Soc 280 - Quizzes 6 to 13

d. information, persuasion, and integration

According to Edward Bernays, considered the "father" of advertising in the United States, three main elements of advertising are ________ .

b. the processing capabilities of computer chips have been doubling every 18 months since the 1960s

According to Moore's Law, the ________ .

c. A radio program launched by the United States to convince citizens of the Soviet Union to give up on communism.

According to the definition established by early theorists, which of these would be a clear example of propaganda?

b. billions of bits per second

According to the textbook, in order to keep up with all music and digital video files that broadband users download, the connections in the Internet backbone are being upgraded to fiber-optic cables that carry ________.

a. patents on their plans and new inventions for radio technologies

During the late 19th and early 20th centuries, key radio innovators like Marconi, EA Armstrong, and Lee De Forrest were constantly having conflicts with each other over ________ .

d. Ratings are assessed by imprecise feedback reported by individuals themselves.

Even though networks depend on ratings in order to figure out which shows to renew or cancel, it has always been difficult to come up with a precise number of viewers. What is one reason for this difficulty?

a. combine detailed database marketing with Facebook's own "like" system.

Facebook advertisements are unique due to the way they ________ .

c. an industrial system similar to the American automobile industry

For many early critics of Hollywood's production practices like Max Horkheimer and Theodor Adorno, early Hollywood was often compared to ________ .

a. Genres are based on what kind of action the game entails.

How are video game genres usually determined by game designers and programmers?

a. By acting as distributers who bought films from independent producers.

How did film companies like United Artists survive after the demise of the studio system in the 1950s-1960s?

d. They attach themselves to other kinds of unsecure downloaded programs.

How do spyware and other forms of malware disguise themselves in order to get access to a user's hard drive?

d. By making it so, conglomerates can save on costs by owning companies that specialize in different elements of the production and distribution process.

How does horizontal integration help make television production significantly cheaper for large media conglomerates?

a. Consumer activism around issues such as unfair labor practices, unrestrained corporate expansion, and market control.

Which of the following became a huge concern for corporate public relations in the 1980s-2000s?

b. students or college-educated individuals between the age of 18 and 24

Which of these age groups provides the most profitable advertising consumer base?

c. United States vs. Paramount. This case made it illegal for studios to own every part of the production and distribution process.

Which of these court cases played an enormous role in the breakup of vertical integration in Hollywood?

d. the telegraph

Which of these devices caused an information revolution in the 19th century when it combined personalization and long-distance wireless distribution?

b. The cable network Time Warner uses to distribute Internet signals.

Which of these gives the best example of the infrastructure for a media or information technology?

a. The popularity of arcade games, such as "Mario Brothers" and "Donkey Kong."

Which of these phenomena had the most immediate impact on the creation of home video gaming in the United States and abroad?

d. The general economy weakened, investors soured on Internet stocks, and online consumers lost interest in the novelty of clicking on banner ads.

Which of these phrases best describes what occurred during the "dot-com bust" in the United States?

c. AT&T's early video conferencing system

Which of these provides one of the earliest forms of what would be called "third screen" technology?

d. They are a major contributing factor to childhood obesity.

Which of these represents a common concern critics raise about the effect of video games on children?

d. Going to the movies was a weekly ritual for many Americans, especially families with children.

Which of these scenarios best describes film culture in the United States in the 1930s-1940s?

b. Atari launching an ET the Extraterrestrial video game shortly after the film achieved blockbuster status.

Which of these scenarios describes an early attempt at product synergy in the video game industries?

b. People will become overly dependent upon cellular phones in their daily lives.

Which of these statements captures a common fear associated with cellular phone usage?

d. They often depict women as either victims or sex objects.

Which of these statements offers a common critique of the influence of video games on gender perception?

b. All individual consumers know what is happening with their personal information.

