COMM 2332 FINAL

Which of the following examples of hypothetical player responses demonstrate effective product placement?

"That game made me want to have a Gatorade." "Get to the screen where the Pizza Hut sign is."

In 2018, American PR firms took in ________ in revenue.

$16 billion

Which of the following are associated with the increase in electronic sell-through (EST)?

*Americans are using the internet more often and watching more videos than ever before *DVD sales and rentals have declined

Which of the following would be considered media multitasking?

*Erica watches TV, her computer, and handheld devices simultaneously *Joe texts on his cell phone while he watches a video on his tablet

Which of the following are benefits of concentration and conglomeration?

*Large companies can reach a more widespread audience *The resulting media companies face less financial instability

Which of the following are general concerns when large, multinational conglomerates make the majority of media acquisitions?

*Local media industries and local cultures will be overwhelmed by the programs of large, multinational conglomerates *With an eye toward an expanding worldwide market, media companies may tailor their content to the widest possible global audience *Foreign corporations may try to influence media content to suit their own purposes

Which of the following networks are examples of the effect of audience fragmentation?

*TV Land *Nickelodeon *Bravo

According to New York University law professor Burt Neuborne, conglomeration has led to sensationalism in the press for which of the following reasons?

*The press is now subject to a market psychology *The press is no longer controlled by persons feeling a zealous responsibility to the First Amendment

Which of the following statements about large, media-owning corporations are accurate?

*They may run business other than the media companies they own *They tend to be dominated by a bottom-line mentality in which the profit incentive rules

Narrow, demographically targeted audiences may be in danger of

*having narrower cultural experiences *losing their ability to connect with members of other taste publics

Concentration of media ownership has contributed to the emergence of news deserts, which

*result in severely limited access to local political news *result in voters who are less politically engaged *are communities starved for vital news due to a lack of journalistic resources

Which of the following are examples of media convergence?

*the launch of a film in theaters as well as on demand via a satellite television provider, on the iPad, and streamed over the internet *the simultaneous release of a music CD in stores, streaming for free on the internet, and available for temporary download through a music site

Which of the following are concerns critics have of AI (artificial intelligence) songwriting?

-AI songwriting will produce more of the same music we already have. -AI songwriting will destroy artistry in songwriting.

Which of the following are characteristics of radio after the introduction of television?

-it is more personal and no longer characterized by big networks-it is specialized, with different formats for different stations

`Because of persistence of vision, if photographic frames are moved at ______ frames a second, people perceive them as actually in motion.

24

Although producers from across the globe are conducting business in China, and local versions of Western shows are flourishing, the Chinese government requires that

51% of all programming remain state-owned.

By what age have children typically gained the ability to rationally judge the worth of the claims made by advertising?

7 or 8 years old

Which of the following statements about the relationship between advertising and public relations are correct?

A company uses advertising to sell its products, but when it needs to improve its image, it turns to public relations. Advertising agencies are increasingly establishing PR departments or forming relationships with PR firms. Advertising people implement policy after organization leaders set it.

What is it about the concentration of media ownership that has contributed to the increasing media convergence?

A company with multiple channels a delivery has a strong incentive to apply as many of them as possible to get the greatest use from its content

Which of the following is an example of product placement in video games?

A company's brand name is programmed permanently into the game.

Which of the following are examples of issues management work?

A disease control agency gathering and communicating information about a disease outbreak in another country ahead of any domestic appearance. A development agency working with disabilities advocacy groups to ensure a new state-funded arena will address all their concerns.

Which of the following is the most positive aspect, for PR professionals, of how the Internet and social media are changing the PR landscape?

A greater sense of involvement with the company or organization can more easily be fostered, especially among young people.

For which of the following is the client most likely to need a PR firm's counseling services?

A management group needs owners, contractors, and service providers to better understand what the group does.

Which of the following takes place in the simplest form of communication?

A message is transmitted from a source to a receiver.

Which of the following is the most negative aspect, for PR professionals, of how the Internet and social media are changing the PR landscape?

A public complaint can be almost instantaneously carried around the world.

Which of the following statements regarding the ownership of media companies is accurate?

A small number of large conglomerates own most media outlets

Which of the following are true of U.S. children's response to advertising?

A typical first-grader can recognize about 200 different logos. McDonald's is the most recognizable brand among children.

Which of the following statements about the impact of media are accurate? A. Media are so all-persuasive in our lives that we often fail to notice their presence B. We may respond to media on an emotional or intellectual basis, or both C. It is easy to feel that the media manipulate us. D. Media shape our realities, and we are helpless to do anything about it.

A, B, & C

People who favor information-based radio, such as news and sports, typically choose to listen to ______ radio.

AM

The early switching network that went online in 1969, using computers at four different universities, was based on work commissioned by

ARPA

What network that went online in 1969 used Honeywell computers at multiple universities?

ARPAnet

What are the two biggest music licensing companies?

ASCAP and BMI

Which of the following are true of the process of proposing a new network show and the decision to produce?

About 4,000 new television series are proposed each year. Pilots cost between $2 million for a 30-minute show to $5.5 million for an hour-long show.

Which of the following statements about globalization and world demographics pertinent to advertising are correct?

About 80% of the world's population lives in developing countries. More than half of the top U.S. agencies are owned by foreign companies.

Which of the following statements about the social construction of reality theory are true?

According to the social construction of reality theory, people who belong to the same culture generally assign the same meaning to things. Signs have more subjective meanings.

What is the difference between actual malice and libel?

Actual malice is intended to hurt a person, and libel is false or malicious published material that damages a person's reputation.

Which of the following is the most important result of a successful institutional image?

Advertisers can sell the corporation's products more easily.

Why is symbolic interaction of particular interest in the study of advertising's influence?

Advertisers often use symbolic meaning, beyond a product's function, to interest their target market.

Which of the following is a primary criticism of advertising?

Advertising is frequently deceptive.

Why might a nonprofit organization consider a manufacturing cost of $20,000 for an advocacy game inexpensive?

Advertising spots in other media are far more expensive.

Which of the following are considered underrepresented "outgroups" in the United States?

African Americans gays women

Which of the following statements about the authoritarianism concept and the example of China are true?

All of China's radio and television stations are owned by or affiliated with the Communist Party of China or a government agency. Authoritarianism and communism are similar concepts.

Why is there significant control over Honduran media content despite the constitutionally guaranteed freedom of the press?

All the major newspapers are owned by powerful business executives or politicians with allegiances to different elites.

Which of the following statements best illustrates the use of clandestine stations during World War II?

Allied nations operating clandestine stations encouraged German soldiers to sabotage their vehicles. Allied clandestine stations posing as official German stations frequently transmitted false reports to confuse the enemy.

Which of the following accurately explain why journalists constantly have a conflict between serving the public and generating profit?

Although journalists have a responsibility to the public, they also have to make a living. Most reporters work for media corporations, and they do not want to risk offending their bosses

Although the text of the 2005 UNESCO convention on cultural expression argued for the defense of every country's cultural heritage, it was clear from the debate preceding its passage that its true objective was protecting other countries from ______ media.

American

Established during World War II, the Armed Forces Radio and Television Service (AFRTS) remains active today under what new name?

American Forces Radio and Television Service

Which of the following is true about magazine advertising?

American adults trust magazine advertising more than they do television or Internet advertising.

Which of the following statements about sexuality in American and other countries' programming is true?

American broadcasting is more sensitive about sex and nudity than most commercial systems in South America and Europe.

Why did early foreign television operators buy American programming?

American programming was cheap, and most foreign countries could not afford to produce high-quality domestic material.

As a result of the specific requirements of the 1974 Federal Privacy Act,

Americans have become more concerned about privacy and security online.

Why was there a boom in the number of american magazines in the mid 1800's?

Americans were increasingly literate, covered topics important to Americans, printing was increasingly easy and cheap

Which of the following accurately describe the role social media played in the Arab Spring?

Among the social media used were Facebook, Twitter, and YouTube. People used social media to organize protests, monitor abuse, and make demands.

How did Apple's strategy for selling music online through its iTunes Music Store succeed when previous attempts for industry-approved downloading had failed?

Apple sold individual songs for as little as 99 cents.

Which of the following statements about artists and the Internet are true?

Artists are connecting directly with listeners and not relying on record labels or radio. Musicians are using the Internet to produce, distribute, and promote their own music.

Which of the following refers to the process by the audience becomes less of a mass audience and its individual segments become more narrowly defined?

Audience fragmentation

When the first films were viewed by audiences, they reacted as if the images on the screen were tangible and real. Which of the following best explains this reaction?

Audience members were not film literate.

N. W. Ayer and Sons, founded in 1869, was different in what significant way from the agency created by Volney B. Palmer in 1841?

Ayer and Sons was a "full service" advertising agency

______ is space on the wires for bringing content into your home, while ______ refers to a channel with broad information-carrying capacity.

Bandwidth; broadband

Which of the following best describes how conglomerates in the music business affect the quality of music?

Big businesses are less likely to take risks, resulting in a lack of new ideas in the music they produce.

Who founded Microsoft Corporation?

Bill Gates and Paul Allen

Which of the following are true of binge watching?

Binge watching refers to viewing five or more episodes of a series in one sitting. More than 70% of TV viewers admit to binge watching.

Which of the following statements regarding U.S. box office revenue in the twenty-first century are true?

Box office revenue reaches over $11 billion per year Box office revenue is generated by fewer tickets per person each year

Which of the following best explains the main issue broadcasters have with how the FCC handles indecency complaints?

Broadcasters feel the "guilty until proven innocent" approach infringes on their First Amendment rights.

Which of the following statements best describes how advertising has changed since the advent of cable television?

Cable channels must appeal to more specific groups in order to attract advertisers

Which of the following best describes the issues that arise with copyright and cable companies?

Cable companies distribute many copyrighted works, and the creators must be compensated.

Which of the following statements describes how cable copyright issues are currently handled?

Cable copyright issues are handled by several different arbitration panels under the Library of Congress.

Which of the following best explains why the business arrangement between networks and affiliates has changed?

Cable television has taken market share away from the networks.

Which of the following statements about cameras in the courtroom today are true?

Cameras are prohibited in federal trials. All 50 states allow cameras in some courts.

Which of the following are true of catalog albums?

Catalog albums are those that are more than 18 months old. Sales of catalog albums help keep the music industry afloat.

Which of the following best explains why mass communication theory is an evolving field?

Changes in technology or media can challenge existing theories.

Which of the following are ways that individual Internet users can limit the spread of false information on the Internet?

Check a reputable website to determine if information is accurate before sharing it. Ignore messages that are sent by anonymous sources.

Which of the following are accurate statements about feedback, according to Osgood-Schramm model of communication?

Communication is an ongoing reciprocal process, it is impossible to identify who is giving feedback to whom & Just as there is no clearly defined source or receiver, there is no feedback & Every communication is a response to another communication, so it makes no sense to talk about "feedback: as such

Which of the following statements about industry relations is true?

Companies in the same industry must be united in preserving the integrity of that industry.

Which of the following are true of the U.S. film industry of the 1910s and 1920s?

Companies such as Paramount and the Fox Film Company were formed by several independents joining together. The Hollywood studio system had the advantage of longer shooting seasons. By the mid-1920s more than 350,000 were making their living in film production.

Which of the following was founded in 1936 to protect consumers from corrupt advertisers?

Consumers Union

Which of the following statements best summarizes consumer behavior with respect to smartphones and tablets?

Consumers are more likely to make impulse purchases from a smartphone or tablet, but they are less likely to welcome advertising on the device.

"Our society is changing from consumers to creators." What does this statement mean?

Content production is now so cheap and easy that anyone can do it.

Which of the following publications is an example of the practice of narrowcasting, or targeting?

Cooking Light

Which of the following statements about copyright protection on the Internet is true?

Copyright rules for material on the Internet are the same as for other media.

Critics say concentration and conglomeration affect American democracy in what way?

Corporate media rely more on official government sources for news than on their own investigations.

Which of the following statements about copyright and digital rights in the Internet age are true?

Creative Commons is a nonprofit corporation that promotes collaboration and sharing of material by providing licenses and other copyright tools. Many traditional media companies now sell or distribute their products with limited or no DRM.

Which of the following statements accurately describe the ultimate impact of Thomas Edison's Motion Picture Patents Company (the Trust)?

D. W. Griffith and other filmmakers established independent companies in defiance of the Trust. Companies formed in defiance of the Trust moved to California. The Trust had the unintended effect of ultimately helping establish the Hollywood studio system

Who among the following were broadcast journalists who famously covered major political conventions in 1956?

David Brinkley and Chet Huntley

Which of the following best describes why self-regulation of ethics is important in media?

Democracies need mass communication but generally do not like government involvement in media.

Which of the following statements about cultural traditions and values are correct?

Depending on the situation, cultural traditions and values can either liberate or limit us & not everything that a culture teaches is helpful, and sometimes it can be downright harmful & thanks to these traditions and values, we know that it would usually be inappropriate to tell jokes at a funeral

Which of the following statements about integrated marketing communications (IMC) are true?

Designed to be virtually seamless, IMC should be just as at home on the Web as it is on TV or in magazines. In IMC, firms actively combine public relations, marketing, advertising, and promotion functions. The goal of IMC is to give the client and agency greater control over communication and its interpretation.

Which of the following statements about why game designers want product placements in their games are true?

Designers can engage in cross-promotion with advertisers, which is lucrative. Brand names add some realism to the games.

Which of the following statements about movies and their audiences in the 1930s are correct?

Double features offered welcome relief to cash-strapped moviegoers during the Great Depression. B-movies, typically made for less money than the Hollywood blockbusters they accompanied, rounded out the program in a double feature. By the end of the 1930s, Hollywood was turning out 500 movies a year.

Which of the following would be a likely competitor for a magazines advertising dollars?

ESPN's website

Around the time of World War I, public relations pioneer ______ began emphasizing the importance of assessing the feelings of the public toward an organization.

Edward Bernays

Who of the following were notable figures in the public polling industry during the 1930s?

Elmo Roper George Gallup

Which of the following countries most influenced American advertising in the colonial era?

England

What was the first "full-service" electronic computer?

Eniac

Which of the following are true of video game streaming?

Even the most graphic-heavy AAA games can be streamed seamlessly. Games can be streamed on any device. Streaming is made possible by cloud computing.

results from spending too much time on social media and constantly having to be in self-presentation mode

Facebook Depression

Candy has a lot of Facebook friends, but she doesn't like to read posts from friends who are on vacation, at parties, or constantly talking about how awesome everything is. Candy is likely suffering from which of the following?

Facebook Envy

results from resenting the happiness of others on social media

Facebook envy

Launched in 2004, it was set up at Harvard University and became one of the three most-visited websites in the United States.

Facebook.com

Which of the following are reasons that companies began to shift interest from local markets to larger markets during the Industrial Revolution and the Civil War?

Factories increased production and manufactured more goods. The population of the United States grew.

Magazines charge as much for print advertising as they do for online advertising.

False

True or False: In recent years, advertisers have been forced to generalize ad campaigns in order to reach as many demographic groups as possible.

False

True or False: There was a shortage of consumer products when World War II ended.

False

True or false: Advertising agencies expanded their efforts to promote consumer products during World War II.

False

True or false: An anticommunist radio station originating in South Korea and directed toward those suffering under the despotic rule of North Korea leader is an example of an indigenous station.

False

True or false: British cultural theory assumes that media is an inherently negative force in society.

False

True or false: CD music sales are the one area in which an established media industry has unquestionably thrived in the face of rapid technological change.

