Final Exam Flashcards
Product Placement
The advertising practice of strategically placing products in movies, TV shows, comic books, & video games so the products appear as part of a story’s set environment.
Space Brokers
In the days before modern advertising, individuals who purchased space in the newspapers & sold it to various merchants.
Subliminal Messages
A 1950s term that refers to hidden or disguised print & visual messages that allegedly register on the unconscious, creating false needs & seducing people into buying products.
Propaganda
In advertising and public relations, a communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such as a nation’s war effort.
Slogan
In advertising, a catchy phrase that attempts to promote or sell a product by capturing its essence in words.
Mega Agencies
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 & TV production studios.
Boutique Agencies
Small regional ad agencies that offer personalized services.
Market Research
In advertising and public relations agencies, the department that uses social science techniques to assess the behavior and attitudes of consumers towards particular products before any ads are created.
Demographics
In market research, the study of audiences or consumers by age, gender, occupation, ethnicity, education and income.
Psychographics
In marketing research, the study of audience or consumer attitudes, beliefs, interests & motivations.
Focus Groups
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.
Values & Lifestyles (VALS)
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 lifestyle to which they aspire.
Storyboard
In advertising, a blueprint or roughly dawn comic-strip version of a proposed advertisement.
Viral Marketing
Short videos or other content which marketers will quickly gain widespread attention as users share it with friends online, or by word of mouth.
Media Buyers
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.
Saturation Advertising
The strategy of inundating a variety of print & visual media with ads aimed at target audiences.
Famous-person Testimonial
An advertising strategy that associates a product with the endorsement of a well-known person.
Plain-Folks Pitch
An advertising strategy that associates a product with simplicity and the common person.
Snob-Appeal Approach
An advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station.
Bandwagon Effect
An advertising strategy that incorporates exaggerated claims hat everyone is using a particular product, so you should too.
Hidden-Fear Appeal
An advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief.
Irritation Advertising
Advertising strategy that tries to create a product name recognition by being annoying or obnoxious.
Association Principle
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.
Myth Analysis
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.
Internet
The vast network of telephone and cable lines, wireless connections and satellite systems designed to link and carry computer information worldwide.
ARPAnet
The original Internet, designed by the U.S. Defense Department’s Advanced Research Projects Agency (APRA)
Electronic mail messages sent over the internet; developed by computer engineer Ray Tomlinson in 1971.
Microprocessors
Miniature circuits that process and store electronic signals, integrating thousands of electronic components into thin strands of silicon along which binary codes travel.
Fiber-Optic Cable
Thin glass; bundles of fiber capable of transmitting thousands of messages converted to shooting pulses of light along cable wires. They can carry broadcast channels, telephone signals and all sorts of digital codes.
World Wide Web (WWW)
Data-linking system for organizing & standardizing information on the internet—enables computer-accessed information to associate with—or link to—other info. No matter where it is on the internet.
HTML (Hyper Text Markup Language)
The written code that creates Web pages and links; a language all computers can read.
Browsers
Information-search serves, such as Netscape’s Navigator and Microsoft’s Internet Explorer, that offer detailed organizational maps to the Internet.
