Term
| In terms of symbolism what do advertisers want to control? |
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Definition
| The meaning which the symbols represent. |
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Term
| When advertisers ask “how can we keep them from using the remote control” what kinds of control are they concerned with? |
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Definition
| Try to control the symbols in their ads, or symbols around there ads, or our spending triggered by ads. |
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Term
| What is the most important kind of control that advertisers would like to have? |
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Definition
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Term
| How is McAllisters’s definition of control different from Beniger’s? |
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Definition
| Unintentional control is also an important effect of advertising. |
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Term
| What are the different dimensions of control? |
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Definition
| Internal versus External control, operational versus allocative control, intentional versus unintentional control. |
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Term
| What does internal control entail? |
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Definition
| Involves the skillful manipulation of symbols within an advertisement. |
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Term
| What does external control focus on? |
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Definition
| Focuses on advertisings attempt to shape the media environment in which the advertisement is embedded. |
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Term
| What is allocative control? |
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Definition
| Control over the direction and philosophy of an organization. |
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Term
| What is operational control? |
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Definition
| Control over day to day running of operations. |
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Term
| Under what conditions would advertisers have allocative power? |
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Definition
| Under conditions in which they have more power. |
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Term
| What kinds of control does the example of commercial broadcasting demonstrate? |
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Definition
| External allocative and operational controls. |
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Term
| In what realm does intentional control reign? |
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Definition
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Term
| How do advertisers have unintentional control over the media? |
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Definition
| They have allocative control over a media system, unintended control may happen frequently as media creators, working in a system thus defined, alter contents for advertisers needs. |
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Term
| In the 1980s, what had advertisers lost control of in electronic media? |
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Definition
| Lost control over the aduience’s media behavior. |
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Term
| What new viewing technologies have eroded advertiser’s control of audience media behavior? |
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Definition
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Term
| Why does time-shifting Seinfeld damage the symbolic power of ads during the show? |
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Definition
| Damaged placement strategies effectiveness, wasting much of its planned symbolic power. |
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Term
| What is the difference between grazing, zapping and zipping? |
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Definition
| Grazing- channel surf Zapping- avoiding commercials Zipping- limited to only what was videotaped earlier |
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Term
| Why do MTV, CNN and sports offer more opportunities to zap? |
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Definition
| Attract the TV generation with quick forms of television. |
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Term
| On car radios, what functions have allowed greater grazing and zapping? |
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Definition
| The computerized scan and seek buttons. |
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Term
| What are the characteristics of post-industrial life? |
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Definition
The switch from manufacturing to service industries in western societies, leading to more specialized jobs and expertise.
Increased prevalence of higher education that leads to disversified interests and viewpoints.
Growth of the information industry, including mass media and information technology. |
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Term
| What characterizes the evolution of magazines? |
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Definition
| Went from being mass marketed to demographically targeted. |
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Term
| What problems has the fragmentation of the media and consumer audience caused for advertisers? |
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Definition
| It is tough to find the ideal strategy for placing ads that maximizes both reach and frequency. |
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Term
| What kinds of audiences were most escaping advertising in the 1980s? |
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Definition
| DINKS double income, no kids. |
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Term
| What is the big concern for advertisers in the mediated environment of ads? |
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Definition
| The erosion of audiences and cable audiences as well. |
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Term
| In what ways has clutter increased? |
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Definition
| Mainstream media has become so recepetive that they now carry such an abundance of ads that the effectiveness of individual ads is reduced. |
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Term
| How is clutter manifested in the magazine industry? |
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Definition
| During the eighties, the number of magazine advertising pages rose by 50% |
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Term
| What kinds of clutter are cable channels more susceptible to? |
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Definition
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Term
| How did the recession of the early 1990s increase clutter? |
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Definition
| Cost had risen for Tv and other media, and because some advertisers had cut back on ad expenditure during this recession, advertisers looked for ways to stretch their ad bucks. Decrease lengths of ads which means more ads. |
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Term
| What is the relationship between zapping and clutter? |
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Definition
| As clutter increases, so does the viewers tendency to escape ads via the remote control. |
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Term
| What factors have increased advertising control in the 1990s? |
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Definition
Weaking of television and newspapers
The stance toward advertising and media taken by the federal gov. |
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Term
| Why are advertisers more powerful in their relation ship with the Big Three networks than they used to be? |
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Definition
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Term
| What unfortunate economic lesson did TV learn from the 1990 season? |
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Definition
| Innovative content in the new competitive environment doesn’t work. |
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Term
| Where does innovation inn TV come from, if not from content? |
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Definition
| It comes in the innovative ways that television can be subservient to advertisers. |
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Term
| Where does innovation inn TV come from, if not from content? |
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Definition
| It comes in the innovative ways that television can be subservient to advertisers. |
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Term
| How have cable channels such as Lifetime and Discovery cultivated relationships with advertisers? |
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Definition
| They struck deals with them, giving advertisers more of a promotional voice in an effort to win more advertising money |
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Term
| What makes newspapers nervous? |
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Definition
| There is much faster growth in their direct competitors for local advertising money. |
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Term
| What are the reasons for the relative decline in newspaper ad revenues? |
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Definition
| Services that newspapers traditionally had a lock on can now be delivered by other means. |
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Term
| How could newspapers compensate for declining revenues? |
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Definition
| By becoming more advertising friendly. |
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Term
| How did deregulation manifest itself in advertising? |
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Definition
| Less government, more free marketplace. |
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Term
| What are the effects of conglomeration and bigness in ad agencies? |
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Definition
| As an advertising agency grows, so does its potential influence over the media, media may be more willing to heed the demand of large advertisers. |
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Term
| What does Mattelart argue is the most important dimension of the nee megaagencies? |
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Definition
| Strategy, where all options for spreading the clients message to its market are explored and integrated. |
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Term
| What happened to the FTC between the Carter and Reagan presidencies? |
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Definition
| During Carter, chair of FTC was aggressive in attacking incomplete or inaccurate advertising. During Reagan, chair toned down agency’s activism. |
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Term
| How did the FCC make public TV a more attractive promotional device? |
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Definition
| By relaxing restrictions on underwriter messages in public broadcasting. |
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Term
| What factors accentuated the deregulation of broadcasting during the 1980s? |
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Definition
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Term
| How did the government’s attitude toward public not-for-profit institutions increase advertisers control |
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Definition
| Institutions normally dependent on government funds were forced to look else where |
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Term
| What did Newt Gingrich say he wanted to do to public broadcasting? |
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Definition
| Deregulate even further and to privatize public broadcasting. |
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