False

True or false: Clandestine stations are only broadcast via shortwave radio.

False

True or false: Culture serves a positive and absolute purpose

False

True or false: Obscenity is a protected form of press expression.

False

True or false: People generally agree about the strength and presence of media effects.

False

True or false: The Fairness Doctrine is still in effect in media today.

False

True or false: The Frankfurt School of media theory believed that typical media fare, such as popular music and movie comedies, elevated all people toward a better life.

False

True or false: The majority of American journalists today report that they have nearly complete freedom in selecting stories to cover.

False

True or false: The upsurge in violence in the 1960s was directly related to television becoming a dominant mass medium at the same time.

False

True or false: We pay attention to most ads we see throughout the day.

False

Which of the following was established by the federal government in part to regulate the advertising industry?

Federal Trade Commission

The ______ Amendment in the U.S. Constitution protects freedom of the press.

First

Which of the following statements about brand-specific game websites are true?

Games can be played online. Games are sometimes downloadable.

To counter public distrust of big business, many corporations established public relations departments, as ______ did in 1931.

General Motors

Which of the following automakers responded to a series of safety recalls in 2014 by undertaking a social-media public relations campaign to try to repair and save its reputation by offering loaner cars and vouchers for public transportation?

General Motors

Which of the following best sums up the idea "Congress shall make no law" with regard to a free press?

Government agencies cannot make laws.

Which of the following statements about the development concept is true?

Government and the media work together to make sure that the media focus on beneficial development of the country.

Which of the following countries' media systems would most likely operate under Hachten's Western concept?

Great Britain

Which of the following were results of Gutenberg's invention of movable metal type? (2 answers)

Gutenburg's invention allowed mass communication & prior to Gutenberg's invention, literacy had been reserved for the elites.

Which of the following reasons contribute to the video-game industry's continued reliance on sequels and licensing?

Half of all new games fail. Production, promotion, and distribution costs are soaring. Most of the top selling video and computer games are franchise sequels or licensed titles.

Which of the following statements about Will H. Hays and the Motion Picture Producers and Distributors of America (MPPDA) is not correct

Hays had extensive experience in Hollywood that made him uniquely qualified to head the MPPDA

Why did Ivy Lee have to testify before Congress in 1934?

He had conducted public relations efforts on behalf of Adolf Hitler and Germany.

Which of the following are contributions made by Charles Babbage?

He is known as the originator of the computer. His first computer used stored memory and punch cards for input and output.

Which of the following best explains why there is no agreement regarding which film was the first sound film?

Historians cannot decide what qualifies as a sound film.

Time media writer James Poniewozik claims that the global village is the new cold war between

Hollywood/Mickey D's and every other world culture.

Which of the following are examples of premium cable series?

Homeland Game Of Thrones

Reporters Without Borders analyzed media freedom in Honduras and concluded which of the following?

Honduras is a dangerous country for media personnel, with little respect for freedom of information.

How would failing to maintain network neutrality affect the value of the Internet to democracy?

If all sites were not equal, the political voices able to pay more would be far more likely to be heard.

Why do advertisers see games as much like magazines?

In both media, it is easy to target a very specific group.

Which of the following accurately describe limits placed on the distribution of The Simpsons.

In the Middle East, beer in the program has been changed to soda, and the bar regularly seen in the U.S. version does not appear. In Germany and Austria, episodes that include the topic of a nuclear accident are not aired

For which reasons does programming throughout the world so closely resembles American broadcast fare?

In the early days of television, American producers flooded the world with low-cost programming. The United States is a world leader in international distribution of broadcast fare.

AAAs VIA or Aggregate & Mining Journal

Industrial, company, and sponsored

Which of the following statements about Thomas Edison is not accurate?

Interested in expanding film as a medium, Edison acted as a mentor, nurturing young talents such as D. W. Griffith.

In 1971, the American external broadcast services were brought openly under government control and funded and administered by the

International Broadcasting Bureau.

Consistently falling record industry sales are blamed on ______ by the recording industry but on ______ by many music critics.

Internet piracy; superficial, disposable music

Which of the following are true of global media today?

Internet users can tune in to Web radio stations originating from every continent except Antarctica. It is common for movies and television programs to have key production and acting roles filled by people from a number of different countries. Television networks can now stream a program simultaneously to many different countries.

Mass Communication OR Interpersonal Communication: Feedback is immediate.

Interpersonal Communication

Mass Communication OR Interpersonal Communication: Messages are personally relevant

Interpersonal communication

How did the Postal Act of 1879 contribute to the growth of mass circulation popular magazines?

It allowed magazines to be mailed at a cheap second-class rate.

Which of the following statements best describes the Convention on the Protection and Promotion of the Diversity of Cultural Expressions?

It allows countries to legally establish quotas and subsidies to protect their local media industries.

Which of the following best describes the purpose of Creative Commons?

It allows people to share and build on others' work in a way that is consistent with copyright rules.

Which of the following statements about puffery are true?

It assumes consumers do not take advertising claims literally. It refers to an acceptable degree of exaggeration in advertising.

Which of the following best explains the most negative aspect of the government having access to all electronic communication?

It can be destructive to our personal freedom and create a surveillance state.

Which of the following are true of the so-called smear forward?

It can have damaging real-world effects. It is an example of the negative side of the "double-edged sword" of technology.

Which of the following best describes the purpose of a music licensing company?

It collects fees and then distributes money to artists and songwriters.

Critics claim that consumer culture does which of the following?

It demeans the individuals who live in it.

In which of the following ways did the Recording Industry Association of America (RIAA) initially respond to the development of MP3?

It developed its own "secure" Internet technology.

Which of the following are true regarding the Armed Forces Radio and Television Service (AFRTS)?

It employs shortwave radio, satellites, and Internet technology. It provides American programming to Department of Defense personnel and their families serving overseas. It is an American external service.

Which of the following best describes the purpose of a Standards and Practices Department at a broadcast network?

It enforces policies for conduct and professional codes.

The Web provides slacktivists with which important benefits?

It greatly reduces the costs of protesting. It enables people to act collectively even when they are physically apart.

In which of the following ways has television changed society?

It has changed the way we relate to movies, books, and radio. It has changed the way we organize furniture in our homes. It has shaped the ways in which we understand the Internet.

Which of the following are ways in which blogging has helped society?

It has demanded more accountability from corporations and politicians and other powerful entities. It has empowered and given voice to those distrustful of or ignored by traditional media.

The radio broadcast of The War of the Worlds had which of the following effects on mass communication theory?

It helped scientists discover that people were not all influenced in the same way.

Culture serves which of the following purposes?

It helps define us, our world, and our place in it & It helps us classify our experiences

Which of the following are among the criticisms of the uses and gratification approach?

It ignores media's cultural role in shaping people's media choices and use. It ignores unintentional media consumption.

What major effect does cross-promotion have for both the game maker and the advertiser?

It increases the profit margins for both companies.

Which of the following best explains how most Americans feel about ubiquitous advertising?

It interrupts and changes our experience and is annoying.

Which of the following statements about forced exposure are true?

It involves gathering a group of consumers to watch a program with commercials. It is used mostly for television advertising.

Which of the following best defines copy testing?

It involves showing messages to consumers to gauge their potential success.

Which of the following are true of stream ripping?

It is a form of piracy. It involves saving streamed media on a file on a personal device to be accessed locally. The major recording labels have joined forces to challenge the legality of the practice.

Which of the following best describes a D-notice?

It is an official request in Great Britain for media to refrain from publishing or broadcasting a story because of national security issues.

In what way is privacy a metaethic?

It is considered by many to be a fundamental value.

Which of the following are true of financial PR?

It is practiced primarily by corporate organizations. It often comes into play when the organization is expanding into a new market.

Which of the following statements best defines mass media comparative analysis?

It is the study of different countries' mass media systems.

Which of the following is true about one of the earliest examples of public relations—a clay tablet dating to about 1800 B.C.E.?

It is what today we would call a public information bulletin. It provided farmers with information on growing and harvesting their crops.

Which of the following is the biggest problem with normalized news?

It keeps people from questioning and keeps journalists from investigating further.

Which of the following accurately characterize the impact of sound on the movies?

It made possible new genres such as musicals. Film production became much more complicated and expensive. Actors and actresses had to really act, not just mouth lines.

Which of the following statements about neuromarketing research are true?

It primarily measures consumers' subconscious reactions to advertising. Critics argue it exploits consumers' instinctual responses.

Which of the following statements best describe Hachten's Western concept?

It recognizes that there is no completely free media system on Earth. It recognizes that even commercially driven systems include the expectation of public service and government oversight of mass communication.

Which of the following statements about social responsibility theory are true?

It recognizes the need for some form of control on the media. It believes that both the media and audiences have an obligation to use media responsibly.

Which of the following statements about programmatic buying is true?

It refers to automated, data-driven purchasing of online advertising. It can be maliciously manipulated, resulting in financial losses.

Which of the following best defines public domain?

It refers to material with no active copyright that can be used without permission.

Which of the following best describes the Fairness Doctrine?

It required broadcasters to fairly cover issues that are important to the public.

Which of the following best describes what VALS does?

It segments consumers based on lifestyles and values.

Which of the following best describes electronic colonialism theory?

It states that nations receiving cultural products created in other countries can be negatively influenced by those products.

Which of the following are true of the ad hoc balancing of interests?

It suggests several factors be weighed in determining how much freedom the press is granted in individual cases. The concept acknowledges that freedom of speech and of the press has to be balanced with other important liberties guaranteed in the Bill of Rights. This can be described as a "less-than-absolutist" approach.

Which of the following best describes Canon 35?

It was a rule that prohibited cameras and radio broadcasting of trials.

Which of the following best describes the issue that the courts had with DVD decryption software?

It was seen as a tool to let others violate copyright.

Why was Irvin v. Dowd a significant case for the Sixth Amendment?

It was the first conviction overturned because of pretrial publicity.

What was significant about Collier's magazine?

It was the first mass circulation magazine to cease publication.

How did radio change its focus after television arrived?

It went from being nationally oriented to locally oriented.

Why is shortwave radio well suited for long-distance transmissions?

Its high frequencies easily and efficiently skip off of the ionosphere and produce waves that can travel vast distances.

As a direct result of ______, Congress in 1938 passed the Foreign Agents Registration Act, requiring anyone who engages in political activities on behalf of a foreign power to register with the Justice Department as an agent of that power.

Ivy Lee's public relations efforts on behalf of Adolf Hitler and Germany

Which of the following statements accurately describe attempts to maintain cultural boundaries and resist the excessive flow of global media?

Jamaica's Broadcasting Commission banned American hip-hop music. French law requires that 40% of all music broadcast by its radio stations be in French. Iran bans "Western music" altogether from radio and television.

Which of the following emerged in response to automated playlists and "the homogenization of the FM band"?

LPFM, consisting of nonprofit community radio stations with a reach of only a few miles

How is the relationship between networks affiliates changing today?

Local stations must pay networks to be affiliates.

Guided by adviser ______ and capitalizing on the relatively new medium of ______, president Franklin D. Roosevelt initiated a sophisticated public relations effort to gain support for his New Deal policies in the 1930s.

Louis McHenry Howe; radio

Next to Thomas Edison, the most important figures in the initial development of film as a popular medium were the ______ brothers, French mechanics whose father owned a factory that produced photographic plates.

Lumière

"In the early 1900s, magazines were the television of their time." What does this mean?

Magazines were the dominant advertising medium.

Which of the following best describes convergence as it relates to the video-game industry?

Major game companies design their systems to handle multiple media, including video games and Internet and movie capabilities.

Which of the following is a result of the overlap of advertising and public relations?

Many advertising agencies have their own public relations departments.

Which of the following are true of the reactions to Internet advertising?

Many sites offer frequency capping so that users don't have to see the same ads continuously. Some of the Internet's biggest companies and advertisers have formed a coalition to promote blocking of the worst forms of advertising.

Which of the following is not a real example of early public relations?

Marco Polo promoting the success of his journey to China with false reports

Mass Communication OR Interpersonal Communication: Feedback is inferential

Mass Communication

Mass Communication OR Interpersonal Communication: Many identical messages are transmitted.

Mass Communication

Mass Communication OR Interpersonal Communication: Messages are not personalized or specific

Mass Communication

List the following theories in order of their historical emergence, putting the earliest one at the top of the list.

Mass Society Theory Limited effects perspective cultural theory Meaning-making perspective

Match the argument with the most significant counterargument.

Media content has limited impact because it is only make-believe. matches Choice, Most film and television dramas are meant to seem real to viewers. Most film and television dramas are meant to seem real to viewers. Media simply hold a mirror to society. matches Choice, Media are very selective in what they show and how they show it. Media are very selective in what they show and how they show it. Media's effects are only on the unimportant things in our lives. matches Choice, The billions of dollars spent on swaying opinion on critical social issues suggest media's effects are not limited to fads and fashions. The billions of dollars spent on swaying opinion on critical social issues suggest media's effects are not limited to fads and fashions. Media content has limited impact because it is only play or just entertainment. matches Choice, People develop knowledge of themselves and the world through play. People develop knowledge of themselves and the world through play.

Which of the following statements regarding media literacy are true?

Media literacy is a learnable skill & The skill of media literacy requires practice

Which of the following best describes how society factors into the ethical choices that media professionals make?

Media professionals influence society with their work, so they have a responsibility to society.

Which of the following is not among the assumptions of social responsibility theory?

Media should sometimes consider the public good, but not in every case.

Interpersonal Communication

Messages are flexible and changeable & two or few people are involved

______ try to explain specific, limited aspects of mass communication.

Middle-range theories

Which court decision defined the test for obscenity?

Miller v. State of California

Why did John F. Kennedy's FCC chair Newton Minow refer to television as a vast wasteland?

Minow felt television offered little substance.

What impact does increasing the number of points of distribution have a quality of media programming

More points of distribution increase revenues, which can be used to improve programming

Which of the following are true of the demographic makeup of the U.S. today?

More than half of African Americans and Hispanics in the U.S. are under 35 years old. African Americans make up about 14% of the total population. Hispanics are now the nation's largest minority.

Which of the following statements about client-agency relations are true?

More than half of agency/client contracts come with pay-for-performance clauses. Clients have become more assertive about accountability.

Which of the following is true of the relationship between the music industry and technologies such as smartphones and tablets?

More than half of all streaming music listening is mobile—using devices like smartphones and tablets. Smartphones and tablets, like radio, are distinguished by their portability.

Of vital importance to social change in the early part of the 20th century was ______________, in which journalists fought for change and justice by seeking out and exposing corruption and the plight of the poor.

Muckrackers

Launched in 2003, it became more popular than Friendster.

Myspace.com

Which of the following statements about the current state of public relations is true?

Nearly every major U.S. company has a public relations department.

Which of the following are true of the problem of balancing profit and social responsibility?

News agencies' reputations suffer when it becomes known they have allowed reporting to be shaped by advertisers' demands. Sometimes the ethical decision comes down to whether the journalist should do as his or her boss has asked. It is not uncommon for a company to pull its ads from a network that has aggressively pursued a negative story about the company.

Which of the following influenced the American Bar Association to adopt Canon 35?

Newspaper photographers intruded on the 1935 trial of Bruno Hauptmann.

Which of the following is true of smartphones as a game technology?

Ninety percent of all U.S. smartphone users play games on their devices.

Which of the following statements about non-native media content is true?

Non-native media content will have an effect on local culture.

