Ch. 11, 12, 13

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what was the impact of advertising on the radion in the 1920s

the advertising industry was highly profitable thanks to radio advertising

Which of the following would now be considered a pseudo-event?

the boston tea party

What happened in 1971 as a direct result of the increasing focus on the unique selling proposition of products?

the creation of the National Advertising Review Board to monitor advertisements

with what do media researchers credit the 1938 radio broadcast of Orson Welles's The War of the Worlds

the emergence of the limited effects perspective

Which of the following were factors in the creation of standards for advertising?

the establishment of the FTC; the muckrakers' examination of the country's institutions; false claims made by medicine advertisers

What was The Weekly News?

the first English newsbook containing ads

Which of the following statements about public relations in the 1th century is not correct?

Whereas markets (and public relations) had been large and national, they now became smaller and more local

Most of the elements of today's large-scale, multifunction public relations agency were first in place by the time

World war I began in 1914

which of the following tries to explain all aspects of a certain phenomenon

a grand theory

What is a focus group?

a group of a targeted public that is interviewed for research

Public relations in the 19th century

Began to establish itself as a profession during this time; during this era, public relations was more associated with propaganda than with useful information; western expansion, urbanization, and industrialization all fueled the growth of public relations

what lead to the decline of limited effects theory?

the rise of media's influence in the 1960s

Which of the following contributed to the rapid growth in manufacturing after the civil war

the telephone and the electric light were invented; there were applications for thousands of new copyrights and patents; thousands of miles of new railroad track were laid.

Television commercials, which allowed for the demonstration of a product, led to

the unique selling proposition.

computers have changed modern television advertising in which of the following ways

the use of computerized graphics and other special effects; the ability to insert products into images or programs; the convergence of traditional advertising and digital technology

Which of the following statements about globalization and world demographics pertinent to advertising are correct?

about 80% of the world's population lives in developing countries; more than half of the top U.S. agencies are owned by foreign companies

Which of the following statements about the social construction of reality theory are true

according to the social construction of reality theory, people who belong to the same culture generally assign the same meaning to things; signs have more subjective meanings

Public relations professionals offer advice to an organization concerning policies, relationships, and communication with its various publics. This is known as

account executive

Which of the following common aspects of today's advertising were in use at the beginning of the 20th century

ads for mail-order products; creativity in visual presentation; placement of ads by related articles

magazines at the beginning of the 20th century were financially supported mostly by

advertisers

one value of ad research is that it can help

advertisers avoid costly mistakes

Which of the following is the most important result of a successful institutional image?

advertisers can sell the corporation's products more easily

In 3000 B.C.E. Babylonian merchants hired barkers to announce products and prices to passerby. This was an example of

advertising

which of the following are considered underrepresented" out groups" in the united states?

african americans; women; gays

Which of the following drugs is used most by young people?

alcohol

What is a fixed-fee arrangement?

an arrangement in which a PR firm performs services for a client for a set of money

A consumer is asked, "What brands of laundry detergent can you name?" This would be classified as

an awareness.

which of the following symbols would NOT typically be interpreted as representing male sexuality?

an island or oasis

critical

asks broader questions about the greater implications of mass communication

administrative

asks questions about the immediate, observable influence of mass communication

A group that appears to be made up of concerned citizens, but which is actually paid for in secret by public relations firm, is known as

astroturf.

The AIDA approach is a type of persuasive strategy used in advertising. What does AIDA stand for?

attention, interest, desire, action

people's responses measure genral consumer consciousness of an ad campaign

awareness

What was the first type of Web advertising?

banners

the AIDA approach attempts to persuade consumers by appealing to their

basic human needs

which of the following are ideas you should recognize to understand mass communication theory

there are many different mass communication theories; theories from other fields of science are often borrowed for mass communication theories

according to agenda setting theory, which of the following groups have the most power to shape political reality

broadcasters; newsroom editors

the advertising business is facing what media writer Bob Garfield called a "chaos scenario," meaning that

changes in technology have also caused changes in how and why people consume it

which of the following best explains why mass communication theory is an evolving field?

