Terms in this set (91)
Term used to describe common, agreed upon communication rules (including language) that allow computers to network and communicate with one another
(Electronic mail) communication with anyone else online, any place in the world, with no fees
Abbreviation representing term for a websites official online addresses
Programs that allow you to browse the web
Different software programs that allow you to easily surf the web (Safari, Internet Explorer, Firefox, etc.)
The "entry way" of a website
A McLuhan concept; new communication technologies permit people to become increasingly involved in one another's lives
Consumers giving permission to companies to sell personal data. (EUROPE)
Consumers requesting that companies do not sell personal data. (USA)
Used for automatic tracking and identifying; for example, an automobile during production can be tracked through the assembly line with an RFID tag
Permits users to point phones at things in the real world and be instantly linked to Web sites containing information about those things superimposed over the screen message
Storage of all computer data including personal information and system-operating software, on distant computers
The lack of technological access among people of color, people who are poor or disabled, and those in rural communities
the widening disparity in amounts and types of information available to information haves and have-nots
directly interacting to influence elected officials or gov regulators and agents
Video News Release
A produced report about a client or its products that is distributed free of charge to TV stations
Advertisements everywhere including non-traditional advertisement places
Advertisements everywhere including non-traditional advertisement places
Unique Selling Proposition
The aspect of an advertised product that sets it apart from other brands in the same product category
Acronym for attention, interest, desire & action
A culture in which personal worth and identity reside not in the people themselves but in the products with which they surround themselves
Cost Per Thousand
The cost of showing an advertisement to 1,000 people
Using legal exaggeration in advertising in an attempt to sell more
Advertisements on the web that only make profit for the website if they are clicked on
Segmenting advertising/entertainment based on ethnicity, race or background
Segmenting advertising/entertainment based on interest and lifestyles
Media that uses ONE sense. McLuhan: Most effective
The medium is the message
A theory by Marshall McLuhan that states that the form of the message alters how we experience the world and communicate with others
Aristotle's Four Causes
Material, Efficient, Formal, Final
A thing's material cause is the material of which it consists. (For a table, that might be wood; for a statue, that might be bronze or marble.)
A thing's formal cause is its form, i.e. the arrangement of that matter.
A thing's efficient or moving cause is "the primary source of the change or rest." An efficient cause of x can be present even if x is never actually produced and so should not be confused with a sufficient cause. Aristotle argues that, for a table, this would be the art of table-making, which is the principle guiding its creation.
A thing's final cause is its aim or purpose
o Meaning all
• College professors are boring.
• Dogs are nice.
o Put descriptive adjective
• WORLD FAMOUS professor Chuck Marsh...
• SCUM OF THE EARTH college Mizzou has...
o Subject is not the doer of the action
• The house was built in record time.
WHO BUILT THE HOUSE?
• She was fired.
WHO FIRED HER?
The theory that media may not tell us what to think but do tell us what to think about
Magic Bullet/Hypodermic Needle Theory
Idea that media are a dangerous drug that can directly enter a person's system
Study: marketing professionals, too much, too little, or just right info in databases?
What is a unique selling proposition?
Can you make a claim that no one else can make?
Why must Radio/TV station MUST run PSAs?
(Pubic Service Announcements)
Because we own the airwaves.
What is the traditional way for ad agencies to get paid?
Agencies get paid 15%
True or False: Marketers say they know too much about their customers and want the government to step in.
Why did Wrigley dominate the chewing Gum market after great depression?
Didn't cut Advertising budget.
5 Problems with advertising
--Sometimes viewed as intrusive
--Contributes to message noise (clutter)
--Too persuasive for kids
In the United States, ARPA (the Advanced Research Projects Agency) worked with the Rand Corporation and others to create ARPAnet, which probably was the first version of our modern Internet. According to your textbook, what event in 1957 led to the creation of ARPA and, thus, to the Internet?
C. the launch of the Sputnik satellite by the Soviet Union
The dynamic theory of history
-innovation leads to innovation
Superstructure- Laws & Customs
Infrastructure moves faster than superstructure.
This term is used to describe common, agreed-upon communication rules (including languages) that allow computers to network and communicate with one another.
This abbreviation represents the term for a website's official, online address.
