JLMC 101 Test 3

TV Guide succeeded, in part, because it was readily available at the nation's supermarket checkout lines

True

Pulp fiction was another name for the popular paperbacks and dime novels of the 1880s.

True

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

True

Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers.

True

The Chinese were printing books using strips of wood and bamboo long before Gutenberg printed his Bible using movable type

True

The Harry Potter series gave an enormous boost to the juvenile books segment of the trade industry

True

The most common type of public relations is done in-house by individual companies and organizations.

True

Until Playboy entered the marketplace, most large-circulation magazines were targeted at women.

True

Commercial speech is a right guaranteed by the First Amendment

True?

In what might be the earliest example of media synergy, some of the first magazines in France were collections of works taken mostly from newspapers.

True?

Ivy Lee was the first to invent the press release and developed the first code of ethics for public relations

True?

Matthew Brady invented the concept of "documentary" photography during the civil war

True?

Publicity is information a person, company, or institution pays to have published or broadcast in the news media.

True?

Which of the following is not true about PR? A. It tends to borrow a "neutral" voice from reporters or public officials. B. Journalism and PR have a symbiotic relationship with each other. C. Press releases are one of the common types of corporate PR. D. PR tries to shape the public agenda for private interests. E. PR ultimately has little influence on news content.

A or B?

The bilingual magazine _____ is the most successful English-language publication for Hispanic women. A. Latina B. Essence C. Vanidades D. ESPN Deportes E. None of the above options is correct.

A. Latina

Which magazine was the foremost outlet for photojournalism in the mid-twentieth century? A. Life B. The North American Review C. The Nation D. The Saturday Evening Post E. Harper's

A. Life

What do Das Kapital, The Satanic Verses, and The Autobiography of Malcolm X have in common? A. They were all banned at one time or another. B. They all had trouble finding a publisher. C. They were the first books made into e-books. D. They were originally published in Latin. E. They were written by the same author.

A. They were all banned at one time or another.

Which of the following is the best-selling book of all time? A. Various versions of the Bible B. Better Homes and Gardens Cookbook C. Baby and Child Care by Dr. Benjamin Spock D. Peyton Place by Grace Metalious E. Twilight by Stephanie Meyer

A. Various versions of the Bible

Rules of punctuation, capitalization, and spacing of written words were developed ______. A. during the Middle Ages by scribes B. in 1452 by printer Johannes Gutenberg C. in the 1500s for the publication of Canterbury Tales D. in the ninth century by Wang Chieh for the Diamond Sutra E. during the Renaissance by Leonardo DaVinci

A. during the Middle Ages by scribes

A magazine's rate card lists _____. A. what it costs to advertise in the magazine B. how often the magazine is published C. the price of a one-, two-, or three-year subscription D. how much the magazine pays its freelance writers E. None of the above options is correct.

A. what it costs to advertise in the magazine

Of the following magazines, which has the largest circulation in the United States? A. Maxim B. AARP The Magazine C. Time D. Reader's Digest E. TV Guide

B. AARP The Magazine

Which company's lobbying efforts were so effective that they eliminated all telephone competition until the 1980s? A. Chicago Edison B. AT&T C. General Electric D. Bell Atlantic E. None of the options is correct.

B. AT&T

Which of the following was William F. Cody's top publicity agent? A. "Poison Ivy" Lee B. P. T. Barnum C. Edward Bernays D. Pierre Salinger E. None of the above options is correct.

B. P. T. Barnum

Which of the following did the linotype do? A. Engrave photographs B. Set type mechanically C. Power the press by electricity D. Add color to the printed page E. Type lines underneath printed words

B. Set type mechanically?

Claiming over 25 million unique monthly visitors, _____ is currently the leading online magazine. A. Salon B. Slate C. Wonderwall D. Wired.com E. Elle Girl

B. Slate

What are two major facets of the relationship between books and television? A. The ability of book authors to become TV stars and TV stars to write books B. That TV can help sell books and that books serve as ideas for TV shows C. That books need to be advertised on television and TV shows need to be talked about in books in order for either industry to be profitable D. That television shows often give authors ideas for books but books are never a source of inspiration for TV shows E. None of the above options is correct.