changes in technology or media can challenge existing theories

which of the following from Klapper's "nexus of mediating factors and influences"?

church; family; school

Which of the following explains why advertisers are now placing ads in fairly nontraditional settings

they believe consumers will be less aware of, and thus more susceptible to the pervasiveness of the ads

Charging clients for handling services, such as printing and research

Collateral materials

Which of the following publics is the primary intended audiences for information meetings, open house, and company-sponsored safety and food drives

Communities

according to news production research, they way news produced biases news coverage toward

those in power

Which of the following statements about client-agency relations are true

clients have become more assertive about accountability; more than half of agency/client contracts come with pay-for-performace clauses

The term "___" refers to the fact that multiple technologies, many of them new and emerging, are increasingly being used together in creating PR presentations

Convergence

With skills necessary to meet the needs of the client, a person in this position may be a writer, artist, graphic designer, video or audio producer, or photographer

Creative specialist

the placement of advertising in medial is paid through ____, which is generally 15% of the cost of the time or space

commission

achievers

committed to family and career and motivated by goals

Which of the following has been a key contributor to the rapid growth of direct market advertising?

computer databases

the goal of the MI4 movement, created by several ad groups, was to define

consumer behavior

Which of the following was founded in 1936 to protect consumers from corrupt advertisers

consumer union

which of the following are prosocial behaviors?

cooperation; problem solving

advertising that promotes the name and reputation of a company rather than focusing just on selling products is known as ___ advertising

corporate

the purpose of ___ advertising is to remedy a misleading ad

corrective

Which of the following argues that the media work to support the status quo?

critical cultural theory

The idea that media operate primarily to maintain the status quo at the expense of ordinary people is expressed by ______ theory.

critical culture

the idea that people's ideas of themselves, their world and their place in it are shaped and maintained primarily through television is part of

cultivation analysis

critics accused mass society theory of characterizing "average" citizens as being too

defenseless

television advertising resulted in the unique selling proposition (USP), a strategy in which advertisers

demonstrated a distinctive quality of a product

The argument that people increasingly need media content to understand the world, to behave meaningfully, and to escape is ______ theory.

dependency

what is the term for people becoming more tolerant of violence in their environment because they have grown accustomed to seeing violence in media

desensitization

The convergence of traditional forms of advertising with the Internet is called

digital advertising.

Which of the following best defines morphing in advertising

digitally combining and transforming images

What is lobbying?

directly interacting to influence elected officials or government regulators and agents

buying products and services online is known as

e-commerce

defenders of advertising practices argue that ads

employ exaggeration rather than deception

as a result of the deregulation movement of the early 1980s, the federal trade commission (FTC) now regulates

through complaints made against advertisers

Which of the following contributes to fragmented news?

time constraints faced by journalist

which concept suggests that observers will ignore negative vicarious reinforcement if given real-world incentives

environmental incentives

the two choices consumers have when negotiating with a marketer are

exit or voice

British cultural theory assumes that media is an inherently negative force in society

false

because Freud is no longer viewed as very important in the field of psychology, today most creative people in the film and television industry are unfamiliar with his ideas

false

in recent years, advertisers have been forced to generalize ad campaigns in order to reach as many demographic groups as possible

false

restraints on media content tend to discourage symbolic represent

false

the ideas of Carl Jung, another influential figure in psychology and psychiatry, largely contradicted Freud

false

the upsurge in violence in the 1960s was directly related to television becoming a dominant mass medium at the same time

false

there was a shortage of consumer products when world war II ended

false

we pay attention to most ads we see throughout the day

false

if you believe african americans have the highest rate of substance abuse or that whites have the lowest rate of dependency on food stamps, you may be guilty of

false stereotypes

the Frankfurt School of media theory believed that typical media fare such as popular music and movie comedies, elevated all people toward a better life

false; they believed typical media fare pacified and repressed ordinary people

Public relations professionals are referred to as ________, both inside and outside the media industries.

