Mass Communications: Unit 3
To ___ someone means to call in an anonymous tip to a police department where a victim lives in an attempt to provoke a raid (particularly by an armed SWAT team) on the person's home.
SWAT
___ is the strategy of inundating a variety of print and visual media with ads aimed at target audiences.
Saturation advertising
___ are computer programs that allow users to enter key words or queries to find related sites on the Internet.
Search engines
___ use a complicated algorithm and an enormous database of Web pages compiled and regularly updated by the company.
Search engines
Atari began successfully marketing a home version of Pong through an exclusive deal with ___.
Sears
The ___ was the first console to feature a built-in modem.
Sega Dreamcast
Hypertext inventor Tim Berners-Lee and two coauthors published an influential article in *Scientific American* in which they described a "___ Web."
Semantic
___ Web refers to a more meaningful (or organized) Web.
Semantic
___ have made it possible for lower-income people in the United States and other industrialized countries, and individuals in underdeveloped countries, to obtain Internet access.
Smartphones
___ are Internet Web sites that allow users to create personal profiles, upload photos, create lists of favorite things, and post messages to connect with old friends and to meet new ones.
Social networking sites
___ were individuals who purchased space in newspapers and then sold it to various merchants.
Space brokers
___ is a computer term referring to unsolicited e-mail.
Spam
___ has also made it possible for unauthorized parties (such as hackers) to collect personal or account information about users and to plant viruses and malicious click-fraud programs on computers.
Spyware
___ is software with hidden codes that enable commercial firms to "spy" on users and gain access to their computers.
Spyware
___ refers to the process of assigning people to abstract groups whose members are assumed to act as a single entity (rather than as individuals with distinct identities) and to display shared characteristics, which often have negative connotations.
Stereotyping
What is the most popular video of all time?
"Charlie bit my finger-again!"
___ are codes that tracks users' activity on the Web.
"Cookies"
Filmmaker Morgan Spurlock financed the 2011 documentary ___ just by using product placement.
"POM Wonderful Presents: The Greatest Movie Ever Sold"
___ are notorious for harboring ninjas and trolls, two universally despised player types.
"Pick-Up Groups" (PUGs)
___ are temporary teams usually assembled by matchmaking programs integrated into the game.
"Pick-Up Groups" (PUGs)
Ivy Ledbetter Lee efforts earned him the nickname ___ from his enemies.
"Poison Ivy" Lee
The ___ is a term that refers to the collective ownership of certain public resources, such as the broadcast airwaves, the Internet, and public parks.
"commons"
Online agencies gather information about Internet users through ___ and online surveys.
"cookies"
For radio, ___ prepare a working script, generating ideas for everything from choosing the narrator's voice to determining background sound effects.
"creatives"
"Wiki" means ___ in Hawaiian.
"quick"
It is the year 1875, and Thomas operates an advertising agency in New York City. He has a client that wants to run an ad in a major newspaper, so Thomas purchases the ad space from the newspaper for $1.00. How much will Thomas most likely charge his client for the ad space?
$1.15
According to Figure 12.2, how much money was spent on lobbying in 2003?
$2.06 billion
About how much does the U.S. video game market bring in annually?
$20 billion
What are two watchdog organizations established to monitor advertising from making deceptive claims?
(1) Better Business Bureau (2) Federal Trade Commission
What are the ESRB's six categories?
(1) EC (2) E (3) E 10+ (4) T (5) M (6) AO
What are the top 10 global brands?
(1) Google (2) Apple (3) IBM (4) Microsoft (5) McDonalds (6) Coca-Cola (7) Visa (8) AT&T (9) Marlboro (10) Amazon.com
Who were the two PR pioneers?
(1) Ivy Ledbetter Lee (2) Edward Bernays
What are the three major home console makers?
(1) Nintendo (2) Sony (3) Microsoft
What are the two major types of public relations organizations that took shape as the PR profession evolve?
(1) PR agencies (2) in-house PR services
What are the top five U.S. Advertisers?
(1) Procter & Gamble (2) AT&T (3) General Motors Co. (4) Comcast Corp. (5) Ford Motor Co.
What are the five largest mega-agencies?
(1) WPP (2) Omnicom Group (3) Publicis Groupe (4) Interpublic Group of Companies (5) Dentsu
What are the five top firms located in New York?
(1) Weber Shandwick (2) Burson-Marsteller (3) Ketchum (4) Hill+Knowlton Strategies (5) Ogilvy Public Relations
What are the six values in the PRSA Member Statement of Professional Values?
(1) advocacy (2) honesty (3) expertise (4) independence (5) loyalty (6) fairness
What two health problems do many critics accuse ads of contributing to?
(1) anorexia (2) obesity
What are two things the 2009 Family Smoking Prevention and Tobacco Control Act allow the FDA to do?
(1) block misleading cigarette packaging labels that say "low tar" and "light" (2) block tobacco-related ad campaigns aimed at children
What are the three major expenditures in game publishing?
(1) development (2) licensing (3) marketing
What two types of companies emerged to help users navigate this vast amount of information on the Internet?
(1) directories (2) search engines
During the 1990s and early 2000s, what were the Internet's two primary applications?
(1) e-mail (2) Web page display
What are six conventional persuasive strategies used by advertisers?
(1) famous-person testimonial (2) plain-folks pitch (3) snob appeal (4) bandwagon effect (5) hidden-fear appeal (6) irritation advertising
What are the four main areas of the economic model of the Internet?
(1) infrastructure (2) paid Web services (3) direct sales (4) advertising
What are three ways that advertising worked to shape American values?
(1) it convinced people that new technologies could make life better (2) it helped influence ideas about gender roles by portraying products in certain ways (3) it created powerful messages about how Americans should live their lives
What are three things that can be said about Channel One?
(1) it crosses the line between entertainment and learning (2) it gives underfunded school districts access to equipment they would not otherwise receive (3) it is an advertising and marketing vehicle that infiltrates the schools
What are three facts advertisers of alcoholic beverages fail to reveal about alcohol?
(1) it diminishes athletic ability and sexual performance (2) it causes addiction in as much as 10 percent of the U.S. population (3) it plays a role in many episodes of domestic violence
What are three characteristics of a boutique advertising agency?
(1) it offers clients more personal services (2) it is closely identified with the look of specific ads (3) it represents the more creative side of the ad business
What are three reasons advertising's roots in American life are so deep?
(1) it provides an essential source of revenue for many mass-media industries (2) it serves as many people's only source of information about political candidates and policies (3) it serves as a source of entertainment and identification for many people
The increasing prominence of visual design in advertising led to the development of what two specialized types of advertising agencies?
(1) mega-agencies (2) boutique agencies
What three technologies allow for more immersive gaming?
(1) on-screen avatars that resemble real-life players (2) motion-control capabilities (3) 3D
What are two of the most prominent areas in which alternative voices continue to flourish?
(1) open-source software (2) digital archiving
Independent gamemakers must also deal with what two types of licensing?
(1) royalties to console manufacturers (2) intellectual properties
What are the six categories of social media on the Internet?
(1) social networking sites (2) blogs (3) collaborative projects (4) content communities (5) virtual game worlds (6) virtual social worlds
Digital games evolved from their simplest forms in the arcade into what four major formats?
(1) television (2) handheld devices (3) computers (4) Internet
The first Net messages ever were sent in 1969, when ARPAnet connections linked what four universities?
(1) the University of California-Los Angeles (2) the University of California-Santa Barbara (3) Stanford (4) the University of Utah
Together, what three things gave the Internet basic multimedia capability, enabling users to transmit pictures, sound, and video?
(1) the World Wide Web (2) Mosaic (3) Netscape
What are the three main pay models in the electronic game industry?
(1) the boxed game/retail model (2) the subscription model (3) the free-to-play model
What are two reasons ads that tell stories are effective?
(1) they reinforce our values and assumptions about how the world works (2) they reassure us by suggesting that using familiar brand names makes everyday life easier
What are three ways that advertising agencies use the Web?
(1) they track ad impressions and "click-throughs" (2) they develop consumer profiles that target advertisements to Web site visitors (3) they gather information about Internet users through cookies and surveys
Using questionnaires, VALS researchers today divide respondents into what eight types associated with certain behaviors and preferences of interest to clients?
