Ch. 11, 12, 13
what was the impact of advertising on the radion in the 1920s
the advertising industry was highly profitable thanks to radio advertising
Which of the following would now be considered a pseudo-event?
the boston tea party
What happened in 1971 as a direct result of the increasing focus on the unique selling proposition of products?
the creation of the National Advertising Review Board to monitor advertisements
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
Which of the following were factors in the creation of standards for advertising?
the establishment of the FTC; the muckrakers' examination of the country's institutions; false claims made by medicine advertisers
What was The Weekly News?
the first English newsbook containing ads
Which of the following statements about public relations in the 1th century is not correct?
Whereas markets (and public relations) had been large and national, they now became smaller and more local
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 tries to explain all aspects of a certain phenomenon
a grand theory
What is a focus group?
a group of a targeted public that is interviewed for research
Public relations in the 19th century
Began to establish itself as a profession during this time; during this era, public relations was more associated with propaganda than with useful information; western expansion, urbanization, and industrialization all fueled the growth of public relations
what lead to the decline of limited effects theory?
the rise of media's influence in the 1960s
Which of the following contributed to the rapid growth in manufacturing after the civil war
the telephone and the electric light were invented; there were applications for thousands of new copyrights and patents; thousands of miles of new railroad track were laid.
Television commercials, which allowed for the demonstration of a product, led to
the unique selling proposition.
computers have changed modern television advertising in which of the following ways
the use of computerized graphics and other special effects; the ability to insert products into images or programs; the convergence of traditional advertising and digital technology
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
Public relations professionals offer advice to an organization concerning policies, relationships, and communication with its various publics. This is known as
account executive
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; creativity in visual presentation; placement of ads by related articles
magazines at the beginning of the 20th century were financially supported mostly by
advertisers
one value of ad research is that it can help
advertisers avoid costly mistakes
Which of the following is the most important result of a successful institutional image?
advertisers can sell the corporation's products more easily
In 3000 B.C.E. Babylonian merchants hired barkers to announce products and prices to passerby. This was an example of
advertising
which of the following are considered underrepresented" out groups" in the united states?
african americans; women; gays
Which of the following drugs is used most by young people?
alcohol
What is a fixed-fee arrangement?
an arrangement in which a PR firm performs services for a client for a set of money
A consumer is asked, "What brands of laundry detergent can you name?" This would be classified as
an awareness.
which of the following symbols would NOT typically be interpreted as representing male sexuality?
an island or oasis
critical
asks broader questions about the greater implications of mass communication
administrative
asks questions about the immediate, observable influence of mass communication
A group that appears to be made up of concerned citizens, but which is actually paid for in secret by public relations firm, is known as
astroturf.
The AIDA approach is a type of persuasive strategy used in advertising. What does AIDA stand for?
attention, interest, desire, action
people's responses measure genral consumer consciousness of an ad campaign
awareness
What was the first type of Web advertising?
banners
the AIDA approach attempts to persuade consumers by appealing to their
basic human needs
which of the following are ideas you should recognize to understand mass communication theory
there are many different mass communication theories; theories from other fields of science are often borrowed for mass communication theories
according to agenda setting theory, which of the following groups have the most power to shape political reality
broadcasters; newsroom editors
the advertising business is facing what media writer Bob Garfield called a "chaos scenario," meaning that
changes in technology have also caused changes in how and why people consume it
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 from Klapper's "nexus of mediating factors and influences"?
church; family; school
Which of the following explains why advertisers are now placing ads in fairly nontraditional settings
they believe consumers will be less aware of, and thus more susceptible to the pervasiveness of the ads
Charging clients for handling services, such as printing and research
Collateral materials
Which of the following publics is the primary intended audiences for information meetings, open house, and company-sponsored safety and food drives
Communities
according to news production research, they way news produced biases news coverage toward
those in power
Which of the following statements about client-agency relations are true
clients have become more assertive about accountability; more than half of agency/client contracts come with pay-for-performace clauses
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
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
Creative specialist
the placement of advertising in medial is paid through ____, which is generally 15% of the cost of the time or space
commission
achievers
committed to family and career and motivated by goals
Which of the following has been a key contributor to the rapid growth of direct market advertising?
