Intro to Mass Communications Final
Among America's external services is _____________, which provides "a touch of home" to Department of Defense and U.S. military personnel around the world. VOA COMSAT Marti AFRTS
AFRTS
_____________ theory argues that media do not tell us what to think, but what to think about. Social construction of reality Symbolic interaction Gatekeeper Agenda setting
Agenda setting
Among America's external services is _____________, which attempts to improve the image of the United States in the Middle East. Al-Abda Radio Free Asia Al-Jazeera Al-Hurra
Al-Hurra
The first U.S. presidential press secretary was: P. T. Barnum Mason Weems John Jay Amos Kendall
Amos Kendall
Near the turn of the twentieth century, the _____________ was established to verify magazine circulation claims. Advertising Federation of America American Association of Advertising Agencies Association of National Advertisers Audit Bureau of Circulations
Audit Bureau of Circulations
President Woodrow Wilson appointed _____________ to head the Committee on Public Information to build public support for U.S. participation in World War I. Mason Weems George Creel Edward Bernays Ivy Lee
George Creel
McLuhan's idea that new communication technologies will permit people to become increasingly involved in one another's lives is his concept of the __________. Extensions of Man Fairness Doctrine Coom Medium Global Village
Global Village
Of the top 20 U.S. websites, number 1 is: Facebook Google YouTube Twitter
The global network of interconnected computers that communicate freely and share and exchange information is called the: Information Superhighway protocol World Wide Web Internet
Internet
The first successful commercial computer, used by the Census Bureau in 1951, was: ENIAC UNIVAC Colossus ARPANET
UNIVAC
_____________ theory argues that media don't do things to people; rather, people do things with media. In other words, media's influence is limited to what people allow it to be. Uses and gratifications Limited effects Attitude change Agenda setting
Uses and gratifications
Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency. Volney B. Palmer Cyrus Curtis F. Wayland Ayer J. Walter Thompson
Volney B. Palmer
At the outbreak of World War II, several national advertising and media associations joined to develop the _____________, using their expertise to promote numerous government programs. Consumer Union National Advertising War Council Better Business Bureau War Advertising Council
War Advertising Council
Research questions about the immediate, observable influence of mass communication are examples of _____________ research. micro-level ritual organic administrative
administrative
The history of public relations is divided into four stages—early public relations, the propaganda-publicity stage, early two-way communication, and: the modern technological era advanced two-way communication the cyberage the laissez-faire approach
advanced two-way communication
The normative theory that calls for the subjugation of media for the purpose of serving the government is the _____________ concept. Western development revolutionary authoritarian
authoritarian
Classic games most often played in spurts that have become a staple on small screen devices such as smartphones are ______________ games. escape adventure platform casual
casual
PR efforts on behalf of charities, relief groups, or other organizations serving publics in need are called _________________. do-good PR cause marketing viral PR lobbying
cause marketing
According to Marshall McLuhan, the computer is an extension of our ___________: eyes central nervous system feet skin
central nervous system
Placement of advertising in media is compensated through a _____________, typically 15 percent of the cost of the time or space. retainer commission percentage per diem
commission
Many countries, especially developing countries lacking sufficient resources to create their own quality media fare, fear that U.S. cultural values will overwhelm and displace those of their own lands, a process known as: the New World Information Order satellite imperialism cultural imperialism media transfer
cultural imperialism
Some public relations firms bill clients according to the performance of a specific set of services for a specific and prearranged fee, a method known as: fixed fee arrangements collateral materials flat rate billing retainer billing
fixed fee arrangements
Games that offer in-game virtual currency for various activities or sometimes for watching a commercial before playing are called _____________. Sticky games advergames freemium games bankable games
freemium games
Using video game skills and conventions to solve real-world problems is known as: gamification crowdsource advergaming advocacy gaming
gamification
In Great Britain the BBC is funded by _____________ based on the number of receivers people have in their homes. voluntary donations license fees automatic paycheck withdrawals a surcharge on set sales
license fees
In mass communication theory, the _______ argues that active audience members use media content to create meaning, and meaningful experiences, for themselves. alternative hypothesis perspective meaning-making perspective middle-range perspective revolutionary perspective
meaning-making perspective
The _____________ department makes the decisions about where and when to place ads and then buys the appropriate time or space. creative administration media account relations
media
The software that tells a computer how to work is called its: microprocessor MITS WAN operating system
operating system
The idea that mass communication ordinarily does not serve as a necessary and sufficient cause of audience effects, but rather functions among and through a nexus (web) of mediating factors and influences, is the basis of Joseph Klapper's _____________ theory. two-step flow dissonance magic bullet reinforcement
reinforcement
Ad production is billed at an agreed-upon price called a: retainer commission percentage per diem
retainer
