Exam (elaborations)
Final Exam Q&As - Journalism 190
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- ARRT CI Exam Study Guide
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- ARRT CI Exam Study Guide
Final Exam Q&As - Journalism 190
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Final Exam Q&As - Journalism 190Ad Council - ANS-- A nonprofit organization that helps produce public service
advertising campaigns for government agencies and other qualified sponsors.
- The postwar extension of advertising's voluntary efforts became known as the Ad
Council.
-This organization has earned praise over the years for its Smokey the Bear campaign
("Only you can prevent forest fires"
Ad Targeting - ANS-Advertisement technique where advertisements are placed in
specific areas of the screen to increase visibility and "click-ability" or to give tailor-made
ads based on the user's past behaviors and preferences.
Advertising Regulation Agencies - ANS-- The Better Business Bureau (1913).
Developed by business community, in part, to keep tabs on deceptive advertising.
-Audit Bureau of Circulation (ABC, 1914). Benefits advertisers (Now: Alliance for
audited media)
-Federal Trade commission (FTC, 1914). Monitors ad abuses.
-American Association of Advertising Agencies (AAAA, 1917). Goal to minimize
government oversight by urging agencies not to mislead public about products/services.
Association Principle - ANS-A persuasive technique that associates a product with
some cultural value or image that has a positive connotation but may have little
connection to the actual product.
Bandwagon Effect - ANS--Strategy that uses exaggerated claims that everyone is using
a particular product to encourage consumers to not be left behind.
-Brands that refer to themselves as "America's favorite" or "the best" imply that
consumers will be left behind if they ignore these products.
Big Data Mining - ANS-Could be described as a large amount of information, which can
help advertisers and marketers gain essential insights into their target demographics.
, Through this, marketers can find out relevant details, such as shopping patterns,
interests, consumer habits and trends, just to mention a few.
Boutique Agenices - ANS--Small regional ad agencies that offer personalized services.
-Often founded by designers and graphic artists empowered by the visual revolution of
the 1960s.
-Peterson Milla Hooks: one of the biggest boutique agencies in America: Nine West,
Kohls, Target (till 2013), Gap, JCPenney, etc.
Commercial Speech - ANS--Any print or broadcast expression for which a fee is
charged to the organization or individual buying time or space in the mass media.
-Far more proscribed by case law. Fee-based communications.
-Intended to cause money exchange
-FCC, FTC, and FDA governance.
Consumer-Driven Society - ANS-A society in which people often buy new goods,
especially good that they do not need, and in which a high value is placed on owning
many things.
Disassociation Corollary - ANS--Responding to consumer backlash, major corporations
present products as though from smaller, independent companies
Famous-Person Testimonial - ANS-An advertising strategy that associates a product
with the endorsement of a well-known person.
Focus Groups - ANS-A small group of people whose response to something (such as a
new product or a politicians image) is studied to determine the response that can be
expected from a larger population.
Gendered Marketing - ANS-Refers to a marketing strategy that examines the actions of
a targeted gender and utilizes strategies in order to appeal to the targeted gender.
Hidden-Fear Appeal - ANS--Strategy that plays on a sense of insecurity, trying to
persuade consumers that only a specific product can offer relief.
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