(1) thinkers (2) innovators (3) achievers (4) strivers (5) survivors (6) believers (7) makers (8) experiencers
___ involves TV ads supposedly used hidden or disguised print and visual messages that allegedly register only in viewers' subconscious minds, fooling them into buying products they don't need.
Subliminal advertising
___ is a 1950s term that refers to hidden or disguised print and visual messages that allegedly register on the subconscious, creating false needs and seducing people into buying products.
Subliminal advertising
The ___ remains the most expensive program for purchasing television advertising.
Super Bowl
The game Destiny is a first-person shooter game in which players must defend a city from an alien attack using weapons and special powers such as telekinesis and blasts of energy. The game includes violence and splashes of alien blood, but not significant gore, sexual content, or strong language. Which rating would a game such as Destiny likely earn from the Entertainment Software Rating Board (ESRB)?
T
Groups like Action for Children's Television worked to limit advertising aimed at children, particularly ads promoting toys associated with a ___.
TV show
___ involves ads targeted to a consumer based on information that various Web sites have gathered about that individual.
Targeted advertising
The ESRB category T stands for ___.
Teen
The Center for Media and Democracy's ___ periodical seeks to serve the public by discussing and investigating PR practices.
*PR Watch*
Described as "sick and morbid" by the National Safety Council, Death Race inspired a ___ report on the potential psychological damage of playing video games.
60 Minutes
Google now claims about what percent of the search engine market in the United States?
70%
About what percentage of households play computer or video games?
72%
Today, about what percent of households play computer or video games?
72%
Studies have suggested that ___ percent of new consumer products fail because the buying public doesn't embrace them
75 - 90
Approximately what percent of people working in the PR profession today are women?
75%
What percent of retail outlets voluntarily chose to observe the ESRB guidelines and not sell M- and AO-rated games to minors?
80%
What percent of U.S. households are connected to the Internet?
87%
In 2013, how many people in the United States died from alcohol-related diseases?
88,000
Prior to the Industrial Revolution, what percent of Americans produced their own tools, clothes, and food?
90%
In 2012, the Audit Bureau of Circulation (ABC) changed the name of its North American operations to ___, a rebranding partly aimed at staying relevant in a time of emerging digital newspaper and magazine business.
Alliance for Audited Media
In 2000, the ___ launched an anti-smoking/anti-tobacco industry ad campaign called "Truth."
American Legacy Foundation
Which nonprofit organization sponsors the "Truth" ad campaign?
American Legacy Foundation
What is the best example of the Semantic Web?
Apple's voice recognition assistant, Siri
___ are establishments gathering multiple coin-operated games together in a newer version of the penny arcade.
Arcades
___ consists of phony grassroots public affairs campaigns engineered by public relations firms; coined by U.S. Senator Lloyd Bentsen of Texas (named after AstroTurf, the artificial grass athletic field surface).
Astroturf lobbying
___ consists of phony grassroots public affairs campaigns engineered by unscrupulous public relations firms.
Astroturf lobbying
Nolan Bushnell started ___ and Chuck E. Cheese.
Atari
Several companies (including Nintendo, Sony, and Microsoft) followed the early lead of ___ in transforming the video game business into a full-fledged industry.
Atari
The same year that Magnavox released the Odyssey console, Nolan Bushnell and a friend formed a video game development company called ___.
Atari
Which company released Pong, the first big hit arcade game?
Atari
Which company was sold in the early eighties and no longer manufactures video game consoles?
Atari
Publishers formed the ___ in 1914 to monitor circulation figures.
Audit Bureau of Circulation (ABC)
In 1931, the first coin-operated pinball machine was invented by ___.
Automatic Industries
___ are the printlike display ads that load across the top or side of a Web page.
Banner ads
Advocates in the business community in 1913 created the nonprofit ___, whose mission included keeping tabs on deceptive advertising.
Better Business Bureau
Google owns and operates the blogging site ___.
Blogger
___ are sites that contain articles in chronological journal-like form, often with reader comments and links to other articles on the Web.
Blogs
___ enabled people to easily post their ideas to a Web site.
Blogs
___ are smaller companies that devote their talents to just a handful of select clients.
Boutique agencies
___-type screens provided the images for analog television and for early computers' displays, on which the first video games appeared a few years later.
CRT
___ are statistically more likely than African Americans and Hispanics to have broadband Internet access in their homes.
Caucasians
___ networks lead all the paths to a single nerve center.
Centralized
___ has become an effective petition project to push for social change.
Change.org
The brainchild of advertising firm Whittle Communications, ___ offered free video and satellite equipment (tuned exclusively to Channel One) in exchange for a twelve-minute package of current events programming that included two minutes of commercials.
Channel One
The introduction of ___ into thousands of schools during the 1989 - 1990 school year has been one of the most controversial cases of in-school advertising.
Channel One
Penny Arcade organizes a children's charity called ___.
Child's Play
The ___ mandated that networks provide some educational and informational children's programming, but the act has been difficult to enforce and has done little to restrict advertising aimed at kids.
Children's Television Act of 1990
Nolan Bushnell started Atari and ___.
Chuck E. Cheese
___ refers to how often users land briefly on a site before clicking through to the next site.
Click-throughs
___ is a virtual shopping world and chat for the tween market, ages nine to fourteen.
Club Penguin
The space race was a symbolic part of the ___.
Cold War
___ is the term for video game tips and cheats shared by players of the games, usually online.
Collective intelligence
In 2012, ___ objected to the state of Kentucky's proposal to sell advertising on school buses.
Commercial Alert
In addition to its efforts to check commercialism, ___ has challenged specific marketing tactics that allow corporations to intrude into civic life.
Commercial Alert
In constantly questioning the role of advertising in our democracy, ___ has aimed to strengthen noncommercial culture and limit the amount of corporate influence on publicly elected government officials and organizations.
Commercial Alert
Since 1998, ___ has worked to "limit excessive commercialism in society."
Commercial Alert
Who wanted to mandate that consumers be warned about product placement in television shows?
Commercial Alert
___ include any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media.
Commercial speech
___ communities are the best examples of the many-to-many ethic of social media.
Content
___ communities exist for the sharing of all types of content, from text (Fanfiction.net) to photos (Flickr, Photobucket) and videos (YouTube, Vimeo).
Content
___ are information profiles about a user that are usually automatically accepted by the Web browser and stored on the user's own computer hard drive.
Cookies
___ are information profiles that are automatically collected and transferred between computer servers whenever users access Web sites.
Cookies
The flipper bumper was introduced by the ___ Company, giving pinball players more control.
D. Gottlieb
___ is a system of collecting information about consumers, of which consumers are largely unaware.
Data mining
___ involves giving journalists free rail passes with the tacit understanding that they would write glowing reports about traveling by rail.
Deadheading
___ is the practice in the early 20th century of giving reporters free rail passes as bribes for favorable stories.
Deadheading
Back in 1976, an arcade game called ___ prompted the first public outcry over violence in digital gaming.
Death Race
Which arcade game prompted the first public outcry over video game violence in 1976?
Death Race
___ networks contain several main nerve centers.
Decentralized
___ is the earliest type of market research.
Demographics
___ are review and cataloguing services that group Web sites under particular categories (Arts & Humanities, News & Media, Entertainment).
Directories
___ rely on people to review and catalogue Web sites, creating categories with hierarchical topic listings that can be browsed.
Directories
When Web services began expanding into the advertising market by acquiring smaller Internet advertising agencies, Google purchased ___.
DoubleClick
A game such as Wii Fit would likely earn an ___ rating from the ESRB because it is intended to be appropriate for all players.
E
___ is electronic commerce (or commercial activity) on the Web.
E-commerce
___ are electronic mail messages sent by the Internet and was developed by computer engineer Ray Tomlinson in 1971.
The gaming industry introduced the ___ in 1994 as form of self-regulation.
ESRB
The ESRB category EC stands for ___.
Early Childhood
___ is the term for the disparity of wealth between the rich and the poor.
Economic divide
Which PR agency had the highest revenues in 2013?
Edelman
___ had the highest revenues in 2013, taking in $741 million that year.
Edelman
___ was a pioneer in public relations education, teaching the first class called "public relations" and writing the field's first textbook.