During World War II, the U.S. government undertook a massive campaign to bolster support for the war effort through its

Office of War Information (OWI).

Which of the following statements about online activism is true?

Online activism can successfully spur social and political action.

Which of the following statements about the recording industry is true?

Only one of the three most powerful recording companies is U.S.-owned.

Which of the following statements about culture, in particular American culture, are true?

Our culture represents our collective experience & culture can both divide us and unite us

Which of the following statements about the state of public relations in the United States is true?

PR professionals outnumber journalists five to one.

Established by Thomas Edison in 1908, the Motion Picture ______ Company (MPPC), often called simply the ______, was a group of 10 companies under Edison's control.

Patents; Trust

Which of the following researchers warned in 1941 against relying on administrative research?

Paul Lazarsfeld

Who was the social scientist that argued mere speculation about the impact of media was insufficient, and that more sophisticated studies were needed?

Paul Lazarsfeld

Which of the following represent changes in consumer priorities following World War II?

People had more money to spend on leisure goods. People were having more children and needed products for them. People had more ability to buy their own homes as a result of the GI Bill.

Why do privacy advocates say that cloud computing poses a privacy risk?

Personal data stored with the service can be stolen by a Web user who knows the necessary password.

Which of the following statements is not true?

Pirate stations broadcast the same content as the British Broadcasting Corporation, but 24 hours a day, every day of the year.

Which of the following statements describes the ways in which media fueled the political unrest in Poland?

Poles were able to receive radio and television from neighboring democratic countries. Radio Free Europe, the VOA, and the BBC targeted Poland with a mix of Western news, entertainment, and propaganda.

Which of the following is true of President Trump's relationship with Twitter?

President Trump regularly uses Twitter to communicate with the public.

Which of the following best describes how the press affected the case of Irvin v. Dowd?

Pretrial publicity caused most potential jurors to be biased against the defendant.

Which of the following best summarizes Ivy Lee's overall public relations strategy, as illustrated in his handling of John D. Rockefeller, Jr., and other clients with a bad public image?

Prove that the client has nothing to hide by taking an open, helpful, and friendly approach to the public and press.

Which of the following statements about the propaganda-publicity stage of public relations history are correct?

Public relations began to acquire the deceitful, huckster image that would continue to plague the industry for years. The first major newspapers and consumer magazines went into circulation. The modern national political campaign, complete with news releases and position papers, was born.

Which of the following statements about advertising, public relations, and the relative control they exert, is not correct?

Public relations professionals never use advertising.

Which of the following statements about public service advertising are true?

Public service advertising promotes services or messages that are important for the general public. Public service ads are often used by nonprofit organizations or government agencies.

During the Cold War, which of the following American external services broadcast to Communist-bloc Eastern European countries in their native languages?

Radio Free Europe

Which of the following are services that were established by the United States to counter the Soviet Union's Radio Moscow?

Radio Free Europe Radio in the American Sector Radio Liberty

Prompted by the success of the external services transmitting into the Eastern European communist bloc, which of the following was established by President Reagan in 1985 to broadcast into communist Cuba?

Radio Martí

Which of the following statements about the kinetoscope is not correct?

Recognizing the importance of the kinetoscope to technology and society, Edison made it available to the public free of charge.

Which of the following are true of the notion of catharsis?

Reduced aggression as a result of television violence is better explained by media portrayals of punishment. Catharsis theory continues to be supported by some in the media industry. Social cognitive theory largely disproves the notion of catharsis.

Which of the following are true of the effects of realistic portrayals of out groups in the media?

Repeated exposure to a wide range of realistic media representations can positively influence people's perceptions. When people see characters like themselves on TV interacting with members of outgroups, it can make viewers more open to those people.

Which of the following best demonstrates the application of media ethics?

Reporters must try to find the most morally defensible response to difficult problems.

Agnes watches a television series about brothers who clean up crime scenes for secret assassins. The brothers always appear in unlikely places and seem to magically elude the police. Though the situations are improbable, Agnes sets aside any reservations and fully engages in the show and the characters. Which of the following describes what Agnes is doing?

She is willingly suspending disbelief.

Which of the following results were found by the Pew Global Attitudes Project in 2006?

Significant percentages of people in England, France, Germany, and Italy felt positive about the spread of American ideas and customs. Large percentages of people in England, France, Germany, and Italy said they liked American music, movies, and television.

Which of the following statements about the current state of smartphones are true?

Smartphones have been outselling cell phones. Smartphones are more frequently used than other platforms for sending and receiving e-mail.

Which of the following characteristics about Twitter and Twitter posts (tweets) are accurate?

Some Twitter users have more than one million followers, or subscribers. Users can choose to tweet privately to a specific group or to provide open access. Breaking news is sometimes revealed on Twitter before it appears on national media.

Which of the following statements about advertising directed toward children are true?

Some countries have banned television commercials that target children, but the United States has not. Advertising has become common in schools.

Some magazines identify companies by name in their picture caption copy only if they are advertisers. Why?

Some magazines purposely create copy to reinforce their advertisers' messages.

Which of the following are the major recording companies that together control 63% of the global recorded music market?

Sony Universal Warner Music

Which of the following are true of the market for virtual reality games?

Sony's Playstation VR and Microsoft's Scorpio are two virtual reality game systems. Eight percent of U.S. households already own a VR gaming device. Americans' comfort with technology has been a key factor behind the early growth of virtual reality games

The Apple II was developed by

Steve Jobs and Stephen Wozniak.

Which of the following is predicted for the future of console gaming?

Streaming technology is bringing console gaming to an end.

Which of the following provided the most significant evidence that privacy advocates were right to be concerned about IoT?

TV sets secretly collecting owners' viewing information and selling it to advertisers

Which of the following are the two main competitors for magazines advertising dollars?

TV, internet

Why did television flourish in the 1950s?

Technical standards were put in place. New television stations were established. Advertisers were enthusiastic about the medium.

Which of the following statements about television as an advertising medium are true?

Television advertising accounts for about 40% of all ad spending in the United States. Television advertising is influential and effective.

Which of the following distinguished television commercials from advertising in other media in the early days of television?

Television allowed for demonstration of a product.

Which of the following drove magazines towards specialization as a method of survival?

Television became a powerful medium for national mass audience advertising

Which of the following are some of the assumptions upon which cultivation analysis is based?

Television builds general frames of reference regarding what "reality" is. Television reinforces existing power structures. Television functions as the "central cultural arm" of U.S. society.

Mainstreaming is the product of the processes at work in what basic assumption of cultivation analysis?

Television is the "central cultural arm" of U.S. society.

Which of the following are true of early developments in television?

Television, like radio, quickly attracted audiences from around the world. Among the pioneers of television technology was Scotland's John Logie Baird. The first transatlantic transmission of a television picture took place in 1928.

Which of the following statements about George Creel and the Committee on Public Information (CPI) are accurate?

The CPI sold government Liberty Bonds and helped increase Red Cross membership. Using movies, public speakers, and articles in the press, the CPI engaged in public relations on a scale never seen before. Creel assembled opinion leaders from around the country to advise the government on its PR efforts and help shape public opinion.

Which of the following statements is not true?

The Communist Party successfully shut down Solidarity's clandestine channels and squelched the revolution.

Which of the following best describes the absolutist position on the First Amendment?

The First Amendment gives the press protection for free expression, without exception.

Which of the following were decided in the 1925 U.S. Supreme Court case Gitlow v. New York?

The First Amendment is protected from state governments by the due process clause of the Fourteenth Amendment. Government agencies can make no law regarding free expression.

Which of the following statements about the Motion Picture Patents Company (the Trust) are correct?

The MPPC made and enforced rules about the length and look of movies. Anyone who wanted to make or exhibit a movie needed the permission of the Trust. It was a group of 10 companies that controlled the patents to virtually all filmmaking and exhibition equipment.

Which of the following was one of the books or movies that contributed to a widespread negative view of the public relations industry in the 1940s and 1950s?

The Man in the Gray Flannel Suit

both for sale--advertising directly, and content through PR firms the two categories of media

The Man in the Gray Flannel Suit

Which of the following is the most popular newspaper website today?

The New York Times

ARPA was established in response to which of the following?

The Soviet Union launched the first human-constructed satellite and put the scientific supremacy of the U.S. into question.

Which of the following are true of P2P?

The Supreme Court has ruled that P2P software encouraged copyright infringement and made its makers liable. Users of P2P can visit a constantly changing network of machines through which file sharing can occur.

Which of the following are true of loot boxes?

The U.S. Federal Trade Commission is investigating them. They are in-game treasure chests that can only be opened through gameplay or after paying real money. Belgium and the Netherlands have deemed them a form of illegal gambling.

Which of the following best describes the importance of the Pentagon Papers to freedom of the press?

The U.S. Supreme Court's decision to allow publication of the papers reinforced the importance of a free and unrestrained press.

Which of the following statements regarding the humanitarian goals of the current VOA are true?

The VOA has devoted programs aimed at developing nations on AIDS prevention, nutrition, and vaccination. The VOA frequently strikes agreements with local stations in developing nations to broadcast health information over their AM and FM stations.

Which of the following is true regarding the VOA?

The VOA was established to counter enemy propaganda and spread information about America.

Which of the following best describes how the new permissions marketing has led to a rethinking of the relationship between advertiser and consumer in the digital age?

The advertiser and consumer act as partners and share information.

Which of the following is true of the relationship between radio and advertising in the 1920s?

The advertising industry was highly profitable thanks to radio advertising.

Statements about the audience for the "stories" told by cultural storytellers (that is, the mass media) are true: (2 answers)

The audience should use the stories to learn about the world & The audience must question the tellers and their stories

Ingrid is the news director at a television news station. She has two significant reports to air on the evening news. She decides to air the report on a local gang shooting as the lead story and halfway through the news to show the investigation into charges of embezzlement and fraud of the city's police department. In which of the following ways is the audience likely to react?

The audience will view the gang shooting as the most important news.

Why has the average video-game player become more likely to play on multiple video-game platforms?

The average gamer has grown up using multiple video-game technologies. The distinction between video games' underlying technologies has diminished.

Which of the following statements about the Lumière brothers is not correct?

The brothers recognized the potential social impact of film and showed their motion pictures for free to the masses.

For what specific reason is the number of American subscribers of Sirius XM Radio via DARS expected to grow?

The company has arrangements with every major U.S. carmaker to offer its receivers as a factory-installed option.

What was the significance of the U.S. Supreme Court's 2005 Grokster decision about digital rights management (DRM)?

The court's ruling against Grokster was a blow to digital rights activists.

Which of the following are true statements about the modern era of public relations, beginning after World War II?

The distinction between public relations and advertising was increasingly blurred. Public relations became more focused on integrated two-way communication.

Which of the following statements best explains binary code's historic significance for the digital computer?

The first electronic digital computer reduced information to binary code for storage and manipulation.

Which of the following are the main points of John Milton's self-righting principle?

The free flow of ideas ensures that public discourse will allow the truth to emerge. Because people are inherently rational and good, the truth will emerge from public discourse.

Which of the following statements regarding the U.S. newspaper industry in 2015-2016 is accurate

The industry's revenues declined

Why are advocacy games a good choice for nonprofits?

The interactivity forces users to think. They are relatively inexpensive. They are "sticky" like other games, and the message is reinforced with each play.

Which of the following are true of the first radio transmissions?

The inventor who had the most success was the British son of an Italian diplomat. In 1901 a wireless signal was successfully transmitted from England to Newfoundland.

Which of the following describe the material The Progressive magazine proposed to publish in 1979, prompting a court order halting publication?

The material was based on information freely obtained from public, nonclassified sources. The article contained instructions on how to make a hydrogen bomb.

Which of the following statements about the impact of media on our daily lives is most accurate?

The media do not share our thinking by themselves; we are participants in the process

Which of the following statements about the Hollywood scandals of the early 1920s and subsequent reactions are correct?

The mysterious 1922 deaths of actor Wallace Reid and director William Desmond Taylor fanned rumors about sex and drugs in Hollywood. Comedian Fatty Arbuckle had one legal problem hushed up and another that involved a charge of manslaughter. One scandal involved "America's sweetheart," Mary Pickford, who after her divorce quickly married Douglas Fairbanks, also recently divorced

Which of the following magazines was used by muckrakers to inspire social change in the early twentieth century?

The nation

Which of the following best describes how the media conflict with privacy?

The nature of media is to intrude on privacy.

Which of the following best describes the moral agent?

The person who is responsible for making ethical decisions.

Which of the following examples are freemiums?

The player can buy special privileges with actual cash. The player can obtain virtual goods after watching a commercial. The player can use a brand-name product that is part of the game to gain special skills or attributes.

Which are statements about a tv network's product & its customers?

The product is programming, which the tv network sells to the audience/the product is the audience, which the tv network sells to advertisers

Which of the following are true of the relationship between advertising and radio programming in the 1920s?

The soap opera genre was developed by an advertising agency for its client. Advertising agencies often handled the production of the shows in which their commercials aired. The first regularly broadcast sponsored series was sponsored by a battery maker.

Which of the following restrictions are placed on the use of the Internet in China?

The state can arrest senders of "counterrevolutionalry" commentary. Websites that are independent of government control are blocked.

According to modern neo-Marxist theory, which of the following are true?

The superstructure, which includes religion, politics, and mass media, oppresses people. People are oppressed by the powers that control the culture.

Which of the following developments took place in the 1970s?

The term "the Internet" was introduced. The first e-mail program was created.

Which of the following statements about viral marketing is not correct?

The term "viral marketing," with its connotation of disease, reflects the negative view with which it is regarded by most PR professionals.

Which of the following guidelines are part of the test for obscenity?

The whole work lacks serious literary, artistic, political, or scientific value. The average person would find the whole work appeals to the prurient interest—that is, excessively sexual.

According to global village proponents, which of the following statements best describes the benefit of the global village?

The world community is being knit together as it negotiates a common culture.

Which of the following are ideas you should recognize to understand mass communication theory?

Theories from other fields of science are often borrowed for mass communication theories. There are many different mass communication theories.

Television, like radio, quickly attracted audiences from around the world. Among the pioneers of television technology was Scotland's John Logie Baird. The first transatlantic transmission of a television picture took place in 1928.

There are no requirements for licensing or professional training for media professionals.

Which of the following statements about limitations regarding self-regulation of media is true?

There are no requirements for licensing or professional training for media professionals.

What are some of the limitations of self-regulation of ethics in media?

There are no standards of professional training and licensing in media. It is difficult for media professionals to admit that their peers have done wrong. The ethical standards can be abstract and ambiguous.

Which of the following statements about mass communication theory is true?

There is no one mass communication theory.

Which of the following is true of media depictions of illegal drug use?

There is relatively little media content that glorifies illegal drug use.

Which of the following statements are true of prescription drug advertising?

There is research that indicates there is no causal link between prescription drug advertising and drug abuse. It is banned in every country except New Zealand and the United States. There is research that indicates a causal link between prescription drug advertising and drug abuse.

Which of the following statements about the link between advertising and alcohol abuse are true?

There is scientific research that alcohol advertising does not cause an increase in alcohol consumption. The National Institute on Alcohol Abuse and Alcoholism believes advertising causes an increase in alcohol consumption.

Which of the following contributed to the rapid growth in manufacturing after the Civil War?

There were applications for thousands of new copyrights and patents. Thousands of miles of new railroad track were laid. The telephone and the electric light were invented.

Which of the following best describes surrogate services?

They are broadcast operations established by one country to substitute for another's own domestic service.

Which of the following is not a restriction placed on journalists in Honduras?

