Mass Media Exam 3

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account executives

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in advertising, client liaisons responsible for bringing in new business and managing the accounts of established clients

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account reviews

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in advertising, the process of evaluating or reinvigorating an ad campaign, which results in either renewing the contract with the original ad agency or hiring a new agency

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acquisitions editors

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in the book industry, editors who seek out and sign authors contracts

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association principle

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in advertising, a persuasive technique that associates a product with some cultural value or image that has positive connotation but little to do with the product

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astroturf lobbying

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phony grassroots public affairs campaigns engineered by public relations firms; cointed by U.S. Senator Lloyd Bentson.

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bandwagon effect

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an advertising strategy that incorporates exaggerated claims that everyone is using a particular product, so you should too

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block printing

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printing technique developed by early Chinese printers who hand-carved characters and illustrations into a block of wood, applied into to the block and then printed copies on multiple sheets of paper

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book challenge

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a formal complaint to have a book removed from a public or school library's collection

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boutique agencies

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in advertising, small regional ad agencies that offer personalized services

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codex

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an early type of book in which paper-like sheets were cut and sewed together along an edge, then bound with thin pieces of wood and covered with leather

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commercial speech

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any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media

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copy editors

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the people in magazine, newspaper, and book publishing who attend to specific problems in writing such as style, content, and length.

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demographic editions

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national magazines whose advertising is tailored to subscribers and readers according to occupation, class, and zip-code address

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demographics

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in market research, the study of audiences or consumers by age, gender, occupation, ethnicity, education, and income

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design managers

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publishing industry personnel who work on the look of a book, making decisions about type style, paper, cover design, and layout

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desktop publishing

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a computer technology that enables an aspiring publisher/editor to inexpensively write, design, lay out, and even print a small newsletter or magazine

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developmental editor

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in book publishing, the editor who provides authors with feedback, makes suggestions for improvements, and obtains advice from knowledgeable members of the academic community

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dime novels

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sometimes identified as pulp fiction, these cheaply produced and low-price novels were popular in the US beginning in the 1860s

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e-books

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digital books read on a computer or reading device

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e-publishing

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internet-based publishing houses that design and distribute books for comparatively low prices for auth0ors who want to self-publish a title

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evergreen subscriptions

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magazine subscriptions that automatically renew on the subscriber's credit card

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famous-person testimonial

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an advertising strategy that assoiates a product with the endorsement of a well-known person

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flack

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a derogatory term tha tjournalists use to refer to a public relations agent

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focus groups

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a common research method in psychographic analysis in which moderators lead small-group discussion about a product or an issue, usually with six to twelve people

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general interest magazines

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types of magazines that address a wide variety of topics and are aimed at a broad national audience

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hidden-fear appeal

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advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief

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illuminated manuscripts

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books from the Middle Ages that featured decorative, colorful designs and illustrations on each page

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instant book

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in the book industry, a marketing strategy that involved publishing a topical book quickly after a major event occurs

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interstitials

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advertisements that pop up in a screen window as a user attempts to access a new Web page

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irritation advertising

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create product name recognition by being annoying or obnoxious

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linotype

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a technology introduced in the nineteenth century that enabled printers to set type mechanically using a typewriter style keyboard

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lobbying

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in government public relations, the process of attempting to influence the voting of lawmakers to support a client's or an organization's best interests

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magalogs

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a combination of glossy magazine and retail catalog that is often used to market goods or services to customers or employees

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magazine

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a nondaily periodical that comprises a collection of articles, stories, and ads

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manuscript culture

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a period during the Middle Ages when priests and monks advanced the art of bookmaking

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market research

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in advertising and public relations agencies, the department that uses social science techniques to assess the behaviors and attitudes of consumers toward particular products before any ads are created

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mass market paperbacks

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low-priced paperback books sold mostly on racks in drugstores, supermarkets, and airports, as well as in bookstores

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media buyers

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

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mega-agencies

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in advertising, large firms or holding companies that are formed by merging several individual agencies that maintain worldwide regional offices; they provide both advertising and public relations services and operate in-house radio and TV production studios

