mass communications FINAL

Social responsibility is an ethical theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large. Social responsibility is a duty every individual or organization has to perform so as to maintain a balance between the economy and the ecosystem.

Social responsibility is an ethical theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large. Social responsibility is a duty every individual or organization has to perform so as to maintain a balance between the economy and the ecosystem.

_________ refers to advertising sold next to or in search results produced by users' key word searches a. Search marketing b. Sponsorships c. Rich media d. Lead generation

a. Search marketing

_____________ theory argues that reality is a social construction. a. Social construction of reality b. Symbolic interaction c. Gatekeeper d. Agenda setting

a. Social construction of reality

_____________ theory argues that media don't do things to people; rather, people do things with media. In other words, media's influence is limited to what people allow it to be. a. Uses and gratifications b. Limited effects c. Attitude change d. Agenda setting

a. Uses and gratifications

The first instance of U.S. government regulation of radio was the _____________, passed soon after the passengers of the sinking ship Republic were saved because that vessel was equipped with a radio. a. Wireless Ship Act of 1910 b. Radio Act of 1912 c. Radio Act of 1927 d. Communications Act of 1934

a. Wireless Ship Act of 1910

Some public relations firms bill clients according to the performance of a specific set of services for a specific and prearranged fee, a method known as: a. fixed fee arrangements b. collateral materials c. flat rate billing d. retainer billing

a. fixed fee arrangements

Using video game skills and conventions to solve real-world problems is known as: a. gamification b. crowdsource c. advergaming d. advocacy gaming

a. gamification

Ad production is billed at an agreed-upon price called a: a. retainer b. commission c. percentage d. per diem

a. retainer

The trustee model of broadcast regulation is based in part on the premise that because broadcast spectrum space is limited, and therefore not everyone who wants to broadcast can, those who are granted licenses to serve a local area must accept regulation. This is called the philosophy of: a. spectrum scarcity b. media influence c. fiduciary rule d. trusteeism

a. spectrum scarcity

The _________ deal is how the music business operated for decades. It states that the label underwrites the recording, manufacturing, distribution, and promotion of its artists' music. a. standard distribution b. profit sharing c. 360 d. license

a. standard distribution

Approximately what percentage of American homes play video games? a. 50 b. 70 c. 80 d. 90

b. 70

Radio came to China via an American reporter named _____________, who established an experimental radio station there in 1923. a. Carl Bernstein b. E. C. Osborn c. Richard Brent d. Frank "Sully" Sullivan

b. E. C. Osborn

As a result of the public's distrust of public relations, Congress passed the _____________ in 1946, requiring that those who deal with federal employees on behalf of private clients disclose those relationships. a. Foreign Agents Registration Act b. Federal Regulation of Lobbying Act c. Public Relations Control Act d. Truth in Publicity Act

b. Federal Regulation of Lobbying Act

Of the top 20 U.S. websites, number 1 is: a. Facebook b. Google c. YouTube d. Twitter

b. Google

Some people consider _____________ the "Father of Radio", because he was the first person to send radio waves over long distances. a. Lee DeForest b. Guglielmo Marconi c. David Sarnoff d. Heinrich Hertz

b. Guglielmo Marconi

Among America's external services is _____________, which broadcasts to most of Asia but primarily targets China. a. Radio Free Europe/Radio Liberty (RFE/RL) b. Radio Free Asia c. Worldnet Television d. the Persian Service

b. Radio Free Asia

In 1916, David Sarnoff sent to his superiors at American Marconi his ideas on how to make radio a "household utility". This now-famous memo is called the: a. Radio Network Memo b. Radio Music Box Memo c. Orchestra in a Box Memo d. Network Radio Memo

b. Radio Music Box Memo

The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and: a. the modern technological era b. advanced two-way communication c. the cyberage d. the laissez-faire approach

b. advanced two-way communication

Computers that reduce information to a code made up of the digits 1 and 0 for storage and manipulation are said to use a _____________ code. a. abacus b. binary c. plenary d. primary