Software programs that allow you to easily "navigate the Net" (in your textbook's words) are called __________.
Programs such as Firefox, Safari and Internet Explorer that allow you to access and navigate the Internet, particularly the World Wide Web, are called __________.
The "entryway" to a website is called its ______________.
The great Marshall McLuhan believed that technology extended our bodies -- in the sense that a car is an extension of our feet and legs. What did he say that computers extended?
Our Central-Nervous System
In the words of your textbook, "In other words, the Net can give voice to _______________."
C. those typically denied expression
Bloggers Code of Ethics. (3 things)
Be honest and Fair, Minimize Harm, Be accountable.
What does the Children's Internet Protection Act of 2000 require?
It requires schools and libraries to install filtering software.
As you know, some marketers use databases to gather, use and sell information on customers and potential customers. Here's the true or false statement: Basically, in opt-in systems we must give the marketers permission to use that information; in opt-out systems, marketers can use that information unless we ask them not to.
Your textbook uses this term to describe "the lack of technological access among people of color, the poor, the disabled, and those in rural communities."
The Digital Divide
John Mackey, the CEO of the Whole Foods company, got in trouble for this action.
D. Under a different name, he wrote a blog that praised Whole Foods.
True or false: Federal law protects the privacy of our emails.
Your textbook says that this new high-tech ability (or these new high-tech abilities) is/are a threat to personal privacy.
E. all of the above
According to a chart in your textbook, most Internet users tend to be white, lower-income individuals who live in large cities but do not have a college degree.
According to your textbook, you typically encounter _____ commercial messages a day.
The concept of ambient advertising -- also known as 360 marketing -- means ___________.
B. that advertising messages are almost everywhere, even in nontraditional settings
This federal agency, more than any other, oversees and regulates advertising in the United States.
D. The Federal Trade Commission
In advertising, a unique selling proposition is ______________.
A. an aspect of the product that sets it apart from other brands in the same product category
According to your textbook, the average American child, aged 2 - 11, is exposed to more than ______ TV commercials a year.
Your textbook uses this term to describe a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves: ____________________.
B. consumer culture
CPM measures __________________.
D. the cost of reaching 1,000 audience members
In advertising, puffery is _________.
acceptable, legal exaggeration
In advertising, copy testing means __________.
A. measuring the effectiveness of ad messages by showing them to consumers
What was Jean Halliday of "Advertising Age" magazine talking about when, in 2007, she discussed "a drop so stunning it should convince even the staunchest doubters that the age of mass-media marketing is going the way of the horse and buggy"?
C. General Motors' decision to take $600 million out of its traditional ad budget to spend on direct marketing, online videos, and other new promotional tactics
According to media writer Bob Garfield, what is the "chaos scenario" for the advertising business?
D. a jarring media universe in which traditional forms of mass entertainment swiftly disappear and advertisers are left in the lurch
This term describes the system in which a website carrying an ad gets paid ONLY when consumers take a specific action, such as clicking on the ad or actually purchasing the product.
A. performance-based advertising
Demographic segmentation involves defining audiences by non-attitudinal characteristics such as _________.
D. all of the above
Defining target audiences for advertising by such attitudinal characteristics as lifestyles, attitudes, values, and behavior patterns is called ________________.
B. psychographic segmentation
In advertising, what is AIDA?
D. an acronym for attention, interest, desire, action
According to your textbook, "There is no universally accepted definition of public relations because ____________."
it can be and is so many things..."
The Federalist Papers (1787-17879), according to your textbook, had this public relations purpose.
to gain support throughout the United States for the proposed new U.S. Constitution
In his "Declaration of Principles," an important document in the history of public relations, Ivy Lee pledged to _______________.
provide information, not just publicity
"directly interacting to influence elected officials or government regulators and agents."
"Another way that advertising and public relations differ is that advertising people _______________."
typically do not set policy for an organization
Jobs in public relations can include these positions.
All of the above
Video News Release
This is the term for a produced report about a client or its products that is distributed free of charge to TV stations.
Your textbook calls this individual "the father of public relations."
In contrasting public relations with advertising, your textbook says, "The difference is one of ____________. Advertising is ____________ communication...."
control ... controlled
What is a "flog"?
Public relations professor Brenda Wrigley says, "P.R. has a ____________."
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