Which one of the following statements is not true about database marketing?

c. Protocols

________ are the basic building blocks of Internet applications.

b. Pepsi's Refresh campaign that donated 20 million dollars to various charities

________ provides a recent example of a hybrid advertising public relations campaign.

d. they can track and collate information between sites without the user's knowledge

"Cookies" and other forms of online stored memory files can be dangerous because ________ .

b. The assignment of domain names.

Which integral element of web development and regulation does the organization ICANN control?

d. B movies that were cheap to make and appealed to audience interests in certain genres

During the classical Hollywood era, studios made the largest profits on ________ .

c. the use of smart phones to buy new books through Amazon.com

A clear example of the new form of m-commerce developing in the cell phone era is ________ .

b. hard-sell approach

A commercial is marketing a new type of detergent that has been proven to erase over 80% of all stains without needing any additional additives. What type of approach is this ad using?

b. the common carrier policy

During the great depression, the U.S. government forced AT&T to continue preexisting service even when they were facing profit loss. What famous and controversial policy came out of this action?

a. the migration of many radio genres like soap operas and news to television

After World War II, the economic potential of radio networks began to suffer because of a variety of factors. One of the most important of these factors was ________ .

b. Create a cartoon camel figure that young audiences will think is cool and admire.

An advertising agency is working for Marlboro Cigarettes when the FDA announces that all cigarettes have been linked to a previously undiscovered form of mouth cancer. How should the advertising agency create an ad to respond to this?

b. Advertisers' growing interest in using new ratings systems to figure out which programs were the most profitable.

By the 1960s, the Golden Age of television ended as the high quality of original material being produced drastically declined. What did critics (including the Federal Communications Commission) claim caused the end of this period?

d. He believed that radio was best suited for broadcasting entertainment programs that people could listen to in their own homes.

David Sarnoff was one of the key players in the invention and popularization of broadcast radio and television in the United States. How would you characterize his vision of radio's role in American life?

a. Charging cable operators affiliate fees to carry broadcast channels.

As both cable and satellite technology improves, many broadcast networks have been forced to rethink their strategies for raising revenue. Which of these represents a new strategy broadcasters are using to raise more money?

c. higher than film and television

As of 2013, the revenue in the gaming and game software industry is ________ .

b. moved to online-only publications

Because nearly three-fourths of American adults use the Internet, it offers serious competition for conventional media. In order to survive, some troubled newspapers have ________.

a. universal service principle

Beginning in the 1920s, various presidential administrations have tried to establish nationwide telecommunications networks that span across the entire country. These initiatives are fueled by the ________ .

d. A football player makes lewd comments during an interview on a sports radio network.

Broadcast radio networks are heavily regulated by the FCC in order to ensure that programs do not violate certain profanity, indecency, or obscenity standards. Which of these would count as an obscenity violation?

d. A patent protects inventions while copyright protects intellectual property.

Copyrights and patents are the major tools used to make sure that producers get credit for their new inventions and ideas. What is the main difference between these two tools?

d. Malfunctions in your hypertext programs.

If you are trying to create a web page for your band and having difficulty creating links to other groups on your page, what is the most likely cause of this problem?

b. brand loyalty

If your grandfather tells you that he will only buy coffee produced by Folger's and that the rest of coffee manufacturers aren't nearly as satisfying, he is engaging in what kind of behavior that is crucial for the advertising industry?

a. The NAACP's response to the depiction of African Americans in The Birth of a Nation.

In its earliest days, the content of films was not heavily regulated by either the federal government or the MPAA. Which of these controversies made the industry start to think about imposing regulatory standards for content?

c. social networking sites

In our contemporary moment, ________ are becoming one of the main tools for PR research data gathering and the channel to distribute the message.

d. integrated marketing communication

In our contemporary moment, advertisers are very likely to practice ________ that can incorporate video, social media, print, and even word of mouth communication.

b. owned-and-operated and affiliated

In the 1920s-1940s, there were a variety of strategies used by major broadcast companies to create a national network. What were two of the main types that flourished during this time period?

a. They feared that cable networks would spread signals from major stations out to areas covered by smaller stations and thus drown out their signals; Must Carry Policies.