flacks

normalized news

for a story on a nuclear power accident, a journalist consults a spokesperson with the Nuclear Regulatory Commission and reports that the accident is being cleaned up

personalized news

for a story on chronic pooor care in nursing homes, a journalist inteviews the family of one nursing home resident

dramatized news

for a story on gubernatorial race, a journalist focuses on the personalities of the candidate rather than political issues

fragmented news

for a story on homelessness, a journalist gets sound bites from a homeless advocate and a police officer then moves on to the next story

Consumers are brought to a theater where they watch a television program with commercials and are asked their brand preferences before and after the show. This technique is known as

forced exposure

scientific research has shown that positive media portrayals of cooperation can lead to

good behavior and prosocial effects

which of the following would NOT typically be interpreted as representing female sexuality?

hammer

Jelly helm criticized what he was as america's culture of materialism, as well as its culture of

hedonism

What is the unique selling proposition?

highlighting an aspect of a product that sets it apart from other brands

one of the challenges facing modern advertisers is

hypercommercialism

Modeling, according to social cognitive theory, happens in which two ways?

imitation and identification

typification scheme

in social construction of reality, collections of meaning people have assigned to some phenomenon or situation

Young children who have not developed the critical skills to understand that what they see on television is not real are said to be

in the early window

Which of the following is an issue that might be addressed in trade and professional advertising messages

increased profits

the uses and gratifications approach was developed to explain which of the following?

increases in real-world crime; the media's role in the Vietnam War; the impact of advertising

in addition to the FTC, advertising is also regulated by

individual states

a television news report on issues concerning a growing homeless camp would be considered

informational

before the civil war, british ads tended to be somewhat exaggerated, whereas america ads were more

informational

We watch a news story about a man who tried to save a choking victim getting sued for accidentally hurting her in the process. This makes us less likely to help someone in a similar situation, which is an example of ________ effect.

inhibitory

The practice of combining public relations, marketing, advertising, and promotion into a seamless campaign is known as

integrated marketing communication.

The first large-scale public relations effort in the United States was

intended to shape public opinion following the nation's entry into World War I.

cultural theories give perspective on the ___ between the audience and the media

interaction

Which of the following about programmatic buying is true

it can be maliciously manipulated, resulting in financial losses; it refers to automated, data-driven purchasing of online advertising

Which of the following best defines copy testing

it involves showing messages to consumers to gauge potential success

which of the following statements are true of prescription drug advertising

it is banned in every country except New Zealand and the United States; there is research that indicates a casual link between prescription drug advertising and drug abuse; there is research that indicates there is no casual link between prescription drug advertising and drug abuse

Which of the following is the biggest problem with normalized news?

it keeps people from questioning and keeps journalist from investigating further

the theories that emerged from the first systematic, scientific study of media effects are now called ____ ___ theories

limited effects

which mass communications perspective might argue that media is just entertainment

limited effects

What was the major advertising medium in the United States before the Civil War?

local newspapers

digital advertising has changed the advertising industry for which of the following reasons

low cost relative to other media; reach and interactivity

the movement of mass public toward a shared, television created understanding of reality is known as

mainstreaming

advertisers explore different types of sales pitches in order to

make their ads stand out and be remembered

A creative specialist

makes content that meets the communication needs of the client.

to avoid high taxes on wartime profits, many manufactures steered profits back into their businesses during world war II. Which of the following was a result of such action?

manufactures put money into corporate image advertising

advertisers in trade or professional advertising would tend to focus on which of the following?

marketing support; distribution plans

Which of the following theories is used to relate mass communications to our personal lives and social systems

mass communication theory

The idea that the media are corrupting influences and that "average" people are defenseless against their influence reflects which theory?

mass society theory

Which theory is the idea that media are corrupting influences that undermine the social order?

mass society theory

Which of the following examines how audience members create meaningful experiences using media content

meaning-making perspective

advertising executive Steve Hayden argues that, because modern consumers are empowered media users

media becomes refusable

Agenda setting theory argues that

media may not tell us what to think, but certainly tells us what to think about

Which of the following are typical objects of study for critical cultural theory

media ownership; disenfranchised groups

Which public relations activity is most closely associated with cause marketing?

