Mass Comm Final

Front 1

Progenitor of advertising media

Back 1

Johannes Gutenberg

Front 2

Printed the first advertisement

Back 2

William Caxton

Front 3

Published the first ad in the British colonies

Back 3

John Campbell

Front 4

His penny newspaper brought advertising to a new level

Back 4

Benjamin Day

Front 5

Founded the first ad agency

Back 5

Wayland Ayer

Front 6

Key person in ad campaigns

Back 6

Creative Director

Front 7

Agency reps to clients

Back 7

Account Executives

Front 8

Decide where to place ads

Back 8

Media Buyers

Front 9

An advertising agency earns an agreed-upon percentage of what the advertising client spends for time and space, traditionally 15 percent

Back 9

Commission Contract

Front 10

An advertising agency earns expenses and an agreed-upon markup for the advertising client, plus bonuses for exceeding minimal expectations

Back 10

Performance Contract

Front 11

An advertising agency is compensated with shares of stock in an advertising client

Back 11

Equity Contract

Front 12

Coordinates marketing and advertising

Back 12

Advertising Director

Front 13

Coordinates Marketing and advertising for a specific brand

Back 13

Brand Manager

Front 14

How long a periodical remains in use

Back 14

Shelf life

Front 15

All the people who see a periodical

Back 15

Pass-along circulation

Front 16

So many competing ads that all lose impact

Back 16

Ad Clutter

Front 17

A recorded viewing of a web site

Back 17

Hit

Front 18

Provide messages to computers

Back 18

Online Advertising

Front 19

A non generic product name designed to set the product apart from the competition

Back 19

Brand

Front 20

Championed brand imaging

Back 20

David Ogilvy

Front 21

Spin put on a brand name

Back 21

Brand Image

Front 22

Messages for broadest audience possible

Back 22

Lowest Common Denominator

Front 23

Emphasizing a single feature

Back 23

Unique Selling Proposition

Front 24

Devised unique selling proposition

Back 24

Rosser Reeves

Front 25

Devised positioning

Back 25

Jack Trout

Front 26

Targeting ads for specific consumer groups

Back 26

Positioning

Front 27

Intensive repetition of ads

Back 27

Barrages

Front 28

Intensive repetition of ads

Back 28

Flights

Front 29

Intensive repetition of ads

Back 29

Waves

Front 30

Short-term ad campaign

Back 30

Bunching

Front 31

Shorter, smaller ads after campaign is introduced

Back 31

Trailing

Front 32

Advertisements, often subtle, in nontraditional, unexpected places

Back 32

Stealth ads

Front 33

Writing a brand-name product into a television or movie script

Back 33

Product Placement

Front 34

A television recording and playback device allows viewers to edit out commercials. A competing device is Replay TV

Back 34

TiVo

Front 35

Program-length broadcast commercial

Back 35

Infomercial

Front 36

Magazine whose entire content, articles and ads, pitches a single product or product line

Back 36

‘zine

Front 37

Products sold with a store brand, often manufactured by the retailer. Also called “house brands” and “private labels”

Back 37

Store Brands

Front 38

Canadian grocery executive who honed the storebrand concept

Back 38

Dave Nichol

Front 39

Nazi propagandist

Back 39

Joseph Goebbels

Front 40

Examined hidden motivations

Back 40

Sigmund Freud

Front 41

Pioneered motivational research

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Ernest Dichter

Front 42

Seeks subconscious appeals that can be used in advertising

Back 42

Motivational research

Front 43

Made dubious subliminal advertising claims

Back 43

Jim Vicary

Front 44

Ads that cannot be consciously perceived

Back 44

Subliminal Advertising

Front 45

Receiving subconscious messages that trigger behavior

Back 45

Subception

Front 46

Sees subliminal advertising widely used

Back 46

Wilson Bryan Key

Front 47

Buyer beware

Back 47

Caveat emptor

Front 48

Seller beware

Back 48

Caveat venditor

Front 49

Set media standards for ads

Back 49

Edward Bok

Front 50

Reviews complaints about ads

Back 50

National Advertising Review Council

Front 51

Advertising trade association

Back 51

American Association of Advertising Agencies

Front 52

Ad industry group that creates free campaigns for worthy causes

Back 52

Ad Council

Front 53

Regulates advertising

Back 53

Federal Trade Commission

Front 54

Legally permissible excesses in advertising

Back 54

Puffery

Front 55

A management tool to establish beneficial relationships

Back 55

Public Relations

Front 56

Devised the notion of enlightened self-interest

Back 56

Paul Garret

Front 57

Mutually beneficial public relations.