The view of mass media as central to the maintenance of society over time and the representation of shared beliefs is the _____________ perspective. micro-level macro-level transmissional ritual
ritual
The American broadcasting service established during World War II and the Cold War to deliver Department of Defense internal information, and radio and television programming services to overseas Department of Defense personnel and their families is: Radio/TV Free Europe Radio/TV Marti Radio/TV West Germany the Armed Forces Radio and Television Service
the Armed Forces Radio and Television Service
The _____________ perspective of mass communication sees media as senders of messages (discrete bits of information) across space. ritual transmissional critical administrative
transmissional
The idea that information from the media, and therefore media effects, travel from media through opinion leaders to opinion followers is called _____________ theory. uses and gratifications limited effects attitude change two-step flow
two-step flow
A product's _____________ is what sets it apart from other brands in the same product category. parity branding unique selling proposition niche
unique selling proposition
The PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word is referred to as: spreading the news interconnecting essential publics Web-based marketing viral marketing
viral marketing
The effectiveness of an ad's placement is often judged by its cost per thousand (CPM), or the cost of reaching 1,000 audience members. For example, an ad that costs $20,000 to place in a major newspaper that is read by 1 million people has a CPM of: $2.00 $20.00 $200.00 $1,000.00
$20.00
Different countries spend different amounts of money in support of noncommercial media. For example, annual government funding for noncommercial media in the United States amounts to $_____ per person. In Canada it is $22.48; in Slovenia, $51.57; in the United Kingdom, $80.36; in Denmark, $101.00; and in Finland, $101.01. 221.25 100.50 1.35 0.10
1.35
The Simpsons Movie premiered simultaneously in _____ countries and in _____ languages. Its summer 2007 opening weekend box office in the United States was $72 million. Elsewhere, it topped $100 million. 30/20 50/25 100/50 200/100
100/50
Approximately what percentage of American homes play video games? 50 70 80 90
70
The "Father of the Computer" was _____________, an Englishman, who in 1836 produced designs for a "computer" that could conduct algebraic computations using stored memory and punch cards for input and output. John Napier Blaise Pascal Gottfried Leibnitz Charles Babbage
Charles Babbage
Great Britain does not have a First Amendment similar to that of the United States, allowing the government to practice prior restraint by making an officially issued notice called a: D-notice remand warning prior notification public service remit
D-notice
The first electric pinball game was invented by: David Gottlieb Harry Williams Steven Baxter Charles Nelson Riley
David Gottlieb
People who have never known a world without the Internet are known as: Baby Boomers Generation X Generation Y Digital natives
Digital natives
Radio came to China via an American reporter named _____________, who established an experimental radio station there in 1923. Carl Bernstein E. C. Osborn Richard Brent Frank "Sully" Sullivan
E. C. Osborn
Around the 1920s, public relations pioneer _____________ began stressing two-way communication—that is, public relations practitioners talking to people, and in return listening to them when they talked back. Mason Weems George Creel Edward Bernays Ivy Lee
Edward Bernays
ESRB stands for: Entertainment Standards Ratings Board Entertainment Software Ratings Board Ethical Software Ratings Board Ethical Standards Ratings Board
Entertainment Software Ratings Board
The first full-service ad agency was begun in 1869 by: Volney B. Palmer Cyrus Curtis F. Wayland Ayer J. Walter Thompson
F. Wayland Ayer
__________ depression is recognized by the American Academy of Pediatrics and can develop when a person spends too much time on social media sites. Atypical Facebook Reality FOMO
False advertising and puffery are essentially the same. True False
False
As a result of the public's distrust of public relations, Congress passed the _____________ in 1946, requiring that those who deal with federal employees on behalf of private clients disclose those relationships. Foreign Agents Registration Act Federal Regulation of Lobbying Act Public Relations Control Act Truth in Publicity Act
Federal Regulation of Lobbying Act
Which of the following is not a game console? PlayStation2 Game Boy Xbox Game-Cube
Game Boy
Which one of the following will you NOT see on a Saudi Arabian broadcast of The Simpsons? Lisa playing the sax Bart eating a hamburger Homer drinking a Duff Beer Marge cooking fish
Homer drinking a Duff Beer
Around 1913, public relations pioneer _____________ issued his Declaration of Principles, which moved the profession's focus from primarily dispensing publicity to providing information. Mason Weems George Creel Edward Bernays Ivy Lee
Ivy Lee
The Foreign Agents Registration Act of 1938, which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department, was a result of which public relations pioneer's contacts with Nazi Germany? Mason Weems George Creel Edward Bernays Ivy Lee
Ivy Lee
In 1977, Mattell brought true electronic games to handheld devices with: Doom Super Mario Missile Attack, Auto Race, and Football Space Invaders
Missile Attack, Auto Race, and Football
MUD stands for: Multi-user device Multi-user dimension Media User download Multi-user download
Multi-user dimension
Computer Space, released in 1971, was designed by: Ralph Baer Ted Turner Nolan Bushnell Steve Russell
Nolan Bushnell
"A sucker is born every minute" was the public relations philosophy of what legendary PR practitioner? P. T. Barnum Mason Weems John Jay Amos Kendall
P. T. Barnum
