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Baran Book Cover
Introduction to Mass Communication, 2/e
Stanley J. Baran

Advertising

Glossary

AIDA approach  the idea that to persuade consumers advertising must attract Attention, create Interest, stimulate Desire, and promote Action
ambient advertising  advertisements found outside the traditional media
awareness test  ad research technique that measures the cumulative effect of a campaign in terms of a product's "consumer consciousness"
banners  online advertising messages akin to billboards
blink ads  one-second spots in television advertising
brand awareness  an advertising goal when a number of essentially similar brands populate a given product category
cease-and-desist order  demand made by a regulatory agency that a given illegal practice be stopped
clutter  in television, when many individual commercials share one commercial break
commissions  in advertising, placement of advertising in media is compensated, at typically 15% of the cost of the time or space, through commissions
consumer culture  where personal worth and identity reside not in the people themselves but in the products with which they surround themselves
consumer juries  ad research technique where people considered representative of a target market review a number of approaches or variations of a campaign or ad
copy testing  measuring the effectiveness of advertising messages by showing them to consumers; used for all forms of advertising
corrective advertising  a new set of ads required by a regulatory body and produced by the offender that correct the original misleading effort
cost per thousand (CPM)  in advertising, the cost of reaching 1,000 audience members, computed by the cost of an ads' placement divided by the number of thousands of consumers it reaches
cyberadvertising  placement of commercials on various online sites
demographic segmentation  advertisers' appeal to audiences composed of varying personal and social characteristics such as race, gender, and economic level
extramercials  columns of ad content in cyberadvertising that slide down over a Web page's content
forced exposure  ad research technique used primarily for television commercials, requiring advertisers to bring consumers to a theater or other facility where they see a television program, complete with the new ads
intermercials  attractive, lively commercials that run while people are waiting for Web pages to download
interstitial ads  cyberadvertising images that seem to mysteriously appear and disappear on the screen as users click from one page to the next
newsbook  early weekly British publications that carried ads
parity products  products generally perceived as alike by consumers no matter who makes them
piggybacking  in television advertising, when a single sponsor presents two products in the same commercial
pop-outs  cyberadvertising that appears in a smaller window at the border of the Web page being read
psychographic segmentation  advertisers' appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns
puffery  a little lie or exaggeration that makes advertising more entertaining than it might otherwise be
recall testing  ad research technique where consumers are asked to identify which ads are most easily remembered
recognition tests  ad research technique where people who have seen a given publication are asked whether they remember seeing a given ad
retainer  in advertising, an agreed-upon amount of money a client pays an ad agency for a specific series of services
shopbills  attractive, artful business cards used by early British tradespeople to promote themselves
siquis  pinup want ads common in Europe before and in early days of newspapers
targeted keyword buys  when a sponsor buys the right from an Internet service provider to have its ads pop up on the computer screen every time a user types in the sponsor's name
toy-based children's television programming  television programs aimed at children that feature characters that are also toys
transaction journalism  in cyberadvertising directly linking editorial content to sales
unique selling proposition (USP)  the aspect of an advertised product that sets it apart from other brands in the same product category
VALS  advertisers' psychographic segmentation strategy that classifies consumers according to values and lifestyles