Edward Bernays
___ was the first person to apply the findings of psychology and sociology to the public relations profession.
Edward Bernays
Documents leaked to the news media in 2013 by former CIA employee and former National Security Agency (NSA) contractor ___ revealed that the NSA had continued its domestic spying program for more than a decade, collecting bulk Internet and mobile phone data on millions of Americans.
Edward Snowden
The ___ is the video game industry's self-regulating system, designed to inform parents of sexual and violent content that might not be suitable for younger players.
Entertainment Software Rating Board (ESRB)
The gaming industry founded the ___ to institute a labeling system designed to inform parents of sexual and violent content that might not be suitable for younger players.
Entertainment Software Rating Board (ESRB)
The ESRB category E stands for ___.
Everyone
The ESRB category E 10+ stands for ___.
Everyone 10+
In 2011, the Federal Trade Commission (FTC) accused ___ of taking information it had told users would be private and sharing it with advertisers and third-party applications.
What is the largest social networking site that started at Harvard in 2004 as an online substitute to the printed facebooks the school created for incoming first-year students?
Why can Facebook offer advertisers exceptionally tailored ads?
Facebook users voluntarily reveal a great deal about themselves on their profiles
True or False. Infomercials are a form of Web advertising.
False
True or False. Gender is not a factor in game addiction.
False. Gender is a factor in game addiction.
True or False. Pinball was banned in most American cities after the invention of the flipper bumper.
False. Pinball was banned in most American cities before the invention of the flipper bumper.
True or False. Research has shown that subliminal ads are more powerful than regular ads.
False. Research has shown that subliminal ads are no more powerful than regular ads.
True or False. The Odyssey version made blip noises when the ball hit the paddles or bounced off the sides of the court.
False. The Pong version made blip noises when the ball hit the paddles or bounced off the sides of the court.
True or False. The lines between Web 1.0 and Web 2.0 are fuzzier than Web 2.0 and Web 3.0.
False. The lines between Web 2.0 and Web 3.0 are fuzzier.
True or False. The "Cathode-Ray Tube Amusement Device" was marketed or sold in 1948.
False. he "Cathode-Ray Tube Amusement Device" was patented in 1948 and was never sold or marketed.
In June 2009, President Obama, himself a professed addicted smoker since his teen years, signed the ___ Act.
Family Smoking Prevention and Tobacco Control
The ___ Act allows the Food and Drug Administration (FDA) to lessen the nicotine in tobacco products and block misleading cigarette-packaging labels that say "low tar" and "light."
Family Smoking Prevention and Tobacco Control
The ___ has put into place rules that disallow blocking, throttling, and paid prioritization.
Federal Communications Commission (FCC)
Partly to monitor patent medicine claims, Congress passed the ___ in 1906.
Federal Food and Drugs Act
The ___ defines ads as deceptive when they are likely to mislead reasonable consumers through statements made, images shown, or omission of certain information.
Federal Trade Comission (FTC)
In 1914, the government established the ___, in part to help monitor advertising abuses.
Federal Trade Commission (FTC)
Despite the Supreme Court's declaration that video games deserve ___ protection, most video game developers, publishers, and retailers made no significant changes to the way they do business because they understand that it is in their best interest to respect the concerns that parents have about the games their children play.
First Amendment
The ___ is the written code that creates Web pages and links and is a language all computers can read.
HyperText Markup Language (HTML)
___ was the system that allowed computer-accessed information to associate with, or link to, other information on the Internet, no matter where it was located.
Hypertext
___ is the illegal obtaining of someone's credit and identity information to fraudulently spend his or her money.
Identity theft
The ___ allowed companies to produce an abundance of inexpensive packaged consumer goods that could be sold with the help of advertising.
Industrial Revolution
Until the ___, little need existed for advertising in the United States.
Industrial Revolution
Until the ___, little need existed for elaborate advertising because few goods and products were even available for sale.
Industrial Revolution
___ is a crowd-sourcing community that offers award payments for people who can solve business and scientific problems.
InnoCentive
___ are the materials in video games (stories, characters, personalities, music, etc.) that requires licensing agreements.
Intellectual properties
One of the biggest and most impressive digital-preservation initiatives is the ___.
Internet Archive
The ___ aims to ensure that researchers, historians, scholars, and all U.S. citizens have access to digitized content.
Internet Archive
An ___ is a company that provides Internet access to homes and businesses for a fee.
Internet service provider (ISP)
Since the early 1990s, ___ have competed to provide consumers with access to the Internet.
Internet service providers (ISPs)
___ occurs when whole segments of the population are ignored (particularly African, Arab, Asian, Latin, and Native Americans).
Invisible stereotyping
Press agent ___ counseled his corporate clients that honesty and directness were better PR devices than the deceptive practices of the 1800s, which had given big business a bad name.
Ivy Ledbetter Lee
___ counseled his corporate clients that honesty and directness were better PR devices than the deceptive practices of the 1800s, which had fostered suspicion and an anti-big-business sentiment.
Ivy Lee
Who led Buffalo Bill's team of press agents?
John Burke
___ commonly complain that PR agents insert themselves between the press and the newsworthy, thus disrupting the journalistic tradition in which reporters would vie for interviews with top government and business leaders.
Journalists
Ken, Janice, Porter, and Megan are neighbors in an apartment building in the city. Ken is a nineteen-year-old college student, Janice is a sixty-seven-year-old who dropped out of high school, Porter is a forty-five-year-old who dropped out of college, and Megan is a thirty-year-old with a college degree. Which of these neighbors is statistically most likely to use the Internet?
Ken
Matsu wants to produce an independent documentary about poverty among inner-city populations, but he does not have enough money for staffing and equipment rental. Which social media platform might Matsu use to attempt to fund his documentary?
Kickstarter
___ is a popular fund-raising tool for creative projects like books, recordings, and films.
Kickstarter
___ is a popular fund-raising tool for creative projects such as books, recordings, and films.
Kickstarter
___ is the practice of encouraging lawmakers to pass legislation that supports a client's interests.
Lobbying
___ are commonly hired to influence lawmakers, such as senators, to vote in a way that is advantageous to the company they represent.
Lobbyists
___ are professionals who seek to influence lawmakers' votes.
Lobbyists
Jonas enjoys building human avatars with his friends online. He then uses real money to buy virtual land and to trade in virtual goods and services. Jonas is participating in which type of game?
MMORPG
Games in which the player builds a human avatar, selecting from an array of physical characteristics and clothing are called ___.
MMORPGs
Which company released Odyssey, the first home television game?
Magnavox
Allison works at a PR firm whose client, a grocery store chain, is building a new distribution center in a rural area where the unemployment rate is high. The new distribution center will bring much-needed jobs to the area, both during the construction phase and after it opens. The client is also expecting some pushback because the company will have to cut down a section of forest to build the new structure, and the increased traffic from commuting employees and delivery trucks will put a strain on the roads. Allison has been tasked with writing a press release about the new distribution center. What should Allison do as she prepares the press release?
Make the press release look as much like a news story as possible. Allison should make the press release look as much like a news story as possible because the more closely a press release resembles actual news copy, the more likely it is to be used.
___ is the process whereby product companies and content providers customize a Web page, print ad, or other media form for an individual consumer.
Mass customization
The ESRB category M stands for ___.
Mature
___ is the technological merging of content in different mass media.
Media convergence
___ are large firms that are formed from the merging of several individual agencies and that maintain worldwide regional offices.
Mega-agencies
___ provide a full range of services, from handling advertising and public relations to operating their own in-house radio and TV production studios.
Mega-agencies
___ provide both advertising and public relations services and operate in-house radio and TV production studios.
Mega-agencies
___ are miniature circuits that process and store electronic signals, integrating thousands of electronic components into thin strands of silicon along which binary codes travel.
Microprocessors
Filmmaker ___ financed the 2011 documentary "POM Wonderful Presents: The Greatest Movie Ever Sold" just by using product placement.
Morgan Spurlock
What was the first user-friendly browser to load texts and graphics together in a magazine-like layout?
Mosaic
Opening in 1869 in Philadelphia, ___ helped develop, write, produce, and place ads in selected newspapers and magazines for its clients.
N. W. Ayer
___ was the first full-service modern ad agency opened in 1869?
N. W. Ayer
The ___ banned the use of anything resembling a subliminal-type ad in 1958.