b. binary

PR efforts on behalf of charities, relief groups, or other organizations serving publics in need are called _________________. a. do-good PR b. cause marketing c. viral PR d. lobbying

b. cause marketing

Instances in which copyrighted material may be used without permission or payment are referred to as: a. commodification of information b. fair use c. blogs d. listservs

b. fair use

Public relations firms with particular skill at countering the PR efforts of environmentalists are said to be good at: a. whitewashing b. greenwashing c. enviro-manipulation d. countermentalism

b. greenwashing

When a PR firm actively combines public relations, marketing, advertising, and promotion into a more or less seamless communication campaign that is as at home on the Web as it is on the television screen and magazine page, it is engaging in: a. full-service public relations b. integrated marketing communications c. PR convergence d. greenwashing

b. integrated marketing communications

In 1977, Mattell brought true electronic games to handheld devices with: a. Doom b. Super Mario c. Missile Attack, Auto Race, and Football d. Space Invaders

c. Missile Attack, Auto Race, and Football

Computer Space, released in 1971, was designed by: a. Ralph Baer b. Ted Turner c. Nolan Bushnell d. Steve Russell

c. Nolan Bushnell

Advocacy games are: a. used primarily by manufacturers of high-end consumer products b. virtually absent from Web-based games c. Web games containing non-commercial, persuasive messages d. favorites among young males

c. Web games containing non-commercial, persuasive messages

The study of different countries' mass media systems is called: a. normative analysis b. normative studies c. comparative analysis d. international studies

c. comparative analysis

Unregulated radio was in chaos during the 1920s, primarily because income from the sale of receivers declined and: a. the Depression hurt all business b. technological innovation slowed down c. station interference and irregular standards of operation turned off listeners d. all of these

c. station interference and irregular standards of operation turned off listeners

A product's _____________ is what sets it apart from other brands in the same product category. a. parity b. branding c. unique selling proposition d. niche

c. unique selling proposition

The first U.S. presidential press secretary was: a. P. T. Barnum b. Mason Weems c. John Jay d. Amos Kendall

d. Amos Kendall

McLuhan's idea that new communication technologies will permit people to become increasingly involved in one another's lives is his concept of the __________. a. Extensions of Man b. Fairness Doctrine c. Coom Medium d. Global Village

d. Global Village

The global network of interconnected computers that communicate freely and share and exchange information is called the: a. Information Superhighway b. protocol c. World Wide Web d. Internet

d. Internet

Around 1913, public relations pioneer _____________ issued his Declaration of Principles, which moved the profession's focus from primarily dispensing publicity to providing information. a. Mason Weems b. George Creel c. Edward Bernays d. Ivy Lee

d. Ivy Lee

The Foreign Agents Registration Act of 1938, which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department, was a result of which public relations pioneer's contacts with Nazi Germany? a. Mason Weems b. George Creel c. Edward Bernays d. Ivy Lee

d. Ivy Lee

The first corporate public relations department was established in 1889 by: a. the New York Central Railroad b. the New York World c. the Publicity Bureau d. Westinghouse Electric

d. Westinghouse Electric

The normative theory that calls for the subjugation of media for the purpose of serving the government is the _____________ concept. a. Western b. development c. revolutionary d. authoritarian

d. authoritarian

Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____________ segmentation. a. psychographic b. phylographic c. zip code d. demographic

d. demographic

The primary drawback of the Edison talking machine for sound recording was: a. poor sound fidelity made it unpopular with listeners b. high cost made it unpopular with buyers c. its availability could not meet demand d. only one recording of a given sound could be made; copies were not possible

d. only one recording of a given sound could be made; copies were not possible

The software that tells a computer how to work is called its: a. microprocessor b. MITS c. WAN d. operating system

d. operating system

Illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called: a. external services b. indigenous stations c. exogenous stations d. pirate stations

d. pirate stations