In the 1970s, many local broadcast stations began to feel increasingly threatened as cable technology began to spread. What was one of the main fears of local stations? How did the Federal Communications Commission address this fear?

c. The Telecommunications Act of 1996 lifted ownership caps so that cable and television networks could combine through corporate mergers.

In the 1980s and 1990s, cable networks and television networks constantly battled to attract new audiences. What ultimately ended this type of conflict?

c. It is a combination of a VCR and a computer hard drive.

In the contemporary media industries, many new recording and exhibition technologies are hybrids made through combining pre-existing devices or technologies. With this in mind, how would you describe Digital Video Recording (DVR)?

c. Both industries were vertically integrated.

In the early 20th century, radio and film were two of the largest media industries in the world. Most of the major film corporations at this time made substantial profits by owning all stages of the production and distribution process. How would you compare or contrast the economic model of the radio industry to that of the film industry?

d. it ruthlessly enforced its patent rights to create legal problems for competitors

In the early 20th century, the Bell Telegraph Company (which would become AT&T) established a monopoly in the early telephone industry because ________ .

a. To relay the client's wishes for a new advertisement to publishers.

In the late 19th century, George P. Rowell formed what would become the first advertising agency. What would be a typical task performed by someone working in an early advertising agency?

c. By licensing their films to online subscription services or pay-stream-sites.

Issues related to piracy and illegal copying of films have grown exponentially as technological innovations make it easier to copy films. What is one of the most effective ways studios have responded to this trend?

c. vertical integration

Like many other Hollywood studios, MGM owned its own production facilities, distribution networks, and movie theaters. Which economic model does this represent?

c. prohibited large networks from pressuring local affiliates to air radio programs produced by the network for nationwide syndication

One of the first major policy initiatives launched in the 1940s by the newly formed Federal Communications Commission (FCC) was the chain-broadcasting ruling. This policy was important because it ________ .

d. their disinterest in encouraging corporations to address harmful or dangerous practices

One of the main critiques launched by critics and skeptics against the contemporary public relations industry is ________ .

d. the Communications Decency Act, which imposed restrictions on "indecent" material within Internet sites.

One of the main effects of the Telecommunications Act of 1996 on Internet regulation came in the form of ________ .

b. the tension between serving the public versus serving a certain corporation or organization

One of the main ethical dilemmas facing public relations practitioners is ________ .

c. Companies charged content providers and advertisers usage fees in exchange for timeslots to broadcast their programs.

One of the main problems facing early commercial radio stations was how to turn this device (which had previously been only been used for communication in military or business-related communications) into something that could make a profit. In this respect, what was one of the main revenue models used in early radio broadcasting?

b. They do not require professional actors, editing facilities, or sets.

One of the main reasons why many television channels and networks are turning to making reality television has to do with the low costs of production. Why are those shows so cheap to produce?

b. helps advertisers determine who the audiences are for specific television programs

One of the major components of determining ratings for television programs is to measure how many people of a certain age or ethnic demographic are viewing certain programs. This is an important element of ratings assessment because it ________ .

d. an increase in foreign actors from Europe with training in opera and theater performance

One of the major consequences of the growing popularity of "talkies" in the American film industry was ________ .

a. product placement

One of the most popular types of advertising in contemporary media is the incorporation of certain items into the narrative of television shows and films. What is the most common name for this practice?

a. breaking down the rules that distinguished between local, national, and international companies

The Telecommunications Act of 1996 largely facilitated the convergence of telephone companies in the United States by ________ .

b. Motion Picture Code or Hays Code

The ________ represents the film industry's first effort to regulate the content produced in Hollywood films.

b. internal communications and media relations

Public relations practitioners are usually either part of a PR firm or work as in-house counsel for a single large company. When working for a company, they practice ________ .

d. collected user complaints and statements of outrage published on social media and then attempted to answer as many of these accusations as possible.