They are forbidden to disseminate health and practical information to the working class.

Which of the following are limitations of self-regulation of ethics in media, according to critics?

They are unnecessarily restrictive. They are not enforceable and are thus meaningless.

Which of the following statements best describes Chinese reading walls?

They are walls or prominent places in towns and cities where official news is displayed for the local people.

Which of the following describe broadcasters' prevailing views about inaccurate ratings?

They believe Nielsen metrics are a relic from an earlier time. They believe the Nielsen metrics do not show a program's true performance.

Which of the following explains why advertisers are now placing ads in fairly nontraditional settings?

They believe consumers have become too good at avoiding or ignoring traditional advertising.

Which of the following are examples of what critics of the expansion of copyright believe?

They believe that copyright gives incentive to creators to keep creating. They believe that copyright should encourage the flow of expression.

Why do some observers believe that globalization of media will have a positive effect?

They believe that it will help people from different cultures learn about one another.

How did advertisers respond when tasked to advertise a brand that was essentially the same as other brands in the same product category?

They came up with a unique selling proposition.

What nongame features do many of today's console systems offer?

They can play and stream movies in HD. They play music CDs. They allow Internet access.

At present, how do broadcasters renew their licenses?

They file quarterly reports about compliance and renew every 8 years.

Which of the following describe the Pentagon Papers?

They had been labeled top secret. They included discussion of the conduct of the Vietnam War during the administrations of presidents Kennedy and Johnson.

Which of the following statements best explain why the writers of the Bill of Rights felt that democracy must have a free press?

They had experienced oppression with monarchies in Europe. They believed that people needed information to govern themselves.

What is it about games such as Call of Duty and Grand Theft Auto that make them "franchise titles"?

They have numerous successful sequels.

How do addressable technologies affect audience unity?

They make audiences increasingly fragmented

Which of the following statements are true of smartphones?

They make connecting to the Internet more convenient. About 90% of all U.S. households owns at least one smartphone. They have apps, which take users straight to their desired content.

Which of the following is the main issue with embedding and access journalism?

They present conflict-of-interest issues.

Which of the following are examples of benefits that codes of ethics offer to media practitioners?

They represent the shared wisdom of a given media industry. They can be used as an aid when making moral judgments.

In which of the following ways did disc jockeys "desegregate" music in the 1950s?

They took a "color-deaf" approach to introducing music by African American artists to listeners.

For what reasons did early American television producers flood the international market with inexpensive programming?

They were encouraging future sales by ensuring that foreign audiences would develop tastes and expectations similar to those in the U.S. They were building markets for their programming.

Which of the following statements about British pirate broadcasters in the 1960s is true?

They were not politically motivated.

What is one potential benefit of globalization for media audiences?

Through the exchange of their different media, different cultures can learn from one another

The purpose of a brand-specific game site is

To promote a product in a fun way

Which of the following situations demonstrate the conflict between the First and Sixth Amendments?

Too much pretrial publicity can cause the jury to be biased before the trial begins. Cameras, while informing the public, may alter the way the courtroom functions, causing the trial to be unfair.

Which of the following companies were part of the Hollywood studio system that developed in defiance of Edison's Motion Picture Patents Company during the 1910s?

Triangle Company Paramount Universal

True or false: More than half of the news we receive begins as PR.

True

True or false: New technologies have dramatically blurred the distinctions among various types of media.

True

True or false: Offensive content is protected by the First Amendment.

True

True or false: The British Parliament can pass restrictions on media whenever it wants.

True

True or false: The combination of meaning-making and cultural theories highlights the importance of people becoming media literate.

True

True or false: The freedom of expression in the United States is not absolute.

True

True or false: new technologies have changed the way we interact with mass media have caused a great deal of turmoil for the establish media industries

True

Launched in 2006, it is designed for "micro-blogging."

Twitter

In 1982, after seven people died from cyanide-laced ______, PR firm Burson-Marsteller, in conjunction with manufacturer ______, saved the brand with a skillful and honest PR campaign.

Tylenol; Johnson & Johnson

Which of the following statements about privacy of communication on the Internet are true?

U.S. government agencies infiltrate private communications and track our online activity to thwart terrorism. The 1986 Electronic Communication Privacy Act is designed to protect the privacy of communication on the Internet.

Which of the following are examples of globalization and concentration in public relations?

U.S. public relations firms operating in foreign countries foreign ownership of U.S. public relations firms the collection of several different companies into giant marketing organizations

Who commissioned the 1980 MacBride Report?

UNESCO

What was the first successful commercial computer, which was used by the U.S. Census Bureau?

UNIVAC

Which of the following are true of how game players use today's consoles?

Users often spend more time with online video and music than on playing games. When not playing games, players use consoles to listen to music, watch movies, watch TV, and watch live content.

Why do some advertisers choose video games for their campaigns?

Video games have audiences in almost every demographic.

Which of the following precipitated the creation of the first advertising agency?

Volney B. Palmer formed a company to sell ad space in newspapers to businesses.

Which of the following was largely responsible for the international spread of American movies in the early 20th century?

War in Europe halted European film production but not the demand for movies.

Which of the following are among the assertions of dependency theory?

We are dependent on media to understand the social world, act meaningfully in it, and find diversion. The central factor in media's influence is the relationship among the social system, the media's role, and how we relate to the media. Dependency is related to the number and importance of a medium's information-delivery functions and the amount of change and conflict present.

Which of the following are ways to understand our opportunities and responsibilities in the mass communication process?

We must conceptualize mass communication as a cultural forum & We should view the mass media as our cultural storytellers

Which of the following statements about advertising are true?

We usually become aware of advertising only when it offends us. We frequently face some sort of ad or commercial.

Public relations firms include full-service firms and special services providers, such as

Web commentary monitoring services. media specialists for company CEOs. makers of video news releases.

How is Web radio different from traditional radio?

Web radio can offer more information with the broadcast, such as lyrics or artists' biographies.

Why did most Western nations reject the rules proposed by the MacBride Report?

Western nations considered it an infringement on the freedom of the press.

Which of the following is not a rule proposed in the MacBride Report?

Western nations must purchase at least 25% of non-Western fare in order to give other countries a fair chance at the international market.

For what reasons did many developing and communist countries fear, at the time of the MacBride Report, that Western cultural values would overshadow and displace those of other countries?

Western-produced content was overwhelming the media of developing countries. International news coverage was dominated by the West.

The first corporate public relations department was established by ______ in 1889, when it hired a former newspaper writer to act a liaison with the press and public.

Westinghouse Electric

Which of the following best describes why offensive content is a confusing issue?

What is offensive to one person may not be offensive to another.

Which of the following are true of the vicarious reinforcement experiment conducted by Bandura in 1965?

When offered a reward for performing the aggressive actions they had seen in the video, all the children could do so. Children shown a video of an aggressor punished for his behavior subsequently demonstrated lower levels of aggressive play.

Which of the following statements about digital recording are true?

When replayed at the proper speed, the sound is clean and clear. Sound is converted in a computerized translation process.

Which of the following is a reason that the media can never be completely honest?

When the camera is pointing at one thing, it is ignoring another.

Which of the following statements about public relations in the 19th century is not correct?

Whereas markets (and public relations) had been large and national, they now became smaller and more local.

Which of the following scenarios best illustrates a way that advertisers use new technology to make ads more effective?

While you are searching for a recipe on the Web, the option to buy a cookbook pops up.

List in order, with the first step at the top, the basic questions of the communication process as defined by harold lasswell

Who? Says what? Through which channel? To whom? With what effect?

Armando heads to his neighborhood café to read the newspaper on his tablet and listen to streaming music on his headphones. Which of the following will make this possible?

Wi-fi

Which of the following best explains why confidentiality is important to reporting?

Without it, many sources would not tell what they know, for fear of retribution.

Most of the elements of today's large-scale, multifunction public relations agency were first in place by the time

World War I began in 1914.

Which of the following is the immensely popular MMORPG that has more than 10 million subscribers?

World of Warcraft

Which of the following are reasons that video games are becoming more expensive to produce?

Writers and programmers can demand more money once their games gain popularity. Games cost much more to promote today. The production technology itself has become more sophisticated and expensive.

If your computer has spyware, what are two ways it can affect your privacy?

You may see unwanted pop-up ads when you are online. Your click stream can be tracked by third parties.

Which of the following are actual examples of public relations used for purposes that many people would consider questionable?

a PR effort by concerned scientists promoting solutions to obesity without declaring its funding came from a sugared soda manufacturer a PR firm providing a positive representation of repressive Middle Eastern regimes China's government hiring a PR firm after it was discovered that toys and toothpaste imported from China contained toxins

NFC Chip

a code that connects a reader to an advertisers digital content when a mobile device is placed near an ad

The PR used in the wake of Saudi Arabia's war crimes and oppressive regime is an example of how a great deal of the PR industry's work is seen by media consumers only when

a company, organization, or political body has done something the public finds particularly offensive.

Charles Babbage created designs for

a computer that used stored memory.

Pornography is an example of protected speech, unless

a court rules the content is obscene.

Which of the following is the most accurate definition of the word "flack"?

a derogatory term for a public relations professional, suggesting someone who will say anything if paid enough

QR Code

a digital code that directs a reader to a website when the code is captured by a mobile device

Which of the following is an example of a stripped show?

a first-run syndicated show that airs Monday through Friday at 5:30 p.m.

Sometimes taking the form of cause marketing, corporate social responsibility can be defined as

a form of self-regulation in which business operations and the organization's values are integrated.

A good example of a controlled circulation magazine is

a free in flight magazine provided on an airplane

Which of the following games would be considered an advocacy game?

a game that teaches children how to choose healthy foods

Which of the following tries to explain all aspects of a certain phenomenon?

a grand theory

According to psychologist John Cacioppo, people are lonelier when

a greater proportion of their interactions are online.

Which of the following was a primary reason for the success of the film industry in the early 20th century?

a growing audience of new city dwellers with expendable income

Which of the following are examples of industrial advertising?

a high-efficiency window manufacturer advertising in Architectural Record a landscaping firm advertising in Golf Course News International

What is Abercrombie & Fitch's designer catalogue an example of?

a magalogue

Which of the following is the best example of national consumer advertising?

a magazine ad for Nike running shoes

Recent polling conducted by the PR industry found that ______ the American public mistrusts public relations.

a majority of over half of

Oligopoly

a media system whose operation is dominated by a few large companies

Which of the following were primary reasons why the magazine industry moved to smaller, more specialized publications in the 1950s?

a more industrialized and urbanized american public demanded specialized reading specific to their interests, mass market magazines could not match the timeliness and novelty of television

Which of the following is an example of libel?

a newspaper article that incorrectly states that a local politician was seen using illegal drugs

Which of the following was needed to view and enjoy movies in the early 20th century?

a nickel

A prosumer is

a proactive consumer

In exchange for a license to broadcast, British media must have

a public service remit.

Legislation that expressly protects a reporter's rights to maintain sources' confidentiality in courts of law is called

a shield law.

Which of the following are examples of mixing genre conventions?

a show that focuses on celebrity gossip while pretending to be a news program/a film that employs fictional elements while presenting itself as a documentary/a tv show thats really one long commercial for its sponsor

A false, damaging story about a person or organization that is spread through e-mail and the Internet is known as

a smear forward

Which of the following examples would be appropriate for airing on American commercial television systems?

a variety show that regularly shows pets doing tricks

The curtailing or limiting of rights is referred to as

abridgment.

What important change to ratings systems have many broadcasters demanded, in order to present a fuller picture of a show's total audience?

accounting for multiplatform and nonlinear TV viewing

If a publication reports on public figures with information it knows is not true or shows reckless disregard for the truth of the report, it is guilty of

actual malice.

Which of the following services were offered by N. W. Ayer and Sons?

ad campaign planning creative and production services

Cookies allow websites to

add an identifying code to a user's hard drive.

Technologies that allow the transmission of very specific content to very specific users are called _________ technologies.

addressable

Media that can transmit very specific content to specific audience members, such as personalized newspapers, are known as

addressable technologies

Among the typical ad agency departments ______ is the one that handles management and accounting operations.

administration

Match the type of mass communication research to its description.

administrative matches Choice, asks questions about the immediate, observable influence of mass communication asks questions about the immediate, observable influence of mass communication critical matches Choice, asks broader questions about the greater implications of mass communication asks broader questions about the greater implications of mass communication

Which of the following investigates the immediate effects of mass communication?

administrative research

Which of the following common aspects of today's advertising were in use at the beginning of the 20th century?

ads for mail-order products placement of ads near related articles creativity in visual presentation

One component of the Apple II's success was its

advanced sound and image applications.

Which of the following were newly refined social science research methods that were used in the polling industry in the 1930s?

advances in sampling and interviewing advances in questionnaire design

Which of the following have contributed to evolution in mass communication theory?

advances in technology our commitment to democracy and cultural pluralism calls for control or regulation of new technologies

Which of the following heavily subsidized the British pirate stations?

advertisers record companies

Magazines at the beginning of the 20th century were financially supported primarily by

advertisers.

The National Advertising Review Board (NARB) was created by the

advertising industry.

In 3000 B.C.E., Babylonian merchants hired barkers to announce products and prices to passersby. This provides an example of

advertising.

Which of the following theories argues that although the media may not tell us what to think, it can influence what we think about?

agenda setting

Persons who have no preference for how they access media content are referred to as being platform

agnostic

Great Britain's public service remit requires commercial media to do which of the following?

agree to specified amounts of public affairs and documentary news programming limit aired advertising

In 1943, when NBC argued that the FCC was merely a "traffic cop" with limited power over regulation, the U.S. Supreme Court

agreed but saw the duties of such a "traffic cop" as more widespread, and it ruled in favor of the FCC

Accountability metrics can be defined as

agreed-upon measures of the effectiveness of a specific ad or campaign.

In 1995 the U.S. Department of Health and Human Services reported that "______ stimulates higher consumption of alcohol by both adults and adolescents."

alcohol advertising

In 2016, when Chinese president Xi Jinping saw the media drifting away from Chairman Mao's original vision, he announced that

all news media run by the Communist Party must work to speak for the party's will and it's propositions.

Satellite radio's main effect on the radio networks is that it has

allowed music and other forms of radio content to be distributed quite inexpensively to thousands of stations.

Software for mobile digital devices is known as

an app

The qualities of freedom and self-governance seen in the Internet and social media have led many to celebrate them as a technological solution to which key issues?

an increasing disenchantment with politics lack of citizen participation in the political process

An MMORPG is

an online role-playing game that can be played by a vast number of people.

As it pertains to the advertising industry, clutter refers to

an overabundance of commercial messages.

In South and Central America and in Africa, ______ movements made use of clandestine broadcasting.

anticolonial

Which of the following groups would most likely make use of international broadcasting via clandestine stations?

antigovernment organizations

In terms of public relations, a public is

any group of people with a stake in an organization, issue, or idea.

Which of the following levels of ethics is most relevant to media practitioners who must consider general ethical guidelines and rules in terms of very specific situations?

applied ethics

In the past, people could only watch television shows at the specific time they were broadcast by a network. What does this describe?

appointment consumption

Thanks to a lifetime of interaction with the media on tv and elsewhere, we

are able to read media texts

Which of the following required broadcasters to actively and affirmatively determine the nature of their audiences' interest, convenience, and necessity?

ascertainment

One strategy for persuasive advertising is known as the AIDA approach; the acronym stands for ______.

attention, interest, desire, and action.