B. That TV can help sell books and that books serve as ideas for TV shows

An adult trade book is ______. A. a novel of a pornographic nature B. any hardbound or paperback book, fiction or nonfiction, aimed at the general adult reader C. a type of book that targets various occupational groups and is not intended for the general consumer market D. a type of book typically used in the classroom setting as students learn about a specific topic E. in the category of books that includes dictionaries, encyclopedias, and almanacs

B. any hardbound or paperback book, fiction or nonfiction, aimed at the general adult reader?

Johannes Gutenberg is remembered for ______. A. inventing paper B. developing the printing press C. inventing the codex D. translating the Canterbury Tales into English E. translating the Bible into English

B. developing the printing press?

A journalist might be likely to criticize public relations professionals for ______. A. providing a useful press release for an upcoming event B. only letting reporters sympathetic to the goals of an embattled company interview that company's president C. helping them find experts to interview D. giving a full and detailed account of the facts surrounding an issue E. None of the options is correct.

B. only letting reporters sympathetic to the goals of an embattled company interview that company's president?

One of Cyrus Curtis's strategies for reinvigorating the Saturday Evening Post was to _____. A. appeal to farmers B. romanticize American virtues through images like Norman Rockwell paintings C. denigrate American values D. continue the muckraking tradition E. publish risqué pictures

B. romanticize American virtues through images like Norman Rockwell paintings

Small media companies often use press releases verbatim because ______. A. larger PR firms have more control over them B. they have limited editorial resources C. press releases always contain reliable information D. a larger company's press release contains the most original ideas E. All of the options are correct.

B. they have limited editorial resources?

By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers. A. 30 percent B. 50 to 60 percent C. 70 to 80 percent D. 99 percent E. None of the above options is correct.

C. 70 to 80

Edward Bernays, who authored the first PR textbook, is more generally known for which of the following? A. Being the first to send exaggerated stories to the press about his clients and to use gossip and rumor as part of his campaigns B. Staging the Boston Tea Party as the first PR event, using costumed protesters to add controversy to the political statement C. Being the first to use social science research and psychology to stage events that associated a product with a particular attitude D. Arguing that PR is about coercion, not consent E. Being the first to warn the public about the dangers of smoking tobacco

C. Being the first to use social science research and psychology to stage events that associated a product with a particular attitude

When companies host plant tours, donate money to charity, and support festivals, these are examples of ______. A. Astroturf lobbying B. social media relations C. community and consumer relations D. deadheading E. media relations

C. Community and consumer relations

Why did the Federal Trade Commission set new rules about PR blogging in 2009? A. It was concerned about the use of sexually explicit images. B. It was worried about company representatives altering Wikipedia entries. C. It was concerned about "mom bloggers" offering advice about consumer products while secretly getting money and gifts from the companies they reviewed. D. It didn't like the fact that some companies had Facebook pages. E. It was concerned that some politicians were using social media like Twitter to seem more warm and friendly when they were really cold and distant.

C. It was concerned about "mom bloggers" offering advice about consumer products while secretly getting money and gifts from the companies they reviewed.

What event(s) were thought to have hurt the book industry? A. World War I and the Civil Rights movement B. The Great Depression C. The invention of the television D. World War I, World War II, and the Great Depression E. None of the options are correct.

C. The invention of the television?

A pseudo-event is ______. A. an unexpected and unplanned event B. an exclusive gathering for society's most fashionable people C. any activity held for the sole purpose of getting media coverage D. any illegal fund-raising circumstance E. any political event that occurred during the Cold War

C. any activity held for the sole purpose of getting media coverage

Split-run editions are _____. A. magazines that publish two issues a month B. a new ownership strategy—such as when Bertelsmann bought Random House C. magazines that have ads that are tailored for geographic areas D. national magazines that tailor their content for specific groups of readers E. None of the above options is correct.

C. magazines that have ads that are tailored for geographic areas

The rights to use the contents of a book in another form, such as a screenplay, are called ______. A. royalties B. residuals C. subsidiary rights D. an advance E. bonus money

C. subsidiary rights?

The first English work to be printed in book form was ______. A. the Gutenberg Bible B. The Whole Book of Psalms C. Diamond Sutra by Wang Chieh D. Chaucer's Canterbury Tales E. None of the above options is correct.

