismoking ads that show disfigured former smoker

Question 20

public service announcement (PSA)

Answer 20

Advertising-like message from an organization with a worthy purpose that ostensibly benefits the public and for which the media donate or space

Question 21

classified advertising

Answer 21

Advertising traditionally found in print media, especially newspapers but also in some magazines and now increasing online that consists of messages posted by individuals and organizations to sell specific goods or services.

Question 22

display advertising

Answer 22

Advertising in print media that usually consists of illustrations or images and text that can occupy a small section of a page, a full page, or multiple pages

Question 23

rate card

Answer 23

list of advertising rates by size, placement, and other characteristic 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 24

advertorial

Answer 24

Display advertising 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 25

Persuasive messages that have supposedly unconscious effects on the audience, such as an image or word flashed almost imperceptibly on a screen

Answer 25

subliminal advertising

Question 26

Billboards and other forms of public advertising, such as on buses or taxis.

Answer 26

outdoor advertising

Question 27

cookie

Answer 27

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 also allow for conveniences like password recognition and personalization

Question 28

opt in

Answer 28

When consumers choose to receive mailing or marketing material, usually by checking a box on a website when registering for the site

Question 29

click-through rate (CTR)

Answer 29

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

Question 30

interstitial ad

Answer 30

Online advertisement that opens in a new window from the one the user was in

Question 31

superstition ad

Answer 31

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

Question 32

Promoting a product, service or brand online through word of mouth, usually via online discussion groups, chats and emails

Answer 32

viral marketing

Question 33

Getting media attention for a client often by creating outrageous stunts to attract journalists

Answer 33

press agentry

Question 34

two-way symmetric model

Answer 34

Model of public relations that emphasizes the profession as a system of managing relationships among organizations, individuals and their many publics.

Question 35

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

Answer 35

pitch

Question 36

Integrated communications

Answer 36

All channels of communication about a company or brand working together to create a cohesive message