National Association of Broadcasters
In 1986, the ___ sponsored the development of a high-speed communications network (NSFNET).
National Science Foundation
The U.S. Defense Department's Advanced Research Projects Agency (ARPA) created the ARPAnet, which was nicknamed the ___.
Net
___ refers to the principle that every Web site and every user (whether a multinational corporation or a private citizen) has the right to the same Internet network speed and access.
Net neutrality
In 1994, Marc Andreessen joined investors in California's Silicon Valley to introduce ___.
Netscape
Based on the information in Table 12.1, you can determine that the majority of large PR firms are located in which city?
New York
Five of the top ten PR firms in 2013 were located in ___.
New York
Who founded GoPro in 2002 after being disappointed in the quality of pictures and videos he and other amateur photographers could capture of activities they enjoyed, like surfing?
Nick Woodman
___ are players who snatch loot out of turn and then leave the group.
Ninjas
Did the ESRB ratings have force of law?
No
Ralph Baer developed the first home television gaming console, which was called ___.
Odyssey
In 2013, which two of the largest mega-agencies announced plans to merge, which might have made them the biggest ad agency, but the deal fell apart in 2014 and the merger was called off?
Omnicom Group and Publicis Groupe
___ are games where players assemble teams of real-life athletes and use actual sports results to determine scores.
Online fantasy sports
The Internet Archive has also partnered with the ___ to digitize every book in the public domain.
Open Content Alliance
The ___ aims to keep as much online information as possible in the "commons."
Open Content Alliance
___ is noncommercial software shared freely and developed collectively on the Internet.
Open-source software
___ require a Web site to obtain explicit permission from consumers before it can collect their browsing-history data.
Opt-in policies
Who is considered the most notorious press agent of the 1800s?
P. T. Barnum
___ is considered the most notorious press agent of the 1800s because he used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his American Museum and his circus.
P. T. Barnum
Penny-arcade.com's Webcast (___) documents behind-the-scenes work at Penny Arcade.
PATV
___ is a system that breaks down messages into smaller pieces to more easily route them through multiple paths on a network before reassembling them on the other end.
Packet switching
Penny Arcade organizes a live festival for gamers called the ___.
Penny Arcade Expo (PAX)
Penny Arcade's ___ is a celebration of gamer culture.
Penny Arcade Expo (PAX)
___ is an early version of the modern video arcade, with multiple coin-operated mechanical games gathered together in a single location.
Penny arcade
___ is perhaps the best known of the independent community-building sites.
Penny-arcade.com
___ started out as a Web comic focused on video game culture. It has since expanded to include forums and a Webcast called PATV.
Penny-arcade.com
___ was founded by Jerry Holkins and Mike Krahulik.
Penny-arcade.com
Press agent ___ used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, for his American Museum, and (later) for his circus, which he dubbed "The Greatest Show on Earth."
Phineas Taylor (P. T.) Barnum
___ is an Internet scam that begins with phony e-mail messages that pretend to be from an official site and request that customers send their credit card numbers, passwords, and other personal information to update the account.
Phishing
Sony has the second most popular console, its ___ series.
PlayStation
___ is the use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint.
Political advertising
Atari's first creation was called ___.
Pong
What was the first major hit arcade game?
Pong
___ was a simple two-dimensional tennis-style game with two vertical paddles that bounced a white dot back and forth.
Pong
___ were people who conveyed favorable messages to the public about their clients, often by staging stunts that reporters described in newspapers.
Press agents
___ were the earliest type of public relations practitioners and who sought to advance a client's image through media exposure.
Press agents
___ involves strategically placing ads or buying space in movies, TV shows, comic books, and video games so that they appear as part of a story's set environment.
Product placement
___ is communication that is presented as advertising or publicity and that is intended to gain (or undermine) public support for a special issue, program, or policy.
Propaganda
___ is a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.
Psychographics
In 1948, the PR industry formed its own professional organization, called the ___.
Public Relations Society of America (PRSA)
The ___ functions as an internal watchdog group that accredits PR agents and firms, maintains a code of ethics, and probes its own practices, especially those pertaining to its influence on the news media.
Public Relations Society of America (PRSA)
___ develops or reshapes an image for a person, an organization, a product, a service, or an issue to make it more marketable, popular, important, compelling, or accessible
Public relations
___ messages may be transmitted to the public indirectly, whereas advertising messages are transmitted directly.
Public relations
___ refers to the total communication strategy conducted by a person, a government, or an organization attempting to reach an audience and persuade it to adopt a point of view.
Public relations
___ are reports or announcements, carried free by radio and TV stations, that promote government programs, educational projects, voluntary agencies, or social reform.
Public service announcements (PCAs)
___ usually fifteen- to sixty-second audio or video reports that promote government programs, educational projects, volunteer agencies, or social reform.
Public service announcements (PSAs)
___ typically has more credibility than advertising because it carries the aura of legitimate news.
Publicity
___ was the first cereal company to register a trademark in the 1870s.
Quaker Oats
___ are square bar codes that link to videos and Web pages when scanned by mobile phone cameras.
Quick Response (QR) codes
Juan, Larry, Rachel, and Leta work together at a local grocery store. Juan is Mexican American, Larry is African American, Rachel is Caucasian, and Leta is Dominican American. Which of these coworkers is statistically most likely to have home broadband Internet access?
Rachel
Who developed the first home television gaming console, which was called Odyssey?
Ralph Baer
What is one of the biggest collective intelligence gaming sites?
The World of Warcraft Wiki
Bill is sending an e-mail to his friend, Tonya, who is the president of Jindalex. Tonya's e-mail address is [email protected]. What does the "@" symbol in Tonya's e-mail address signify?
Tonya's location
___ trolls are players who delight in intentionally spoiling the gaming experience for others.
Trolls
True or False. Banner ads are a form of Web advertising.
True
True or False. Classified ads are a form of Web advertising.
True
True or False. Each of the three major consoles are Wi-Fi capable.
True
True or False. Each of the three major consoles has its own digital store (Xbox LIVE Marketplace, Wii Shop Channel, and PlayStation Store).
True
True or False. Gender is a factor in game addiction.
True
True or False. No one owns the Internet.
True
True or False. Online ads are more precisely targeted than other forms of advertising.
True
True or False. Pinball was banned in most American cities before the invention of the flipper bumper.
True
True or False. Pop-up ads are a form of Web advertising.
True
True or False. Product placement is a strategy used in movies, TV shows, and video games.
True
True or False. SimCity has been cited for offering mental stimulation and educational benefits.
True
True or False. The "Cathode-Ray Tube Amusement Device" was never marketed or sold.
True
True or False. The Pong version made blip noises when the ball hit the paddles or bounced off the sides of the court.
True
True or False. The lines between Web 2.0 and Web 3.0 are fuzzier than Web 1.0 and Web 2.0.
True
True or False. Research has shown that subliminal ads are no more powerful than regular ads.
True.
___ is a "micro-blogging" site where users can post status updates and follow feeds that display the updates of friends, acquaintances, and, increasingly, celebrities.
In the U.S., the ___ Act grants sweeping powers to law-enforcement agencies to intercept individuals' online communications, including e-mail messages and browsing records.
USA PATRIOT
The ___ Act was intended to allow the government to more easily uncover and track potential terrorists and terrorist organizations, but many now argue that it is too vaguely worded, allowing the government to unconstitutionally probe the personal records of citizens without probable cause and for reasons other than preventing terrorism.
USA PATRIOT
Privacy advocates are concerned that the vaguely worded language of the ___ allows the government to unconstitutionally probe the personal records of citizens without probable cause and for reasons other than preventing terrorism.
USA PATRIOT Act
___ is a market-research strategy that divides consumers into types and measures psychological factors, including how consumers think and feel about products and how they achieve (or do not achieve) the lifestyles to which they aspire.
Values and Lifestyles (VALS)
___ pitch a story idea to the TV news media by mimicking the style of a broadcast news report.
Video news releases (VNRs)
In 2013, Twitter introduced an app called ___ that enabled users to post short video clips.
Vine
___ involves short videos or other content that marketers hope will quickly gain widespread attention as users share it with friends online, or by word of mouth.
Viral marketing
___ worlds, like Second Life, enable players to take their avatars through simulated environments and even make transactions with virtual money.