In 1962, _____________ of the Rand Corporation proposed a packet-switching system that would allow the military to maintain command over its missiles and planes in the event of a nuclear attack. It is the basis of what we know today as the Internet. John Mauchly Paul Allen Paul Baran Steve Jobs
Paul Baran
________ reject most traditional advertising and use multiple sources—traditional media, the Internet, product-rating magazines, recommendations from friends in-the-know—to not only research a product, but to negotiate price and other benefits. Proactive consumers Up-scale consumers Niche buyers Teenagers
Proactive consumers
Among America's external services is _____________, which broadcasts to most of Asia but primarily targets China. Radio Free Europe/Radio Liberty (RFE/RL) Radio Free Asia Worldnet Television the Persian Service
Radio Free Asia
_________ refers to advertising sold next to or in search results produced by users' key word searches Search marketing Sponsorships Rich media Lead generation
Search marketing
_____________ theory is the idea that people learn through observation to model the behaviors they see. Selective observation Excitation Social cognitive Vicarious reinforcement
Social cognitive
_____________ theory argues that reality is a social construction. Social construction of reality Symbolic interaction Gatekeeper Agenda setting
Social construction of reality
___________ refers to Web pages "brought to you by", typically including a number of ad placements, advertorials, and other co-branded sections. Search marketing Sponsorships Rich media Lead generation
Sponsorships
The satellite revolution began with the launch in 1957 of _____________, the first man-made satellite to orbit the Earth. Early Bird Sputnik COMSAT INTELSAT
Sputnik
The Apple II personal computer was developed by: Steve Jobs and Stephen Wozniak Bill Gates and Paul Allen Paul Baran and Paul Allen Steven Bellovin and Vinton Cerf
Steve Jobs and Stephen Wozniak
_____________ advertising employs messages aimed at retailers, and does not necessarily push the product or brand, but promotes product issues of importance to the retailer, such as volume, marketing support, profit potential, distribution plans, and promotional opportunities. Institutional National consumer Trade Retail
Trade
The first corporate public relations department was established in 1889 by: the New York Central Railroad the New York World the Publicity Bureau Westinghouse Electric
Westinghouse Electric
___________ is called the godfather of cyberspace. Marshall McLuhan William Gibson Steve Jobs Bill Gates
William Gibson
In 1896, presidential contenders William Jennings Bryan and _____________ both established campaign headquarters in Chicago, where they issued news releases, position papers, and pamphlets. Wendell Wilkie Abraham Lincoln William McKinley Teddy Roosevelt
William McKinley
Computers that reduce information to a code made up of the digits 1 and 0 for storage and manipulation are said to use a _____________ code. abacus binary plenary primary
binary
With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of: slogans advertising campaigns public relations brands
brands
Advocacy games are: a. used primarily by manufacturers of high-end consumer products b. virtually absent from Web-based games c. Web games containing non-commercial, persuasive messages d. favorites among young males
c. Web games containing non-commercial, persuasive messages
The study of different countries' mass media systems is called: normative analysis normative studies comparative analysis international studies
comparative analysis
Questions about media's impact on issues, such as what kind of nation we are building or what kind of people we are becoming, are characteristic of: micro-level research transmissional research critical research ritual research
critical research
Online users leave a "digital trail," making possible easy _______________________- the massive collection and distillation of consumer data. dataveillance credit card fraud consumer reviews encryption
dataveillance
Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____________ segmentation. psychographic phylographic zip code demographic
demographic
The normative theory in which government and media work in partnership to ensure that media assist in the planned beneficial development of the country is the _____________ concept. Western development revolutionary authoritarian
development
Because the environments in which they are created change constantly, mass communication theories are said to be: dynamic unreliable unscientific human constructions
dynamic
Around 1920, the beginning of the _____________ era of public relations, PR companies began talking to people and listening to them when they talked back—in other words, representing their various publics to their clients, just as they represented their clients to those publics. early public relations propaganda-publicity stage early two-way communication modern technological era
early two-way communication
A video game designed to encourage strenuous physical activity is a(n) __________. physogame gyrogame exergame combat game
exergame
Instances in which copyrighted material may be used without permission or payment are referred to as: commodification of information fair use blogs listservs
fair use
Public relations firms with particular skill at countering the PR efforts of environmentalists are said to be good at: whitewashing greenwashing enviro-manipulation countermentalism
greenwashing
Computers that link individual personal computer users to the Internet are called: terminals mainframes ARPANET hosts
hosts
Social cognitive theorists give the label _____________ to the special form of imitation in which observers do not exactly copy what they have seen but make a more generalized, still-related response. modeling vicarious reinforcement identification behavioral hierarchy
identification
Social cognitive theorists call the direct replication of an observed behavior: modeling imitation identification behavioral hierarchy
imitation
British law only recently permitted product placement in television shows, but still forbids it ___________. in children's programming in Sunday morning public affairs programming during prime time broadcasts all of these
