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.
Internet Service Provider (ISP)
A company that provide internet to homes and businesses for a fee.
Broadband
Date transmission over a fiber optic cable—a signal method that handles a wide range of frequencies.
Search Engines
Computer programs that allow users to enter keywords or queries to find related sites on the Internet.
Digital Communication
images, texts and sounds that use pulses to electric current or flashes of laser light and are converted (encoded) into electronic signals represented as varied combinations of binary numbers (ones and zeros).
Instant Communication
Web feature that enables users to chat with buddies in real time via pop-up windows assigned to each conversation.
Blogs
Sites that contain articles in reverse chronology journal-like form, often with reader comments and links to other article on the web.
Social Networking Sites
Websites that allow users to create lists of favorite things & post messages to connect with old friends & to meet new ones.
Telecommunications Act of 1996
The sweeping update of telecommunication law that led to a wave of media consolidation.
E-commerce
Electronic commerce, or commercial activity on the web.
Wi-Fi
a standard for short-distance wireless networking, enabling users.
Partisan Press
An early dominant style of American journalism distinguished by opinion newspapers, which generally argued one political point of view or pushed the plan of the particular party that subsidized the paper.
Penny Papers
Newspapers that because of technological innovations in printing, were able to drop their price to one cent beginning in the 1830s, thereby making papers affordable to working & emerging middle class & enabling newspapers to become a genuine mass medium.
Human-Interest Stories
News accounts that focus on the trials and tribulations of the human condition, often featuring ordinary individuals facing extraordinary challenges.
Wire Services
Commercial organizations, such as the Associated Press, that share new stories and information by relaying them around the country and the world, originally via telegraph and now via satellite transmission.
Yellow Journalism
A newspaper style or era that peaked in the 1890s, it emphasized high interest stories, sensational crime news, large headlines and serious reports that exposed corruption, particularly in business & government.
Investigative Journalism
News reports that hunt out and expose corruption, particularly in business and government.
Inverted-Pyramid Style:
A style in journalism where news reports begin with the most dramatic and news-worthy info.—answering who, what ,when ,where ,why—questions at the top of the story- and then trail off with less significant details.
Interpretive Journalism
A type of journalism that involves analyzing and explaining key issues or events and placing them in a broader historical or social context.
Literary Journalism
News reports that adapt fictional storytelling techniques to nonfictional material; sometimes called new journalism.
Consensus-Oriented Journalism
Found in small communities, newspapers that promote social and economic harmony by providing community calendars and meeting notices and carrying articles on local schools, social events, town government, property crimes and zoning crimes.
Conflict-Oriented Journalism
Found in metropolitan areas, newspapers that define news primarily as events, issues, or experiences that deviate from the social norms; journalists see their roles as observers who monitor their city’s institutions and problems.
Underground Press
Radical newspapers, run on shoestring budgets, that question mainstream political policies & conventional values; the term usually refers to a journalism movement of the 1960s.
Newshole
The space left over in a newspaper for news content after all the ads are placed.
Newspaper Chain
A large company that owns several papers throughout the country.
Magazine
A nondaily periodical that comprises a collection of articles, stories, and ads.
Muckrackers
Reporters who used a style of early 20th century investigative journalism that emphasized a willingness to crawl around in society’s muck to uncover a story.
General-Interest Magazines
Types of magazines that address a wide variety of topics and are aimed at a broad national audience.
Photojournalism
The use of photos o document events and people’s lives.
Supermarket Tabloids
Newspapers that feature bizarre human-interest stories, gruesome murder tales, violent accident accounts, unexplained phenomena stories, and malicious celebrity gossip.
Webzines
Magazines that publish on the internet.
Papyrus
One of the first substances to hold written language & symbols; obtained from plant reeds found along the Nile River.
Parchment
Treated animal skin that replaced papyrus as an early pre-paper substance on which to document written language.
Codex
An early type of book in which paperlike sheets were cut and sewed together along the edge, then bound with thin pieces of wood and covered with leather.
Manuscript Culture
A period during the Middle Ages when priests and monks advanced the art of bookmaking.
Illuminated Manuscript
Books from the Middle Ages that featured decorative, colorful designs and illustrations on each page.
Block Printing
A printing technique developed by early Chinese printers, who hand-carved characters and illustrations into a block of wood, applied ink to the block, and then printed copies on multiple sheets of paper.
Printing Press
A 15th century invention whose movable metallic type technology spawned modern mass communication by creating the 1st method for mass production it reduced the size and cost of books, made them the first mass medium affordable to less affluent people and provided the impetus for the Industrial Revolution, assembly-line production, modern capitalism & the rise of consumer culture.
Paperback Books
Books made with cheap paper covers, introduced in the United State in the mid-1800s.
Dime Novels
Sometimes identified as pulp fiction, these cheaply produced and low-priced novels were popular in the United States beginning in the 1860s.
Pulp Fiction
A term used to describe many late 19th century popular paperback and dime novels, which were constructed of cheap machine-made pulp material.
Linotype
A technology introduced in the 19th century that enabled printers to set type mechanically using a typewriter-style keyboard.
Offset Lithography
A technology that enables books to be printed from photographic plates rather than metal casts, reducing the cost of color and illustrations and eventually permitting computers to perform typesetting.
Trade Books
The most visible book industry segment, featuring hardbound and paperback books aimed at general readers and sold at bookstores and other retail outlets.
Professional Books
Technical books that target various occupational groups and are not intended for the general consumer market.
Textbooks
Books made for the el-hi (elementary and high school) and college markets.
Mass Market Paperbacks
Low-priced paperback books sold mostly on racks in drugstores, supermarkets, and airports, as well as in bookstores.
Reference Books
Dictionaries, encyclopedias, atlases, and other reference manuals related to particular professions or trades.
University Press
The segment of the book industry that publishes scholarly books in specialized areas.