Development/fund raising

What important question do the various research techniques lack the ability to answer?

Did consumers buy a certain product because of viewing their ads?

What is the majority of advertising that we see in popular magazines and on television?

national consumer advertising

Who of the following were notable figures in the public polling industry during the 1930s

Elmo Roper and George Gallup

before the civil war, the major advertising medium was

newspapers

Why did many corporations establish in-house public relations departments in the 1930s?

to counter people's distrust of business

Which of the following statements is true?

Every day, nearly 5,000 people under the age of 16 take their first drink of alcohol.

Sometimes with a staff, sometimes alone, the person in this position sets policy and serves as the spokesperson for the operation

Executive

What is the job of media specialists in a public relations firm or department?

to find the right media for the client's message

A person in this position is likely to have very specific and sophisticated knowledge of economics, finance, and business or corporate law

Financial services

Charging clients a specific amount for specified set of services

Fixed-fee

Which of the following are examples of globalization and concentration in public relations?

Foreign ownership of U.S. public relations firms; U.S. public relations firms operating in foreign countries; the collection of several different companies into giant marketing organizations

Which of the following Automakers responded to a series of safety recalls in 2014 by undertaking a social-media public relations campaign to try to repair and save its reputation by offering loaner cars and vouchers for public transportation

General motors

identification

not identical behavior but similar

in social cognitive theory, which of the following processes produce limitation and identification?

observational learning; inhibitory effects; disinhibitory effects

mass communication theories are

often borrowed from other fields; human constructions; dynamic and changing

Some of the trends that characterize the modern era in public relations include

Greater involvement by charitable and activist groups; the increasing prominence of women in the industry; increased use of television to shape public opinion

Which of the following refers to the public relations practice of making a client sound more environmentally friendly than the client actually is?

Greenwashing

Traditional, big-time television advertisers, such as BMW, Lincoln-Mercury, and Burger King, are now creating ads for which type of distribution?

online films

What is one reason Joseph Klapper's reinforcement theory does not apply today?

He didn't include television in his research of media's effects.

In his effort to improve the public image of the Pennsylvania Railroad, which had been badly damaged by strikes and accidents, Ivy Lee initiated a public relations campaign that included

Helping reporters get any information and photographs they needed; distributing press releases; taking reporters to the scene of the problems

Which of the following are means that PR operations use in responding to mass pressure from various public through the internet?

Hiring in-house web monitors; using specialty firms, such as eWatch, whose job is to help clients respond to negative reference on the Web; integrated media communications (IMC)

people who receive media information, interpret it in light of their own beliefs and pass it along to followers with similar beliefs who are known as

opinion leaders

The Federalist Papers by John Jay, James Madison, and Alexander Hamilton were notable in the history of public relations because they were designed to ___ the proposed U.S. Constitution

Influence public support in favor of

the book that introduced the world to the idea that sexual symbolism is prominent in dreams was titled

Interpretation of Dreams

What type of advertising features ads on billboards, transit vehicles, and digital screens on gas pumps?

out-of-home advertising

claiming that a product is proven to end colds faster when it really does not do so is an example of

outright lying

if brands in a given product category are basically the same, they are known as ____ products

parity

Which of the following is true about one of the earliest examples of public relations, dating back to - a clay tablet dating to about 1800 BCE?

It is what might be called a public information bulletin today; it provided farmers with information on growing and harvesting their crops

What did N.W. Ayer & Sons do for clients that Volney Palmer's advertising agency did not?

It planned the campaign and created the ads.

According to cultivation analysis, how is television fundamentally different from other mass media?

It requires no reading ability, it is free, and it can be consumed by all ages.

What resulted from advertising agencies adding public relations divisions?

It was difficult to see the distinction between advertising and public relations.

What was significant about the 1923 variety show The Eveready Hour?

It was the first regularly sponsored radio series.

