intro mass communication exam 3 over chapters 11-12 and 14-15

in international broadcasting, an operation established by one country to substitute for another's own domestic service is called: - an indigenous service - a surrogate service - a pirate service - an exogenous service

A SURROGATE SERVICE

when discussing the First Amendment, Supreme Court Justice Hugo Black said, "No law means no law." He was expressing the _____ position on the freedom of press and speech - self-righting - social responsibility - patriarchal - absolutist

ABSOLUTIST

the _____ department is typically headed by an account executive, who serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialists assigned by the agency to the client - administration - account management - creative - account relations

ACCOUNT MANAGEMENT

clients are increasingly asking advertisers for _____, agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged - value compensation - ruled placements - permission billing - accountability metrics

ACCOUNTABILITY METRICS

_____ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes - puffery - public relations - advertising - promotion

ADVERTISING

_____ refers to a fake grassroots organization; that is, one funded in secret by those with a vested interest in the issue at hand - Spin - VNR - Astroturf - Greenwashing

ASTROTURF

the normative theory that calls for the subjugation of media for the purpose of serving the government is the _____ concept - authoritarian - development - revolutionary - Western

AUTHORITARIAN

the philosophy of _____ states that, in individual First Amendment cases, several factors should be weighed in determining how much freedom the press is granted - clear and present danger - libertarianism - social responsibility - balancing of interests

BALANCING OF INTERESTS

Britain's external service is the: - VOA - ITVA - B-SkyB - BBC

BBC

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: - brands - public relations - slogans - advertising campaigns

BRANDS

PR efforts on behalf of charities, relief groups, or other organizations serving publics in need are called _____ - lobbying - viral PR - cause marketing - do-good PR

CAUSE MARKETING

because freedom of the press can be limited if the likely result is damaging, there is no absolute freedom of expression in the case of: - clear and present danger - commercial media - free press versus fair trial - entertainment content

CLEAR AND PRESENT DANGER

public affairs work in the communities in which an organization exists is characteristic of which public relations service - lobbying - community relations - publicity - promotion

COMMUNITY RELATIONS

the study of different countries' mass media systems is called: - normative studies - normative analysis - international studies - comparative analysis

COMPARATIVE ANALYSIS

the issue of _____, an important tool of journalism, involves the ability of media professionals to keep secret the names of people who provide them with information - ascertainment - privacy - prior restraint - confidentiality

CONFIDENTIALITY

identifying and granting ownership of a given piece of expression, _____ is designed to protect the creator's financial interest in that expression - copyright - ascertainment - public domain - fair use

COPYRIGHT

the _____ department is where the advertising is developed from idea to ad. it involves copywriting, graphic design, and often the actual production of the piece, for example, radio, television, and Web spots - account relations - media - administration - creative

CREATIVE

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: - media transfer - the New World Information Order - cultural imperialism - satellite imperialism

CULTURAL IMPERIALISM

creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____ segmentation - demographic - zip code - psychographic - phylographic

DEMOGRAPHIC

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 - Ivy Lee - George Creel - Edward Bernays

EDWARD BERNAYS

there are many publics with whom PR professionals interact, including an organization's _____, its family. good public relations begins at home with company newsletters, social events, and internal and external recognition of superior performance - communities - stockholders - employees - media

EMPLOYEES

FreeNK, which broadcasts antigovernment messages into North Korea from South Korea, is an example of a(n): - exogenous station - pirate station - external service - indigenous station

EXOGENOUS STATION

a clandestine broadcast operation that operates outside the region into which it transmits is an: - exogenous station - pirate station - indigenous station - external service

EXOGENOUS STATION

many countries maintain broadcasting services, called _____, that are designed to counter the propaganda of rival nations and disseminate information about themselves - pirate stations - indigenous stations - exogenous stations - external services

EXTERNAL SERVICES

NBC successfully used the traffic-cop analogy to win its argument in NBC v. United States - true or false

FALSE

advertising is strictly forbidden, even today, as a source of financial support for China's broadcast system - true or false

FALSE

advertising provides the primary source of financial support for Britain's BBC - true or false

FALSE

directly interacting with elected officials or government regulators is the public relations activity known as community relations - true or false

FALSE

false advertising and puffery are essentially the same - true or false

FALSE

for all intents and purposes, advertising and public relations are the same endeavor - true or false

FALSE

in an ad agency, the account management department typically develops an ad's copy and design - true or false

FALSE

many PR firms bill clients a fixed fee arrangement, a standard surcharge of 17.65 percent for handling such things as printing, research, and photographs - true or false

FALSE

most media professionals favor licensing of journalists if it will produce higher standards of operation - true or false

FALSE

products in a given brand category that are essentially the same are called unique selling propositions (USPs) - true or false

FALSE

public relations is a relatively modern development, beginning in earnest with the massive PR campaign to win the public's support for World War I - true or false