The use of social media by British Petroleum in the wake of the Deepwater Horizon oil explosion was unique in the way it ________ .

a. a viral campaign

The use of social media like Facebook and Youtube, online games, ambiguous posters, and other forms of non-traditional advertising to promote the film Palo Alto presents a useful example of ________ .

b. add texting to preexisting talk functions

Second-generation cellular phones can be distinguished from first-generation phones because they were the first to ________ .

d. casual games

Social media-based games like Farmville or Cityville that can be played in short periods of times are generally referred to as ________ .

b. Anthology dramas that often attempted to create dialogues around important issues of the day.

The 1940s and 1950s are considered the "Golden Age" of television due to high-quality programming and lack of syndication. Which of these prestigious genres became prominent in these early days of radio broadcasting but nearly disappeared in subsequent decades?

c. It limited the federal government's ability to stop a large media corporation such as Clear Channel from purchasing as many local stations as it wanted.

The 1996 Telecommunications Act produced massive transformations in many media industries, including the radio industry. What exactly did this act do to the radio broadcasting industry?

d. To improve coordination between different researchers working on U.S. Department of Defense projects.

The ARPANET program developed the earliest version of the wireless networked computing (the model that would become the Internet in 1972). What was the main intention for creating this network?

d. showed how corporate public relations could keep a dangerous product from being recalled

The Bridgestone/Firestone and Ford Motors fiasco became very important for the field of public relations because it ________ .

c. Through an auction process

The FCC used to sell licenses to communications frequencies based on a competitive process where companies had to define their goals in relationship to the public interest. After the Telecommunications Act of 1996 passed, how are licenses acquired?

a. it was the first media company to be successfully broken up by anti-trust regulation.

The Ma Bell corporation, made up of various Bell sub-companies, became important in the history of media regulation in the United States because ________ .

c. actively engages in self-censorship

The film industry in the United States is unique from the radio, television, or telecommunications industries because it is the only industry that ________ .

c. revitalized the video game market in the United States

The invention of the Nintendo in 1985 was important because it ________ .

c. Massively Multiplayer Online Role Playing Games

The launch of Quake started the craze over what type of interactive online games that would become immensely popular in the 2000s?

d. being as honest and compassionate as possible to audiences

The main difference between how Ivy Lee theorized designed public relations campaigns and the way used by other pioneers was a specific focus on ________ .

c. rise of user-generated content

The main feature of Web 2.0 can be best described as the ________.

d. packet-switching

The process that divides data streams into smaller packets and mixes them with data from many users together into a shared, high-speed channel is ____________.

d. communications spectrum

The ranges of electromagnetic radiation frequencies that are used in wireless communications systems are all contained within the ________ .

a. the era of creativity

The rise of the soft-sell approach to marketing and advertising led to a period in the 1980s that was commonly known as ________ .

a. On-demand television that allows viewers to play or replay shows at their own convenience.

The shift to digital television has ushered in a great number of technological transformations that have permanently transformed the way people watch TV. What is one of the main innovations of digital television?

d. the use of famous actors who were on contract with certain studios to attract audiences to certain types of films

The star system in early Hollywood can be most accurately defined as ________ .

b. the handbill produced in the 15th century.

Though it has taken different forms, advertising has existed longer than film, television, radio, and many other media industries. What new kind of advertising was introduce by the printing press?

b. 3-D viewing requires sitting in a sedentary position that is more conducive to movie theaters than living rooms.

Though three-dimensional (3-D) is becoming increasingly popular and profitable within the film industry, it has not been very successful when used for viewing television programs. What is one reason for the differences in 3-D's popularity between these two industries?

c. money paid by advertisers for featuring their products

Unlike film and similar to radio, the revenue model for early television depended heavily on ________ .

b. creating security features that make it impossible to mimic their technology without signing a licensing deal with them

Video game console makers try to prevent competitors from developing and marketing games for their systems by ________ .

c. Preparation, implementation, and impact.