D. Chaucer's Canterbury Tales

Which statement about the early American "prestigious" publishing houses is true? A. They developed rapidly during the eighteenth century with printers like Benjamin Franklin. B. For almost a century, there was only one major publishing house that was broken apart by antitrust laws. C. The first American publishing houses were founded between 1900 and 1910. D. The oldest and most prestigious American publishing houses are all now part of major media conglomerates. E. All of the options are true.

D. The oldest and most prestigious American publishing houses are all now part of major media conglomerates.

Which of the following statements about boutique advertising agencies is false? A. Designers and artists might have formed them in order to have more creative freedom. B. Many have been bought up by larger agencies, but may still operate semi-independently. C. They cater to large clients like Gap and Kmart, just like the mega-agencies do. D. They are too small and don't have the staff to offer their clients personalized service. E. All of the options are true.

D. They are too small and don't have the staff to offer their clients personalized service?

Which of the following demonstrates why the 1982 tragedy involving someone tampering with Tylenol packages and lacing them with poison is often given as an example of the correct way to handle public relations during a crisis? A. Tylenol successfully shifted blame by telling lies to cast suspicion on competitors. B. Tylenol changed its name in order to avoid any lingering negative publicity. C. Tylenol underestimated the number of contaminated bottles and still managed to get the public to sympathize with the company. D. Tylenol offered full disclosure of the problem to the press, recalled its products nationwide, and set up emergency phone lines to take calls from consumers and health care providers. E. None of the above options is correct.

D. Tylenol offered full disclosure of the problem to the press, recalled its products nationwide, and set up emergency phone lines to take calls from consumers and health care providers.

Who wrote The Jungle, a fictional account of Chicago's meatpacking industry? A. Lincoln Steffens B. Ida Tarbell C. Tim Allen D. Upton Sinclair E. Frank Norris

D. Upton Sinclair

Astroturf lobbying is ______. A. an illegal fund-raising effort B. a sports-centered PR event C. any activity held for the purpose of getting coverage in the media D. a phony grassroots public-affairs campaign E. the misrepresentation of a candidate's stance on an issue during a political campaign

D. a phony grassroots public affairs campaign

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to ______. A. the cost of raw materials B. manufacturing costs C. distribution expenses D. advertising E. a dramatic improvement in quality of materials and manufacturing

D. advertising

Pocket Books revolutionized the paperback industry by ______. A. raising the quality of the books by using better paper B. making the pages and the font bigger C. stapling rather than gluing the binding D. cutting the standard book price to twenty-five cents E. selling books online

D. cutting the standard book price to twenty-five cents

One of the reasons for TV Guide's popularity was that _____. A. its first issue featured Elvis B. it offered lurid commentary about TV stars C. it was initially free D. many newspapers hadn't yet started publishing TV listings E. All of the options are correct.

D. many newspapers hadn't yet started publishing TV listings

The public became increasingly cynical about advertising in the late 1890s and early 1900s because ______. A. manufactured products always cost more than their advertised price B. advertised products were frequently not available C. advertisers forced newspapers to omit stories about their competitors D. patent medicines made outrageous claims about what they could cure E. society had become more urban and more trusting

D. patent medicines made outrageous claims about what they could cure

Boardwalk Empire, Dexter, Pretty Little Liars, and Friday Night Lights are all examples of ______. A. successful movies that were turned into popular books that then helped to repromote the films B. successful books that were all turned into blockbuster movies C. television programs that inspired books that also become popular, which in turn boosted ratings for the television shows D. popular books that were turned into television series, which in turn made the books even more popular E. television programs getting ideas from books and then hurting book sales because everyone watched the shows instead of reading the books

D. popular books that were turned into television series, which in turn made the books even more popular?

Millions of library books are deteriorating because ______. A. there is too much humidity in library buildings B. the ink used in printing the books is eating through the paper C. the glue holding the books together is drying out D. the books were printed on acid-based paper, which is turning brittle E. nobody wants to take care of them

D. the books were printed on acid-based paper, which is turning brittle

An example of a way the Internet can make a PR practitioner's job harder is that the public can see ______. A. a promotional video highlighting a company's products B. a video that went viral of restaurant employees allegedly contaminating food C. press releases without journalistic filters D. flattering bios of company officials on a Web site E. All of the options are correct.