FALSE

purely entertainment content, such as a fun summer movie, does not enjoy First Amendment protection because it is totally commercial in its intent, and therefore, not of "the press" - true or false

FALSE

slander typically applies to the false and malicious publication of material that damages a person's reputation - true or false

FALSE

the Chinese media system is a hybrid of both the U.S. and British systems - true or false

FALSE

the conflict between the government and the New York Times over publication of the Pentagon Papers centered on the issue of national security - true or false

FALSE

the editors of The Progressive fought the government over the issue of prior restraint - true or false

FALSE

the listening public was outraged when radio station WEAF began airing commercials in 1922 - true or false

FALSE

the world's most respected external service is the VOA - true or false

FALSE

the writers, graphic designers, artists, and video producers at a PR operation are typically referred to as media specialists - true or false

FALSE

those who hold the absolutist position on the First Amendment are willing to make an exception when it comes to control of offensive and indecent content - true or false

FALSE

users are much more likely to welcome advertising on their smartphones - true or false

FALSE

whereas many developing nations fear cultural imperialism, especially from U.S. media, our European friends with well-developed cultures and media systems—for example, the French—do not share those concerns - true or false

FALSE

public relations firms with particular skill at countering the PR efforts of environmentalists are said to be good at: - whitewashing - countermentalism - enviro-manipulation - greenwashing

GREENWASHING

which one of the following will you NOT see on a Saudi Arabian broadcast of The Simpsons? - Marge cooking fish - Lisa playing the sax - Homer drinking a Duff Beer - Bart eating a hamburger

HOMER DRINKING A DUFF BEER

British law only recently permitted product placement in television shows, but still forbids it _____ - all of these - during prime time broadcasts - in children's programming - in Sunday morning public affairs programming

IN CHILDREN'S PROGRAMMING

among the criticisms of advertising is its _____, the fact that ads are everywhere—in schools, on sidewalks, even in the sky - deceptiveness - exploitativeness - intrusiveness - crassness

INTRUSIVENESS

around 1913, public relations pioneer _____ issued his Declaration of Principles, which moved the profession's focus from primarily dispensing publicity to providing information - Edward Bernays - Mason Weems - George Creel - Ivy Lee

IVY LEE

_____ refers to using Internet-created databases to collect names, addresses, e-mail addresses, and other information about likely clients or customers - search marketing - rich media - sponshorships - lead generation

LEAD GENERATION

the false and malicious publication of material that damages a person's reputation (typically applied to print media) is: - privilege - libel - fair comment - slander

LIBEL

the First Amendment is based on the _____ philosophy that people cannot govern themselves in a democracy unless they have access to the information they need for that governance - federalist - socialistic - social responsibility - libertarian

LIBERTARIAN

in Great Britain the BBC is funded by _____ based on the number of receivers people have in their homes - license fees - voluntary donations - a surcharge on set sales - automatic paycheck withdrawals

LICENSE FEES

in 1980 UNESCO issued its report, the _____, on the question of maintaining national and cultural sovereignty in the face of the rapid globalization of mass media - New World Information Order - MacBride Report - Hawthorne Report - Report on Cross-Border Communication

MACBRIDE REPORT

two essential elements of all good definitions of public relations are communication and: - advertising - management - control - manipulation

MANAGEMENT

the American surrogate service transmitting into Cuba is Radio and Television: - AFRTS - VOA - Marti - COMSAT

MARTI

media practitioners who put their ethical values into action are using: - metaethics - applied ethics - moral agents - normative ethics

METAETHICS

in applying ethics, the person making the decisions is called the: - moral compass - moral agent - ethical actor - interested party

MORAL AGENT

reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the _____ to monitor potentially deceptive advertising, still the industry's most important self-regulatory body - Advertising Federation of America - National Advertising Review Board - American Association of Advertising Agencies - Association of National Advertisers

NATIONAL ADVERTISING REVIEW BOARD

the Supreme Court decision declaring that the FCC's traffic cop role did indeed allow it to regulate the content of that traffic is the _____ Decision - Red Lion - FCC - Fairness Doctrine - NBC

NBC

among the individual or group interests that often conflict in ethical dilemmas are those of the _____, a particular person or group that is likely to be affected by media practitioners' actions - financial supporter - society - profession - object of the act

OBJECT OF THE ACT

"a sucker is born every minute" was the public relations philosophy of what legendary PR practitioner? - John Jay - P. T. Barnum - Mason Weems - Amos Kendall

P. T. BARNUM

illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called: - indigenous stations - external services - pirate stations - exogenous stations

PIRATE STATIONS

the power of the government to prevent the publication or broadcast of expression is called: - prior restraint - lack of privilege - actual malice - due cause