Which of the following examines the ways that perceptions guide human behavior?

attitude change theory

Which of the following theories directly emerged from the Experimental Section of the army's Information and Education Division?

attitude change theory

Audience Fragmentation

audiences for specific media content are becoming smaller and increasingly homogeneous

China's media system best exemplifies which of Hachten's concepts?

authoritarian

The type of government that most needs to control the mass media in order to maintain power is a(n)

authoritarian government.

When new and existing content is combined on the Internet to create newer material, it is difficult to determine

authorship

One problem with advertiser influence is that editors may

avoid stories that could upset advertisers

Which of the following is the type of ad research test that involves measuring the cumulative effective of an advertising campaign and tries to determine how conscious consumers are of a particular product?

awareness tests

Which of the following are tests used to evaluate the effectiveness of an ad after the campaign has launched?

awareness tests recall testing recognition tests

Match the type of Web advertising to its description.

banners matches Choice, static online billboards appearing on Web pages static online billboards appearing on Web pages search marketing matches Choice, advertising appearing near to search results advertising appearing near to search results rich media matches Choice, interactive Web advertising interactive Web advertising lead generation matches Choice, directing users who've expressed interest to a brand's sales website directing users who've expressed interest to a brand's sales website

The AIDA approach attempts to persuade consumers by appealing to their

basic human needs.

Why are media users becoming platform agnostic?

because they have no preference for where they access their content

Because, for many organizations, even routine decisions can have a significant impact on public opinion, public relations has

become a management function.

growth of consumer markets

better research tools professionalization

One benefit of psychographics is that it allows advertisers to

better understand consumer behavior.

Which of the following are ways in which public relations firms commonly bill for their services?

billing for collateral materials charging a monthly fee to be on call as PR counsel charging an hourly rate

Code made up of the digits 1 and 0 is called ______ code.

binary

has more of a personal touch

blogging

is agile

blogging

is more considering of a citizens actions

blogging

The problem with fragmented news is that it relies on treating a story as a matter of two views as equally valid, which

bolsters the position of those in power.

As one media relations firm explained to clients in a promotional piece, advertising and content (for example, news stories) are which of the following?

both for sale--advertising directly, and content through PR firms the two categories of media

The appearance of the Pontiac Solstice sports car as a "character" on the television program The Apprentice is an example of

brand entertainment

After the Civil War, industrialization led to manufacturers creating ______ in order to differentiate their products and make them more recognizable to consumers.

brands

Cuncun Tong was a Chinese government program designed to

bring radio to every one of China's hamlets.

Edward R. Murrow is best known as a(n)

broadcast journalist with CBS.

Which of the following are ways in which someone can decrease their feelings of social isolation, according to psychologist John Cacioppo?

by increasing their proportion of face-to-face interactions by using social media as a tool to increase meaningful, face-to-face contact

Which of the following represent new competition that exists for companies that sell home game systems?

cable providers and online gaming

An industry may rely on a PR firm with superior greenwashing skills to counter others' efforts to

call attention to industry practices they see as harmful to the environment.

The Internet is primarily available to people who

can afford a computer and an Internet connection.

In a pluralistic, democratic society, such as that of the United States, cultural values

can be contested

The major challenge facing media industries today is that of

capturing a mass audience that has become fragmented

The idea of ______ suggests that watching violence in the media reduces an individual's innate aggressive drive.

catharsis

Which of the following prompted the development of mass society theory?

charges that society was becoming too pluralistic totalitarian propaganda urban growth

Critics of advertising targeted toward children consider it unethical because

children consume advertising in the home, often without parental supervision. it encourages children to believe that products can help them define themselves. children are too young to judge advertising claims.

Among the specific complaints about advertising is that ______ advertising is inherently unethical.

children's

The total number of issues of a magazine that are sold is known as

circulation

Which of the following statements show why traditional measurement of circulation has become increasingly inadequate?

circulation measurement does not indicate the level of engagement of the readers, measuring circulation takes time but advertisers want immediate real time numbers

The widening of the information gap will fuel the knowledge gap, which separates

citizens who are better informed from citizens who are less informed.

What are casual games?

classic games most often played in spurts and accommodated by small-screen devices

Launched in 1995, it is credited with giving rise to social networking sites.

classmates.com

A user's ______ reveals every link the user clicks and every keystroke a user makes while on the Internet.

click stream

Which of the following are types of formal controls, external to the industry, aimed at ensuring media professionals operate in an ethical manner?

codes defining permissible content laws and regulations

In addition to hourly and monthly billing, PR firms may bill for ______, handling printing, research and photographs for a client and adding a surcharge to those costs.

collateral materials

The definition of dataveillance is the

collection and distillation of consumer data.

Americans who listen to podcasts on every month tend to be

comfortable with advertising. loyal to their chosen podcast. young.

A blog is an online journal that

comments on the news or any of a variety of topics of interest.

Although Chinese broadcasting operates under direct government subsidy, in 1979 the government approved

commercial advertising for broadcasting.

An increased diversity in broadcast content in China can be partly attributed to ______, which has also led to an important means of financial support.

commercialism

The placement of advertising in media is compensated through ______, typically 15% of the cost of the time or space.

commissions

What elements of the switching network envisioned by Paul Baran would enable all types of computers to communicate with each other?

common communication rules and computer languages

In two-way communication in public relations, the organization

communicates its message to people and in return listens when people communicate back.

The response of others and a sharing of meaning are required for ___ to take place

communication

To create and maintain a more or less common culture among a group of people, it is necessary to have ____

communication, including mass communication

Based on the Public Relations Society of America's widely accepted definition, public relations is a strategic ______ process that builds ______ beneficial relationships between organizations and their publics.

communication; mutually

Between 1945 and 1989, the heated debate over ______ led thousands of radio and television pirates to take up the cause of either revolutionary or counterrevolutionary movements.

communism

Which of the following publics is the primary intended audience for information meetings, open houses, and company-sponsored safety and food drives?

communities

Which type of public relations service focuses on the communities in which the client organization exists?

community relations

The study of such concepts as the regulation of mass media, audience expectations, and economic foundations in various countries is known as ______ analysis.

comparative

Industry relations involves interacting with which of the following?

competitors suppliers regulators

Which of the following are primary influences on how a product sells?

competitors' strategies changes in the economy product quality

Which of the following are reasons for à la carte pricing in cable television?

complaints concerning offensive content rising cable prices

Which of the following has been a key contributor to the rapid growth of direct market advertising?

computer databases

Which of the statements best describes how magazines area able to compete against cable TV?

computers and satellites allow quick and easy distribution of narrowly targeted split runs

When the World Wide Web launched, there were more than 1.1 million hosts. Hosts are

computers linking individual personal computer users to the Internet.

Economics of sale

concept that relative cost declines as the size of endeavor grows

The ability of media professionals to keep secret the names of people who provide them with information is called

confidentiality.

The definition of advertising must be very broad because advertisers

constantly look for new ways to stand out.

TV Guide or People

consumer

Which of the following are among the informal controls, external to the industry, aimed at ensuring media professionals operate in an ethical manner?

consumers pressure groups advertisers

Complementary copy is

content that reinforces an advertisers message

What is it called when a magazine is provided at no cost to readers who meet some specific set of advertiser-attractive criteria?

controlled circulation

Under the system of operation known as vertical integration, the big movie studios in the 1930s

controlled movies from shooting to screening, guaranteeing their distribution and an audience. produced their own films, distributed them through their own outlets, and exhibited them in their own theaters

The term "______" refers to the fact that multiple technologies, many of them new and emerging, are increasingly being used together in creating PR presentations.

convergence

The U.S. Supreme Court's decision on Grokster raised many questions about

copyright versus technology.

Advertising that promotes the name and reputation of a company rather than focusing just on selling products is known as ______ advertising.

corporate

The purpose of ______ advertising is to remedy a misleading ad.

corrective

In which type of public relations work do PR professionals routinely offer advice concerning the client organization's policies, relationships, and communication with its various publics, helping to create, refine, and present what the organization does?

counseling

Before the 1950s, the work of African American musicians had to be ______ by white artists before it would be aired on the radio.

covered

Which of the following best describes how advertisers are responding to the problem of commercial clutter?

creating more ads

In his efforts to thwart the Stamp Act, Benjamin Franklin conducted a skillful public relations campaign by using which of the following?

criers—men who shouted public proclamations in the streets. his own publications.

Which of the following argues that the media work to support the status quo?

critical cultural theory

Which term refers to the practice used by video-game makers and advertisers in promoting each other's products?

cross-promotion

What theory based on social construction of reality theory examines the constructed reality created by television?

cultivation analysis

Which of the following theories are well-suited to explaining the harmful effects of stereotyping?

cultivation analysis social construction of reality theory

The ritual perspective is needed to understand the ______ importance of mass communication.

cultural

Theories that assume that our experience of reality is an ongoing, social construction are called ______ theories.

cultural

Which of the following is closely associated with electronic colonialism theory?

cultural imperialism

Which of the following terms best describes the invasion of an indigenous people's culture by powerful foreign countries own cultures?

cultural imperialism

Which of the following are considered to be the major contemporary forms of mass communication theory?

cultural theory meaning-making perspective

Which of the following terms refers to the learned behavior of members of a given social group?

culture

What is the name of the practice of creating a magazine specifically designed for an individual company seeking to reach a narrowly defined audience?

custom publishing

accountability guarantees

deals made with advertisers that promise certain outcomes

In general, the courts have ruled that the FCC should be able to

decide if broadcasters are serving the public interest.

In the past 15 years, the share of all television viewing commanded by the four major television broadcast networks has

declined significantly

Mass society theory proved to be too limited, especially in how it characterized "average" citizens as being

defenseless.

Government by the people is known as

democracy.

Television advertising led to the unique selling proposition (USP), a strategy in which advertisers

demonstrated a distinctive quality of a product.

Which of the following argues that media content is increasingly necessary for people to act effectively in society?

dependency theory

Critics of advertising argue that consumer culture is corrupting because it

depicts success as being measured by material things. suggests that important things can be bought rather than earned. presents definitions of life that serve advertisers and not the culture itself.

What is the term for people becoming more tolerant of violence in their environment because they have grown accustomed to seeing violence in media?

desensitization

Advertisers find specialized magazines

desirable because they reach a targeted audience that is receptive to their products

ARPA was established to

develop and manage research related to defense

The Open Door Policy in the 1970s spurred China to

develop the newspaper as a national medium.

Hachten's development concept applies primarily to

developing nations.

Which public relations activity is most closely associated with cause marketing?

development/fund-raising

The recording and radio industries went from analog to ______ recording in the 1970s.

digital

Today, all four record labels are allowing downloads of media with limited or no

digital rights management (DRM).

At its 2011 annual meeting, the American Medical Association voted to encourage magazine industry efforts to discontinue the use of a particular practice. What was the practice?

digitally altering graphics of models' bodies

Which of the following best defines morphing in advertising?

digitally combining and transforming images

Dataveillance is pervasive because every activity a user conducts online can be

digitally tracked

The micro-level view holds that media have few ______ effects on most people.

direct

Direct market advertising reaches consumers primarily through

direct mail. catalogs. telemarketing.

When General Motors cut its 2006 ad budget by $600 million, it shifted its marketing resources toward which communication channels?

direct marketing websites, internet advertising, and online video event marketing and branded entertainment

McLuhan noted that a global village would guarantee

disagreement

In response to the Arab Spring freedom movements, authorities used social media tools to do which of the following?

discredit movement leaders spread false information

Which of the following best represents the job of a focus group?

discussing reactions to potential ads with agencies

According to social cognitive theory, if a reality-show actor is rewarded for obnoxious behavior, it could lead to which of the following?

disinhibitory effects

In social cognitive theory, which of the following processes produce imitation and identification?

disinhibitory effects observational learning inhibitory effects

One of the challenges facing modern advertisers is

dissatisfaction with hypercommercialism.

Which attitude change theory argues that new information can cause people mental discomfort?

dissonance theory

Buying products and services online is known as

e-commerce

Before they can know what is real or not, children experience television through what researchers call the

early window.

For journalists, company positions on specific issues are identified through ______ policies.

editorial

What is encryption?

electronic coding or masking of information that can be deciphered only with the decrypting key

The 1986 Electronic Communication Privacy Act guarantees the privacy of

email

Reporters accepting military control over their output in exchange for close contact with the troops is known as

embedding.

Defenders of advertising practices argue that ads

employ exaggeration rather than deception.

Which type of public relations work focuses specifically on the concerns of the client organization's employees or members and its retirees and their families?

employee/member relations

Since 2005, the Chinese government has

encouraged domestic media to coproduce content with foreign programmers.

The power of magazines is related to a reader's personal experience with the publication—including its advertising. This is referred to as

engagement

Financial relations work consists of

enhancing communication between investor-owned companies and their shareholders, the financial community, the the public.

What concept suggests that observers will ignore negative vicarious reinforcement if given real-world incentives?

environmental incentives

Which of the following describe efforts begun in the 1990s by the VOA as part of its commitment to the spread of American culture?

establishment of VOA Europe, a 24-hour top-40 style service establishment in 1998 of a 24-hour all-news English-language worldwide radio service

Rules of behavior or moral principles that guide our actions in given situations are together called

ethics.

Milton's self-righting principle is based in part on the idea that

even bad or uncomfortable ideas are inevitably of value.

In the Internet of Things (IoT),

everyday objects have built-in network connectivity.

McLuhan believed that in the global village people would

exchange ideas.

Match the positions in a typical public relations firm or department with the appropriate description.

executive matches Choice, Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation. Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation. account executive matches Choice, The person in this position provides advice to the client, defines problems and situations, assesses the needs and demands of the client's publics, and performs other functions. The person in this position provides advice to the client, defines problems and situations, assesses the needs and demands of the client's publics, and performs other functions. creative specialist matches Choice, With skills necessary to meet the needs of the client, a person in this position may be a writer, artist, graphic designer, video or audio producer, or photographer. With skills necessary to meet the needs of the client, a person in this position may be a writer, artist, graphic designer, video or audio producer, or photographer. financial services matches Choice, A person in this position is likely to have very specific and sophisticated knowledge of economics, finance, and business or corporate law. A person in this position is likely to have very specific and sophisticated knowledge of economics, finance, and business or corporate law.

Because pirate broadcasters operate outside the geographic location to which they transmit, they can be considered a type of ______ operation.

exogenous

Clandestine opposition stations broadcasting from outside of the region they hope to influence are called ______ stations.

exogenous

Instead of narrowing its criteria regarding what is considered free speech, the U.S. Supreme Court tends to

expand its protection of free speech.

Clear Channel Outdoor's Branded Cities division, the U.S. Open American Express Fan Experience, and Lincoln Tribeca Interactive & Interlude: A Music Film Challenge are all examples of a practice called

experiential marketing.

In media, a normative theory is defined as a theory that

explains how the media should ideally operate in a given system of social values.

The BBC World Service and the Voice of America are examples of which of the following?

external services

The right of the press to express opinions or comment on public issues is known as

fair comment.

The lawful use of copyrighted material without permission or payment is called

fair use.

In public relations, a flog is a

fake blog.

The term "astroturf" refers to ______ created by PR firms.

fake grassroots organizations

Since 2001, listenership to American commercial AM and FM radio has

fallen

Despite European demand for movies during the war-torn years of 1914-1915, European audiences continued to reject American films.

false

Radio is still the main medium people use to consume audio content.

false

True or false: Today social networking in the United States is found on just three enormously successful sites: Facebook, Twitter, and LinkedIn.

false

If you believe African Americans have the highest rate of substance abuse or that Whites have the lowest rate of dependency on food stamps, you may be responding to

false stereotypes.

