MC study guide

Which of the following best describes public relations?

A strategic communication process that builds relationships between organizations and their publics.

What is Peak TV?

A theory created by media critics which argues that society currently has the highest quality and quantity of TV programming that will ever be experienced.

What is a deepfake?

A video looks like someone was there who was not

According to the Institute for Advertising Ethics, which of the following is the most correct statement?

Advertisers should clearly distinguish advertising from news and editorial content

The traditional definition of advertising is:

Advertising is nonpersonal communication from an identified sponsor that intends to inform, persuade, and/or remind

By selectively highlighting certain events repeatedly, media can create a sense of urgency about issues even though this is not always an accurate reflection of reality. This notion represents the ________ theory.

Agenda Setting

According to the Institute for Advertising Ethics, which of the following is the most correct statement?

All advertising should be truthful.

How can advertisers break through advertising clutter?

All available answers

Which method(s) outlined in the text is(are) used to authenticate an image found in any given digital media source?

All available answers

Which of the following criteria have to occur to make speech fit the incitement standard and be unprotected by the constitution?

All available answers.

Which of the following would NOT be considered to be a relevant public of a high school?

All choices are relevant publics

What does pull media allow or not allow the consumer to do?

Allows the consumer the decision to consume what content they want when they want it.

Historically what kind of relationship has the press had with the government?

An Adversarial one.

According to the module, why are ethics important to the public relations profession?

As professional communicators, PR professionals depend on trust from their publics.

The division of a large group of subcategories based upon attitudes, demographics, and media use is called ______.

Audience segmentation

According to the SPJ Code of Ethics, what should editors do when deciding whether or not to publish information that may harm or embarrass a resident?

Balance the public's need for information against potential harm or discomfort.

Which of the following is the goal of public relations?

Building relationships between the public and the client.

Which answer best describes crisis management and communication?

Planning for and reacting to emergency situations with fast and accurate information.

Which of the following is NOT a type of new media revenue model discussed in class?

Print Circulation

Based on lecture, ______ advertisements typically have a higher CPM than ______ advertisements.

Print; digital

What invention made printed materials accessible to a mass market for the first time?

Printing press

The insertion of real products in fictional movies, TV shows, books, and plays is called:

Product placement

P.T. Barnum generated audiences for his shows, in part, by generating controversy. His communication most accurately fits into which model?

Publicity model

Random assignment to conditions in between-subjects experiments is a fundamental element of experimental research because...

Random assignment controls for extraneous variables.

Using various alternative sources to fact-check information and determine the reliability of a particular source rather than relying solely on information found from the initial source we find is a process encompassed by which of the "four steps?"

Read laterally

When a press release is written, which audience is it catered to primarily?

Reporters and editors

Which of the following is NOT protected by the First Amendment?

Speech that is classified as fighting words.

Between the 1960s and 1980s, public relations professionals started focusing more on communication that created mutual understanding between the audience and the company. Which of the following models does that best fit?

Symmetric communication model

Which best describes an what academic journal's impact factor indicates?

The journal's influence in the academic community

What is one way the rise of capitalism and mass produced goods increased the need for advertising, according to the book?

The need to distinguish one's products from the rest of the pack created a need for professional advertising agents.

What is a media plan in advertising?

The plan of what advertising outlets a company should use in what frequency

According to the book, which of the following is a characteristic of national papers of record?

They show attention to detail and have accountability in their editorial processes.

Which of the following statement is NOT true about early mass communication theories, such as the Magic Bullet Theory?

They were based on experiments that took control factors into account.

Checking for other sources that have fact-checked an article is a process encompassed by which of the "four steps?"

Check for previous work

According to the text, which of the "four moves" should be utilized last when fact-checking a news story?

Circle back

According to the PRSA code of ethics, what should PR professionals do if there is a potential conflict of interest?

Communicate the potential conflict to the client and seek their feedback.

Concerning deepfakes, experts interviewed in the video were...

Concerned that a deepfake could fool enough people to influence an election.