E. All of the options are correct.

In the twentieth century, advertising ______. A. influenced the change from a producer-driven to a consumer-driven economy B. stimulated demand for new products C. showed how new products improved daily life D. spread messages about new products across the country E. All of the options are correct.

E. All of the options are correct.

Which of the following statements about audio books is true? A. Audio books are now downloadable to iPods and other portable devices. B. Audio books offer a valuable service to sightless and vision-impaired readers. C. Regular readers enjoy audio books during daily commutes or long drives. D. The number of audio books borrowed from libraries soared in the 1990s and early 2000s. E. All of the options are correct.

E. All of the options are correct.

Early advertisements tried using which technique to try to convince people to buy and use products? A. Guilt and ostracization B. Sex and beauty C. Bandwagoning D. Humor and motivational messages E. All of the options are correct.

E. All of the options are correct.?

Which statement best describes the current state of the public relations industry? A. There are over 7,000 public relations firms in the United States alone. B. There are thousands of corporate, government, and nonprofit organizations that have their own PR departments. C. A good deal of the money and power in the PR field flows through a handful of major multinational holding companies that often own several PR agencies. D. Most independent public relations firms operate on a local or regional level. E. All of the options are correct.

E. All of the options are correct.?

In terms of ownership structure and business models, the magazine industry has the most in common with which other form of mass media? A. Book publishing B. The recording industry C. The Internet D. Movies E. Cable television

E. Cable television

According to the textbook, which of the following is not a potential problem for a democratic society posed by the practice of modern public relations? A. There is often little knowledge of behind-the-scenes public relations efforts. B. Coverage gained through public relations efforts can get unwarranted credibility as news as opposed to identifiable advertising. C. Spin doctors can reshape a politician's image until it bears little resemblance to reality. D. Debate over key policy issues, such as going to war, can become exercises in public manipulation instead of public information. E. There is a growing effort by major news organizations to carefully fact-check political advertising and expose lies and half-truths.

E. There is a growing effort by major news organizations to carefully fact-check political advertising and expose lies and half-truths.

Communication strategically placed, either as advertising or as publicity, to gain support for a special issue, program, or policy is known as ______. A. a public service announcement B. lobbying C. a pseudo-event D. improper-ganda E. propaganda

E. propaganda

Which of the following is a benefit of placing press releases, social media releases, VNRs, images, executive bios, and other information on a company Web site? A. It prevents the public from getting too interested in a company. B. It helps the company keep its information private. C. It removes some of the barriers between an organization and the groups that PR professionals ultimately want to reach. D. It leads to less press coverage in the event of a company PR crisis. E. All of the options are correct.

E?

Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio

False

In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.

False

Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational and difficult to influence

False

Once strongly influenced by books, television and film now look elsewhere for most of their story ideas

False

Papyrus is a kind of paper made from treated animal skin.

False

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income

False

Sales of religious books have dropped substantially over the past twenty years.

False

The Internet presents mostly problems and few opportunities for public relations practitioners.

False

The average magazine contains about 45 percent ad copy and 55 percent editorial material.

False

The magazine industry continues to shun the Internet because of its threat to printed journals.

False

Unlike print journalists who use press releases extensively, television journalists rarely use VNRs (video news releases).

False

Unlike tobacco ads, alcohol ads have yet to target minority populations.

False

While P. T. Barnum felt that all publicity was good publicity, Edward Bernays viewed all public relations as propaganda and therefore unethical.

False

Ivy Ledbetter Lee, one of the founders of public relations and often dubbed "Poison Ivy," actually believed that honesty and directness were better than deception in public relations.

True

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

True

Ads that portray women as sex objects exemplify the association principle.

True

Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year

True

After agreeing to a costly settlement with several states in 1998, the tobacco industry reduced its advertising spending to almost zero that year.

True

BP's response to the 2010 Deepwater Horizon oil-rig explosion in Alaska is an excellent example of a company's use of thoughtful crisis management to help its public relations.

True

Deadheading was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel.

True

Demographic editions of national magazines are tailored to the interests of different geographic areas.

True

Earmarks are spending directives in bills that are often the result of political favors or bribes

True

Evergreen magazine subscriptions are those that are automatically renewed on the subscriber's credit card

True

Flack is the informal term some journalists use to describe PR people who interject themselves between their clients and the press.

True

In about half of the states, local school districts determine which textbooks will be used by their students.

True

In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.

True