When a receiver responds to a message, we call this ____.

feedback

Understanding the language and culture of film, such as how images and sound work together to create meaning, is known as being

film literate.

The application of media ethics involves which of the following?

finding the most morally defensible answer to a problem

In addition to hourly and monthly billing, PR firms may use ______, in which the firm performs a specific set of services for a client for a specific and prearranged fee.

fixed-fee arrangements

The mobilization of a mass group of individuals by means of communications technology to meet at a moment's notice for a specific purpose or action is known as

flash mob

Many wonder what the long term impact of advertising influence will be on the ideals of

free press

What qualities of the Internet and social media are often celebrated as encouraging democratic involvement and participation?

freedom providing greater knowledge to more people self-governance

Which of the following were advantages that the Office of War Information (OWI) during World War II had over its World War I counterpart, the Committee on Public Information (CPI)?

fully established radio networks help from Hollywood public opinion polling

Absolutists accept that the First Amendment provides

fundamental protection for the press and free expression.

One goal of computer experts who worked to develop the Internet was to

gain access to the powerful computers beginning to become available.

Virtual reality games are those that

generate an imaginary environment, simulating players' physical presence there.

Henry Ford was attempting to do which of the following with his auto races, in-house employee publication, and image advertising?

generate public goodwill for his products build interest in his cars

Scientific research has shown that positive media portrayals of cooperation can lead to

good behavior and prosocial effects.

Lobbying is most often a central activity of which type of public relations service?

government affairs

Which of the following is the least likely position to be found in the typical small PR firm or department?

government relations

Which of the following refers to the public relations practice of making a client sound more environmentally friendly than the client actually is?

greenwashing

Which of the following developments led to the formation of the National Advertising Review Board (NARB)?

growing criticism of advertising's contribution to the consumer culture concern over increasing scrutiny from the FTC

The modern era of public relations is characterized by which of the following?

growth of consumer markets

The digital divide refers to communities that

have less access to the internet than others

Jelly Helm criticized what he saw as America's culture of materialism, as well as its culture of

hedonism.

The MacBride report was commissioned to study the question of

how to maintain national and cultural sovereignty in the face of rapid globalization of mass media.

Mass communication theories are

human constructions. often borrowed from other fields. dynamic and changing.

The increase in the number of advertising minutes in a typical broadcast is an example of

hypercommercialism

When Kanye West includes brand names in his song lyrics in exchange for cash, this is an example of

hypercommercialism

According to social cognitive theory, which of the following modeling behaviors is the most likely way that television influences behavior?

identification

Samantha is watching a television drama that takes place in a modern house. She likes the living room featured on the show. It has two long, white leather couches and a glass coffee table. There are no curtains, and the walls are painted white. Samantha buys two charcoal-grey chairs and removes her curtains. Which of the following forms of modeling is Samantha displaying?

identification

In social cognitive theory, modeling occurs in which of the following ways?

identification imitation

In which of the following ways were american magazines in the mid 1800s prior to the civil war unique from British magazines?

illustration played a prominent role in american mags, american mags employed specialist writers to produce content

An awareness of the _____ of media on the individual and society.

impact

Which of the following best defines loot boxes?

in-game mystery treasure chests that can be opened through gameplay or paying money

Which of the following is an issue that might be addressed in trade and professional advertising messages?

increased profits

The fact that a non-U.S. firm owns 3 of the world's top-10-earning PR firms, or that several of the largest U.S. operations have personnel in 40 or more countries, is evidence of the ______ of public relations.

increasing globalization and concentration

As defined by the FCC, language or material that depicts sexual and excretory activities in a way that is offensive to contemporary community standards is

indecency.

A critical thinking skill enabling audience members to develop _____ about media content.

independent judgements

Clandestine stations operating inside the region to which they transmit are classified as ______ stations.

indigenous

According to limited effects theories, which of the following limit media influence?

individual differences social categories personal relationships

In addition to the FTC, advertising is primarily regulated by

individual states.

Although wealthy people and corporations own most mass communication media,

individual users can be mass communicators on the Internet.

The Federalist Papers by John Jay, James Madison, and Alexander Hamilton were notable in the history of public relations because they were designed to ______ the proposed U.S. Constitution.

influence public support in favor of

What is the primary reason that social networking sites are so clearly a boon to advertisers?

information freely provided allows specific messages to be directed to specific users

Before the American Civil War, while British ads tended to be somewhat exaggerated, American ads were more

informational.

The content of a television news report that discusses the concerns of residents, business owners, and public service providers regarding a growing homeless camp would be considered

informational.

As consumers increasingly ignore the traditional forms of advertising, advertisers struggle to be

innovative.

Match the VALS segment to its description.

innovators matches Choice, successful and motivated by new ideas successful and motivated by new ideas achievers matches Choice, committed to family and career and motivated by goals committed to family and career and motivated by goals believers matches Choice, traditional and conventional and motivated by ideals traditional and conventional and motivated by ideals strivers matches Choice, trendy and fun loving and motivated by achievement trendy and fun loving and motivated by achievement

Cultural theories give perspective on the ______ between the audience and the media.

interaction

What is the number one news source for the majority of Americans?

internet

The main purpose of RFID chips for retailers is

inventory control

An advocacy game

is a way for nonprofit organizations to spread their messages.

Ambient advertising, which makes use of nontraditional venues, is also sometimes referred to as 360 marketing because it

is incorporated into consumers' total environment in such a way that it is always there.

According to communication researcher Wilbur Schramm, in interpersonal communication there:

is no clearly identifiable source or receiver

Using a large-scale public relations campaign in order to influence or shape opinion about a particular concern, usually one that stirs strong opinions, is the domain of

issues management.

single sponsor

issues that feature ads by only one advertiser

Which of the following are ways that the FTC can enforce the regulation of advertising?

issuing a cease-and-desist order imposing fines

The most successful streaming service is platform agnostic, meaning

it is available on just about every new digital device.

Which of the following statements regarding sponsored content are true?

it is generally difficult to distinguish between the sponsored content and editorial content, it refers to online articles that are paid for by advertisers

Many people fault advertising for

its intrusiveness.

As he approached the end of his long life, what bothered public relations pioneer Edward Bernays most about the industry he had helped establish?

its lack of ethical standards

Which of the following are examples of normative ethics?

journalists' codes of practice media industry standards

Even though the majority of people will choose careers in fields other tan media production, the elements of media literacy include "development of effective and responsible production skills" bc

just as traditional literacy involves both reading and writing, media literacy involves the ability to produce content/most professions now use some form of media to disseminate info/thanks to technological advances, ordinary ppl can now produce media

What qualities of the integrated circuit made the production of affordable personal computers possible?

lack of heat small size

Mass Communication

large, highly structured organization and a large, widely varied audience are involved & messages are mechanically produced and simultaneously sent

Virtually all definitions of culture recognize that it is ____

learned

Culture is defined as the ___ of members of a social group.

learned behavior

Which of the following describes the political orientation of modern critical cultural theory?

left

Which of the following types of households most commonly fall on the side of the digital divide with less Internet usage?

less-educated

The philosophy that people can tell right from wrong and therefore govern themselves if they have access to information is called

libertarianism.

The Motion Picture Production Code (MPPC) did which of the following?

limited bedroom scenes to married couples and ruled out scenes that ridiculed public officials or religious leaders enforced its rules by imposing a fine of $25,000 forbade the use of profanity, as well as a number of words ranging from "God" to "nuts

The theories that emerged from the first systematic, scientific study of media effects are now called ______ theories.

limited effects

Which of the following theories are used in current debates over the regulation of video games and fast food advertising aimed at kids?

limited effects social cognitive theory uses and gratifications

Because all information on the Internet is ______, augmented reality can compromise personal privacy.

linkable

The Gutenberg revolution, which caused printing to become widespread, also had a direct impact on the spread of ___

literacy, ideas, and education

The term "______," which means directly interacting to influence elected officials or government regulators and agents, is a major part of government affairs as a public relations activity.

lobbying

Which of the following are examples of municipal broadband?

local public libraries that allow patrons to use computers with Internet access city-funded kiosks that offer people free WiFi

In the United States before the Civil War, advertising was primarily used by

local retailers.

Samantha is in Atlanta for business. She is unfamiliar with her surroundings and uses her cell phone's map app to locate a coffee shop. She discovers several within walking distance, including one offering a coupon for 10% off. The coupon is an example of

location-based mobile advertising

Digital advertising has changed the advertising industry as a result of which of the following features?

low cost relative to other media reach and interactivity

The larger, cultural impact of media occurs at the ______ level.

macro

What are advertorials?

magazine ads that look like genuine editorial content

How did the content of American magazines change in the mid 1800's?

magazines covered american social issues such as labor reform

Why were magazines considered the perfect outlet for the newly formed advertising agencies of the late 1800s?

magazines had a large national readership

How do subscriber lists help magazines make money?

magazines sell the lists to advertisers seeking a targeted audience interested in their products

What are single-sponsor magazines?

magazines that have only one advertiser throughout an entire issue

Which of the following statements about internationalization are true?

mags might produce foreign language editions of what are essentially US magazines, magz might produce foreign editions in English for english language readers who are overseas

The movement of a mass public toward a shared, television-created understanding of reality is known as

mainstreaming.

Which of the following responsibilities does a PR firm take on when enlisted for media relations work?

maintaining good relationships with professionals in the media and understanding their needs helping to prepare and organize materials to be disseminated to the media helping the client understand the nature of the various media available

What is the main goal of employee/member relations efforts?

maintaining high morale and motivation

One goal of puffery is to

make ads more entertaining.

Advertisers explore different types of sales pitches in order to

make their ads stand out and be remembered.

According to the Public Relations Society of America, public relations' management function calls on PR professionals to handle a number of important tasks. Which in particular would involve the media relations task of maintaining relationships with media professionals?

managing the resources necessary to perform public relations objectives

The public relations function known as ______ is a combination of activities (among them the creation of advertising) designed to sell a product, service, or idea.

marketing communication

Advertisers in trade or professional advertising would tend to focus on which of the following?

marketing support distribution plans

By providing the same national news all over the country, the affordable ________ circulation magazines of the 1920s helped to unify the country.

mass

Joseph Klapper wrote a highly influential book on the effects of ______ in 1960.

mass communication

Which of the following is/are used to relate mass communications to our personal lives and social systems?

mass communication theories

Why can the ass circulation magazines of the 1920s be considered the television of their time?

mass market magazines were the primary source of national news

Which of the following argues that media are corrupting influences that negatively affect defenseless, "average" people?

mass society theory

Which of the following was used as a basis for attacks that the Disney movie Beauty and the Beast encouraged interbreeding with other species and another Disney movie, Frozen, was emasculating of men?

mass society theory

Which of the following examines how audience members create meaningful experiences using media content?

meaning-making perspective

In communication studies, culture is the world made ___

meaningful

Research has found that media portrayals play a(n) ______ role in determining people's judgments of race-based stereotypes.

meaningful

Critics of the information gap suggest it results from the failure of ______ to provide important information to all people.

media

Which of the following publics is the primary intended audience for press releases, briefings, and access to company newsmakers?

media

The concept of the early window is based on the idea that

media are a window on the world.

Advertising executive Steve Hayden argues that, because modern consumers are empowered media users,

media become refusable.

The motives of which of the following are emphasized by the uses and gratifications approach?

media consumers

Who argues that non-native media content will not have an effect on local culture?

media content producers in the United States

Which of the following are typical objects of study for critical cultural theory?

media ownership disenfranchised groups

Public relations firms include full-service firms and special services providers, such as

media specialists for company CEOs. makers of video news releases. Web commentary monitoring services.

Which of the following are examples of community relations work for which a PR firm may be hired?

meeting with local businesses and groups that could be impacted by a town's new paid parking plan addressing the concerns of residents near a lot where a developer hopes to build condos

Among the core assumptions of social responsibility theory is that media should avoid disseminating, or distributing, material that

might lead to violence. could lead to civil disorder. might offend minority groups.

In part because they would broadcast popular content 24 hours a day, every day of the year, which of the following did 1960s pirate stations broadcasting into Great Britain most resemble?

modern commercial radio stations

The person responsible for applying ethics to bring together conflicting interests is known as the

moral agent.

Which of the following statements about magazines is true?

most magazines produce an online version that offers online only content and other features

How do most online versions of magazines charge their internet readers for access to content?

most offer online only content for free

Johannes Gutenberg changed the world forever when he invented the ___

movable metal type

Low-cost broadband offered by cities and towns in the United States to its citizens is known as

municipal broadband.

Exceptions to freedom from prior restraint became the basis of two landmark prior restraint court decisions that dealt with

national security in times of war and publishing instructions for building an atomic bomb.

Tags embedded in magazines that connect readers to advertisers' digital content when readers hold their smartphones near an ad are known as

near field communication chips

The idea that the Internet should be free flowing, with equal carriage over phone and cable lines for all websites, is called

network neutrality.

Media critics believe that the Internet will be no more of a tool for increased democracy than traditional media have been because

new media will face the same constraints that have shaped traditional media.

In contrast to traditional newspapers and magazines, blogs give voice to

new opinions and interests

The strand of critical cultural theory that studies the ways that news coverage is biased toward the powerful is known as

news production research.

Before the Civil War, the major advertising medium was

newspapers.

According to agenda setting theory, which of the following groups have the most power to shape political reality?

newsroom editors broadcasters

Media that cater to a targeted small audience whose members share an important characteristic are practicing ___________ marketing

niche

One element missing from the Osgood-Schramm model of communication is ___, a term that refers to anything that interferes with successful communication.

noise

The overriding philosophy of how media ideally operate in any given system of social values is called a ______ theory.

normative

Social responsibility theory, a ______, is the standard against which the public should judge the performance of the U.S. media.

normative theory

The term "persistence of vision" refers to the fact that

objects in pictures, when viewed in a rapid sequence, appear to be moving.

Social cognitive theory argues that people learn through

observation.

The broadcast industry term for syndicated content that originally aired on a network is

off-network programs

A practitioner who is internal to a company and serves as a "judge" in disputes between the public and a media organization is called a(n)

ombudsperson.

The U.S. government uses prior restraint of the press

on rare occasions.

Total annual billings for television make up more than _______ of all U.S. ad spending.

one-third

Programmatic ad fraud, which costs advertisers more than $16 billion annually, can be defined as

online activity being simulated in order to run up billable ad views.

The Layar program in smartphones enables visual images to be linked instantly to

online information

Why do online only magazines have a hard time competing against online versions of hard copy magazines?

online versions of hard copy magazines have a built in audience of those loyal to their print counterparts

In addition to content, syndicators can provide entire formats to local stations, meaning the station

only needs to insert the local commercials.

By licensing software called a(n) ______ system, Microsoft played a role in the early development of personal computers.

operating

People who receive media information, interpret it in light of their own beliefs, and pass it along to followers with similar beliefs are known as

opinion leaders.

Privacy advocates believe that the ideal way to deal with online privacy issues and websites' collection and dissemination of personal data is to have users choose whether or not to

opt-in

The 2012 "Consumer Privacy Bill of Rights" suggested sites place a "do not track" button on their Web pages. This type of provision is an example of

opt-out

Claiming that a product is proven to end colds faster when it really does not do so is an example of

outright lying.

