Chapter 9 Quiz Flashcards
(36 cards)
earned media
Favorable publicity prompted by a public relations source rather than a advertising, such as a news conference, an event, or a press release; the opposite of paid media, such as advertising or product placements
Advertising
Traditionally the method by which companies reach a mass audience, utilizing the distribution system newspapers or electronic media outlets have created.
Public Relations
typically involved managing the public persona or reputation of a company, also typically through media outlets and their mass-distribution networks
Strategic Communications
advertising, PR and internal or corporate communications that persuade an audience to think or behave the way the communicator wishes
One of the ancients arts of discourse that focuses on the art of persuasion
rhetoric
theory of cognitive dissonance
Theory of persuasion that states we act fist and then rationalize our behavior afterward to make our actions consistent with self-perceived notions of who we are
direct effects model
model of mass communication that claims media have direct measurable effects on audiences, such as encouraging them to buy products or to become violent
used in broadcast media to explain the number of households that watched a particular show
rating
cost per thousand (CPM)
Standard unit for measuring advertising rates for publications based on circulation
performance-based advertising
Any form of online ad buying in which an advertiser pays for results rather than paying for the size of the publisher’s audience or the CPM
Paying for certain keywords to show up high in ranking in a search engine, such as Google or Bing
search-engine marketing
ad-agency commission
A percentage amount of the cost of an ad taken by the advertising agency that helped create and sell the ad.
Also called “paid programming”, a 30-60 minute television show that seeks to sell a product and that usually involves a celebrity spokesperson and customer testimonials
infomercial
Fairness Doctrine
Adopted by the FCC in 1949, it required broadcasters to seek out and present all sides of a controversial issue they were covering. It was discarded by the FCC in 1987.
Original form of advertising on the Web, it appears across the top of a website
banner ad
Process of creating in the consumer’s mind a clear identity for a particular company’s product, logo, or trademark
branding
Social marketing
Advertising and marketing techniques that persuade people to change bad or destructive behaviors or adopt good behaviors
public information campaigns
Media program funded by the government and designed to achieve some social goal
fear appeal
Advertising technique that attempts to persuade the audience by scaring them, such as antismoking ads that show disfigured former smoker
public service announcement (PSA)
Advertising-like message from an organization with a worthy purpose that ostensibly benefits the public and for which the media donate or space
classified advertising
Advertising traditionally found in print media, especially newspapers but also in some magazines and now increasing online that consists of messages posted by individuals and organizations to sell specific goods or services.
display advertising
Advertising in print media that usually consists of illustrations or images and text that can occupy a small section of a page, a full page, or multiple pages
rate card
list of advertising rates by size, placement, and other characteristic such as whether ads are black and white or full color. Frequency discounts are also usually offered, and the listed rates are usually negotiable, especially for large advertisers
advertorial
Display advertising created to look like an article within the publication, although most publications have the words “advertisement” or “paid advertisement” in tiny print somewhere nearby