Virtual social
___ began playing a more central role in advertising during the 1960s and 1970s.
Visual design
For a 25% commission from newspaper publishers, who sold space to advertisers?
Volney Palmer
In 1841, who opened the first ad agency in Philadelphia?
Volney Palmer
Which mega-agency had the highest global revenues in 2015?
WPP
Which parent firm earned the highest total revenues from all its PR agencies?
WPP
___ is the parent firm of Burson-Marsteller, Hill+Knowlton Strategies, and Ogilvy Public Relations.
WPP
The ___ was a voluntary group of ad agencies and advertisers that began organizing war bond sales, blood donor drives, and scarce-goods rationing.
War Advertising Council
To promote a more positive self-image, the ad industry developed the ___.
War Advertising Council
Bushnell sold Atari to ___ in 1977.
Warner Communications
___ are information-search services, such as Firefox and Microsoft's Internet Explorer, that offer detailed organizational maps to the Internet.
Web Browsers
Blogs is short for ___.
Weblogs
___ involves wireless Internet access.
Wi-Fi
___ is a standard for short-distance wireless networking, enabling users of notebook computers and other devices to connect to the Internet in cafés, hotels, airports, and parks.
Wi-Fi
Of the three major digital game consoles, the ___ features the most devices and family-oriented games.
Wii
The ___ is now the best selling of the three major console systems.
Wii
What is the most famous wiki?
Wikipedia
___ are Internet Web sites that are capable of being edited by any user.
Wikis
From 1883 to 1916, ___, who once killed buffalo for the railroads, used press agents to promote himself and his traveling show: "Buffalo Bill's Wild West and Congress of Rough Riders of the World."
William F. Cody
Quaker Oats uses the image of ___, the Quaker who founded Pennsylvania in 1681, in its ads to project a company image of honesty, decency, and hard work.
William Penn
During ___, government offices around the world engaged the advertising industry to create messages supporting the war effort.
World War II
The ___ enabled users to access texts through clickable links rather than through difficult computer code.
World Wide Web
The ___ was developed in the late 1980s by software engineer Tim Berners-Lee at the CERN particle physics lab in Switzerland to help scientists better collaborate.
World Wide Web
The largest of the sites devoted to sharing collective intelligence is the ___ wiki.
World of Warcraft
Microsoft's first foray into video game consoles was the ___.
Xbox
Established in 1994, ____'s directory quickly dominated the Web-directory market by acting as an all-purpose entry point (or portal) to the Internet.
Yahoo
___ is the most well-known content community.
YouTube
Veata loves playing the game Flappy Bird on her phone whenever she has time to kill because the rules are simple, there is no story, and the game is quick to play. What type of game is Flappy Bird?
a causal game
Aria worked as a journalist for a well-respected metropolitan newspaper for many years, but left her job five years ago to accept a position as a PR manager at a major PR firm. Recently, Aria's employer merged with another firm and her position was eliminated, so now she is looking for a new job. Which of the following organizations is LEAST likely to hire Aria?
a different major newspaper
Jonah performed a Google search for "party supplies," and the first result was the Web site for SmartPartyMart, a national chain of party supply stores. How did Google decide that the SmartPartyMart Web site should be the top result for Jonah's search?
a mathematical algorithm determined that more pages linked to the "SmartPartyMart" Web site than any other site related to the key words "party supplies"
An agency's ___ are responsible for bringing in new business.
account executives
In advertising, ___ are client liaisons responsible for bringing in new business and managing the accounts of established clients.
account executives
Clients routinely conduct ___, assessing an existing ad agency's campaign or inviting several new agencies to submit new campaign strategies.
account reviews
In advertising, ___ involves the process of evaluating or reinvigorating an ad campaign, which results in either renewing the contract with the original ad agency or hiring a new agency.
account reviews
Public relations messages may be transmitted to the public indirectly, whereas ___ messages are transmitted directly.
advertising
Publicity from the news has more credibility than publicity through ___ because it has the added credibility of a journalistic context.
advertising
Organizations make their media kits available online primarily to ___.
allow traditional news media to access the information at any time.
Who can edit the content on a wiki Web site?
anyone
An ___ is an establishment gathering multiple coin-operated games together in a single location.
arcade
A ripped-off version of one of the Odyssey games brought the delights of video gaming into modern ___.
arcades
An ad that incorporates claims that a product is real or natural is using the ___.
association principle
In advertising, ___ is a persuasive technique that associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product?
association principle
Many ads displayed visual symbols of American patriotism in the wake of the 9/11 terrorist attacks in an attempt to associate products and companies with national pride. This is an example of the ___.
association principle
After Pac-Man, the ___ became the most common figure of player control and position identification.
avatar
The ___ is an identity created by an Internet user in order to participate in a form of online entertainment, such as World of Warcraft or Second Life.
avatar
Which of the following terms describes an onscreen figure of player identification in a video game?
avatar
Which major video game convention involves an on-screen figures of player identification?
avatars
Another arcade game called the ___, spawned the pinball machine.
bagatelle
The ___ claims that everyone is using a product and you will be left behind if you don't.
bandwagon effect
Using which persuasive strategy, the ad claims that "everyone" is using a particular product?
bandwagon effect
The earliest form of Web advertising showed up in the mid-1990s and featured ___.
banner ads
What does the field of journalism need to do to prevent "spun" news?
become less dependent on PR for news stories
What is the term for broadband providers prohibiting access to legal content and services?
blocking
Which of the following terms describes a powerful enemy character in a video game that represents the final challenge in a stage or entire game?
boss
Which major video game convention involves powerful enemy characters that represent the final challenge in a stage or the entire game?
bosses
In advertising, ___ are small regional ad agencies that offer personalized services.
boutique agencies
Janet is the president of Goode Inc., a small ad agency in Atlanta that manages all the advertising for Blue House, a regional chain of home goods stores, and Fillet, a national chain of steakhouses. Janet's company creates and places TV, radio, print, and online ads for Blue House and Fillet and has no other clients. Goode Inc. is an example of which type of business?
boutique agency
The practice of ___ attempted to differentiate a product for a consumer, established an image for a product, and helped make consumers want specific products.
branding
To navigate the Web, you use a ___.
browser
An ad agency's media coordination department is staffed by media planners and media ___.
buyers
How did manufacturers initially gain control of price-setting for their goods?
by creating consumer demand for their products using branding
How did Yahoo! attempt to dominate the Internet in the late 1990s?
by functioning as a major portal
Flappy Bird is a ___ game because rather than presenting a significant challenge it has very simple rules, it is quick to play, and no story is involved.
casual
In 1948, Thomas T. Goldsmith and Estle Ray Mann patented a "Cathode-Ray Tube Amusement Device," featuring the ___.
cathode ray tube (CRT)
The ___ is a key component of early television and computer screens that allowed the display of images.
cathode ray tube (CRT)
A key component of the first TV-based videogames was the ___.
cathode-ray tube (CRT)
When ARPAnet was created, packet switching was developed to address what problem?
clogged lines of communication between computers on the network
Advertisements are considered ___ speech.
commercial
A ___ is a device used specifically to play video games.
console
What do "green" marketing strategies try to accomplish?
convince consumers a product is environmentally friendly
The legitimate purpose of a ___ is to verify that a user has been cleared for access to a particular Web site, such as a library database that is open only to university faculty and students
cookie
The Ad Council is noteworthy because it ___.
creates public service announcements to combat social problems
For digital media, the ___ may develop Web sites, interactive tools, games, downloads, social media campaigns, and viral marketing.
creative team
One way that publicity differs from advertising is that publicity has more ___ than advertising.
credibility
Customer or client complaints are typically addressed by the ___ department, not the PR department.
customer service
Which major video game convention involve narrative respite from gameplay, providing cinematic scenes that advance the story; often appear at the beginning of games and between levels?
cut scenes (in-game cinematic, in-game movie)
Railroad press agents used ___ to get reporters to write glowing reports about rail travel as part of their effort to convince the government to provide funding to expand rail service.
deadheading
Figure 12.2 indicates that between 2010 and 2014, the number of lobbyists and the amount spent by lobbyists both ___.
decreased
A typical ad for cleaning products in the early 1900s portrayed the product being used to ___.
defeat one of life's problems
In market research, ___ is the gathering and analysis of audience members' age, gender, income, ethnicity, and education, characteristics to better target messages to particular audiences.
demographics
The ___ is the money spent designing, coding, scoring, and testing a video game.
development budget
The largest part of the ___ goes to paying talent, digital artists, and game testers.
development budget
The earliest Internet service providers (ISPs) offered ___ access through a traditional telephone line.
dial-up
The term ___ refers to the contrast between the information haves (those who can afford to pay for Internet services) and the information have-nots (those who can't).
digital divide
In a ___ network, if any connection is severed, information can be immediately rerouted and delivered to its destination.
distributed
In a ___ network, which resembles a net, there are no nerve centers.
distributed
Which type of network offers the greatest number of links between stations?
distributed network
To ___ someone means to steal private or personal information (from addresses and personal phone numbers to social security and credit card information in some cases) and make it public.
dox
In 1971, Ray Tomlinson of Bolt, Beranek and Newman (BBN) came up with what essential innovation to help researchers communicate?