Which of the following do opponents of deregulation point to as among its negative results?

overcommercialization lowering of decency standards

Concentration of ownership

ownership of different and numerous media companies concentrated in fewer and fewer hands

Globalization

ownership of media companies by multinational corporations

The public relations service of marketing communication typically includes the creation, design, and/or generation of

packaging. publicity and promotion. advertising.

If brands in a given product category are basically the same, they are known as ______ products.

parity

Sandy does not subscribe to any magazines, and she rarely buys single issues. She does, however, enjoy magazines while she is waiting in her dentists office. This is an example of

pass along readership

Which of the following were actions taken by Congress or the Public Relations Society of America (PRSA) in response to public distrust of the PR industry during the era of the 1940s to the 1960s?

passage of the Federal Regulation of Lobbying Act adoption of a PRSA code of ethics establishment of a PRSA accreditation program

In terms of the accountability increasingly demanded by advertisers, the Web's ______ is the ideal.

performance-based advertising

What was the development that expanded the Internet from business and educational institutions to virtually anyone, anytime?

personal computers (PCs)

Critics argue that our culture has become a consumer culture—that is, a culture in which

personal worth and identity reside in the products we possess.

Talking to one survivor of an apartment complex fire is an example of which news production convention that is used by U.S. media?

personalized news

Which of the following are common news production conventions used by U.S. media?

personalized news fragmented news dramatized news

As early as the 15th century, tradespeople and other merchants were using which of the following methods of advertising to promote their products?

pinup want ads eye-catching signs business cards

Illegally operated radio stations that broadcast to British audience from outside of Great Britain in the 1960s were known as

pirate broadcasters.

The means of delivering a specific piece of media content is called a(n)

platform

Media convergence has occurred, in part, because of audience fragmentation and the tendency of audiences to be

platform agnostic

Where the broadcast networks have Standards and Practices Departments to enforce institutional policies for conduct, local broadcasters rely on what are called

policy books.

"We have tended to view such advances as opportunities for

politics and economics

Public relations professionals in the 1930s increasingly turned to the newly emerging industry of ______ to get a better idea of public opinion.

polling

Which of the following are common methods that research personnel in a large PR firm use to provide the operation and its client with feedback?

polling focus groups one-on-one interviews

Paul Lazarsfeld introduced which of the following methods to the study of mass communications?

polling survey research

Expression calculated solely to supply sexual excitement is

pornography

National consumer advertising is primarily aimed at

potential buyers.

Which of the following motivates companies to pursue syndication?

potentially huge profits

Which of the following best describes codes of ethics in journalism?

prescriptive codes that tell media practitioners what to do

Which of the following terms refers to the power of the government to prevent the publication or broadcast of expression?

prior restraint

The press still reports on news events, such as trials, even if a witness's comments might be untrue or damaging to someone's reputation. This is called

privilege.

Which of the following are prosocial behaviors?

problem solving cooperation

An understanding of the ____ of mass communication.

process

In addition to developing ads, many ad agencies also do which of the following?

produce the ads they develop buy time and space for their ads in various media receive compensation for ad placement, usually through commissions

In many cases, a network has an idea for a new program and asks a proven ______ to propose a show based on that idea.

producer

The deliberate appearance of a Coca-Cola product on an episode of America Idol is an example of

product placement

Which of the following are among the four main ways advertisers use games to reach their targeted audiences?

product placement freemium games advergaming

Symbolic interaction theory is often used in the study of the influence of advertising, particularly in how advertising often attempts to persuade people to associate particular meanings with a given product. For example, a brand of whiskey may be marketed in such a way that people will associate the brand with sophistication and success. Which of the following best describes what the advertising is doing?

product positioning

As our cultural storytellers, the mass media have a responsibility to tell their stories in the most ___ manner possible (2 answers)

professional & ethical

Which of the following are factors that have shaped the character of public relations over the years?

professionalization better research tools

The content produced and distributed by media systems is known as

programming.

One goal of public service advertising is to

promote themes of importance.

Rather than promoting commercial products, public service advertising

promotes groups that help the public.

An important issue concerning privacy and the Internet is the need to ______ private communication.

protect

Copyright protection on the Internet is designed to

protect the author and ensure appropriate compensation.

The importation of distant telecommunication signals accomplished which of the following?

provided access to a wider variety of programming

Ivy Lee's Declaration of Principles expressed his philosophy of public relations, with the argument that PR practitioners should be

providers of information, not purveyors of publicity.

Today we might refer to the Boston Tea Party as a

pseudo-event, an event staged specifically to attract public attention.

The theory of symbolic interaction was borrowed from which social science?

psychology

Stuart Hall developed the idea of the media as a ______ in which various forces fought to shape perception.

public forum

Deregulation and the relaxation of ownership and other rules for radio and television has resulted in a constant battle between

public interest and broadcasters' freedom.

Fill in the words missing from the Public Relations Society of America's list of the components of public relations professionals' management role.

public opinions matches Choice, Anticipate, analyze, and interpret ______ and issues that could have an impact on their organizations. Anticipate, analyze, and interpret ______ and issues that could have an impact on their organizations. policies matches Choice, Counsel their organizations' management on ______, public communication, and courses of action, keeping in mind their larger social responsibilities. Counsel their organizations' management on ______, public communication, and courses of action, keeping in mind their larger social responsibilities. public policy matches Choice, Plan and implement their organizations' efforts to influence or change ______. Plan and implement their organizations' efforts to influence or change ______. goals matches Choice, Research and conduct public relations efforts and evaluate them on an ongoing basis to ensure they meet their organizations' ______. Research and conduct public relations efforts and evaluate them on an ongoing basis to ensure they meet their organizations' ______.

Which of the following terms carries the most negative connotation?

public relations

According to a statement made by Judy Phair, as president of the Public Relations Society of America, "For public relations to be effective, it has to be built on ______."

public trust

Public relations professionals must interact with seven categories of

publics.

Which of the following are disadvantages of subscription magazines?

publisher must pay postage costs, subscriptions are sold for less than the cover price

When readers use their mobile devices to capture the image of small, black-and-white squares, or ________, they are instantly directed to a publisher's or marketer's website.

qr codes

Which media played a significant role in the Solidarity democracy movement in Poland?

radio television newsletters

They believe that it will help people from different cultures learn about one another.

radio stations taking payment from record promoters to play certain songs

The first publicity company, the Publicity Bureau, opened in Boston in 1906 and later expanded to other cities to help the ______ industry challenge federal regulations that it opposed.

railroad

The use of radio frequency identification chips (microchips that transmit a radio signal) in retail products

raises privacy concerns. offers lower labor costs to retailers.

Out-of-home advertising is advertising that

reaches us when we are not intentionally engaged in media consumption.

What challenge do advertorials offer for the media literate reader?

reader must consider whether the items are journalism or advertising

Critics contend that the overt power of ad pull policies threaten trust between

readers and magazines

Defenders of advertorials contend that

readers know an ad when they see one, advertorials often deliver useful information

James W. Carey's cultural definition of communication asserts a link between communication and

reality

The sophistication of modern consumers is best described by the statement that today's consumers are no longer passive media ______; they are empowered media ______.

receivers; users

Communication is best described as which of the following types of processes?

reciprocal & ongoing

As minority populations shift and grow, advertisers must do which of the following?

refine their ability to reach different audience segments appeal to various cultures

The theory developed by social scientist Joseph Klapper, often called ______ theory, is based on social science evidence developed prior to 1960.

reinforcement

To what does the term "day-to-date release" refer?

releasing a movie in a combination of theater, DVD, download, or video-on-demand simultaneously

British media are forbidden to

report on court trials in progress.

Who among the following must agree before a D-notice can be issued?

representatives of the media industry government officials

The Digital Millennium Copyright Act (1998) does which of the following?

requires music webcasters to pay licensing fees to record companies makes it a crime to bypass antipiracy measures in commercial software

To ensure that its people do not access "counterrevolutionary" Internet content, the Chinese government

requires that all Internet accounts be registered with the police.

If a computer on a switching network becomes unavailable, destination information embedded in messages sent on the system allow messages to be instantly

rerouted

Modern consumers are generally becoming more ______ most of the ads they see.

resistant to

Which of the following refers to advertising that focuses primarily on products aimed at local consumers?

retail

The assumption that people better remember messages that are consistent with their preexisting beliefs is known as selective

retention.

Rather than the standard cost per thousand (CPM) measurement, advertisers are now focusing more on ______, an accountability-based measurement of success.

return on investment

A media system operating under Hachten's ______ concept aims to destroy the legitimacy of a standing government.

revolutionary

The experience of the Polish democracy movement Solidarity is an example of a media system operating under Hachten's ______ concept.

revolutionary

PR firm Advanta is conducting research on a new protein drink that targets middle-aged women. Advanta gathers together small collections of middle-aged women to interview them about their thoughts on the protein drink. This activity is known as

running focus groups.

Which of the following is an online-only magazine?

salon

Governments can jam unwanted radio and television broadcasts, but they cannot easily disrupt

satellite signals.

Which of the following form Klapper's "nexus of mediating factors and influences"?

school family church

Out-of-home advertising may reach consumers through

screens on gas pumps. billboards. public transit vehicles.

Advertising that appears in search results produced by users' keyword searches is called

search marketing.

The idea that media tell us what to think as they tell us what to think about is known as

second-order agenda setting.

Which of the following are the selective processes in attitude change theory?

selective perception selective exposure selective retention

According to dissonance theory, people consume, remember, and interpret information using three interrelated

selective processes.

When the manager of newspaper chain 10/30 Communications said that many companies had "wrongly divided their focus among many customer groups," he was arguing that they had just one customer and their purpose was to

sell that customer's product

Which of the following replaced vacuum tubes as computer processors?

semiconductors

The Frankfurt School assigned a higher value to which of the following?

serious art

When the Justice Department tried to halt publication of instructions on how to make a hydrogen bomb in the magazine The Progressive,

several newspapers published them anyway, causing the Justice Department to abandon its restraint.

One problem with Lasswell's simple model of communication is that it fails to account for the fact that there must be a(n) ____ of meaning in order for communication to take place.

sharing

What technology did the major European colonial powers begin to use in the 1920s as a communication link to their various international colonies?

shortwave radio

One example of false advertising is lying by implication, which means

showing a product in such a way as to make it appear different from how it actually is.

Defenders of the advertising industry have argued it improves our standard of living, on the basis that advertising

shows the wonderful products produced by our society and encourages us to acquire and enjoy them.

In social construction of reality theory, what term describes something that has subjective meaning?

sign

Advertisers are increasingly using psychographic segmentation to appeal to consumer groups with

similar lifestyles and behavior patterns.

What is the best definition of media multitasking?

simultaneously consuming many different kinds of media

How do singe copy sales give advertisers a barometer of a magazines connection to readers?

single copy readers consciously choose to buy the magazine and then they pay full price for it

Individually inspired online activism is derogatorily called

slacktivism.

The stimulation model and aggressive cues model are both based on what theory?

social cognitive theory

The concept of typification schemes is used in which of the following?

social construction of reality theory

In 2009, e-mail was surpassed by ______ as the most common and fastest-growing application of the Internet.

social network sites

Mass communication theories attempt to explain or predict which of the following?

social phenomena

What changes as America entered the 1960s led theorists to consider both the limited effects idea and mass society theory inadequate to explain the media's impact?

social problems such as racial strife and gender inequality increased sophistication of media industries and consumers

The idea that media must remain free of government control and that, in exchange, the media must serve the public is called

social responsibility theory.

In communication studies, culture is ____ constructed.

socially

Which of the following elements in the simple model of communication developed by Harold Lasswell?

source, receiver, & medium

According to the Osgood-Schramm model, in communication there is no clearly identifiable ___

source/receiver

Promotional retail advertising typically focuses on

special events or promotions held by retailers.

split runs

special versions of an issue that target a particular region or demographic (people releasing an issue with two different covers depending on the area)

Environmental PR and pharmaceuticals PR are two examples of the ______ of public relations.

specialization

In addition to globalization and concentration, a third trend in public relations is ______, which expands the activities of public relations professionals beyond the list of 14.

specialization

Which of the following are magazines main competition for todays specialized advertising dollars?

specialized content websites, cable tv

Because of Web advertising's ability to track return on investment, clients increasingly demand ______ from advertisers.

specific outcomes

When magazines publish special versions of an issue that contain editorial content and advertising geared to a specific demographic or regional grouping, this is known as

split runs

Which of the following have been made possible by computerized printing?

split runs of magazines an increase in direct market advertising

When China committed itself to developing the newspaper as a national medium in the late 1970s, reading walls

steadily declined to near extinction.

Applying a standardized image to members of a particular group is called

stereotyping.

Magazines generally get their readers through

subscriptions

A person or organization who is negatively affected by lies spread on the Internet can

sue for libel or fraud.

The social movement covered most by the earliest american womens magazines was

suffrage

Defenders of the advertising industry claim that ads accomplish which of the following?

support the economy of the country by encouraging purchases provide consumers with information for deciding what to buy support free mass media

The Pennsylvania Railroad had a bad public image because of accidents and strikes, and the company attempted to deal with this in the usual way, by ______; however, Ivy Lee maintained that this would ______ amid the increasingly anti-business climate of the era.

suppressing information; be dangerous and counterproductive

Which of the following activities did Henry Ford and his Ford Motor company not undertake during the propaganda-publicity stage of public relations history?

survey the market by conducting in-depth opinion polls of prospective car buyers

Television news stations, in an effort to save time and money, tend to present ______ portrayals of violent crime, focusing on, say, crimes committed in a particular "bad" neighborhood, even if those crimes represent only a minute percentage of total crime in the area.

symbolic

The content of a television news report on the problem of urban poverty that relies heavily on images of low-income African Americans walking in a dense urban environment and then of people in a line at a soup kitchen would be considered ______ content.

symbolic

According to the idea of ______, people give things meaning, and then that meaning controls their behavior.

symbolic interaction

The social construction of reality theory explains that cultures use which of the following to construct and maintain a uniform reality?

symbols signs

A media company's practice of making use of as many media channels of delivery as possible is called

synergy

In his effort to improve the public image of the Pennsylvania Railroad, which had been badly damaged by strikes and accidents, Ivy Lee initiated a public relations campaign that included

taking reporters to the scene of trouble. helping reporters get any information and photographs they needed. distributing press releases.

Copyright law is difficult to enforce on the Internet because Internet content is not

tangible

Which of the following are examples of fair use?

taping a baseball game in the morning to watch that evening photocopying a passage from a novel for use in the classroom

The main objective of direct marketing is to

target advertising to likely buyers.

Groups of demographically targeted people that are bound by little more than an interest in a given form of media content are referred to as

taste publics

Cultivation analysis claims that human experience is shaped mainly by which of the following?

television

What newly established medium did Joseph Klapper neglect in his development of reinforcement theory?

television

The case Chandler v. Florida determined that

television cameras in the courtroom did not inherently hurt the fairness of a trial.

The average American today watches

television for more than 32 hours a week.

One assumption on which cultivation analysis is based is that

television is fundamentally different from other mass media.

Cultivation analysis was originally developed out of concern over what phenomenon?

television violence

As a result of the stock market crash of 1929, advertisers began to

tell consumers they desperately needed a product.

Access to the Internet was at first limited to people who could connect to larger, centralized machines using

terminals

The army's Information and Education Division's Experimental Section was given the task of

testing the effectiveness of the government's mass communication campaigns.