computer databases
the goal of the MI4 movement, created by several ad groups, was to define
consumer behavior
Which of the following was founded in 1936 to protect consumers from corrupt advertisers
consumer union
which of the following are prosocial behaviors?
cooperation; problem solving
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
Which of the following argues that the media work to support the status quo?
critical cultural theory
The idea that media operate primarily to maintain the status quo at the expense of ordinary people is expressed by ______ theory.
critical culture
the idea that people's ideas of themselves, their world and their place in it are shaped and maintained primarily through television is part of
cultivation analysis
critics accused mass society theory of characterizing "average" citizens as being too
defenseless
television advertising resulted in the unique selling proposition (USP), a strategy in which advertisers
demonstrated a distinctive quality of a product
The argument that people increasingly need media content to understand the world, to behave meaningfully, and to escape is ______ theory.
dependency
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
The convergence of traditional forms of advertising with the Internet is called
digital advertising.
Which of the following best defines morphing in advertising
digitally combining and transforming images
What is lobbying?
directly interacting to influence elected officials or government regulators and agents
buying products and services online is known as
e-commerce
defenders of advertising practices argue that ads
employ exaggeration rather than deception
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 journalist
which concept suggests that observers will ignore negative vicarious reinforcement if given real-world incentives
environmental incentives
the two choices consumers have when negotiating with a marketer are
exit or voice
British cultural theory assumes that media is an inherently negative force in society
false
because Freud is no longer viewed as very important in the field of psychology, today most creative people in the film and television industry are unfamiliar with his ideas
false
in recent years, advertisers have been forced to generalize ad campaigns in order to reach as many demographic groups as possible
false
restraints on media content tend to discourage symbolic represent
false
the ideas of Carl Jung, another influential figure in psychology and psychiatry, largely contradicted Freud
false
the upsurge in violence in the 1960s was directly related to television becoming a dominant mass medium at the same time
false
there was a shortage of consumer products when world war II ended
false
we pay attention to most ads we see throughout the day
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 guilty of
false stereotypes
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; they believed typical media fare pacified and repressed ordinary people
Public relations professionals are referred to as ________, both inside and outside the media industries.
flacks
normalized news
for a story on a nuclear power accident, a journalist consults a spokesperson with the Nuclear Regulatory Commission and reports that the accident is being cleaned up
personalized news
for a story on chronic pooor care in nursing homes, a journalist inteviews the family of one nursing home resident
dramatized news
for a story on gubernatorial race, a journalist focuses on the personalities of the candidate rather than political issues
fragmented news
for a story on homelessness, a journalist gets sound bites from a homeless advocate and a police officer then moves on to the next story
Consumers are brought to a theater where they watch a television program with commercials and are asked their brand preferences before and after the show. This technique is known as
forced exposure
scientific research has shown that positive media portrayals of cooperation can lead to
good behavior and prosocial effects
which of the following would NOT typically be interpreted as representing female sexuality?
hammer
Jelly helm criticized what he was as america's culture of materialism, as well as its culture of
hedonism
What is the unique selling proposition?
highlighting an aspect of a product that sets it apart from other brands
one of the challenges facing modern advertisers is
hypercommercialism
Modeling, according to social cognitive theory, happens in which two ways?
imitation and identification
typification scheme
in social construction of reality, collections of meaning people have assigned to some phenomenon or situation
Young children who have not developed the critical skills to understand that what they see on television is not real are said to be
in the early window
Which of the following is an issue that might be addressed in trade and professional advertising messages
increased profits
the uses and gratifications approach was developed to explain which of the following?
increases in real-world crime; the media's role in the Vietnam War; the impact of advertising
in addition to the FTC, advertising is also regulated by
individual states
a television news report on issues concerning a growing homeless camp would be considered
informational
before the civil war, british ads tended to be somewhat exaggerated, whereas america ads were more
informational
We watch a news story about a man who tried to save a choking victim getting sued for accidentally hurting her in the process. This makes us less likely to help someone in a similar situation, which is an example of ________ effect.
inhibitory
The practice of combining public relations, marketing, advertising, and promotion into a seamless campaign is known as
integrated marketing communication.
