EXAM 2 Mass Media Final, Mass Media Reading Quizzes, MASS MEDIA FINAL EXAM

Advertisers use a formula based on the cost of reaching __________ to determine where to run their ads.

1,000 people

Typically an agent's fee is ____ of the author's royalties.

10-15%

It takes approximately ________ months from the time a book deal is signed by an editor until the book is published.

18

The introduction of paperback books in the early 20th century resulted in:

A democratization of reading in America.

Most of the income the mass media collect annually is from:

Advertising

Billboard Magazine today: a. publishes more than two dozen music industry charts b. measures the air play of music c. measures album sales d. influences radio play lists and artist popularity e. All of the above.

All of the above

The development of tape recorders included: a. German experimentation during World War II. b. high-quality recorders built by the Ampex Corp. c. 3M's perfected production of a usable plastic tape. d. Bing Crosby's use of tape recording. e. All of the above.

All of the above

The biggest disruptor of the publishing industry may be attributed to one company in particular. That company is....

Amazon

All of the following are consumer magazines except: a. Parenting. b. American Medical News. c. Time. d. Maxim. e. Glamour.

B. American Medical News

In magazine advertising, the term CPM refers to:

Cost per thousand

There were 1.8 million English language titles published in the US in 2013, presenting this challenge to the publishing industry:

Discoverability

Which of the following is true about the book publishing industry? a. Publishers attempt to reduce uncertainty with "sure-fire" blockbusters. b. Publishers sell products in a fickle and uncertain market. c. The industry is decentralized among a number of very different sectors. d. The industry combines modern production methods with old-fashioned procedures. e. All of the above.

E. all of the above

True or False: According to a National Institute of Mental Health study, it is possible to predict which children will behave aggressively after watching violence on television.

False

True or False: Before 1891, American authors and foreign authors cost the same to publishing houses.

False

True or False: Book Publishers make most of their money from mass market paperbacks, audio books & e-books.

False

True or False: In the 1940s, a record "album" consisted of a bound set of ten envelopes with one record and one song per envelope.

False

True or False: Programming languages HTML and HTTP were developed by Microsoft.

False

True or False: The 1927 Jazz Singer is widely regarded as the first full-length silent film

False

True or False: The music industry, because of its popular appeal, has gained in profitability with the development of Internet technology.

False

True or False: Universities are prohibited in using online photos of underage drinking by their students for discipline purposes.

False

True or False: The melding of the communications, computer, and electronics industries is called divergence.

False (its convergence)

Which early event(s) contributed to the growth of the U.S. book publishing industry in the 20th century?

Founding of the Book-of-the-Month Club

The man who created the long playing record was:

Peter Goldmark.

Which of the following is NOT why the Google Book Project is controversial?

Possible lawsuits over book content.

The first truly national magazine with a large circulation was:

The Saturday Evening Post

In the phrase "the culture and commerce of publishing," commerce refers to making money. What does "culture" refer to?

The importance of publishing only those books that reflect American ideals.

Marshall McLuhan is best remembered for which concept? a. Advertising fulfills an economic function. b. The medium is the message. c. Television is too violent. d. Children are greatly influenced by the movies they see.

The medium is the message.

Internet Neutrality means:

There are rules that require Internet providers to keep their networks open and available to carry all legal content.

The inventor of the phonograph in 1877 was:

Thomas Edison

Through the Revolutionary War, who was the most-read author in America?

Thomas Paine

The person who is most responsible for creating the World Wide Web is:

Tim Berners-Lee

"Narrowcasting" allows advertisers to more specifically target their messages to an audience.

True

From Pew Research Center: True or False: The American public's consumption of audio content, which includes radio news and talk shows in addition to music, sports and other programming, continues to increase.

True

True or False: According to data from Edison Research, the percentage of Americans 12 years of age or older who have listened to online radio in the past month has once again continued to grow - to 57%. That share is about double the percentage of Americans who had done so in 2010.

True

True or False: The first film of the Lumiere brothers was a 46 second documentary about workers leaving a factory.

True

True or False: According to the Forbes article cited in the PowerPoint, "When content is "free," you are the product.

True

True or False: According to the Recording Team handout "How Headphones Changed the World," a Taiwanese study linked music-with-lyrics to lower scores on concentration tests for college students.

True

True or False: An advertising campaign is a planned advertising effort, coordinated for a specific time period.

True

True or False: BMI was founded in part to avoid having to pay royalties to ASCAP.

True

True or False: Books were the first mass medium.

True

True or False: Compulsory elementary education by 1900 meant more demand for textbooks.

