test 3 (ch9-11) Flashcards
papyrus
one of the first substances to hold written language and 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 an 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 manuscripts
books from the Middle Ages that featured decorative, colorful designs and illustrations on each page.
vellum
a handmade paper made from treated animal skin, used in the Gutenberg Bibles.
linotype
a technology introduced in the nineteenth century that enabled printers to set type mechanically using a typewriter-style keyboard.
offset lithography
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.
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.
mass market paperbacks
low-priced paperback books sold mostly on racks in drugstores, supermarkets, and airports, as well as in bookstores. mass media
acquisitions editors
in the book industry, editors who seek out and sign authors to contracts.
subsidiary rights
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.
developmental editor
in book publishing, the editor who provides authors with feedback, makes suggestions for improvements, and obtains advice from knowledgeable members of the academic community.
copy editors
the people in magazine, newspaper, and book publishing who attend to specific problems in writing such as style, content, and length.
design managers
publishing industry personnel who work on the look of a book, making decisions about type style, paper, cover design, and layout.
e-publishing.
Internet-based publishing houses that design and distribute books for comparatively low prices for authors who want to self-publish a title.
Space brokers
in the days before modern advertising, individuals who purchased space in newspapers and sold it to merchants.
psychographics
in market research, the study of audience or consumer attitudes, beliefs interests and motivations
Values and Lifestyles (VALS)
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.
media buyers
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
saturation advertising
the strategy of flooding a variety of print and visual media with ads aimed at target audiences
account reviews
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
interstitials
pop-up advertisements
plain-folk pitch
an advertising strategy that associates a products 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.
hidden-fear appeal
an advertising strategy that plays on a sense of insecurity, trying to persuade consumers
irrational advertising
an advertising strategy that tries to create product name recognition by being annoying or obnoxious
association principle
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
myth analysis
a strategy for criting advertising that provides insights into how ads work on a cultural level
commercial speech
any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media.
Public relations
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
Press agent
The earliest type of public relations practitioner, who seeks to advance a client’s image through media exposure
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
Video news releases (VNRs)
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
Pseudo-event
in public relations, circumstances or events created solely for the purpose of obtaining coverage in the media
Lobbying
In governmental public relations, the process of attempting to influence the voting lawmakers to support a client’s or an organization’s best interest
Flack
A derogatory term that, in journalism, is sometimes applied to a public relations agent
