Chapter 13-The Media Support Industry

Question 1

Handbills

Answer 1

Announcements on single sheets of paper.

Question 2

Trade Advertising

Answer 2

Business-to-business promotions.

Question 3

Consumer Advertising

Answer 3

Ads directed to the retail customer.

Question 4

Display Ads

Answer 4

Print ads that include artwork and fancy typefaces to capture the reader’s attention.

Question 5

Trade Cards

Answer 5

Illustrated cards with a business message on one side and artwork on the other.

Question 6

Ad Broker

Answer 6

A liaison between advertisers and newspapers.

Question 7

Puffery

Answer 7

Exaggeration in advertising claims.

Question 8

Subliminal Advertising

Answer 8

Promotional messages of which the consumer is not consciously aware.

Question 9

Target Marketing

Answer 9

The process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product.

Question 10

Circulation Waste

Answer 10

That part of advertising received by people whom the advertiser has no interest in reaching.

Question 11

Billings

Answer 11

The gross dollar amount that an advertising agency’s client spends.

Question 12

In-House Agencies

Answer 12

Organizations built into a corporate structure.

Question 13

Boutique Agencies

Answer 13

Ad agencies that specialize in creative services.

Question 14

Full-Service Agencies

Answer 14

Ad agencies that supply all advertising and marketing services.

Question 15

Account Executive

Answer 15

Employee who coordinates the agency’s services for the client.

Question 16

Pitching Accounts

Answer 16

Presenting new ideas for ad campaigns to a prospective client.

Question 17

Audience Research

Answer 17

The gathering of data about consumers targeted in an advertising campaign.

Question 18

Demographics

Answer 18

Measurements of audience characteristics that are easily observed and labeled, such as age, gender, income, occupation, and ethnicity.

Question 19

Psychographics

Answer 19

Measurements of audience characteristics that are difficult to observe and label, such as the psychological (and sometimes hidden) dimensions of attitudes, beliefs, values, interests, and motivations.

Question 20

Positioning

Answer 20

The process of finding specific customer types and creating advertising appeals for them.

Question 21

Copy Research

Answer 21

Studies that test the effectiveness of ad content, or copy.

Question 22

Focus Group

Answer 22

Small groups of potential consumers observed by a researcher.

Question 23

Clutter

Answer 23

The glut of ads that compete for the public’s attention.

Question 24

Infomercials

Answer 24

Program-length television commercials.

Question 25

Direct Mail Advertising

Answer 25

Advertising sent by mail.

Question 26

Media Buyers

Answer 26

Advertising agency personnel who purchase ad time and space.

Question 27

Image Advertising

Answer 27

The promotion of an idea that becomes associated with a product.

Question 28

Institutional Ads

Answer 28

Trade group image promotions for entire industries.

Question 29

Advocacy Ads

Answer 29

Ads designed to affect public opinion or government policy.

Question 30

Corrective Ads

Answer 30

Ads designed to rectify an inaccurate impression.

Question 31

Counteradvertising

Answer 31

Ads designed to fight an image that is not in the public interest.

Question 32

Guerrilla Advertising

Answer 32

Advertising that uses unorthodox tactics.

Question 33

Public Service Announcements (PSA's)

Answer 33

Ads on public interest issues presented as a service to the community.

Question 34

Bait-And-Switch Advertising

Answer 34

Technique in which a seller provides bait in the form of an advertised bargain and a switch when the customer is talked into a more expensive product.

Question 35

Parity Statement

Answer 35

An assertion of equality that sounds like an assertion of superiority.