test 3 (ch9-11)

Question 1

papyrus

Answer 1

one of the first substances to hold written language and symbols; obtained from plant reeds found along the Nile River.

Question 2

parchment

Answer 2

treated animal skin that replaced papyrus as an early pre-paper substance on which to document written language.

Question 3

codex

Answer 3

an early type of book in which paperlike sheets were cut and sewed together along an edge, then bound with thin pieces of wood and covered with leather.

Question 4

manuscript culture

Answer 4

a period during the Middle Ages when priests and monks advanced the art of bookmaking.

Question 5

illuminated manuscripts

Answer 5

books from the Middle Ages that featured decorative, colorful designs and illustrations on each page.

Question 6

vellum

Answer 6

a handmade paper made from treated animal skin, used in the Gutenberg Bibles.

Question 7

linotype

Answer 7

a technology introduced in the nineteenth century that enabled printers to set type mechanically using a typewriter-style keyboard.

Question 8

offset lithography

Answer 8

a technology that enabled 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.

Question 9

trade books

Answer 9

the most visible book industry segment, featuring hardbound and paperback books aimed at general readers and sold at bookstores and other retail outlets.

Question 10

mass market paperbacks

Answer 10

low-priced paperback books sold mostly on racks in drugstores, supermarkets, and airports, as well as in bookstores. mass media

Question 11

acquisitions editors

Answer 11

in the book industry, editors who seek out and sign authors to contracts.

Question 12

subsidiary rights

Answer 12

in the book industry, selling the rights to a book for use in other media forms, such as a mass market paperback, a CD-ROM, or the basis for a movie screenplay.

Question 13

developmental editor

Answer 13

in book publishing, the editor who provides authors with feedback, makes suggestions for improvements, and obtains advice from knowledgeable members of the academic community.

Question 14

copy editors

Answer 14

the people in magazine, newspaper, and book publishing who attend to specific problems in writing such as style, content, and length.

Question 15

design managers

Answer 15

publishing industry personnel who work on the look of a book, making decisions about type style, paper, cover design, and layout.

Question 16

e-publishing.

Answer 16

Internet-based publishing houses that design and distribute books for comparatively low prices for authors who want to self-publish a title.

Question 17

Space brokers

Answer 17

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

Question 18

psychographics

Answer 18

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

Question 19

Values and Lifestyles (VALS)

Answer 19

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.

Question 20

media buyers

Answer 20

in advertising the individuals who choose and purchase the types of media that are best suited to carry a clients ad and reach the targeted audience

Question 21

saturation advertising

Answer 21

the strategy of flooding a variety of print and visual media with ads aimed at target audiences

Question 22

account reviews

Answer 22

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 agent

Question 23

interstitials

Answer 23

pop-up advertisements

Question 24

plain-folk pitch

Answer 24

an advertising strategy that associates a products with simplicity and the common person

Question 25

snob-appeal approach

Answer 25

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

Question 26

hidden-fear appeal

Answer 26

an advertising strategy that plays on a sense of insecurity, trying to persuade consumers

Question 27

irrational advertising

Answer 27

an advertising strategy that tries to create product name recognition by being annoying or obnoxious

Question 28

association principle

Answer 28

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

Question 29

myth analysis

Answer 29

a strategy for criting advertising that provides insights into how ads work on a cultural level

Question 30

commercial speech

Answer 30

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

Question 31

Public relations

Answer 31

The total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade its audiences to adopt a point of view

Question 32

Press agent

Answer 32

The earliest type of public relations practitioner, who seeks to advance a client’s image through media exposure

Question 33

Propaganda

Answer 33

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

Question 34

Video news releases (VNRs)

Answer 34

In public relations, the visual counterparts to press releases; they pitch story ideas to the TV news media by mimicking the style of a broadcast news report

Question 35

Pseudo-event

Answer 35

in public relations, circumstances or events created solely for the purpose of obtaining coverage in the media

Question 36

Lobbying

Answer 36

In governmental public relations, the process of attempting to influence the voting lawmakers to support a client’s or an organization’s best interest

Question 37

Flack

Answer 37

A derogatory term that, in journalism, is sometimes applied to a public relations agent