The first large-scale public relations effort in the United States was
intended to shape public opinion following the nation's entry into World War I.
cultural theories give perspective on the ___ between the audience and the media
interaction
Which of the following about programmatic buying is true
it can be maliciously manipulated, resulting in financial losses; it refers to automated, data-driven purchasing of online advertising
Which of the following best defines copy testing
it involves showing messages to consumers to gauge potential success
which of the following statements are true of prescription drug advertising
it is banned in every country except New Zealand and the United States; there is research that indicates a casual link between prescription drug advertising and drug abuse; there is research that indicates there is no casual link between prescription drug advertising and drug abuse
Which of the following is the biggest problem with normalized news?
it keeps people from questioning and keeps journalist from investigating further
the theories that emerged from the first systematic, scientific study of media effects are now called ____ ___ theories
limited effects
which mass communications perspective might argue that media is just entertainment
limited effects
What was the major advertising medium in the United States before the Civil War?
local newspapers
digital advertising has changed the advertising industry for which of the following reasons
low cost relative to other media; reach and interactivity
the movement of mass public toward a shared, television created understanding of reality is known as
mainstreaming
advertisers explore different types of sales pitches in order to
make their ads stand out and be remembered
A creative specialist
makes content that meets the communication needs of the client.
to avoid high taxes on wartime profits, many manufactures steered profits back into their businesses during world war II. Which of the following was a result of such action?
manufactures put money into corporate image advertising
advertisers in trade or professional advertising would tend to focus on which of the following?
marketing support; distribution plans
Which of the following theories is used to relate mass communications to our personal lives and social systems
mass communication theory
The idea that the media are corrupting influences and that "average" people are defenseless against their influence reflects which theory?
mass society theory
Which theory is the idea that media are corrupting influences that undermine the social order?
mass society theory
Which of the following examines how audience members create meaningful experiences using media content
meaning-making perspective
advertising executive Steve Hayden argues that, because modern consumers are empowered media users
media becomes refusable
Agenda setting theory argues that
media may not tell us what to think, but certainly tells us what to think about
Which of the following are typical objects of study for critical cultural theory
media ownership; disenfranchised groups
Which public relations activity is most closely associated with cause marketing?
Development/fund raising
What important question do the various research techniques lack the ability to answer?
Did consumers buy a certain product because of viewing their ads?
What is the majority of advertising that we see in popular magazines and on television?
national consumer advertising
Who of the following were notable figures in the public polling industry during the 1930s
Elmo Roper and George Gallup
before the civil war, the major advertising medium was
newspapers
Why did many corporations establish in-house public relations departments in the 1930s?
to counter people's distrust of business
Which of the following statements is true?
Every day, nearly 5,000 people under the age of 16 take their first drink of alcohol.
Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation
Executive
What is the job of media specialists in a public relations firm or department?
to find the right media for the client's message
A person in this position is likely to have very specific and sophisticated knowledge of economics, finance, and business or corporate law
Financial services
Charging clients a specific amount for specified set of services
Fixed-fee
Which of the following are examples of globalization and concentration in public relations?
Foreign ownership of U.S. public relations firms; U.S. public relations firms operating in foreign countries; the collection of several different companies into giant marketing organizations
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
identification
not identical behavior but similar
in social cognitive theory, which of the following processes produce limitation and identification?
observational learning; inhibitory effects; disinhibitory effects
mass communication theories are
often borrowed from other fields; human constructions; dynamic and changing
Some of the trends that characterize the modern era in public relations include
Greater involvement by charitable and activist groups; the increasing prominence of women in the industry; increased use of television to shape public opinion
Which of the following refers to the public relations practice of making a client sound more environmentally friendly than the client actually is?
Greenwashing
Traditional, big-time television advertisers, such as BMW, Lincoln-Mercury, and Burger King, are now creating ads for which type of distribution?
online films
What is one reason Joseph Klapper's reinforcement theory does not apply today?