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muckrakers

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reporters who used a style of early-twentieth-century investigative journalism that emphasized a willingness to crawl around in society's muck to uncover a story

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myth analysis

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a strategy or critiquing advertising that provides insights into how ads work on a cultural level; according to this strategy, ads are narratives with stories to tell and social conflicts to resolve

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offset lithography

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a technology that enabled books to be printed from photographic plates rather than metal casts, reducing the cost of color and illustrations and eventually permitting computers to perform typesetting

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paperback books

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cheap paper covers introduced in mid 1800s

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papyrus

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one of the first substances to hold written language and symbols; obtained from plant reeds found along the Nile River

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parchment

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treated animal skin that replaced papyrus as an early pre-paper substance on which to document written language

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pass-along readership

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the total number of people who come into contact with a single copy of a magazine

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photojournalism

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the use of photos to document events and people's lives

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plain-folks pitch

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an advertising strategy that associates a product with simplicity and the common person

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political advertising

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

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press agents

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the earliest type of public relations practitioner, who sought to advance a client's image through media exposure

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press releases

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in public relations announcements - written in the style of news reports - that give new information about an individual, a company, or an organization and pitch a story idea to the news media

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printing press

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a 15th century invention whose movable metallic type technology spawned modern mass communication by creating the first method for mass production

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product placement

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the advertising practice of strategically placing products in movies, TV shows, comic books, and video games so the products appear as part of a story's set environment

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professional books

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technical books that target various occupational groups and are not intended for the general consumer market

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propaganda

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in advertising and public relations, a communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such as a nation's war effort

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pseudo-event

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in public relations, circumstances or events created solely for the purpose of obtaining coverage in the media

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psychographics

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in market research, the study of audience or consumer attitudes, beliefs, interests, and motivations

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publicity

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in public relations, the positive and negative messages that spread controlled and uncontrolled information about a person, a corporation, an issue, or a policy in various media

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public relations

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the total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade its audiences to adopt a point of view

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public service announcements (PSAs)

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reports or announcements, carried free by radio and TV stations, that promote government programs, educational projects, voluntary agencies, or social reform

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pulp fiction

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a term used to describe many late-19th century popular paperbacks and dime novels, which were constructed of cheap machine-made pulp material

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reference books

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dictionaries, encyclopedias, atlases, and other reference manuals related to particular professions or trades

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regional editions

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national magazines whose content is tailored to the interests of different geographic areas

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saturation advertising

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the strategy of inundating a variety of print and visual media with ads aimed at target audiences

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slogan

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a catchy phrase that attempts to promote or sell a product by capturing its essence in words

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snob-appeal approach

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an advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social status

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space brokers

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in the days before modern advertising, individuals who purchased space in newspapers and sold it to various merchants

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spam

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a computer term for referring to unsolicited e-mail

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split-run editions

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editions of national magazines that tailor ads to different geographic areas

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storyboard

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in advertising, a blueprint or roughly drawn comic-strip version of a proposed advertisement

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subliminal advertising

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a 1950s term referring to hidden or disguised print and visual messages that allegedly register on the unconscious created false needs and seducing people into buying products

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supermarket tabloids

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newspapers that feature bizarre human-interest stories, gruesome murder tales, violent accident accounts, unexplained phenomena series, and malicious celebrity gossip

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textbooks

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books made for the el-hi and college markets

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trade books

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the most visible book industry segment, featuring hardbound and paperback books aimed at general readers and sold at bookstores and other retail outlets

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university press

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the segment of the book industry that publishes scholarly books in specialized areas

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Values and Lifestyles (VALS)

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a market-research strategy that divides consumers into types and measure psychological factors, including how consumers think and feel bout products and how they achieve (or don't) the lifestyles that they aspire to

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vellum

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a hand-made paper made form treated animal skin, used in the Gutenberg Bibles

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video news releases (VNRs)

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in public relations, the visual counterparts to press releases; they pitch story ideas to the TV news media by mimicking the style of a broadcast news report

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viral marketing

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short videos or other content which marketers hope will quickly gain widespread attention as users share it with friends online or by word of mouth

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Webzines

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magazines that publish on the Internet

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zines

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self-published magazines produced on personal computer programs or on the Internet