What does pull media allow the consumer to do that push media does not?

Consume what they want, when they want.

According to the SPJ Code of Ethics presented in this module, what's the appropriate response when a journalism outlet realizes that it published incorrect information in yesterday's newspaper.

Correct the incorrect information

According the PRSA Code of Ethics, what should a PR professional do if they accidentally communicate incorrect information someone gave them?

Correct the information immediately.

The minimal effects model of mass communication argues that most media research relies on _______. In order to establish _______, all outside factors must be controlled when conducting research.

Correlation; causation

CPM represents the _____.

Cost per Thousand views of an advertisement

Which of the following is NOT an activity conducted by public relations professionals?

Create new products and services for companies

The theory that posits that exposure to media over time subtly encourages viewers' perceptions of reality:

Cultivation Theory

Which is NOT included as one of the three revenue channels in video and television production?

Donations

According to the research presented in the module, which of the following are TRUE about media and violence?

all available answers

Desensitizing theory says

all available answers.

When you come across a news story that features information gathered from an outside source (referred to as "reporting on reporting"), which of the "four moves" should be employed?

Go upstream to the source

Which of the following is TRUE according to media and violence?

Mass communication research is largely inconclusive or shows only minimal correlation between media violence and violent behavior.

What are news values?

News values are what makes story newsworthy.

Which of the following options explain why newspapers often have success making revenue off events?

Newspapers have access to an audience to promote events to.

What inspired the magic bullet theory?

Observations related to the effectiveness of WWI propaganda

The term "yellow journalism" was coined after newspapers in New York City engaged in a circulation war in the 1890s. The practice of yellow journalism is typically considered to involve:

sensationalism and stunts to boost circulation

Margot is an editor for a news station. She makes the final decision about what to include in the news broadcasts. Margot is known as a

gatekeeper.

A study with high internal validity

was conducted in a way with independent and dependent variables that provides support for causal conclusions.

Which of the following is an example of narrowcasting?

A YouTube channel with videos directed toward people who like to watch people playing board games.

Which of the following best describes product integration?

A YouTube star does an entertaining video with cooking tips that shows how to use a specific blender.

Which of the following is the best example of the impact news value?

A journalist publishes a story about a new local ordinance that will affect their audience.

Which of the following is an example of push media?

A radio station

Using the module's discussion of SPJ's Code of Ethics, which of the following is the best description of seeking the truth as a journalist?

Fact checking information and providing context on complicated subject matter

What does the text suggest we do when we come across something in the media that yields great personal emotion?

Fact-check the subject further; human emotion tends to get in the way of media objectivity, Fact-check the subject further; human emotion tends to get in the way of media objectivity

What is the prominence news value?

How known, popular or noteworthy people in the story are.

Advertising in the U.S. began...

In the early 18th century with newspaper ads and posters.

The addition of the third revenue stream to television producers has yielded a ________ in overall revenue for TV providers.

Increase

According to the text in this module, what was the impact of the penny press?

It allowed publishers to reach larger, more mainstream audiences.

Which of the following is generally considered a strength of product placement?

It improves brand recognition.

What is the magic bullet theory?

It is the discredited theory that media effects are so powerful that the audience is defenseless.

What does clutter mean to advertisers?

There are so many ads that the public ignores most of them.

In the story about the hoax news producer, which best describes his motivation for publishing his stories?

To make money

What makes a paywall most likely to succeed?

Unique, high quality content

Which of the following did Edward Bernays bring to public relations?

Use of research to better inform communicators about their audience.

The _______ assumes that audiences are NOT passive and explains the process audiences employ when deciding their response to media content and advertisements.

Uses and Gratifications Theory

What is an example of the watchdog function of journalism?

When a news organization breaks a story about a political candidate taking bribes

Which of the following statements is true according to the article about the origin and progression of the phrase fake news?

When looking at the 2016 presidential election and the years after, the hoax news that gained traction appealed to both the left and right sides of the political spectrum.