in children's programming
In limited effects theory, the influence of media is thought to be limited by people's intelligence and education, in other words by their: personal relationships individual differences social categories opinion leaders
individual differences
When a PR firm actively combines public relations, marketing, advertising, and promotion into a more or less seamless communication campaign that is as at home on the Web as it is on the television screen and magazine page, it is engaging in: full-service public relations integrated marketing communications PR convergence greenwashing
integrated marketing communications
Media effects that occur at the cultural level are said to be: micro-level effects macro-level effects administrative effects critical effects
macro-level effects
Two essential elements of all good definitions of public relations are communication and: manipulation management control advertising
management
Media effects on individuals are said to be: micro-level effects macro-level effects transmissional effects ritual effects
micro-level effects
Public relations professionals have ____________ over the placement of their information, and advertising professionals have _____________ over the placement of their information. control; no control no control; control control; control no control; no control
no control; control
Illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called: external services indigenous stations exogenous stations pirate stations
pirate stations
The public relations activity of interacting with officials and leaders of the various power centers with whom a client must deal is known as: public affairs financial public relations promotion publicity
public affairs
Limits on advertising and other public service requirements imposed on Britain's commercial broadcasters in exchange for the right to broadcast constitute broadcasters': D-notice remand warning prior notification public service remit
public service remit
New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industry's economics, creativity, and _______. fee structure research approach relationship with consumers demographic makeup
relationship with consumers
The normative theory characterized by media attempting to end government monopoly over information, facilitate the organization of opposition to the incumbent powers, destroy the legitimacy of a standing government, and bring down a standing government is the _____________ concept. Western development revolutionary authoritarian
revolutionary
People's psychological dissonance is reduced through the selective processes, one of which is _____________, the process in which people attend to only those messages that are consistent with their preexisting attitudes and beliefs. selective exposure selective retention selective perception selective counterveillance
selective exposure
The development of the _____________—with its small size, absence of heat, and low cost—made personal computers possible. terminal microcomputer vacuum tube semiconductor
semiconductor
Common fifteenth-century European pin-up want ads for all sorts of products and services were called: siquis shopbills newsbooks heralds
siquis
Shortwave radio waves reflect off the ionosphere, a behavior called: skip bounce ionospheric extension skying
skip
Shortwave radio waves reflect off the ionosphere, producing: shortwaves sky waves ionospheric waves electromagnetic waves
sky waves
E-mail was the most common and fastest growing mobile use until 2009 when it was surpassed by the use of ____________________. listservs VoIP Usenet social networking sites
social networking sites
Games are particularly attractive to advertisers because they are ____, that is, players stay with them for long stretches at a time. addictive engrossing sticky petulant
sticky
The era of the limited effects perspective on mass communication theory began with what famous media event? the sinking of the Titanic the coming of talking pictures the Orson Wells radio production of "The War of the Worlds" the Frank Capra Why We Fight films
the Orson Wells radio production of "The War of the Worlds"
The first publicity company, _____________, was established in 1906 to help the railroad industry challenge legislation it opposed. N. W. Ayers & Sons the New York World the Publicity Bureau Lord and Thomas
the Publicity Bureau
In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country's important institutions, led by the muckrakers; and in 1914: the establishment of the Federal Trade Commission falling profits demands from magazines for more ethical operation demands from consumers
the establishment of the Federal Trade Commission
The Chinese media system is based on that of: Japan the United States Korea the former Soviet Union
the former Soviet Union
As "the voice of the people", which public deserves the attention of any organization that deals with the people? employees the government communities the media
the government
In the 1920s, when the Great Depression was eating into the income of the advertising industry, the content of ads began to change. Many advertisements began making direct claims about why consumers needed the products, a technique called: puffery the hard sell psychographics polygraphics
the hard sell
Mass communication _____________ are explanations and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social systems. assumptions hypotheses theories sciences
theories
According to long-time New Yorker columnist A. J. Liebling, freedom of the press is guaranteed to: all the media literate those who own the presses citizens in a democracy
those who own the presses
In a typical beer ad, "buy this beer" is the _____________ message, whereas "you need this beer to have fun, to be attractive, and to have friends" may be its _____________ message. ritual; transmissional transmissional; ritual micro-level; macro-level administrative; critical
transmissional; ritual
