The Internet and Social Media
_____ is the term used to describe the electronic tracking of the choices we make when we are online.
Clickstream
A group of a targeted public that is interviewed for research is called?
a focus group
What was the major advertising medium in the United States before the Civil War?
Local newspapers
We watch a news story about a man who tried to save a choking victim being sued for accidentally hurting her in the process. This makes us less likely to help someone in a similar situation, which is an example of a(n) ________ effect.
Inhibitory
A URL (uniform resource locator) is a website’s official address, but we more commonly know those locations by their __________, for example Google.com or Truthout.org.
Domain name
A pre-produced report about a client or its product that is distributed free of charge to television stations is called?
a video news release
What was the first type of Web advertising?
Banners
The idea that media operate primarily to maintain the status quo at the expense of ordinary people is expressed by ______ theory.
Critical cultural
Each file or directory on the Internet is designated by ______, which is the site’s official address.
a URL
A group that appears to be made up of concerned citizens, but which is actually paid for in secret by public relations firm, is known as?
astroturf
What is the advertising practice of appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns?
Psychographic segmentation
Young children who have not developed the critical skills to understand that what they see on television is not real are said to be?
in the early window.
_____ is the term used to describe falsehoods designed to achieve a political goal.
Disinformation
Directly interacting to influence elected officials or government regulators and agents is called?
Lobbying
The convergence of traditional forms of advertising with the Internet is called?
Digital advertising
Media may not tell us what to think, but media certainly tell us what to think about is part of?
Agenda setting theory
What is the operating system of a computer?
the software that tells it how to work
Public relations professionals are referred to as ________, both inside and outside the media industries.
Flacks
“Midnight Madness Sale” and “Back to School Sale” are examples of ______ advertising.
Promotional retail
The idea that the media are corrupting influences and that “average” people are defenseless against their influence reflects which theory?
Mass society theory
Computers' ability to "talk" to one another using common communication rules aided in the development of the Internet. What are these rules called?
Protocols
What strategy relies on targeting specific Internet users with a given communication and relying on them to spread the word through communication channels?
Viral marketing
Consumers are brought to a theater where they watch a television program with commercials and are asked their brand preferences before and after the show. This technique is known as?
Forced exposure
The argument that people increasingly need media content to understand the world, to behave meaningfully, and to escape is ______ theory.
Dependency
People who have never known the world without an Internet are called?
Digital natives
The practice of combining public relations, marketing, advertising, and promotion into a seamless campaign is known as?
Integrated marketing communication.
Which event caused advertising to lose nearly two-thirds of its revenue?
the Great Depression
The theory that says media do not do things to people, but rather people do things with media is?
the uses and gratifications approach
An identifying code added to a computer's hard drive by a visited website is a tracking mechanism known as?
a cookie
Community and government officials and leaders of pressure groups are likely targets of which form of public relations?
Public affairs
The continued growth of online advertising is threatened by the presence of _______, racist, misogynistic, threatening, or otherwise hateful online content that appears adjacent to a brand’s ads.
Toxic content
Modern neo-Marxist theorists believe that people are oppressed by those who control the ________ : religion, politics, art, and the mass media.
Superstructure
Software programs used to download and view Internet files are known as?
browsers
Who makes content that meets the communication needs of the client?
Creative specialist
The AIDA approach is a type of persuasive strategy used in advertising. What does AIDA stand for?
attention, interest, desire, action
Using entertainment content to overcome resistance to various forms of health advice is an example of?
prosocial programming
Instances in which copyrighted material may be used without permission or payment is called?
Fair use
Any group of people with a stake in an organization, issue, or idea is known as a?
Public
In an effort to resolve some of the trust issues brands have with their ad agencies, many brands have established ________ to handle functions such as sponsored content, social media advertising, and data/marketing analytics.
in-house agencies
When people best remember messages that are consistent with their preexisting beliefs this is called?
Selective retention