Chapter 10 Flashcards
(16 cards)
Handbills
short announcements or advertisements, typically printed on a single sheet, handed out in public areas.
Used as early as ancient Greece. They were used to promote awareness of availble of goods and services and also the deliberations and decisions of the Roman Senate.
What happened after the Civil War that changed the way advertising worked?
our nation had for the first time a surplus of economic goods; that is, we were mass-producing more consumer products than we actuallly had demand for.
Advertising had become less about informing and more about persuading.
Penny Press
A term referring to cheap, mass-produced newspapers of the late 19th century that made their profits from ad sales ratehr than sales of the paper itself.
News hole
The space that is left for content once the advertising has been placed.
Term coined by Benjamin Day
How many people had TVs in the 50’s?
In 1950, less than 10% of American households owned a tv, and by the end of the decade, that number was well over 90%.
Quiz show scandal
An event that took place during the 1950’s, where advertisers were rigging popular quiz shows so that attractive contestants would be associated with their products.
Television markets
a designated metropolitan area in which network tv may broadcast
Unique selling proposition
A technique used by advertisers in which one characteristic of a product is promoted in order to distinguish it from other essentially identical products.
Reach
the number of people exposed to an advertisement
Click-through rate
a measure of the effectiveness of an online ad based on the number of hits it receives
what percent of all banner ads or actually clicked on?
less than 1%
Direct marketing
retailers and manufacturers often retain our product purchase information, including our phone numbers, our email adresses, and sell this data to advertisers and marketetrs who may believe that you are someone they want to reach.
Big data
the increasing focus on the electronic amalgamation of enormous amounts of consumer data in order to target consumers.
Replacement hypothesis
the erroneous notion that as new media are introduced that they will replace the time we spent with older media.
Theory of media niche
A theory of media that suggests that media channels rarely disappear but instead are repurpposed to fit the evolving needs of audience members.
Integrated marketing communication
using as many media channels as possible to promote a product