PRIOR RESTRAINT

the basis for the test of _____ is the idea that the press cannot be deterred from covering legislative, court, or other public activities for fear that the comments of a speaker or witness will open it to claims of libel or slander - truth - fair comment - due cause - privilege

PRIVILEGE

_____ 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 - niche buyers - teenagers - proactive consumers - up-scale consumers

PROACTIVE CONSUMERS

in the early days of radio—the 1920s until well after World War II—programming was: - paid for advertisers - subject to advertiser approval - free of advertising - produced by ad agencies for their clients

PRODUCED BY AD AGENCIES FOR THEIR CLIENTS

an event staged specifically to attract public attention is a: - managed moment - photo op - pseudo-event - nonevent

PSEUDO-EVENT

limits on advertising and other public service requirements imposed on Britain's commercial broadcasters in exchange for the right to broadcast constitute broadcasters': - prior notification - remand warning - D-notice - public service remit

PUBLIC SERVICE REMIT

the public relations activity of getting media coverage for clients is called: - public affairs - lobbying - publicity - promotion

PUBLICITY

President Franklin D. Roosevelt made impressive use of which medium as a public relations tool to sell his New Deal directly to the people? - talking movies - mass-circulation newspapers - radio - mass-circulation magazines

RADIO

_____ advertising is the advertising of products by stores like Sears and Macy's. it is typically local, reaching consumers where they live and shop - national consumer - institutional - retail - trade

RETAIL

ad production is billed at an agreed-upon price called a: - per diem - percentage - retainer - commission

RETAINER

_____ refers to sophisticated, interactive Web advertising, usually employing sound and video - rich media - search marketing - sponsorships - lead generation

RICH MEDIA

many in the advertising industry are calling for a new way to measure a commercial's effectiveness, _____, an accountability-based measure of success - ROI - engagement - USP - creativity

ROI

the _____ principle is represented by the paired ideas that the free flow or trade of ideas ensures that public discourse will allow the truth to emerge and that truth will emerge from this public discourse because people are inherently rational and good - self-righting - Federalist - First Amendment - social responsibility

SELF-RIGHTING

the guarantee to a fair trial is secured in the _____ Amendment to the Constitution - Fourteenth - Sixth - First - Twenty-third

SIXTH

oral or spoken defamation of a person's character (typically applied to broadcasting) is: - fair comment - libel - slander - privilege

SLANDER

_____, outright lying or obfuscation, is antithetical to authentic communication and should be avoided by PR professionals, according to executive Roxanne Taylor - Spin - Covering up - Embedding - Dissembling

SPIN

a satellite revolution began with the launch in 1957 of _____, the first man-made satellite to orbit the Earth - Sputnik - COMSAT - INTELSAT - Early Bird

SPUTNIK

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 - the Armed Forces Radio and Television Service - Radio/TV Marti - Radio/TV West Germany

THE ARMED FORCES RADIO AND TELEVISION SERVICE

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: - falling profits - demands from magazines for more ethical operation - the establishment of the Federal Trade Commission - demands for consumers

THE ESTABLISHMENT OF THE FEDERAL TRADE COMMISSION

among the regulatory requirements that disappeared during the broadcast deregulation movement of the Reagan administration is _____, which required broadcasters to cover issues of public importance and to be fair in that coverage - clear and present danger - the Fairness Doctrine - ascertainment - safe harbor

THE FAIRNESS DOCTRINE

the Chinese media system is based on that of: - Korea - Japan - the former Soviet Union - the United States

THE FORMER SOVIET UNION

the first publicity company, _____, was established in 1906 to help the railroad industry challenge legislation it opposed - Lord and Thomas - the New York World - N. W. Ayers & Sons - the Publicity Bureau

THE PUBLICITY BUREAU

_____ 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 - trade - institutional - retail - national consumer

TRADE

early PR practitioner Ivy Lee is credited with changing his industry from one primarily interested in publicity to one more interested in providing information - true or false

TRUE

even though Korea is one of the United States' most loyal international friends, it still limits the number of American movies it imports each year - true or false

TRUE

greenwashing is the PR activity on countering criticism directed at clients by environmental groups - true or false

TRUE

prior restraint is allowed in Great Britain - true or false

TRUE

revenues for American PR firms constitute about half of the world's total - true or false

TRUE

the first corporate public relations department was started by Westinghouse - true or false

TRUE

the identification of a given product with its manufacturer is an example of brand awareness - true or false

TRUE

the libertarian model of press control is based on the self-righting principle - true or false

TRUE

the modern era of public relations is characterized by advanced two-way communication - true or false

TRUE

a product's _____ is what sets it apart from other brands in the same category - unique selling proposition - parity - niche - branding

UNIQUE SELLING PROPOSITION

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

the first corporate public relations department was established in 1889 by: - Westinghouse Electric - the Publicity Bureau - the New York World - the New York Central Railroad

WESTINGHOUSE ELECTRIC