What are the three major stages of conducting public relations research?

a. It is generally paid for; it seeks to persuade.

What are the two basic tenets that distinguish advertising from other types of communication?

c. Its high sound quality for music and relative cheapness of broadcasting.

What elements of Frequency Modulation (FM) radio technology made it such a major influence on the reconfiguration of the radio industry in the 1960s?

d. The possible effects that the violent behavior they contain may have on children.

What has been one of the main public complaints about the impacts of video games on society?

d. It will damage the cultural heritage of their countries.

What is one of the largest concerns countries outside of the United States have over the popularity of American film worldwide?

b. The high possibility it will be considered spam.

What is one of the main problems public relations practitioners have experienced when dealing with e-mail?

c. The government will get the ability to potentially infringe on individual civil liberties.

What is one of the major concerns about government regulation of the Internet?

c. A decrease in language, cultural, and linguistic barriers.

What is one of the major potential benefits of collaboration between public relations firms in the United States and those in other countries?

a. Television journalism relies on "sound bites" that provide much less depth of coverage than print news.

What is one of the major stylistic differences between print journalism (newspapers) and television journalism (TV news)?

b. Creating video games with the same level of visual quality and playability as mainstream games is very expensive.

What is one of the reasons for the relatively low numbers of educational video games produced each year?

c. Corporations began to craft "Bills of Rights" for their customers.

What was one of the main impacts of the growing consumer movement in the 1960s on the public relations industry?

c. Infrastructure companies expanded their business from conventional phone service to cell phones, cable TV, and Internet, making themselves big enough to compete globally.

What was one of the major effects of the Telecommunications Act of 1996 on the telephone industry?

b. It played an important role in the development of modern advertising.

What was one of the major impacts of World War I on the advertising industry?

b. The U.S. government turned control of the radio airwaves over to the U.S. Navy.

What was one of the major outcomes of the Titanic accident and subsequent passing of the Radio Act of 1912?

b. The radio could not capture quality images of the products being marketed.

What was one of the major problems experienced by the advertising industry when attempting to use radio for product pitches?

b. Sony pushed gaming further from the child's playroom and into the adult mainstream.

What was the main market innovation in the sixth generation of console wars?

a. Variety programs with comedic and musical performances.

What were some of the most popular forms of radio programming during the 1930s-1940s?

c. cable television and the VCR

What were two of the major technological innovations that helped usher in the resurgence of Hollywood in the 1970s-1980s?

c. augmented reality technology

When computer programs (including video games) superimpose game objects on a real-world environment, they are using ________ .

c. They believe that the self-censorship it imposes violates filmmakers' freedom of speech.

Why are some filmmakers and activists very critical of the MPAA?

d. He was referencing the way syndication had made the majority of television programs repetitive, mindless, and uninformative.

Why did FCC chairman Newton Minow famously refer to television in the 1960s as a "vast wasteland"?

a. Because it was the first device to combine a personal computer with a video game console.

Why did the January 1982 launch of the Commodore 64 have such a lasting impact on the video game industry?

b. They are popular with both local viewers and local advertisers.

Why does local news continue to be a major source of revenue for television networks?

b. cross-ownership practices in local areas; concentration of ownership into the hands of a few large corporations

With the passing of the Telecommunications Act of 1996, many small FM radio stations are very worried about the rise of ________ which will result in ________ .

b. The United States because of tight intellectual property regulation.

Your friend is trying to start a business that offers users subscriptions to his site that aggregates different types of music and creates channels where users listen to and can download (for a small fee) songs from a variety of artists. Where would he have the most difficulty setting up this business and why?

d. To a satellite radio network that already specializes in covering the entertainment industries.

Your friend wants to start a radio program that airs the behind-the-scenes gossip about stars of the contemporary film industry. His new angle on the show is to provide an "uncensored look at the lives of Hollywood's stars." Where would you suggest he pitch the show?