Exam 12: Advertising

In the early days of radio-the 1920s until well after World War II-programming was

A product's _____________ is what sets it apart from other brands in the same product category.

_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.

Near the turn of the twentieth century,the _____________ was established to verify magazine circulation claims.

Creating advertising to appeal to audiences of varying personal and social characteristics,such as race,gender,and economic level,is called _____________ segmentation.

Ad agencies make their money through retainers and commissions.Define each.

The identification of a given product with its manufacturer is an example of brand awareness.

One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and _____________,that little lie that makes advertising more entertaining than it might otherwise be.

To ensure that they did not profit unduly from the death and destruction caused by World War II,manufacturers were subjected to

In advertising research,_____________ measures the effectiveness of advertising messages by showing them to consumers.

Ad production is billed at an agreed-upon price called a

________reject most traditional advertising and use multiple sources-traditional media,the Internet,product-rating magazines,recommendations from friends in-the-know-to not only research a product,but to negotiate price and other benefits.

What was the relationship between advertisers and the radio programs that carried their commercials at the time of the first radio commercial in 1922?

With the rapid industrialization and improved transportation of the 1880s,more product producers were chasing the growing purchasing power of more consumers.As a result,they were forced to differentiate their products,resulting in the development of

Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership.He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers,thus inventing the advertising agency.

Differentiate between psychographic and demographic segmentation.

Placement of advertising in media is compensated through a _____________,typically 15% of the cost of the time or space.

When the Great Depression was eating into the income of the advertising industry,many advertisements began making direct claims about why consumers needed the products,a technique called

What are the three new approaches many advertising executives see as essential to the continued success of their industry?

False advertising and puffery are essentially the same.