What is partially responsible for the development of a large-scale consumer culture in the United States?
early department stores
Marcus logged onto Facebook this morning and saw an ad from a local furniture store. The ad featured the owner of the furniture store dancing to a silly song and wearing a ridiculous costume. Marcus found the ad so entertaining that he "Liked" it and shared it with his friends, many of whom also "Liked" it and shared it with their friends. In a short time, the ad went viral. The shared furniture store video is an example of ___.
earned media
From the early 1970s to the late 1980s, the Internet moved from the development stage to the ___ stage.
entrepreneurial
What statement best reflects Edward Bernays's view of American society?
experts and leaders should control the direction of American society
What statement best describes Ivy Lee's opinion of facts?
facts are malleable and can be shaped to mean what you want them to mean
A common advertising technique is the ___, which uses celebrities to endorse a product.
famous-person testimonial
Using which persuasive strategy, a product is endorsed by a well-known person?
famous-person testimonial
Around 1850, the railroads began hiring press agents to help them obtain ___, which hinged on positive public perceptions of the railroads' value.
federal funds
A ___ was a thin glass bundle of fiber capable of transmitting thousands of messages converted to shooting pulses of light along cable wires that can carry broadcast channels, telephone signals, and all sorts of digital codes.
fiber-optic cable
Which major video game convention presents the gameplay through the eyes of your avatar?
first-person perspective
Which perspective presents a video game through the eyes of your avatar?
first-person perspective
Halo is a ___ game because it is played from the perspective of Master Chief.
first-person shooter
The ___ was an addition to the pinball machine that transformed the game from one of chance into a challenging game of skill, touch, and timing.
flipper bumper
The pinball machine gained mainstream acceptance and popularity after World War II with the addition of the ___.
flipper bumper
Psychographic analysis often relies on ___.
focus groups
Which main pay model is the latest pay model?
free-to-play (freemium)
What is a massively multiplayer online role-playing game (MMORPG)?
games set in virtual worlds where players select avatars and join forces with other players
The groups that players in virtual communities often join are sometimes called ___.
guilds
Because of the frustration of dealing with noobs, ninjas, and trolls, most experienced players join organized groups called ___.
guilds or clans
How did Edward Bernays's approach to PR differ from that of his predecessors?
he applied principles of psychology and sociology to PR
Why did Ivy Lee decide in 1906 to quit the PR firm he had opened with George Parker?
he was hired to work for the Pennsylvania Railroad
In 2010, Allstate insurance company began running a series of ads featuring a character called Mayhem who personified the potential disasters that could cause people to incur financial loss, such as damage to a home from bad weather and auto accidents caused by careless drivers. These ads suggest that purchasing insurance from Allstate could help protect consumers from Mayhem. Which advertising approach do the Mayhem ads use?
hidden-fear appeal
Using which persuasive strategy, a campaign plays on consumers' sense of insecurity?
hidden-fear appeal
The Mayhem ads use ___ because they play on consumers' sense of insecurity about financial losses resulting from disasters and point out that purchasing the advertiser's product, insurance, can help protect them.
hidden-fear appeals
The ___ was established with the exclusive deal between Atari and Sears in 1975 to market a home version of Pong.
home video game market
Ivy Lee counseled his corporate clients to take an ___ to PR.
honest and direct approach
How did the development of hypertext change the function of the Internet?
hypertext made it possible to directly link information from any location on the Internet
The release of the Oculus Rift virtual reality headset is an example of how games are becoming more ___.
immersive
Although Kim plays FarmVille, she notices a hot-air balloon with a large McDonald's logo on it float by. This example illustrates an ___.
in-game advertisement
What caused the creation of mechanical games like pinball?
increase in the availability of leisure time
How did the Industrial Revolution affect the advertising industry?
increased production of consumer goods led to an increased need for advertising
The ___ of the Internet is believed to be the biggest threat to its democratic potential.
increasing commercialization
What is believed to be the biggest threat to the Internet's democratic potential?
increasing commercialization
Commercial Alert monitors ___ and excessive commercialism.
intrusive marketing tactics
In addition to ads that have stereotyped men and women, there is also ___ stereotyping.
invisible
Using which persuasive strategy, an ad creates product-name recognition by being annoying or obnoxious?
irritation advertising
Which major video game convention involves an elevated and angled perspective that enhances the sense of three-dimensionality by allowing players to see the tops and sides of objects?
isometric perspective (three-quarters perspective)
Why are privacy advocates concerned about the USA PATRIOT Act?
it allows the government to probe personal records without just cause
How can corporate executives benefit from maintaining a Twitter feed?
it can make them seem more accessible than they would be if they did not have a Twitter feed
How did the introduction of microprocessors affect the marketability of the Net?
it made computers readily available, increasing the size of the potential market for the Net
Why was the development of MMORPGs significant to digital media?
it meant that video games had expanded to reach large groups rather than individuals and small groups
What does the Entertainment Software Rating Board (ESRB) do?
it rates games to inform parents of sexual or violent content
How did the Children's Internet Protection Act of 2000 affect the way that people accessed the Internet at public libraries?
it required public libraries that receive federal funding to use software to filter out obscene material
How would an Internet without net neutrality affect small businesses?
it would make it more difficult for them to compete with large corporations
People who go to work for PR firms often previously worked in what field?
journalism
A 2013 study found that ___ are much more susceptible to game addiction.
males
A 2013 study found that ___.
males are more likely than females to become addicted to video game
Account planners of an advertising agency use ___ to assess the behaviors and attitudes of consumers toward particular products.
market research
Consumers' views are the most difficult to understand, so account planners coordinate ___ to assess consumers' behaviors and attitudes regarding particular products long before the agency develops any ads.
market research
In advertising and public relations agencies, ___ is the department that uses social science techniques to assess the behaviors and attitudes of consumers toward particular products before any ads are created.
market research
A ___ is an online fantasy game set in a virtual world in which users develop avatars of their own design and interact with other players.
massively multiplayer online role-playing game (MMORPG)
Virtual game worlds are also known as ___.
massively multiplayer online role-playing games (MMORPGs)
Semantics is the study of ___.
meaning
In advertising, ___ are the individuals who choose and purchase the types of media that are best suited to carry a client's ads and reach the targeted audience.
media buyers
The shift to Web 2.0 encouraged a deeper trend toward ___.
media convergence
The technological merging of content in different mass media is called ___.
media convergence
Posting a ___ online gives the traditional news media access to the information at any time in any location.
media kit
Online ___ commonly include press releases, video news releases, images, executive bios, and organizational profiles, but not product catalogs, because its purpose is to help the organization gain publicity, not to sell products.
media kits
Some PR practitioners manage ___, which includes responding to negative images or crisis situations.
media relations
In advertising, ___ are large firms or holding companies that are formed by merging several individual agencies and that maintain worldwide regional offices.
mega-agencies
The first signal of the Net's imminent marketability came in 1971 with the introduction of ___.
microprocessors
Advertisers consider ___ the "third screen."
mobile handheld devices
Which device is helping reduce the digital divide both in the United States and globally?
mobile phones
Approximately how many people in the world use Facebook?
more than one billion
What effect did the Supreme Court's decision regarding the constitutionality of California's law restricting the sale of M-rated video games to minors have on the video game industry?
