Mass Comm Chapter 11 (Test 3) – Flashcards

The amount spent on Internet advertising still lags behind the amount spent to advertise in newspapers.

In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.

According to historians, advertising has existed since 3000 B.C.E., when wooden or stone signs were placed outside shops in ancient Babylon.

About 80 percent of early newspaper and magazine advertisements covered three subjects: land sales, transportation announcements, and runaway slaves.

Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.

One twentieth-century trend associated with advertising was the transition from a producer to a consumer society.

The Ad Council produces public service announcements (PSAs) at no cost to the client.

In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.

In the advertising industry, there are about fourteen thousand mega-agencies in the United States.

Mega-agencies are not seen as a threat to the independence of smaller advertising firms.

WPP is one of the mega-agencies that control over half the world's advertising revenues.

Even though boutique agencies give creative people the freedom to do good work, they haven't been able to attract any major clients.

It costs large-volume advertisers much more money to use an ad agency than to use their own staff to create an ad.

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

Internet advertising is growing at a relatively slow pace of only 1 to 2 percent a year.

Google earns the most online advertising revenue.

One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.

Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio.

Most advertisements provide little information about how a product was made or how it compares with similar brands.

Ad agencies rarely use irritation advertising to sell products because people hate it and it doesn't work.

Ads that portray women as sex objects exemplify the association principle.

Only in recent history have many ads stereotyped women as scatterbrained or helpless or offered them as a man's reward for drinking a particular beer, wearing cool jeans, or smoking the right cigarette.

Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.

The Marlboro cigarette brand was originally designed for and targeted at female consumers.

The disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations.

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

Product placement is an advertising strategy that puts products into movies, television shows, and video games.

Commercial speech is a right guaranteed by the First Amendment.

Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.

The Edsel car is proof that effective advertising can sell anything.

The Children's Television Act of 1990 severely limits program-length commercials and ads promoting sugar-coated cereal.

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.

Tobacco ads disappeared from American television in 1971.

Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.

After agreeing to a costly settlement with several states in 1998, the tobacco industry reduced its advertising spending to almost zero that year.

Cigarette companies have had difficulty advertising and selling their product in foreign countries.

Unlike tobacco ads, alcohol ads have yet to target minority populations.

The Federal Trade Commission can require advertisers to run spots correcting their deceptive ads.

Only wealthy political candidates can afford to have a significant advertising presence on television.