He didn't include television in his research of media's effects.
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
Helping reporters get any information and photographs they needed; distributing press releases; taking reporters to the scene of the problems
Which of the following are means that PR operations use in responding to mass pressure from various public through the internet?
Hiring in-house web monitors; using specialty firms, such as eWatch, whose job is to help clients respond to negative reference on the Web; integrated media communications (IMC)
people who receive media information, interpret it in light of their own beliefs and pass it along to followers with similar beliefs who are known as
opinion leaders
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
the book that introduced the world to the idea that sexual symbolism is prominent in dreams was titled
Interpretation of Dreams
What type of advertising features ads on billboards, transit vehicles, and digital screens on gas pumps?
out-of-home advertising
claiming that a product is proven to end colds faster when it really does not do so is an example of
outright lying
if brands in a given product category are basically the same, they are known as ____ products
parity
Which of the following is true about one of the earliest examples of public relations, dating back to - a clay tablet dating to about 1800 BCE?
It is what might be called a public information bulletin today; it provided farmers with information on growing and harvesting their crops
What did N.W. Ayer & Sons do for clients that Volney Palmer's advertising agency did not?
It planned the campaign and created the ads.
According to cultivation analysis, how is television fundamentally different from other mass media?
It requires no reading ability, it is free, and it can be consumed by all ages.
What resulted from advertising agencies adding public relations divisions?
It was difficult to see the distinction between advertising and public relations.
What was significant about the 1923 variety show The Eveready Hour?
It was the first regularly sponsored radio series.
As a direct result of ___, Congress in 1938 passed a 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 Nazi Germany
The term, ____, which means directly interacting to influence elected officials or government regulators and agents, is a major part of government affairs as public affairs activity
Lobbying
Guided by advisor ___ 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
Which of the following is a result of the overlap of advertising and pubic relations?
Many advertising agencies have their own public relations departments
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
according to modern neon-marxist theory, which of the following are true?
people are oppressed by those control the means of production; the superstructure, which includes religion, politics, and mass media, oppresses people
believers
traditional and conventional and motivated by ideals
which of the following are terms used in James Carey's cultural definition of communication
transmissional perspective & ritual perspective
which of the following symbols would NOT typically be interpreted in representing sexual intercourse?
playing a guitar
national consumers advertising is primarily aimed at
potential buyers
dependency theory offers a vision of potentially ___ mass media acting within the social system
powerful
Symbolic interaction theory is often used in the study of advertising influence, particularly in how advertising often attempts to persuade people to associate meaning to products. For example, a particular brand of whiskey may be marketed in 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
The notion that a Cadillac symbolizes success is an example of
product positioning
Public relations firms include full-service firms and special services providers, such as
Media specialist for company CEOs; makers of vide news releases; web commentary monitoring services
which of the following are primary influences on how a product sells
product quality; changes in the economy; competitors' strategies
Freud's ideas carry relatively little weight in the filed of psychology today
true
one goal of public service advertising is to
promote themes of importance
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)
Charging clients a monthly fee for public relation services
On call
Which is the advertising practice of appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns?
psychographic segmentation
the theory of symbolic interaction was borrowed from which social science
psychology
Anticipate, analyze, and interpret ___ that might impact, for good or ill, the operations and plans of the organization.
public opinions
Any group of people with a stake in an organization, issue, or idea is known as a
public.
which of the following social scientists was the first to criticize mass society theory
Paul Lazarsfeld
Which of the following about advertising and radio in the 1920s are true
radio programs were often sponsored by advertisers; listeners were open to radio ads
people are asked which ads they can remember more easily
recall
people are asked whehter or not they remember seeing specific ads
recognition
The impact of media at the macro level is more important than the impact of media at the micro level
true
developed by social scientist Joseph Klapper, ___ theory is based on social science evidence developed prior to 1960
reinforcement
Counseling management at all levels in the organization on ___ and courses of action and communication, taking into account their public ramifications and the organization's social responsibilities
Policy decisions
Which once popular from of PR communication is now effectively defunct due to the rise of Twitter and other technologies?