As a direct result of ___, Congress in 1938 passed a foreign agents registration act, requiring anyone who engages in political activities on behalf of a foreign power to register with the Justice Department as an agent of that power

Ivy Lee's, public relations efforts on behalf of Adolf Hitler and Nazi Germany

The term, ____, which means directly interacting to influence elected officials or government regulators and agents, is a major part of government affairs as public affairs activity

Lobbying

Guided by advisor ___ and capitalizing on the relatively new medium of ____, president Franklin D. Roosevelt initiated a sophisticated public relations effort to gain support for his new deal policies in the 1930s

Louis McHenry Howe; radio

Which of the following is a result of the overlap of advertising and pubic relations?

Many advertising agencies have their own public relations departments

The public relations function known as ___ is a combination of activities (among them the creation of advertising) designed to sell a product, service, or idea

Marketing communication

according to modern neon-marxist theory, which of the following are true?

people are oppressed by those control the means of production; the superstructure, which includes religion, politics, and mass media, oppresses people

believers

traditional and conventional and motivated by ideals

which of the following are terms used in James Carey's cultural definition of communication

transmissional perspective & ritual perspective

which of the following symbols would NOT typically be interpreted in representing sexual intercourse?

playing a guitar

national consumers advertising is primarily aimed at

potential buyers

dependency theory offers a vision of potentially ___ mass media acting within the social system

powerful

Symbolic interaction theory is often used in the study of advertising influence, particularly in how advertising often attempts to persuade people to associate meaning to products. For example, a particular brand of whiskey may be marketed in a way that people will associate the brand with sophistication and success. Which of the following best describes what the advertising is doing?

product positioning

The notion that a Cadillac symbolizes success is an example of

product positioning

Public relations firms include full-service firms and special services providers, such as

Media specialist for company CEOs; makers of vide news releases; web commentary monitoring services

which of the following are primary influences on how a product sells

product quality; changes in the economy; competitors' strategies

Freud's ideas carry relatively little weight in the filed of psychology today

true

one goal of public service advertising is to

promote themes of importance

During world war II, the U.S. government undertook a massive campaign to bolster support for the war effort through its

Office of war information (OWI)

Charging clients a monthly fee for public relation services

On call

Which is the advertising practice of appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns?

psychographic segmentation

the theory of symbolic interaction was borrowed from which social science

psychology

Anticipate, analyze, and interpret ___ that might impact, for good or ill, the operations and plans of the organization.

public opinions

Any group of people with a stake in an organization, issue, or idea is known as a

public.

which of the following social scientists was the first to criticize mass society theory

Paul Lazarsfeld

Which of the following about advertising and radio in the 1920s are true

radio programs were often sponsored by advertisers; listeners were open to radio ads

people are asked which ads they can remember more easily

recall

people are asked whehter or not they remember seeing specific ads

recognition

The impact of media at the macro level is more important than the impact of media at the micro level

true

developed by social scientist Joseph Klapper, ___ theory is based on social science evidence developed prior to 1960

reinforcement

Counseling management at all levels in the organization on ___ and courses of action and communication, taking into account their public ramifications and the organization's social responsibilities

Policy decisions

Which once popular from of PR communication is now effectively defunct due to the rise of Twitter and other technologies?

Press releases

Which is the world's largest global advertiser?

Procter & Gamble

Which of the following are factors that have shaped the character of public relations over the years?

Professionalization; better research tools

Today we might refer to the Boston Tea Party as a

Pseudo-event, and event staged specifically to attract public attention

Planning and implementing the organization's efforts to influence or change ___.

Public policy

Which of the following are true statements about the modern era of public relations, which began after world war II?

Public relations became more focused on integrated two-way communication; the distinction between public relations and advertising became increasingly blurred

What did the Declarations of Principles argue?

Public relations practitioners should be providers of information.

