Test 3: Chapter 10 Flashcards
advertising
Ancient form of communication to inform or persuade public about product, service, idea, candidate, etc.
Ad revenue pays for creation/distribution of media content
rating
used in broadcast media to indicate number of households that watched particular show
cost per thousand - cpm
standard unit for measuring advertising rates for publications based on circulation in print and online media
performance based advertising
online ad buying in which advertiser pays for results rather than size of publisher’s audience or CPM
search engine marketing
paying for keywords to show up high in rankings in search engines
Ad-agency commission
a percentage amount of cost of ad taken by agency that helped create and sell it
1957
during typical week, viewers see 420 commercials totaling 5 hours, 8 minutes
1969
infomercial, or “paid programming,” airs, 30- or 60-minute TV show that pitches product usually with celebrity spokesperson and customer testimonials
1969 supreme court
applies Fairness Doctrine to cigarette advertising, giving antismoking groups equal airtime to reply to tobacco commercials
1978
First email marketing message sent; unwanted mass emailing from advertisers now called spam (after processed meat)
1994
Hotwired offers space to fourteen advertisers in form of now-familiar banner ads; this original form of Web advertising appears across top of website
branding
Process of creating in the consumer’s mind a clear identity for a particular company’s product, logo, or trademark
social marketing
advertising and marketing techniques that persuade people to change bad or destructive behaviors or adopt good behaviors
public information campaign
online media program funded by government to achieve some social goal
fear appeals
advertising technique to persuade audience by scaring them, such as antismoking ads featuring disfigured former smokers
public service announcement
advertising-like message from an organization with a worthy purpose that ostensibly benefits the public and for which the media donate time or space
print media advertising channels
Classified ads
Display ads
Advertorials
electronic media
Subliminal advertising
Product placement
other advertising channels
Outdoor advertising
Direct mail
product placement
form of advertising that prominently places brand-name goods or services in programming or movie content otherwise devoid of advertising
advertising agencies
More than 500 advertising agencies in US with more than 70,000 employees
4 main areas of operation
Creative
Client management
Media buying
Research