Press releases
Which is the world's largest global advertiser?
Procter & Gamble
Which of the following are factors that have shaped the character of public relations over the years?
Professionalization; better research tools
Today we might refer to the Boston Tea Party as a
Pseudo-event, and event staged specifically to attract public attention
Planning and implementing the organization's efforts to influence or change ___.
Public policy
Which of the following are true statements about the modern era of public relations, which began after world war II?
Public relations became more focused on integrated two-way communication; the distinction between public relations and advertising became increasingly blurred
What did the Declarations of Principles argue?
Public relations practitioners should be providers of information.
Public relations professionals must interact with sever categories of
Publics
Which of the following account for increased audience segmentation
the increase in minority populations; specialized of online offerings
PR firms Advanta is conducting research on a new protein drink that targets middle-aged women. Advanta gathers together small collections of middle-aged women to internview them about their thoughts on the protein drink. This activity is known as
Running focus groups
Which of the following are reasons that reinforcement theory fell out of favor
the influential power of church, family, and school declined in the 1960s; the 1960s introduced major social and cultural changes
the most influential explanation of the nature and meaning of dreams was written by:
Sigmund Freud
although Freud discussed a wide variety of dream symbols, most people think of "Freudian symbols" as synonymous with "sexual symbols"
true
false advertising includes ads that tell outright lies
true
macro-level effects of media are hidden
true
many creative people in the film and television industry are familiar with sexual symbols and the symbols' interpretations because of their personal experiences with psychoanalysis
true
puffery is allowed in advertising
true
puffery is slight exaggeration and can make advertising more entertaining
true
restraints on media content tend to encourage symbolic representation
true
sexual symbols are often used in media as sort of "inside joke"
true
the ideas of Carl Jung, another influential figure in psychology and psychiatry, tend to support Freud's
true
which story on a nightly newscast will audiences perceive as the most important?
the lead story
Which of the following refers to advertising that focuses primarily on products aimed at local consumers?
retail
rather than the standard cost per thousand (CPM) measurement, advertisers are now focusing more on___, an accountability-based measurement of success
return on investment
Which perspective helps explain the cultural importance of mass communication?
ritual perspective
advertising that appears in search results produced by users' keyword searches is called ___ marketing
search
according to dissonance theory, people consume, remember, and interpret information using three interrelated ____ processes
selective
Which of the following are selective processes in attitude change theory
selective exposure; selective retention; selective perception
Environmental PR and Pharmaceuticals PR are two examples of the ___ of public relations
Specialization
An example of early public relations in revolutionary-era America was ___, which today might be described as a "pseudo-event"
The Boston Tea Party
Which of the following was one of the books or movies that contributed to a widespread negative of the public relations industry in the 1940s and 1950s?
The Man in the Gray Flannel Suit
Founded in 1947, what is the principal professional group for today's public relations professionals?
The National Association of Accredited Publicity Directors
the Frankfurt School assigned a higher value to which of the following
serious art
what group does the uses and gratifications approach absolve of blame for negative media effects
the media industries
John D. Rockefeller 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 death of several miners, along with their wives and children; visit the scene and talk (and be photographed with) striking members
Which of the following statements about integrated marketing communications (IMC) are true?
The goal of IMC is to give the client and agency greater control over communication and its interpretation; in IMC, firms actively combine public relations, marketing, advertising, and promotion functions; designed to be virtually seamless, INC should be just as at home on the Web as it is on TV or in magazines
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
How did the growth of the middle class affect the public relations industry?
The middle class wanted more information about organizations, which meant a greater need for public relations.
which of the following statements about the link between advertising and alcohol abuse are true?
the national institute on alcohol abuse and alcoholism believes advertising causes an increase in alcohol consumption; there is scientific research that alcohol advertising does not cause an increase in alcohol consumption
and example of false advertising is lying by implication, which means
showing a product to make it appear different from how it actually is
In social construction of reality theory, what term describes something that has subjective meaning
sign
The idea that people learn through observation is ______ theory.
social cognitive
Why has the two-step flow theory been rethought since the time it was first proposed?
