Chapter 10: Advertising

Journalism 189 with Miller at Rutgers University - New Brunswick/Piscataway

About this deck

By: Ashley Deckert
Textbook: Media and Culture 6e with 2009 Update & Media Career Guide 6e
Created: 2011-11-07
Size: 37 flashcards
Views: 11

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product placement

this is buying spaces for particular goods to appear in a Tv show, movie, or music video.

ads are apart of deejay's morning patter, and ads routinely interrupt our favorite TV and cable programs.

Boston News letter

the first newspaper ads in colonial america ran in the ________, 1704.

quaker oats

this was the first company to register a trademark

-has used the image of William Penn

coca-cola

this was originally sold as medicinal tonin and even contained traces of cocaine, until it 1903, when it was replaced with caffeine.

subliminal advertising

this refers to the hidden or disguised print and visual messages that alleged regsiter in the subconscious and fool people into buying products.

ex: alleged sexual activity hidden and drawn into liquor ads

slogan

the phrase that attempts to sell a product by capturing its essence in words.

ex: "diamond is forever."

mega-agencies

these are large ad firms that formed by merging several agencies and that maintained regional offices worldwide

-these provide a full range of services from advertising and public relations to operating their own in-house radio and tv production studios

boutique agencies

these devote their talents to only a handful of select clients.

demographics

this mainly studies and documents audience members age, gender, occupation, ethnicity, education, and income.

psychographics

this is a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.

storyboard

this is a sort of blueprint or roughly drawn comic strips version of the potential ad.

saturation advertising

this is where the variety of media are inundated with ads aimed at target audiences.

ex: miller light campaign ("tastes great, less filling.")

provided humor and retired athletes to reach its male audience and became very successful

banner ads

the printlike display ads that load across the top or side of the web page

interstitials

this pops up in new screen windows as a user clicks to a new web page

local co-op

this is when the cost of an ad is shared by the local retailer and the manufacturer

ex: SDS tire service want to have a sell of firestone tires, and want to go on tv or radio, but they can't afford it. they then use this and share the cost

--led to double billing

double billing

this is when the local retailer and local media outlet conspire to charge manufacturer twice for the same commercial.

ex: take you out to lunch, you think it costs five dollars, i tell you it costs 10.

centralized control

this is in the network, where instead of having to go from local station to local station on tv, just go to the network hub and say, " i want to advertise my product on raio or tv, and BOOM it's right there.

network co-op

this permits affiliates on tv to place ads during network time.

--kissing up to them, advertising in order to make more money.

natural break

this happens at a time that is natural

ex: watching a baseball game, and a guy makes a catch, its the third out, so end of inning.

drive-break

this was created to show a commercial

station-break

its a routinal break

ex: their going to get up and get a beer at halftime

public service announcement

free commercials that are donated in public interest

ex: "here she comes, back on the block, with JLO, and here you go, it's jenny on the Block."

split 30

1 minute commercials, and 30 seconds.

--these are commercials for a product cut into two or three commercials.

infomercials

these are half hour to an hour shows that were just all about the commercials.

ex: bo-flex commercial, playing football with out your shirt on, on the quad, "you don't have to be bald anymore!" SHAM-WOW!

--all the shopping channels are this

syndex

this is a trillion dollar industry, there isn't a cable station that doesn't have some kind of infomercial on it

-schedule of times to play the commercials and shows

1. market size

2. station facilities

3. network affiliation

rate determinates (3 min factors)

cpm

number in thousands of people or households that reached by a message divided into the charges for disseminating the message.

--only as good as the research you used.

fixed position

this is paying top dollar to guarantee that slot

primetime

this is when it costs the most

last fringe

this is when it goes on

payola

this is a direct payment of goods and services to run and play theses records

dick clark

he got caught up in payola, and didn't get busted for it

-founder of rock and roll eve

-host of american band stand

plugola

this is an indirect payment of goods and services to get peoples songs

network spot advertising

this is an alternative to network advertising

---this is an ad-hoc collection of non-connected stations chosen to suit that advertiser's needs

ex: molly's cookies starting from college, later brought into malls

"a middel way to go to a specific agency, they travel, and by using market research to take a survey on her cookies.

1. programming

2.promotion

3.sales

the dynamic factors (3)

morning drive

this drive is the most profitable one

pre-emptability

cut-rate opening.

this can be run at anytime of the day and be cut for a higher rate ad.

About this deck

By: Ashley Deckert
Textbook: Media and Culture 6e with 2009 Update & Media Career Guide 6e
Created: 2011-11-07
Size: 37 flashcards
Views: 11

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis