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58 Cards in this Set
- Front
- Back
monopoly
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single firm dominates production and distribution in a particular industry, either nationally or locally
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oligopoly
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an economic situation in which just a few firms dominate an industry
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limited/monopolistic competition
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a media market with many producers and sellers but only a few differentiable products within a particular category
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direct payment
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involves media products supported primarily by consumers, who pay directly
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indirect payment
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involves media products supported primarily by advertisers, who pay for the quantity or quality of audience members that a particular medium delivers
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economies of scale principle
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refers to the practice of increasing production levels so as to reduce the overall cost per unit
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synergy
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the promotion and sale of different versions of a media product across the various subsidiaries of a media conglomerate; also global companies buying up pop culture to play on its various products
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consumer control
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requires that consumers participate in deciding what is to be offered
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consumer choice
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free to select among options chosen by producers
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cultural imperialism
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American styles in fashion an food, as well as media fare, dominate the global market
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product placement
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buying spaces for particular goods to appear on a tv show or in a movie
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space brokers
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individuals who purchased space in newspapers and sold it to various merchants
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subliminal advertising
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hidden or disguised print and visual messages that allegedly register on the subconscious and fool people into buying products
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mega-agencies
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large ad firms that are formed by merging several individual agencies that maintain worldwide regional offices
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boutique agencies
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formed by creative individuals to devote their talents to a handful of select clients
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market research department
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assesses the behaviors and attitudes of consumers toward particular products before ads are created
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demographics
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earliest type of market research; mainly studied and documented audience members' age, gender, occupation, ethnicity, education, and income
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focus groups
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small-group interview technique in which a moderator leads a discussion about a product or an issue
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Values and Lifestyles (VALS) strategy
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divides consumers into types
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storyboard
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a sort of blueprint or roughly drawn comic strip version of the potential ad
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media buyers
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people who choose and purchase the types of media that are best suited to carry a client's ads and reach the targeted audience
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saturation advertising
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a variety of media are inundated with ads aimed at target audiences
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account executives
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individuals responsible for bringing in new business and managing the accounts of established clients
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account reviews
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the process of evaluating and reinvigorating a product's image by reviewing an existing ad agency's campaign or by inviting several new agencies to submit new campaign strategies, which may result in the company switching agencies
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famous-person testimonial
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a product is endorsed by a well-known person
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plain-folks pitch
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associates a product with simplicity
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snob-appeal approach
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attempts to persuade consumers that using a product will maintain or elevate their social status
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bandwagon effect
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points out in exaggerated claims that everyone is using a particular product
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hidden fear appeal
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plays on consumers' sense of insecurity
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irritation advertising
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creating a product-name recognition by being annoying or obnoxious
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the association principle
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a persuasive technique used in most consumer ads where the ad associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product
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myth analysis
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provides insights into how ads work at a general cultural level
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commercial speech
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any print or broadcast expression for which a fee is charged to organizations and individuals buying time or space in mass media
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infomercials
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a substantial growth area in cable/broadcast tv; 30-min late-night/daytime programs usually featuring ex-celebs advertising a product/service in a format that looks like a laid-back talk show
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puffery
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ads featuring hyperbole and exaggeration
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interstitials
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ads that pop up in new screen windows as user attempts to access a new web page
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spam
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classified ads and unsolicited emails
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political advertising
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use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint
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direct broadcast satellite (DBS)
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services like DirecTV
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CATV
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community antenna television; 1st small cable systems
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geosynchronous orbit
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22,300 mi from equator, satellites travel at greater than 6,800 mph and circle Earth at same speed Earth revolves on axis
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transponders
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relay points on a satellite that perform the receive-and-transmit functions
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must-carry rules
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required all cable operators to assign channels to and carry all local TV broadcasts on their systems
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access channels
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nonbroadcast channels dedicated to local education, government, and the public
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leased channels
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where citizens could buy time and produce longer programs or present controversial views
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electronic publishers
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services that are free to pick and choose what channels to carry
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common carriers
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services that cannot get involved in channel content
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retransmission content
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broadcasters could ask cable companies for fees to carry their channels
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The Telecommunications Act of 1996
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brought cable fully under the federal rules that had long governed telephone, radio, and TV
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narrowcasting
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providing specialized programming for diverse and fragmented groups
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basic cable
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36-72 channel lineup made up of local broadcast signals, nonbroadcast access channels, one or more regional PBS stations, and a variety of services retrieved from national communication satellites
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superstations
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independent TV stations linked to a satellite
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premium channels
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special channels such as movie channels, video-on-demand (VOD), interactive services, and pay-per-view
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pay-per-view
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channels that offer recently released movies or special one-time sporting events to subscribers who pay a designated charge to cable company, allowing them to view program at designated time slot
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video-on-demand
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digital cable service enabling customers to choose among hundreds of titles, then download a selection from the cable operator's server onto cable box hard drive for $1-4 and watch movie as they would watch a video
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interactive/two-way cable television
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enables users to send signals upstream or back to the headend
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cable music
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provides 24-hr music channels uninterrupted by ads
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multiple-system operators (MSOs)
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large corporations that each own many cable systems
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