An understanding of media content as a(an) ___ that provides insight into our culture and our lives.

text

In arguing in favor of regulation of the media, noted First Amendment scholar Alexander Meiklejohn made what key point?

that legislation to enlarge and enrich media is not forbidden

Which of the following describe how FCC chair Mark Fowler, in the 1980s, viewed regulation?

that television is just another appliance and did not need regulating

With its rule of ascertainment, what did the FCC require from broadcasters?

that they determine the nature of their audiences' interest, convenience, and necessity

What event in particular revealed the inadequacies of mass society theory?

the 1938 War of the Worlds broadcast

One example of early public relations in revolutionary-era America was ______, which today might be described as a "pseudo-event."

the Boston Tea Party

During the Cold War, the global community believed that the external broadcast services of the United States were funded by contributions from American citizens, when in fact they were paid for by

the Central Intelligence Agency.

During what conflict did clandestine broadcasting truly flower?

the Cold War

What is the name of the act passed by the U.S. Congress in 1998 to bring U.S. copyright law into compliance with World Intellectual Property Organization law?

the Digital Millennium Copyright Act

According to the traffic cop analogy in broadcast regulation,

the FCC has the right to control not only the flow of broadcast traffic but its composition as well.

China's numerous Internet-related laws, which are enforced by some 40,000 "e-police," are called ______ by dissidents.

the Great Firewall

Who among the following invoked the "decrees" that forbid journalists in Honduras from preaching or disseminating unfavorable doctrines or producing content that in any way attacks a public official?

the Honduran military government during a 2009 coup

Which of the following telecommunications technologies currently raise difficult questions regarding national sovereignty and cultural diversity?

the Internet satellite

Opponents of Internet control believe that

the Internet is a democratic medium. anonymity protects Internet users' freedom of expression.

Which law passed in 1967 united educational stations into one network?

the Public Broadcasting Act

Which amendment to the U.S. Constitution establishes the right to a fair trial?

the Sixth Amendment

China's media system is based on that of

the Soviet Union.

Based on data from 2016, the biggest global advertiser in the world is Proctor & Gamble, which is headquartered in which country?

the United States

In general, radio and television programming around the globe closely resembles that found in

the United States.

What aspect of digital media is driving the move toward ROI?

the ability to finely target consumers and foster interaction between marketer and consumer

Computers have changed modern television advertising in which of the following ways?

the ability to insert products into images or programs the use of computerized graphics and other special effects

Using several factors to determine how much freedom the press can have is called

the ad hoc balancing of interests.

What most attracts audiences to cable television?

the amount and diversity of programming

Proponents of Internet control believe that

the anonymity of Internet users can lead to abuse of the medium.

What aspect of libertarianism was increasingly seen as too idealistic, beginning in the 1930s?

the assumption of a rational, good, and informed public

Whose perspective do reporters typically rely upon in cases of natural or human-made disasters?

the authorities

Advergaming is a form of video-game advertising in which

the brand itself becomes the game.

Advertising is developed from idea to ad in ______, and the liaison between the advertising agency and the client is in ______.

the creative department; account management

John D. Rockefeller, Jr., suffered an image problem because many in the press and public blamed him for ______ at a Colorado coal mine he owned, but Ivy Lee convinced Rockefeller to ______, an act that greatly improved his public image.

the deaths of several miners, along with their wives and children; visit the scene and talk (and be photographed with) striking miners

What has been the driving force behind recent mergers and acquisitions in the media and telecommunications industries?

the desire to blend existing media with other forms

There is a concern that the media is always at least a little dishonest in its reporting. For example, even when interviews are recorded on video,

the editing may affect the definition of the truth.

The Global Energy Balance Network, presented as a group of concerned scientists wanting to promote "science-based" solutions to obesity, is considered "astroturf" because

the effort wasn't actually driven by the scientists; it was funded and guided by corporate soda maker Coca-Cola.

With what do media researchers credit the 1938 radio broadcast of Orson Welles's The War of the Worlds?

the emergence of the limited effects perspective

Critics who argue the Internet will be no more of an asset to democracy than have been radio and television point to what as evidence?

the endless battles to keep the Internet open and free

Despite Hollywood's triumphs in the 1930s, the end of the decade brought bad news for the film industry, including which of the following?

the first public broadcast of a television program by RCA in 1939 the Justice Department's vertical integration suit in 1938

The 1974 Federal Privacy Act restricts ______ from collecting and distributing personal information.

the government

Which of the following have in recent years increased the need for public relations professionals who specialize in media relations?

the growing number of media outlets advances in technology

The uses and gratifications approach was developed to explain several issues, including which of the following?

the impact of advertising apparent parallels between televised violence and real-world crime the media's role in sentiment against the war in Vietnam

Which of the following account for increased audience segmentation?

the increase in minority populations specialization of online offerings

Conglomeration

the increase in ownership of media outlets by non media companies

Some of the trends that characterize the modern era in public relations include

the increased use of television to shape public opinion. greater involvement by charitable and activist groups. the increasing prominence of women in the industry.

Roger is trying to make an ethical decision whether or not to broadcast a story on child abuse. The story would likely cause some damage to the reputations of local child services organizations and the welfare of abused children. The story would be an exclusive for his local station. Rogers decides to air the story. Which of the following interests is Roger most influenced by?

the institution he works for

Which of the following have enable 21st-century media producers to find new ways to deliver content to new audiences?

the internet digitization

What major event happened in Hollywood during the period 1926-1928?

the introduction of films featuring sound

Which of the following is not a contender for the title of "first sound film"?

the kiss

Which story on a nightly newscast will audiences perceive as the most important?

the lead story

Today, how long does copyright remain with creators of media?

the life of creator plus 70 years

The push for deregulation of broadcasting started in the 1980s with FCC chair Mark Fowler, who believed that the audience's best protector was which of the following?

the market

The uses and gratifications approach is often seen as absolving ______ of blame for negative media effects.

the media industries

The growth of ______ is among the key factors that have shaped the identity of public relations throughout its four stages of development.

the middle class

Which of the following were factors in the creation of professional standards for advertising?

the muckrakers' examination of the country's institutions false claims made by medicine advertisers the establishment of the FTC

According to defenders of increased globalization, what factor fuels both globalization and media ownership concentration?

the need to reach a fragmented and widespread audience

Jeanetta is under pressure from her editor to produce a gripping story for their small paper. Her friend has recently discovered that through a hospital mix-up, he is not his mother's biological son, and that his mother knew this for years. Which of the following are ethical considerations for Jeanetta as a reporter?

the need to treat the family with respect her friend's right to privacy

Which of the following are the levels at which agenda setting operates?

the object level the attribute level

What had generated great moral outcry in 1896, well before a slew of scandals rocked Hollywood in the 1920s?

the on-screen kiss in The Kiss

Which of the following best defines slander?

the oral or spoken defamation of a person's character

Other than the digital technology, what makes a blog different from a newsletter or a person speaking on a street corner?

the potential for mass communication

One of the two main issues concerning the Internet, social media, and freedom of expression is

the potential to make the First Amendment a reality for more people.

Crime is committed by all races; but people disproportionately see crime as being committed by African Americans. Cultural theorists argue this is proof of

the power of media to shape attitudes toward race.

What is the industry named in the U.S. Constitution as deserving special protection?

the press

When a receiver gives feedback to a source,

the receiver now becomes the source & the source now becomes the receiver

Even people who believe that the First Amendment allows for complete freedom of expression accept limits on the time, place, and manner of expression as long as

the restrictions do not interfere with the substance of the expression.

What led to the decline of limited effects theory?

the rise of media's influence in the 1960s

Libertarian philosophy is based on

the self-righting principle.

By the 1850s, cheaper printing and growing literacy had fueled expansion of the magazine. What was an additional factor that provided content?

the spread of social movements

Which phenomenon, in the 1930s, suggested to many that the assumptions of libertarianism were fundamentally flawed?

the success of Nazi propaganda

Which of the following were attempts made by the Polish government to shut down Solidarity's clandestine media system?

the suspension of official broadcasting the suspension of mail services

The disparity between people who have communication technology and people who do not is called

the technology gap

When we have the attitude that other people are influenced by media messages but we are immune from their influence, we are exhibiting, ____.

the third-person effect.

Which of the following, according to James W. Carey, sees media as senders of information for the purpose of control?

the transmissional perspective

Which of the following is a quality of advertorials that critics point to as deceptive?

the typically small print of their disclaimers

The idea of vicarious reinforcement suggests that seeing the aggression punished inhibits subsequent aggression in the viewer; but this is not always the case. The reason may be that

the viewed aggression is punished by even greater aggression.

The audience practice of willingly accepting content before them as real is known as

the willing suspension of disbelief.

Proponents of the global village declare that individual cultures will endure because

the world's great diversity will ensure that culture-specific, special-interest fare remains in demand.

The success of advertising is difficult to measure primarily because

there are many factors that influence sales.

What was the reaction when the American Society of Magazine Editors announced it would revise guidelines to protect against issues such as ad pull policies?

there was a significant outcry from some editors who saw advertising influence as no big deal

Which of the following descriptions best characterizes critics view of the blending of editorial and commercial content in advertorials?

they are a breach of faith with readers

Many journalists prefer that there be no shield law in U.S. federal courts because

they are afraid that Congress will start legislating too many things regarding the media.

What kinds of advertisements do brand magazines carry?

they carry ads for the parent business as well as for other brands interested in the same demographic

How do magalogues aim to reach their readers?

they offer magazine style layouts of models wearing clothing that is for sale

Which of the following is commonly referred to as spyware?

third-party cookies

According to news production research, the way news is produced biases news coverage toward

those in power.

In 1997, the Chinese Communist Party began enforcing criminal sanctions against

those who would use the Internet to defame the government or threaten social stability.

Before the deregulation of the 1980s, the process of license renewal for broadcasters required which of the following?

thousands of pages of documents showing they knew what their audiences wanted and needed clear evidence that they had kept commercial time to acceptable levels

As a result of the deregulation movement of the early 1980s, the Federal Trade Commission (FTC) now regulates

through complaints made against advertisers.

Which of the following contributes to fragmented news?

time constraints faced by journalists

Which of the following statements about today's radio audience is true?

time spent listening has been declining

The purpose of forced exposure in advertising is

to determine the effectiveness of commercials.

Which of the following is the main goal of neuromarketing research?

to determine whether an ad motivated a consumer to purchase the product

The goal of an advertorial is

to disguise commercial advertisements as respectable editorial content

Now that communist world domination is not a threat, the VOA's goals are

to disseminate health and social information. to spread American culture.

Which of the following are goals of revolutionary media as stated by Stevenson?

to facilitate the organization of opposition to the incumbent powers to end government monopoly over information

Why did President Woodrow Wilson create the Committee on Public Information?

to generate public support for the nation's entry into World War I

Many noncommercial broadcast systems that rely on license fees and public support frequently offer programming specifically designed

to have educational, social, and political value.

Which of the following is the reason that many telecommunications professionals argue that concentration and conglomeration are necessary?

to maintain the financial strength of media companies and limit the influence of advertisers

According to Chairman Mao Zedong, what are the primary functions of the Chinese media?

to propagandize the policies of the Communist Party to educate, organize, and mobilize the masses

Which of the following were among the goals of the VOA during World War II and the Cold War?

to provide objective information to spread Western propaganda

Which of the following best explains why console systems added extra features?

to remain competitive

Why are todays editors under increased pressure form advertisers to meet their demands?

todays hyper competitive media environment mean magazines are increasingly vulnerable to losing advertisers

Magazine circulation is

total number of a magazines issues sold

Industry advertising is typically seen in

trade magazines.

Advertising Age of American medical news

trade, professional, and business

has more of an objective tone

traditional media

is structured and regimeted

traditional media

Which of the following are terms used in James Carey's cultural definition of communication?

transmissional perspective ritual perspective

People who, in the words of PR executive Eric Webber, demand that the PR industry "adopt a position of full or total disclosure, driven by the innate openness and accessibility to information available on the Internet" are known as

transparentists.

Magazines became cheaper in the late 1800s, which caused them to grow in popularity.

true

Many researchers and scientists dispute the story that the Internet was built to protect national security in case of a nuclear attack.

true

True or false: According to the 1986 Electronic Communication Privacy Act, if the government wants access to your e-mails, it must secure permission just as it would for a telephone wiretap.

true

True or false: Americans are more likely to see an individual's cell-phone video of a cursing politician on a blog than a journalist's report of the same story on the nightly news.

true

A news report accused of libel or slander is protected under the First Amendment if the report meets any one test in which of the following groups?

truth, privilege, and fair comment

Which of the following, an example of a limited effects theory, argues that voter behavior is limited by opinion leaders and followers?

two-step flow theory

The work of Edward Bernays, together with the Committee on Public Information, marked the beginning of ______ communication in public relations—that is, public relations talking to people and in return listening when they talked back.

two-way

Webisodes

type of content that appears only on the internet

Which of the following best characterizes public relations during the late 19th century?

typically one-way, from organization to public

Jane tells her friend Sally that she is taking her out for a treat but wants to surprise her. So she blindfolds Sally until they arrive at their destination, which is a room with upright chairs that have basins full of water in front of them. When Sally sees this, she realizes that her friend is treating her to a pedicure. Which of the following best describes the way Sally assigns meaning to her surroundings?

typification scheme

Because soap operas attract a great number of viewers, many countries

use this particular genre to disseminate educational and social information.

Which of the following are means that PR firms and departments use in responding to mass pressure from various publics through the Internet?

using specialty firms, such as eWatch, whose job is to help clients respond to negative references on the Web integrated media communications (IMC), including the tactic of viral marketing hiring in-house Web monitors

The language of media is expressed in production ____, which include the choice of lighting, editing, special effects, arrangement of text on a page, and other elements

values

One of the major effects of deregulation on radio was

very limited local programming on radio stations around the United States.

The idea that a viewer's feelings are appeased if a character acts out what the viewer desires is known as

vicarious reinforcement.

Which of the following would typically be provided by a public relations firm or PR department, as opposed to a publication or ad agency?

video clips to be used on the evening news press releases

As evidence of convergence in the PR industry, which of the following are of new importance to public relations?

video news releases online information and advertising satellite-delivered media tours

The Surgeon General's Scientific Advisory Committee on Television and Social Behavior was formed to investigate which of the following?

violence

Which of the following fall under First Amendment protection?

violence in movies advertising television

There is wide consensus among experts and organizations that

violence on television is the violence factor that can be most easily controlled.

The stimulation model has shown a direct causal relationship between aggressive behavior and

violent content.

A common tactic of integrated marketing communications (IMC) is to employ ______ marketing, which relies on targeting specific Internet users to spread a given message.

viral

The War Advertising Council's best-known campaign was on behalf of the sale of ______ during World War II, still the largest campaign to date for a single item.

war bonds

Following the social responsibility model, the BBC was built on the premise that broadcasting

was a public trust.

In order to limit government and advertiser control, the BBC

was governed by a nonprofit corporation. was funded by license fees levied on receivers.

Traditionally, when local television network affiliates carried a network program, they

were compensated for airing the program, and they kept the revenue from commercials from local advertisers.

The government's power of prior restraint is heavily restricted. Which of the following are among the possible exceptions to restrictions on prior restraint?

when public order is endangered when national security is at risk

In which of the following cases is there a limit on freedom of expression?

when words create a "clear and present danger"

Which of the following prevented the newspaper from becoming an important medium until relatively recently in China?

widespread rural illiteracy the lack of good pulpwood

The use and misuse of private, personal information that is ______ is an important Internet privacy issue.

willingly provided by users

The technology used by radio stations to use different commercials depending on the specific neighborhoods is called

zonecasting