Back 57

Enlightened Self-Interest

Front 58

Professional public relations association

Back 58

Public Relations Society of America

Front 59

Embodied the bad corporate images of the 1880s, 1890s with “The public be damned

Back 59

William Henry Vanderbilt

Front 60

First federal agency to rein in excessive business practices, 1890

Back 60

Interstate Commerce Commission.

Front 61

Application of Darwin’s survival of the fittest theory to society

Back 61

Social Darwinism

Front 62

Devised survival of the fittest theory

Back 62

Charles Darwin

Front 63

Epitomized offensive corporate paternalism in the 1890s

Back 63

George Baer

Front 64

Laid out fundamentals of public relations

Back 64

Ivy Lee

Front 65

Took Ivy Lee’s advice, which favorably changed railroad’s approach to public relations

Back 65

Pennsylvania Railroad

Front 66

Colorado tragedy that Ivy lee converted into a public relations victory

Back 66

Ludlow Massacre

Front 67

Ivy client who had been the target of public hatred

Back 67

John D. Rockefeller Jr.

Front 68

Known for exaggerated promotion

Back 68

P.T. Barnum

Front 69

Inflated claims

Back 69

Puffery

Front 70

Led Office of War Information; World War II

Back 70

Elmer Davis

Front 71

Established the role of public relations as a top management tool

Back 71

Arthur Page

Front 72

Gearing messages to outside organizations, constituencies, individuals

Back 72

External public relations

Front 73

Gearing messages to inside groups, constituencies, individuals.

Back 73

Internal Public Relations

Front 74

Using Mass media to convey messages

Back 74

Media Relations

Front 75

Companies that provide public relations services

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Public Relations Agencies

Front 76

Brings public attention to something

Back 76

Publicity

Front 77

Promoting a cause, idea

Back 77

Promotion

Front 78

Influencing public policy, usually legislation or regulations

Back 78

Lobbying

Front 79

Advising Candidates, groups on public policy issues, usually in elections

Back 79

Political communication.

Front 80

Coaching individuals for media contacts

Back 80

Image Consulting

Front 81

Developing programs in advance of an unscheduled but anticipated event

Back 81

Contingency Planning

Front 82

Helping a client through an emergency

Back 82

Crisis Management

Front 83

Unlike public relations, advertising seeks to sell a product or a service

Back 83

Advertising

Front 84

Comprehensive program that links public relations, advertising

Back 84

Integrated Marketing Communication

Front 85

Paid space and time to promote institution’s image, position

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Institutional advertising

Front 86

A packet provided to news reporters to tell the story in an advantageous way

Back 86

Media Kit

Front 87

Taking initiative to release information

Back 87

Proactive Media Relations

Front 88

Tilted news coverage by overwhelming the media with information during the Persian Gulf War

Back 88

Pete Williams

Front 89

Mix of proactive, reactive, and inactive media contacts

Back 89

Ambivalent media relations

Front 90

Pioneered Advertorials

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Herb Schmertz

Front 91

Paid advertisements that state an editorial position.

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Advertorials

Front 92

Attacking critics openly

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Adversarial public relations

Front 93

Severing ties with news media

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Information boycott

Front 94

Covering up

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Whitewashing

Front 95

Derisive word for public relations people

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Flakkers

Front 96

One alternative word for public relations; others are public affairs, corporate communication

Back 96

Public Information

Front 97

Indicates PRSA accreditation

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APR

Front 98

Professional public relations organization

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International Association of Business Communicators.

Front 99

Student public relations organization

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Public Relations Student Society of America

Front 100

a famous person endorses the product

Back 100

famous person testimonials

Front 101

associates product with simplicity

Back 101

plain folks pitch

Front 102

using a product will maintain or elevate their social standing

Back 102

snob appeal

Front 103

everyone is using a product

Back 103

bandwagon effect

Front 104

invokes audience insecurity

Back 104

hidden fear appeal

Front 105

irritating ads remain in people’s minds

Back 105

irritation advertising

Front 106

Associating a product to a cultural value or image with a positive connotation without much connection to the actual product

Back 106

Association principle ie. Sprite

Front 107

disassociating from the corporate depending on the target audience (ie. Gallo created the dummy company of Bartles and Jaymes to sell jug wine and wine coolers to connect with younger consumers who want quirky, and Turning Leaf to upscale consumers)

Back 107

Disassociation Corollary