True

True or False: Edwin H. Armstrong is responsible for the existence of FM radio.

True

True or False: It takes six months from the time a book deal is signed by an editor until it is published.

True

True or False: Some time in the last decade, according to the article "The Art of Noise," innovations in recording and distribution has reduced music to something ephemeral, ubiquitous, insubstantial, available, valueless, free.

True

True or False: The 30-year rule says it takes about 30 years for new ideas to be adopted into the culture.

True

True or False: The Federal Trade Commission can order an advertiser to halt a deceptive ad campaign.

True

True or False: The Lincoln Motion Picture Company was the first company to produce serious narrative movies for the African American audience.

True

True or False: The Television Advertising to Children study suggested that many young children think of advertising as just another form of programming and don't distinguish between programs and ads.

True

True or False: The culture of free information access still permeates the Web today.

True

True or False: The standard for the last 100 years has been movies filmed 24 frames per second, until Peter Jackson filmed The Hobbit at 48 frames per second.

True

True or False: Walt Disney was Hollywood's only successful newcomer in the 1930s with Snow White and the Seven Dwarfs.

True

True or False: Étienne Jules Marey invented the first motion picture camera in 1882.

True

The first film that captured natural color instead of using colorization techniques

With our King and Queen through India

Charles Tainter, an inventor, became interested in improving Edison's original phonograph by creating a device called the graphophone. He hired a mechanic to help him design:

a machine to send telephone messages using selenium

Who was the first "media president"?

a. Franklin Roosevelt, with his Fireside Chats

Which of the following is not true of trade magazines: a. They are read by the general public wanting to know about new products. b. They are read by people in a particular industry. c. They carry advertising. d. They are read by paid or unpaid subscribers. e. They are intended to provide information rather than entertainment.

a. They are read by the general public wanting to know about new products.

One of the main arguments against advertising is: a. advertising reduces competition and creates monopolies. b. advertising produces cheaper products. c. ads become more popular than the programming itself. d. consumers don't buy enough goods.

a. advertising reduces competition and creates monopolies.

Studies by media scholar Carolyn Martindale concluded: a. that non-white groups are visible "only in glimpses" in the media. b. that Latinos are often portrayed as successful professionals on television. c. that a climate of bi-racial coexistence is present in America's newsrooms. d. that non-white groups are presented as an integral part of American society.

a. that non-white groups are visible "only in glimpses" in the media.

The U.S. mass media:

actively influence social and cultural institutions.

The ubiquity of advertising means that:

advertising is everywhere

What are the three key concepts that can help to organize your thinking about mass media and their impact on American society? (choose all that apply.) a. Television ushered in the second communications revolution b. Mass media both reflect and affect politics, society and culture. c. The mass media are profit-centered business. d. The mass media rely heavily on government funding. e. Technological developments change the way mass media are delivered and consumed.

b. Mass media both reflect and affect politics, society and culture. c. The mass media are profit-centered business. e. Technological developments change the way mass media are delivered and consumed.

According ourtextbook, what is true about radio listening habits? a. People mostly listen at home. b. People listen more in the car than everywhere else combined. c. The majority of radio listening is done at work. d. People listen twice as much at work as they do at home.

b. People listen more in the car than everywhere else combined.

The Internet is completely different from traditional media because of: a. it uses only digital technology. b. absence of central control for content. c. its ability to attract advertisers. d. its ability to attract subscribers.

b. absence of central control for content.

Lee de Forest a. manufactured crystal detectors that could capture radio waves. b. perfected a glass bulb called the Audion that could detect radio waves. c. conducted experiments that led to the first voice broadcast. d. started KDKA, the first commercial radio station.

b. perfected a glass bulb called the Audion that could detect radio waves.

The term "demographics" refers to: a. how many ads Americans see and hear in a day. b. the analysis of audience characteristics, such as sex, age, and marital status. c. cost per thousand people reached. d. All of these answers are correct.

b. the analysis of audience characteristics such as sex, age, and marital status

Studios complain they lose money because: a. the independents are making more money than the major studios. b. the number of admissions has dropped significantly since the 1940s. c. they have to pay directors and actors too much money. d. All of these answers are correct.

b. the number of admissions has dropped significantly since the 1940s

Which of the following is not true of magazines? a. Magazines reflect the culture and characteristics of society. b. As readers' lifestyles change, so do magazines c. Most magazines today are seeking to appeal to a broader audience. d. Magazines that adapt to special interests survive and prosper e. Magazines continue to make money from advertising

c. Most magazines today are seeking to appeal to a broader audience.