The theory was based on the face that some people has greater access to media than others, which does not apply today.
As one media relations firm explained to clients in a promotional place, advertising and content (for example, news stories) are which of the following?
The two categories of media; both for sale-advertising directly, and content through PR firms
the concept that people learn by observing and copying behaviors is reflective of
social cognitive theory
the stimulation model and aggressive cues model are both based on what theory?
social cognitive theory
Which of the following theories are well-suited to explaining the harmful effects of stereotyping
social construction of reality theory; cultivation analysis
Why are The Federalist Papers considered an example of public relations?
The writers used communication to influence public opinion.
Which of the following statements about the state of public relations in the United States is true?
There are four times as many PR professionals than there are journalists
What was significant enough about The War of the Worlds broadcast, on the eve of Halloween night 1938, that it caused theorists to move away from the mass society theory?
some people were influenced by the broadcast, but many more were not
strivers
spirited and fun loving and motivated by achievement
Which of the following have been made possible by computerized printing
split runs of magazines; an increase in direct market advertising
Media often uses a standardized image or concept of certain people or groups based on limited information. This is called
stereotyping
applying a standardized image to members of a particular group is called
stereotyping
innovators
successful and motivated by new ideas
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
Which concept states that people give things meaning and that meaning controls their behavior?
symbolic interaction
the main objective of direct marketing is to
target advertising to probable consumers
Why would media industry practitioners today continue to defend the theory of catharsis?
To demonstrate that viewing violence can actually be helpful to an audience.
Why did president Woodrow Wilson create the Committee on public information?
To generate public support for the nation's entry into World War I
Procter & Gamble announced in 2005 that it was cutting $300 million in advertising expenditures from which of the following mediums?
television
one assumption on which cultivation analysis is based is that
television is fundamentally different from other mass media
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
The work of both Edward Bernays and the Committee on public information marked the beginning of ___ communication in public relations- that is, public relations talking to people and in turn listening when they talk back
Two-way
which of the following are some of the assumptions upon which cultivation analysis is based?
television reinforces existing power structures; television functions as the "central cultural arm" of U.S. society; television builds general frames of reference regarding what "reality" is.
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
Siemens AG, a global engineering corporation that supplies automation systems to ethanol plants, distributed video recordings of what appeared to be a genuine news report on the flowing future of ethanol manufacturing free of charge to television stations. This is an example of a
Video news release (VNR)
the army's information and education division's experimental section was tasked with which of the following?
testing the effectiveness of the government's mass communication campaigns
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 explain why Freudian sexual symbolism is so common in media content
-to avoid censorship -as a legitimate way to represent something important in the story -filmmakers/advertisers think this may be successful in tapping into your unconscious desires -filmmakers like to impress their friends with how clever they can be
List the following theories in order of their historical emergence, putting the earliest one at the top of the list
1. mass society theory 2. limited effects perspective 3. cultural theory 4. meaning-making perspective
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
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
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
Account executive
Who was the first presidential press secretary?
Amos Kendall
Pulling conducted by the public relations society of America found that the vast majority of the American public believes that PR Professionals do which of the following?
Are interested only in information that helps their clients make money; use the media to present misleading information favorable to their clients
Which organization was founded in 1936 to protect people from unscrupulous advertisers?
the Consumers Union
one benefit of psychographics is that it allows advertisers to
understand consumer behavior
Which of the following promoted the development of mass society theory
urban growth; reactionary cultural leaders; totalitarian propaganda
Which of the following theories are used in current debates over video-game regulation
uses and gratifications; limited effects
What strategy relies on targeting specific Internet users with a given communication and relying on them to spread the word through communication channels?
viral marketing
the war advertising council conducted a campaign for ___ ___ during world war II, still the largest campaign to date for a single item
war bonds
Which of the following scenarios best illustrates a way that advertisers use new technology make ads more effective
while you are searching for a recipe on the web, the option to buy a cookbook pops up