most video game developers, publishers, and retailers made no significant changes
More ___ is expected, with wireless controls to detect more of players' body movements and even facial expressions.
motion-controlled gaming
In the 1980s, advertising was inspired by the imagery depicted in ___.
music videos
According to a survey, how many adults have asked their doctor about a particular drug after seeing an ad for it on TV?
nearly 1/3
An Internet without ___ would likely hurt small businesses, nonprofits, and Internet innovators, which might be stuck in the "slow lane" and might not be able to afford the fastest connections that large corporations can afford.
net neutrality
Publicity from the ___ has more credibility than publicity through advertising because it has the added credibility of a journalistic context.
news
During the 1960s, pseudo-events such as antiwar and Civil Rights protests commonly began when the ___ arrived.
news media
What is another name for press releases?
news releases
The first advertising agencies were ___.
newspaper space brokers
Although journalists have a number of complaints about the PR industry, they do not commonly argue that they are unable to determine whether stories are ___ due to the submission of excessive amounts of information by PR agents.
newsworthy
Clueless beginners in video games are sometimes called ___.
noobs
As an Internet service provider, Verizon would likely ___ net neutrality because it would prevent the company from charging higher fees to customers for using data-heavy sites such as Hulu and Netflix.
oppose
Why do data-mining corporations favor the use of opt-out policies?
opt-out policies allow the automatic collection of data unless the consumer requests to opt out
What is the term for favoring some Internet traffic over other lawful traffic in exchange for payment, creating "fast lanes"?
paid prioritizing
Today, ___ advertising dominates sites such as Google, Yahoo!, and Bing.
paid search
The ___ were a series of coin-operated gaming machines that first appeared in late nineteenth century train depots, bars, and hotel lobbies?
penny arcades
The introduction of microprocessors led to the introduction of the first ___.
personal computers (PCs)
New advertising tactics by the ___ (such as marketing directly to consumers instead of to doctors) have also drawn fire from critics worried about vulnerable groups of consumers.
pharmaceutical industry
Shane recently discovered that someone had opened a credit card in his name and had run up more than $1,000 in charges before being caught. It was later determined that the identity thief had obtained Shane's personal information after sending him an e-mail that looked like it was from Shane's bank, asking him to verify his account number and password. Shane was a victim of ___.
phishing
A ___ is a mechanical game where players score points by manipulating the path of a metal ball on a playfield in a glass-covered case.
pinball machine
The ___ is the most prominent mechanical game.
pinball machine
The ___ is the most prominent of the mechanical games.
pinball machine
The ___ associates a product with simplicity.
plain-folks pitch
Using which persuasive strategy, a product is associated with simplicity?
plain-folks pitch
An ad agency's media coordination department is staffed by media ___ and media buyers
planners
Using ad techniques to persuade the public to adopt a particular viewpoint is called ___.
political advertising
PR's most significant impact on our democracy may be its involvement in the ___.
political process
A ___ is an entry point to the Internet, such as a search engine.
portal
The first PR practitioners were ___.
press agents
A ___ is usually a question-and-answer session that provides the media with information about an organization's actions.
press conference
In public relations, ___ are announcement written in the style of a news report that give new information about an individual, a company, or an organization and pitch a story idea to the news media.
press releases
Filmmaker Morgan Spurlock financed the 2011 documentary "POM Wonderful Presents: The Greatest Movie Ever Sold" just by using ___.
product placement
In advertising and public relations, ___ is a communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such as a nation's war effort.
propaganda
In public relations, a ___ is any circumstance or event created solely for the purpose of obtaining coverage in the media.
pseudo-event
During the 1960s, ___ commonly began when the news media were assembled, which helped ensure that the event would make the news.
pseudo-events
Marc is the PR manager for a small alternative energy company that recently made a significant breakthrough that has the potential to provide communities with less expensive energy, created and distributed with significantly less pollution than existing systems generate. To help publicize the company's discovery, Marc has issued press releases and organized a press conference in which he will make a statement and take questions from reporters. Marc's press conference is an example of a ___.
pseudoevent
By the 1960s and 1970s, advertisers and agencies began using ___.
psychographics
In market research, ___ is the study of audience or consumer attitudes, beliefs, interests, and motivations.
psychographics
Advertising uses simple, fixed messages, whereas ___ involves more complex messages that may evolve over time.
public relations
Edward Bernays considered himself a ___.
public relations counselor
How does public relations differ from advertising?
public relations messages may be transmitted to the public indirectly, whereas advertising messages are transmitted directly
Which has more credibility, publicity or advertising?
publicity
How does the publicity from the news compare with the publicity a company obtains through advertising?
publicity from the news gives a company more credibility than publicity obtained through advertising
A laundry detergent ad that claims that the product is "new and improved," is an example of ___.
puffery
The FTC usually permits a certain amount of ___ (ads featuring hyperbole and exaggeration) particularly when an ad describes a product as "new and improved."
puffery
The phrase "new and improved" is a common form of ___.
puffery
During the mid-1800s, most manufacturers sold their goods directly to ___, who usually set their own prices by purchasing products in large quantities.
retail store owners
Advertising focuses mainly on ___.
sales
What is the primary source of revenue in the electronic gaming industry?
sales of games and consoles
In the late 1990s, Web advertising began shifting to ___.
search engines
How did Internet advertising change in the late 1990s?
search engines began offering sponsored links in search results
The gaming industry introduced the Entertainment Software Rating Board (ESRB) to ___.
self-regulate
The gaming industry introduced the ESRB in 1994 as form of ___.
self-regulation
Subliminal ads often used messages that were related to ___.
sex
The rising use of ___ is helping to narrow the digital divide, particularly along racial lines.
smartphones
Using which persuasive strategy, an ad attempts to persuade consumers that using a product will maintain or elevate their social status?
snob appeal
The ___ tries to persuade consumers that using a particular product will elevate their social status.
snob-appeal approach
Why is a social media press release more likely than a traditional press release to be picked up by the press?
social media press releases provide multimedia elements that journalists can use to develop their own stories
The first American advertising agents were newspaper ___.
space brokers
Boston Harborfest is considered a ___ because it is organized with the purpose of raising the profile of Boston and offers sponsorship opportunities to corporate clients, who also receive favorable publicity by showing a commitment to the city of Boston.
special event
Every year on July 4, the city of Boston hosts Boston Harborfest, celebrating local history and Boston culture. Boston Harborfest is organized by a nonprofit organization to raise the profile of Boston and includes a number of events and activities sponsored by corporations that want to be associated with the celebration to garner positive publicity. Boston Harborfest is an example of a ___.
special event
In public relations, a ___ is an event created to raise the profile of a corporate, organizational, or government client while also benefiting the public.
special event
For television, they develop a ___, a roughly drawn comic-strip version showing each scene in the potential ad.
storyboard
In advertising, ___ is a blueprint or roughly drawn comic-strip version of a proposed advertisement.
storyboard
Ian is a big fan of a game called Kandai Explorer, an online game that offers an expansive universe, numerous options for gameplay, and social interaction with other players. Ian is such a big fan that he gladly pays a monthly fee to continue playing the game. Which pay model does Kandai Explorer use?
subscription model
Which pay model involves gamers paying a monthly fee for games?
subscription model
Some of the most popular games are also sold via ___, in which gamers pay a monthly fee to play.
subscription models
What are members of a guild most likely to do?
team up to complete difficult challenges
A storyboard is typically designed as a blueprint for a ___.
television commercial
Computer science students developed video games as novelties in which decades?
the 1950s and 1960s
Which main pay model is the most traditional?
the boxed game/retail model
Which technical innovation transformed pinball machines into a challenging game of skill, touch, and timing?
the flipper bumper
How has portable and mobile gaming convergence affected the gaming industry?
the gaming industry has achieved a mass medium status
What was established by Atari's deal with Sears?
the home video game market
What happens if a connection in a distributed network is severed?
the information can be immediately rerouted and delivered to its destination
In the 1930s and 1940s, players could control only ___ on pinball machines.
the launch of the ball
What is one of the more controversial aspects of the association principle?
the linking of products to stereotyped caricatures of targeted groups
How has the relationship between the news media and the PR industry changed in the modern era?
the news media is more reliant on the PR industry than ever before
How did the public view Johnson & Johnson's handling of the Tylenol-tampering tragedy in 1982?
