Mass Communication Test #3

Which of the following is NOT a major console producer? a. Atari b. Nintendo c. Sony d. Microsoft

a. Atari

The first game to be marked to the home user through Sears was a. Pong b. Tetris c. Pac-Man d. Donkey Kong

a. Pong

The Apple II personal computer was developed by a. Steve Jobs and Stephen Wozniak b. Bill Gates and Paul Allen c. Paul Baran and Paul Allen d. Steven Bellovin and Vinton Cerf

a. Steve Jobs and Stephen Wozniak

The purpose of net neutrality is to a. ensure free and equal flow of web traffic b. ensure everyone pays the same for internet service c. ensure that information on the net is free of political bias d. ensure the internet does not take sides

a. ensure free and equal flow of web traffic

An event staged specifically to attract public attention is a a. pseudo-event b. photo op c. managed moment d. nonevent

a. pseudo-event

The percentage of households tuned in to a given program compared to all households with television is a a. rating b. share c. HUT d. sweeps

a. rating

Local affiliates pay a few to the network for the right to be that network's affiliate. This is reffered to as a. reverse compensation b. reverse discrimination c. reverse programming d. cross programming

a. reverse compensation

Companies that create games for exisitng systems are called a. third-party publishers b. content providers c. affiliates d. designers

a. third-party publishers

Considered by some to be the "father" of modern PR a. Woodrow Wilson b. Edward Bernays c. PT Barnum d. Ivy Lee

b. Edward Bernays

The TV journalist who exposed the hypocrisy of McCarthyism was a. Walter Cronkite b. Edward R. Murrow c. Steve Allen d. Ted Baxter

b. Edward R. Murrow

Companies that own several cable franchises a. integrated partnerships b. MSOs c. HSNs d. BOCs

b. MSOs

The first public demonstration of television, in the form of regularly scheduled two-hour broadcasts, was presented by _____________ at the 1939 World's Fair. a. Princeton University b. New York World's Fair c. Rockefeller Center d. Idaho

b. New York World's Fair

The first workable device for generating electrical signals suitable for the transmission of a visual was the a. Cathode ray tube b. Nipkow disc c. Farnsworth d. Baird's disc

b. Nipkow disc

The founder of Atari and inventor of the game Computer Space was a. Charles Babbage b. Nolan Bushnell c. Larry Evans d. Steve Wozniak

b. Nolan Bushnell

Each file or directory on the Internet (that is, on the host computer connected to the Internet) is designated by an address, called its a. Packet Locating Number (PLN) b. Uniform Resource Locator (URL) c. Local Area Network (LAN) d. Internet Information Locator (IIL)

b. Uniform Resource Locator (URL)

______________, A Russian immigrant living near Pittsburgh, developed the iconoscope tube, the first practical television camera tube. a. Paul Nipkow b. Vladimir Zwyorkin c. John Logie Baird d. Philo Farnsworth

b. Vladimir Zwyorkin

Computers that reduce information to a code made up of the digits 1 and 0 for storage and manipulation use a ____________ code a. abacus b. binary c. decimal d. primary

b. binary

The lack of technological access among people of color, the poor, the disabled, and rural areas is called the a. information gap b. digital divide c. information slow lane d. techno deprived

b. digital divide

Public relation firms with the particiular skillat countering the PR efforts of environmentalists are said to be good at a. whitewashing b. greenwashing c. enviro-manipulation d. countermentalism

b. greenwashing

The first publicity company, Publicity Bureau, was established in 1906 to a. elect presidents b. help the railroad industry challenge dederal regulations that it opposed c. support voting rights d. all of the above

b. help the railroad industry challenge dederal regulations that it opposed

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: a. all-service public relations b. integrated marketing communications c. PR convergence d. greenwashing

b. integrated marketing communications

When PR professionals directly interact with elected officials or government regulators and agents, they are engaging in a. public affairs b. lobbying c. promotion d. publicity

b. lobbying

The software that tells a computer how to work is called its a. microprocessor b. operating system c. LAN d. WAN

b. operating system

The percentage of households tuned in to a given program compared to all households tuned in to television at the time is a a. rating b. share c. HUT d. sweps

b. share

The idea that social media users tend to show idealized characteristics of themselves is known as a. the duel-factor model of social media use b. the idealized virtual identity hypothesis c. extended real-life hypothesis d. all of the above

b. the idealized virtual identity hypothesis

Which group calls for an industry to adopt a position of full and total disclosure of information? a. floggers b. transparentists c. flacks d. lobbyists

b. transparentists

The first mass produced arcade game was a. Pac-Man b. Space Invaders c. Baffle Ball d. Humpty Dumpty

c. Baffle Ball

The first electronic digital computer, ___________ was developed by the British during World War II to help break the German's secret code a. ENIAC b. UNIVAC c. Colossus d. ARPA

c. Colossus

Resenting the positive posts of friends on social media is known as a. social isolation b. peer pressure c. Facebook envy d. facebook depression

c. Facebook envy

The primary collector and reporter of television ratings is a company known as a. Arbitron b. Equifax c. Nielsen d. Telecount

c. Nielsen

A video game designed to encourage strenuous physical activity is a a. physogame b. gyrogame c. exergame d. combat game

c. exergame

The research tool _____________ employs small groups of a targeted public that are interviewed in detail to provide a public relations operation and its clients with feedback. a. polling b. one-one-one interviewing c. focus groups d. delineating

c. focus groups

Computers that link individual personal computer users to the interent are called a. terminals b. mainframes c. hosts d. nets

c. hosts

The heart of the Web lies in the ______________ (common common communication rules and languages) that defined its use a. software b. operating systems c. protocols d. search engines

c. protocols

fees that cable companies must pay to networks and other content providers is known as a. MSOs b. a la carte pricing c. retransmission d. compensation

c. retransmission

The quiz show scandal changed network commercials to a. single advertisers sponsored programs b. product demos c. spot commercials d. products

c. spot commercials

Games are particularly attractive to advertisers because they are _____, that is, players stay with them for long stretches at a time. a. addictive b. engrossing c. sticky d. petulant

c. sticky

Nielson conducts surveys of viewing patterns four times a year during what are called a. quarterlies b. pocketpieces c. sweeps periods d. rating assessments

c. sweeps periods

The "originator 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. a. John Napier b. Blaise Pascal c. Gottfried Leibniz d. Charles Babbage

d. Charles Babbage

The law that protects copyright on the internet is the a. Protect Intellectual Property Act b. Stop Online Piracy Act c. Consumer Privacy Bill of Rights d. Digital Millennium Copyright Act

d. Digital Millennium Copyright Act

Who established the first cable system in the US? a. Philo Farnsworth b. David Sarnoff c. John Baird d. John Walson

d. John Walson

_________, an Idaho schoolboy, moved to San Francisco, where he demonstrated his television system in 1927 a. Paul Nipkow b. Vladimir Zwyorkin c. John Logie Baird d. Philo Farnsworth

d. Philo Farnsworth

Telephone over the Internet in which voice messages are transmitted in digital packets is a. IM b. Web telephony c. routing d. VoIP

d. VoIP

People who have never known a world without the internet are a. baby boomers b. generation X c. generation Y d. digital natives

d. digital natives

President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people? a. newspapers b. magazines c. radio d. film

d. film

The sale of programs to local stations on a market-to-market basis is: a. clearing time b. carrying c. reciprocation d. syndication

d. syndication

The PR strategy that relises on targeting specific internet users with a given communication and relying on them to spread the word is referred to as a. spreading the news b. interconnecting essential publics c. web-based marketing d. viral marketing

d. viral marketing