Test 3: Chapter 10

Question 1

advertising

Answer 1

Ancient form of communication to inform or persuade public about product, service, idea, candidate, etc.

Ad revenue pays for creation/distribution of media content

Question 2

rating

Answer 2

used in broadcast media to indicate number of households that watched particular show

Question 3

cost per thousand - cpm

Answer 3

standard unit for measuring advertising rates for publications based on circulation in print and online media

Question 4

performance based advertising

Answer 4

online ad buying in which advertiser pays for results rather than size of publisher’s audience or CPM

Question 5

search engine marketing

Answer 5

paying for keywords to show up high in rankings in search engines

Question 6

Ad-agency commission

Answer 6

a percentage amount of cost of ad taken by agency that helped create and sell it

Question 7

1957

Answer 7

during typical week, viewers see 420 commercials totaling 5 hours, 8 minutes

Question 8

1969

Answer 8

infomercial, or “paid programming,” airs, 30- or 60-minute TV show that pitches product usually with celebrity spokesperson and customer testimonials

Question 9

1969 supreme court

Answer 9

applies Fairness Doctrine to cigarette advertising, giving antismoking groups equal airtime to reply to tobacco commercials

Question 10

1978

Answer 10

First email marketing message sent; unwanted mass emailing from advertisers now called spam (after processed meat)

Question 11

1994

Answer 11

Hotwired offers space to fourteen advertisers in form of now-familiar banner ads; this original form of Web advertising appears across top of website

Question 12

branding

Answer 12

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

Question 13

social marketing

Answer 13

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

Question 14

public information campaign

Answer 14

online media program funded by government to achieve some social goal

Question 15

fear appeals

Answer 15

advertising technique to persuade audience by scaring them, such as antismoking ads featuring disfigured former smokers

Question 16

public service announcement

Answer 16

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

Question 17

print media advertising channels

Answer 17

Classified ads
Display ads
Advertorials

Question 18

electronic media

Answer 18

Subliminal advertising

Product placement

Question 19

other advertising channels

Answer 19

Outdoor advertising

Direct mail

Question 20

product placement

Answer 20

form of advertising that prominently places brand-name goods or services in programming or movie content otherwise devoid of advertising

Question 21

advertising agencies

Answer 21

More than 500 advertising agencies in US with more than 70,000 employees

4 main areas of operation

Creative

Client management

Media buying

Research