The editors of Media Life predicted the following changes for radio. Which item was not forecast? a. A renaissance of local radio b. Radio will go entirely digital c. Big radio will get bigger d. The merging of radio, tv and news under single operators

c. big radio will get bigger

Daniel Boorstin's view of the common characteristics that make American advertising work include the following a. repetition b. talk and talk-talk, or style c. ubiquity d. all of the above

d. All of the above

In the 1950s: a. the number of television sets quadrupled b. movie makers sought to attract viewers with technological improvements and gimmicks c. thousands of movie theaters closed d. All of these answers are correct

d. All of these answers are correct

What was or were the important contribution(s) of Edwin S. Porter's 1903 film, The Great Train Robbery? a. Shooting at multiple locations b. The use of human action and a speeding train c. The introduction of dissolves rather than film splices between shots d. All of these answers are correct.

d. All of these answers are correct

According to textbook Powerpoint, "The Evolution of Today's Convergence: 1978 to 2016," which of the following is true? a. There was no convergence in 1978. b. By the year 2000, the media were almost completely converged. c. MIT's Nicholas Cage predicted that by 2000 the media would begin converging. d. Today all media segments are almost completely intersecting.

d. Today all media segments are almost completely intersecting.

Advertising is: a. any paid form of non-personal presentation by an identified sponsor. b. how American consumers pay for most of their media. c. overseen by the Federal Trade Commission. d. All of these answers are correct.

d. all of these answers are correct

HD radio: a. makes it possible for radio stations to transmit real-time text-based information services as well as programming. b. broadcasts overseas stations in the US. c. is only available in subscription form from certain car companies. d. is made possible by a small satellite transmitter in special radios.

d. is made possible by a small satellite transmitter in special radios

Satellite radio: a. is supported primarily by advertising. b. is reserved for news-talk programming. c. is free. d. is supported primarily by subscriptions.

d. is supported primarily by subscriptions

Interpersonal communication means

direct sharing of experience between two people

Our textbook lists "15 common ways ads appeal to consumers." Which of the following was not on the list? a. sex b. guidance c. dominance d. disdain

disdain

The most significant trend in radio today is toward:

greater audience segmentation

Children who watch a lot of television, according to a 1981 California study:

have lower scores on math, reading and writing tests.

Mass communication:

is communication from one person or group of persons through a transmitting device to large audiences or markets.

The average US adult spends about ____ of his or her waking day with mass media

more than 3/4 (90 percent)

The average magazine reader today:

owns a home and works full time

What is viral marketing?

pass-along advertising messages

Which of the following was not an important technological development improving music delivery in the 1950s and 1960s? a. condenser microphones b. stereo sound c. re-writable CDs d. transistors e. tape recording

re-writable cds

The International Copyright Law of 1891 required

requires all publishing houses to pay royalties to all authors

Book publishers pay authors by a system known as:

royalties

What is Jammie Thomas' claim to fame?

she was the first person to be legally fined for music piracy

The cost of national and statewide political campaigns has:

skyrocketed since the year 2000

Researcher Elisabeth Noelle-Neumann says the media discourage people from expressing views that disagree with the prevailing point of view. She calls this effect:

spiral of silence

Using the contents of a book to create related products, such as movies and t-shirts, is called:

subsidiary rights

The most striking characteristic of magazine development in the second half of the 20th century has been a trend toward:

targeted audiences

1000 B.C. and 1951 mark _____:

the first and third information communication revolutions

Benjamin Franklin started:

the first lending library in America.

The "digital divide" refers to the fact that:

the lack of access to digital technology among low-income, rural and minority groups.

Which of the following was the event that may lead to the decline of free music file-swapping services and the increasing popularity of services that facilitate legal downloading of music? a. the lawsuit against Napster by the RIAA. b. the lawsuit against Grokster by MGM Studios in 2005. c. the introduction of the MP3 player. d. the lawsuit against individuals illegally downloading music in 2003. e. the lawsuit against record retailers by 2 Live Cru and Luke Skywalker record label.

the lawsuit against Napster by the RIAA.

The second information communications revolution began with the invention of

the movable type printing press

Which of the following is NOT an example of how technology has changed the way books are produced and promoted:

Streamlining the publishing process to save on natural resources.

Like any business, publishing houses want to build their profits. What do they look for to increase the bottom line?

Subsidiary and international rights

The two-step flow of communication is:

the transmittal of information from mass media to opinion leaders and then to friends.

After Congress held hearings on violent content in television programming in 1993, cable operators and network broadcasters agreed:

to develop violence ratings for TV programming.