Comm 101 Test 2

Front 1

monopoly

Back 1

single firm dominates production and distribution in a particular industry, either nationally or locally

Front 2

oligopoly

Back 2

an economic situation in which just a few firms dominate an industry

Front 3

limited/monopolistic competition

Back 3

a media market with many producers and sellers but only a few differentiable products within a particular category

Front 4

direct payment

Back 4

involves media products supported primarily by consumers, who pay directly

Front 5

indirect payment

Back 5

involves media products supported primarily by advertisers, who pay for the quantity or quality of audience members that a particular medium delivers

Front 6

economies of scale principle

Back 6

refers to the practice of increasing production levels so as to reduce the overall cost per unit

Front 7

synergy

Back 7

the promotion and sale of different versions of a media product across the various subsidiaries of a media conglomerate; also global companies buying up pop culture to play on its various products

Front 8

consumer control

Back 8

requires that consumers participate in deciding what is to be offered

Front 9

consumer choice

Back 9

free to select among options chosen by producers

Front 10

cultural imperialism

Back 10

American styles in fashion an food, as well as media fare, dominate the global market

Front 11

product placement

Back 11

buying spaces for particular goods to appear on a tv show or in a movie

Front 12

space brokers

Back 12

individuals who purchased space in newspapers and sold it to various merchants

Front 13

subliminal advertising

Back 13

hidden or disguised print and visual messages that allegedly register on the subconscious and fool people into buying products

Front 14

mega-agencies

Back 14

large ad firms that are formed by merging several individual agencies that maintain worldwide regional offices

Front 15

boutique agencies

Back 15

formed by creative individuals to devote their talents to a handful of select clients

Front 16

market research department

Back 16

assesses the behaviors and attitudes of consumers toward particular products before ads are created

Front 17

demographics

Back 17

earliest type of market research; mainly studied and documented audience members' age, gender, occupation, ethnicity, education, and income

Front 18

focus groups

Back 18

small-group interview technique in which a moderator leads a discussion about a product or an issue

Front 19

Values and Lifestyles (VALS) strategy

Back 19

divides consumers into types

Front 20

storyboard

Back 20

a sort of blueprint or roughly drawn comic strip version of the potential ad

Front 21

media buyers

Back 21

people who choose and purchase the types of media that are best suited to carry a client's ads and reach the targeted audience

Front 22

saturation advertising

Back 22

a variety of media are inundated with ads aimed at target audiences

Front 23

account executives

Back 23

individuals responsible for bringing in new business and managing the accounts of established clients

Front 24

account reviews

Back 24

the process of evaluating and reinvigorating a product's image by reviewing an existing ad agency's campaign or by inviting several new agencies to submit new campaign strategies, which may result in the company switching agencies

Front 25

famous-person testimonial

Back 25

a product is endorsed by a well-known person

Front 26

plain-folks pitch

Back 26

associates a product with simplicity

Front 27

snob-appeal approach

Back 27

attempts to persuade consumers that using a product will maintain or elevate their social status

Front 28

bandwagon effect

Back 28

points out in exaggerated claims that everyone is using a particular product

Front 29

hidden fear appeal

Back 29

plays on consumers' sense of insecurity

Front 30

irritation advertising

Back 30

creating a product-name recognition by being annoying or obnoxious

Front 31

the association principle

Back 31

a persuasive technique used in most consumer ads where the ad associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product

Front 32

myth analysis

Back 32

provides insights into how ads work at a general cultural level

Front 33

commercial speech

Back 33

any print or broadcast expression for which a fee is charged to organizations and individuals buying time or space in mass media

Front 34

infomercials

Back 34

a substantial growth area in cable/broadcast tv; 30-min late-night/daytime programs usually featuring ex-celebs advertising a product/service in a format that looks like a laid-back talk show

Front 35

puffery

Back 35

ads featuring hyperbole and exaggeration

Front 36

interstitials

Back 36

ads that pop up in new screen windows as user attempts to access a new web page

Front 37

spam

Back 37

classified ads and unsolicited emails

Front 38

political advertising

Back 38

use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint

Front 39

direct broadcast satellite (DBS)

Back 39

services like DirecTV

Front 40

CATV

Back 40

community antenna television; 1st small cable systems

Front 41

geosynchronous orbit

Back 41

22,300 mi from equator, satellites travel at greater than 6,800 mph and circle Earth at same speed Earth revolves on axis

Front 42

transponders

Back 42

relay points on a satellite that perform the receive-and-transmit functions

Front 43

must-carry rules

Back 43

required all cable operators to assign channels to and carry all local TV broadcasts on their systems

Front 44

access channels

Back 44

nonbroadcast channels dedicated to local education, government, and the public

Front 45

leased channels

Back 45

where citizens could buy time and produce longer programs or present controversial views

Front 46

electronic publishers

Back 46

services that are free to pick and choose what channels to carry

Front 47

common carriers

Back 47

services that cannot get involved in channel content

Front 48

retransmission content

Back 48

broadcasters could ask cable companies for fees to carry their channels

Front 49

The Telecommunications Act of 1996

Back 49

brought cable fully under the federal rules that had long governed telephone, radio, and TV

Front 50

narrowcasting

Back 50

providing specialized programming for diverse and fragmented groups

Front 51

basic cable

Back 51

36-72 channel lineup made up of local broadcast signals, nonbroadcast access channels, one or more regional PBS stations, and a variety of services retrieved from national communication satellites

Front 52

superstations

Back 52

independent TV stations linked to a satellite

Front 53

premium channels

Back 53

special channels such as movie channels, video-on-demand (VOD), interactive services, and pay-per-view

Front 54

pay-per-view

Back 54

channels that offer recently released movies or special one-time sporting events to subscribers who pay a designated charge to cable company, allowing them to view program at designated time slot

Front 55

video-on-demand

Back 55

digital cable service enabling customers to choose among hundreds of titles, then download a selection from the cable operator's server onto cable box hard drive for $1-4 and watch movie as they would watch a video

Front 56

interactive/two-way cable television

Back 56

enables users to send signals upstream or back to the headend

Front 57

cable music

Back 57

provides 24-hr music channels uninterrupted by ads

Front 58

multiple-system operators (MSOs)

Back 58

large corporations that each own many cable systems