Public relations professionals must interact with sever categories of

Publics

Which of the following account for increased audience segmentation

the increase in minority populations; specialized of online offerings

PR firms Advanta is conducting research on a new protein drink that targets middle-aged women. Advanta gathers together small collections of middle-aged women to internview them about their thoughts on the protein drink. This activity is known as

Running focus groups

Which of the following are reasons that reinforcement theory fell out of favor

the influential power of church, family, and school declined in the 1960s; the 1960s introduced major social and cultural changes

the most influential explanation of the nature and meaning of dreams was written by:

Sigmund Freud

although Freud discussed a wide variety of dream symbols, most people think of "Freudian symbols" as synonymous with "sexual symbols"

true

false advertising includes ads that tell outright lies

true

macro-level effects of media are hidden

true

many creative people in the film and television industry are familiar with sexual symbols and the symbols' interpretations because of their personal experiences with psychoanalysis

true

puffery is allowed in advertising

true

puffery is slight exaggeration and can make advertising more entertaining

true

restraints on media content tend to encourage symbolic representation

true

sexual symbols are often used in media as sort of "inside joke"

true

the ideas of Carl Jung, another influential figure in psychology and psychiatry, tend to support Freud's

true

which story on a nightly newscast will audiences perceive as the most important?

the lead story

Which of the following refers to advertising that focuses primarily on products aimed at local consumers?

retail

rather than the standard cost per thousand (CPM) measurement, advertisers are now focusing more on___, an accountability-based measurement of success

return on investment

Which perspective helps explain the cultural importance of mass communication?

ritual perspective

advertising that appears in search results produced by users' keyword searches is called ___ marketing

search

according to dissonance theory, people consume, remember, and interpret information using three interrelated ____ processes

selective

Which of the following are selective processes in attitude change theory

selective exposure; selective retention; selective perception

Environmental PR and Pharmaceuticals PR are two examples of the ___ of public relations

Specialization

An example of early public relations in revolutionary-era America was ___, which today might be described as a "pseudo-event"

The Boston Tea Party

Which of the following was one of the books or movies that contributed to a widespread negative of the public relations industry in the 1940s and 1950s?

The Man in the Gray Flannel Suit

Founded in 1947, what is the principal professional group for today's public relations professionals?

The National Association of Accredited Publicity Directors

the Frankfurt School assigned a higher value to which of the following

serious art

what group does the uses and gratifications approach absolve of blame for negative media effects

the media industries

John D. Rockefeller suffered an image problem because many in the press and public blamed him for ___ at a Colorado coal mine he owned, but Ivy Lee convinced Rockefeller to ___, an act that greatly improved his public image

The death of several miners, along with their wives and children; visit the scene and talk (and be photographed with) striking members

Which of the following statements about integrated marketing communications (IMC) are true?

The goal of IMC is to give the client and agency greater control over communication and its interpretation; in IMC, firms actively combine public relations, marketing, advertising, and promotion functions; designed to be virtually seamless, INC should be just as at home on the Web as it is on TV or in magazines

The growth of ____ is among the key factors that have shaped the identity of public relations throughout its four stages of development

The middle class

How did the growth of the middle class affect the public relations industry?

The middle class wanted more information about organizations, which meant a greater need for public relations.

which of the following statements about the link between advertising and alcohol abuse are true?

the national institute on alcohol abuse and alcoholism believes advertising causes an increase in alcohol consumption; there is scientific research that alcohol advertising does not cause an increase in alcohol consumption

and example of false advertising is lying by implication, which means

showing a product to make it appear different from how it actually is

In social construction of reality theory, what term describes something that has subjective meaning

sign

The idea that people learn through observation is ______ theory.

social cognitive

Why has the two-step flow theory been rethought since the time it was first proposed?

The theory was based on the face that some people has greater access to media than others, which does not apply today.

As one media relations firm explained to clients in a promotional place, advertising and content (for example, news stories) are which of the following?

The two categories of media; both for sale-advertising directly, and content through PR firms

the concept that people learn by observing and copying behaviors is reflective of

social cognitive theory

the stimulation model and aggressive cues model are both based on what theory?

social cognitive theory

Which of the following theories are well-suited to explaining the harmful effects of stereotyping

social construction of reality theory; cultivation analysis

Why are The Federalist Papers considered an example of public relations?

The writers used communication to influence public opinion.

Which of the following statements about the state of public relations in the United States is true?