the public believed that Johnson & Johnson had responded appropriately to the crisis
What statement best reflects Edward Bernays's view of public relations?
the purpose of public relations is to rally support for something
Why was there little need for elaborate advertising prior to the Industrial Revolution?
there were relatively few goods and products available for sale
Why do PR firms issue video news releases (VNRs)?
they give firms a chance to influence what the general public thinks about an issue
Why do companies like to sustain close ties with their communities and neighbors?
they want to be seen as good citizens
Why were early versions of pinball banned in most American cities?
they were considered gambling games
Which of the following terms describes a perspective that enables you to view the action from an external viewpoint?
third-person perspective
Which major video game convention enables you to view your heroic avatar in action from an external viewpoint?
third-person perspective (over-the-shoulders perspective)
What is the term for the act of intentionally impairing or degrading Internet performance based on content or source?
throttling
A company might hire a lobbyist for what purpose?
to encourage senators to vote in favor of funding a particular project
Why did railroad press agents in the 1800s use deadheading?
to get reporters to write favorable articles about rail travel
What is the goal of public relations, according to the Public Relations Society of America (PRSA)?
to help an organization and its publics adapt mutually to each other
Why did Ivy Lee stage photos of John D. Rockefeller wearing overalls and a miner's helmet, posing with the families of workers and union leaders, following the deadly mine strike in Colorado?
to help rehabilitate the Rockefeller family's image
Why do PR agents issue press releases?
to obtain free publicity through news media coverage
One of the most sustained criticisms of advertising is its promotion of ___ consumption.
tobacco
Players who delight in intentionally spoiling the gaming experience for others are sometimes called ___.
trolls
When Jordan wants to watch a movie, he uses the Netflix app on his tablet, and when he's looking for directions to a restaurant, he uses a map app on his smartphone. What is Jordan doing when he uses apps to perform these functions?
using a walled garden
Which major video game convention involves scrolling (as opposed to a fixed screen) that follows the action as it moves up, down, or sideways in what is called a "tracking shot" in the cinema?
vertical and side scrolling
News stations in small TV markets, such as Glendive, Montana, regularly use material from ___.
video news leases (VNRs)
In public relations, ___ are the visual counterparts to a press release.
video news releases (VNRs)
Marketing that's shared and reshared on social media, spreading across the Internet is called ___.
viral
The holy grail of online marketing is the kind that receives massive and mostly free exposure by going ___.
viral
A ___ is a video that becomes immediately popular when millions share it through social media platforms.
viral video
A ___ is a video that becomes immediately popular.
viral video
By using limited apps to perform these functions, Jordan is foregoing the full, open Internet in exchange for a closed Internet, or ___, focused on very specific tasks with very specific results.
walled garden
Patent medicines were often made with ___.
water and ethyl alcohol
How has the convergence of media content and technology changed our relationship with media?
we increasingly demand access to media when and where we want it
Teams of ___ make up the nerve center of the advertising business.
writers and artists
Brokers usually received discounts of what percent for space in newspapers, then sold the space to advertisers at the going rate?
15% - 30%
New reports revealed that tobacco companies had known that nicotine was addictive as far back as the ___.
1950s
Visual design began playing a more prominent role in advertising during the ___.
1960s and1970s
The first Net messages ever were sent in what year?
1969
What decade did PR agencies and departments begin issuing video news releases (VNRs)?
1970s
When did PR agencies and departments begin issuing video news releases (VNRs)?
1970s
Nintendo has been making consoles since the ___.
1980s
In what year did ARPAnet officially end?
1990
The government's position regarding the tobacco industry began changing in the mid-___.
1990s
In what year did the National Science Foundation (NSF) open its network fully to commercial use?
1991
Mosaic was released in what year?
1993
Yahoo! was established in what year?
1994
By the early 1890s, more than what percent of ad space in newspapers and magazines was devoted to department stores?
20%
YouTube was created in what year?
2005
Twitter began in what year?
2006
YouTube was bought by Google in what year?
2006
According to Figure 12.2, there were more lobbyists in ___ than in any other year since 2000.
2007
When did video games receive First Amendment free speech protection?
2011
By late 1971, there were how many Internet hosts at university and government research centers across the United States?
23
Which is the current standard for processors in video game consoles?
256-bit
Today, women outnumber men by more than ___ to 1 in the PR profession.
3
The ESRB category AO stands for ___.
Adults Only 18+
Created in 1958, the U.S. Defense Department's ___ assembled a team of computer scientists around the country to develop and test technological innovations.
Advanced Research Projects Agency (ARPA)
___ has been blamed for the tripling of obesity rates in the United States since the 1980s.
Advertising
___ uses discrete, simple, and fixed messages transmitted directly to the public through the purchase of ads for specific products or services.
Advertising
___ uses simple, fixed messages, whereas public relations involves more complex messages that may evolve over time.
Advertising
A survey found that nearly ___ adults have talked to a doctor about a particular drug after seeing an ad for it on TV.
1/3
A survey found that nearly ___ adults have received a prescription after talking to a doctor about a particular drug after seeing an ad for it on TV.
1/8
In 2013, how many people lost their lives in car crashes involving drunk drivers?
10,000
There are about how many registered lobbyists in Washington, D.C.?
12,000
Known today by a broader mission and its postwar name, the ___ chooses a dozen worthy causes annually and produces pro bono public service announcements (PSAs) aimed at combating social problems, such as illiteracy, homelessness, drug addiction, smoking, and AIDS.
Ad Council
___ refers to how often ads are seen.
Ad impressions
What is currently the most expensive console game ever made?
Grand Theft Auto 4 (GTA4)
The Advanced Research Projects Agency's (ARPA) ___ enabled military and academic researchers to communicate on a distributed network system.
ARPAnet
The ___ was the original Internet designed by the U.S. Defense Department's Advanced Research Projects Agency (ARPA).
ARPAnet
___ was originally available only to military and academic researchers.
ARPAnet
___ also manage relationships with established clients, including overseeing project budgets, market research, creative work, and media planning done on their campaigns.
Account executives
___ function as liaisons between the client firm and the agency's creative team.
Account executives
For years, groups such as ___ worked to limit advertising aimed at children (especially ads promoting toys associated with a show).
Action for Children's Television (ACT)
___ involves data transmission over a fiber-optic cable, a signaling method that handles a wide range of frequencies.
Broadband
___ were sites that listed information about particular topics, such as health, technology, or employment services.
Bulletin boards
___ are a common research method in psychographic analysis in which a moderator leads a small-group discussion about a product or an issue, usually with six to twelve people.
Focus groups
___ are a small-group interview technique in which a moderator leads a discussion about a product or an issue, usually with six to twelve participants.
Focus groups
___ games are offered online or downloadable for free to gain or retain a large audience.
Free-to-play
___ are those who hack computer systems in the name of being activists for a cause.
Hacktivists
In 2011, GameSpot launched ___, a social networking service for gamers.
Fuse
What is the only major video game store chain?
GameStop
___ began as a web-comic and grew into an independent video game community site.
Gamespot.com
___ is one of the biggest video game industry sites for reviews, news, and cheats.
Gamespot.com
To accompany related news stories, the New York Times developed an interactive game called ___.
Gauging Your Distraction
Google offers ___, a free Web-based e-mail service.
Gmail
Blogger is now owned by ___.
When Web services began expanding into the advertising market, DoubleClick, the biggest online ad server, was purchased by what company?
___ owns and operates the blogging site Blogger.
Andrea recently purchased her first smartphone, a Samsung Galaxy, which uses the Android operating system. Prior to purchasing her phone, Andrea was a fan of the game Angry Birds, which she played frequently on her computer. Now Andrea would like to download the Angry Birds app so that she can play the game on her phone. Which service can Andrea use to purchase Angry Birds for her phone?
Google Play
Android phones support the __ app market and the Amazon Appstore.
Google Play
___ provides a substantial platform for gaming on Android mobile phones and tablet devices.
Google Play
In government public relations, ___ is the process of attempting to influence the voting of lawmakers to support a client's or an organization's best interests.
lobbying
In government public relations, ___ are professionals who attempt to influence the voting of lawmakers to support a client's or an organization's best interests.
lobbyists
The @ symbol in an e-mail address signifies the ___ of the computer user.
location