There are four times as many PR professionals than there are journalists

What was significant enough about The War of the Worlds broadcast, on the eve of Halloween night 1938, that it caused theorists to move away from the mass society theory?

some people were influenced by the broadcast, but many more were not

strivers

spirited and fun loving and motivated by achievement

Which of the following have been made possible by computerized printing

split runs of magazines; an increase in direct market advertising

Media often uses a standardized image or concept of certain people or groups based on limited information. This is called

stereotyping

applying a standardized image to members of a particular group is called

stereotyping

innovators

successful and motivated by new ideas

television news stations, in an effort to save time and money, tend to present ___ portrayals of violent crime, focusing on, say, crimes committed in a "particular bad" neighborhood, even if those crimes represent only a minute percentage of total crime in the area

symbolic

Which concept states that people give things meaning and that meaning controls their behavior?

symbolic interaction

the main objective of direct marketing is to

target advertising to probable consumers

Why would media industry practitioners today continue to defend the theory of catharsis?

To demonstrate that viewing violence can actually be helpful to an audience.

Why did president Woodrow Wilson create the Committee on public information?

To generate public support for the nation's entry into World War I

Procter & Gamble announced in 2005 that it was cutting $300 million in advertising expenditures from which of the following mediums?

television

one assumption on which cultivation analysis is based is that

television is fundamentally different from other mass media

According to a statement made by Judy Phair as president of the Public Relations Society of America, "for public relations to be effective, it has to be built on public ___"

Trust

The work of both Edward Bernays and the Committee on public information marked the beginning of ___ communication in public relations- that is, public relations talking to people and in turn listening when they talk back

Two-way

which of the following are some of the assumptions upon which cultivation analysis is based?

television reinforces existing power structures; television functions as the "central cultural arm" of U.S. society; television builds general frames of reference regarding what "reality" is.

cultivation analysis was originally developed out of concern over what phenomenon

television violence

as a result of the stock market crash of 1929, advertisers began to

tell consumers they desperately needed a product

Siemens AG, a global engineering corporation that supplies automation systems to ethanol plants, distributed video recordings of what appeared to be a genuine news report on the flowing future of ethanol manufacturing free of charge to television stations. This is an example of a

Video news release (VNR)

the army's information and education division's experimental section was tasked with which of the following?

testing the effectiveness of the government's mass communication campaigns

Which of the following precipitated the creation of the first advertising agency?

Volney B. Palmer formed a company to sell ad space in newspapers to businesses

which of the following explain why Freudian sexual symbolism is so common in media content

-to avoid censorship -as a legitimate way to represent something important in the story -filmmakers/advertisers think this may be successful in tapping into your unconscious desires -filmmakers like to impress their friends with how clever they can be

List the following theories in order of their historical emergence, putting the earliest one at the top of the list

1. mass society theory 2. limited effects perspective 3. cultural theory 4. meaning-making perspective

Which of the following is the most accurate definition of the word "flack"?

A derogatory term for a public relations professional, suggesting someone who will say anything if paid enough

The first corporate public relations department was established by ___ in 1889, when it hired a former newspaper writer to act a liaison with the press and public

Westinghouse electric

The person in this position provides advice to the client, defines problems and situations, assesses the needs and demands of the client's publics and performs other functions

Account executive

Who was the first presidential press secretary?

Amos Kendall

Pulling conducted by the public relations society of America found that the vast majority of the American public believes that PR Professionals do which of the following?

Are interested only in information that helps their clients make money; use the media to present misleading information favorable to their clients

Which organization was founded in 1936 to protect people from unscrupulous advertisers?

the Consumers Union

one benefit of psychographics is that it allows advertisers to

understand consumer behavior

Which of the following promoted the development of mass society theory

urban growth; reactionary cultural leaders; totalitarian propaganda

Which of the following theories are used in current debates over video-game regulation

uses and gratifications; limited effects

What strategy relies on targeting specific Internet users with a given communication and relying on them to spread the word through communication channels?

viral marketing

the war advertising council conducted a campaign for ___ ___ during world war II, still the largest campaign to date for a single item

war bonds

Which of the following scenarios best illustrates a way that advertisers use new technology make ads more effective

while you are searching for a recipe on the web, the option to buy a cookbook pops up


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