question

Scholars who study Agenda Setting agree that

answer

The media often guide people on what to think about through selective focus on issues

question

The "magic bullet" concept of mass communication

answer

Held that mass communication was powerful and direct

question

The concept of the active audience play a key role in uses-and-gratifications research

answer

True

question

What is the theory that posits that more highly educated segments of a population know more about the issues early on and, in fact, acquire information about that issue at a faster rate than the less educated segments

answer

Knowledge gap theory

question

The Payne Fund Studies revealed that reactions to films depended on social and psychological differences

answer

True

question

Media activist Robert McChesney has argued that a journalistic system that focuses more on attracting the attention of audiences rather than trying to build an informed society threatens the ability of citizens to participate in public affairs

answer

True

question

What focuses on the "corrosive influence of capitalism on culture?"

answer

Critical theory

question

Whenever a new medium surfaces a lot of research is conducted focusing on its effect on children

answer

True

question

Suppose you go to a trusted friend to ask what is the best movie to go see this weekend. This was an example of what media theory?

answer

Two-step flow

question

Cultivation research

answer

Tends to regard TV violence as a factor that reinforces power

question

Media managers must think of audiences of consumers of media materials and other products. Intuition plays no part of this process. It requires only solid knowledge of the marketplace

answer

False

question

*The general name for characteristics by which people are divided into particular social categories

answer

Demographics

question

*The process of mixing media genres within and across cultures is known as

answer

Hybridity

question

A news story marked by timeliness, unusualness, conflict, and closeness is categorized as

answer

None of the Above (editorial, infotainment, Inverted pyramid, soft-news) ?

question

A format is a patterned choice and arrangement of elements that make up specific media material

answer

True

question

The amount of area or time available for presenting media products to audiences would be known as

answer

Shelf space

question

*Amount a cable system or satellite firm pays to a broadcaster for the right to pick the broadcaster's signal off the air and send it to cable or satellite suscribers

answer

Retransmission fee

question

*Government regulations prohibit media production companies from also being the company that distributes the finished product

answer

False

question

*Vertical integration...

answer

Exists when one company controls the entire media product, from production to distribution and exhibition

question

Employees in this department of a PR firm typically handle calls and email requests from journalists

answer

Media relations

question

Helps companies that depend on government contracts to prevent legislation that may have negative effects on a firm

answer

Public affairs

question

A media vehicle that has in the past been open to input from public relations practitioners

answer

Publicity outlet

question

Situation in which companies pay money to be associated with particular activities that their target audiences enjoy or value

answer

Event Sponsorship

question

The process of getting people or products mentioned in the news and entertainment media in order to get members of the public interested in them

answer

Publicity

question

A public relations activity usually hides its presence and its sponsor

answer

True

question

Suppose a firm sponsors a coast-to-coast solar-car race named after the company on college campuses and makes sure all the local TV and radio stations in the areas cross cover the race. This is and example of

answer

*Hard News coverage of a corporate communication activity

question

What is the term for a short essay that is written in the form of an objective news story?

answer

*A press release

question

Any of the late-night TV commercials you've watched that urge you to phone them via an 800 number or a web ad that asks you to click to buy a product or service

answer

Direct marketing

question

Some TV industry executives acknowledge that they create and produce some shows to turn off viewers whom they don't want in their audience

answer

True

question

The supreme Court has ruled in support of the long-held belief that the First Amendment applies to restraint of the federal government, but that states are more free to restrict speech if they decide to

answer

False

question

Which of the following forms of mass media are viewed to be protected by the first Amendment

answer

(All of the Above) All forms of newspapers Television news shows Primetime TV shows

question

Pornographic materials are subject to restraint if

answer

None of the above (They are sexually explicit, they are with sexually explicit images on the outer packaging, They contain material that a majority of the people in the country would thin would be obscene.

question

Critics raise a concern that this type of reporting may lead to a tendency to sympathize with the military personnel they write about.....

answer

Embedded reporting

question

*Fair use regulations allow a person or a company to use a small portions of copyrighted work without asking permission of the copyright holder

answer

True

question

Spoken communications that is considered harmful to a person's reputation

answer

A form of defamation, and slander.

question

Suppose a national cancer research center tries to increase charitable donations by creating a "We are Winners" website showing photographs of living cancer survivors without their permission

answer

Appropriation

question

In public disclosure privacy cases, if a journalistic organization obtains information unlawfully— whether or not the information is truthful—the organization may be held liable for invasion of privacy under the rules of public disclosure.

answer

True

question

*Which government body is in charge of creating technical order of the frequency spectrum?

answer

The Federal Communications Commission (FCC)

question

What is not a recognized duty for a member of the media industry

answer

A duty to maximize ratings (Duty to self, duty to your audience, duty to society, duty to promise holder)

question

Paying for media space or time in order to direct favorable attention to a product or service is known as

answer

Advertising

question

*Ad agency holding companies have exclusivity clauses that prevent them from serving competing clients. For example, no holding company could have both Ford and Chevrolet as a client.

answer

False

question

Suppose the Canon copy company created an advertising campaign directed at major Big 10 universities to convince them to purchase their copiers instead of Xerox copiers. This is an example of what type of advertising.

answer

Business to Business advertising

question

An internet ad agency is an example of a specialty ad agency

answer

True

question

What is not considered a basic function of ad work

answer

Sales pitches

question

What department of an ad agency decides where specific ads will be placed for exhibition?

answer

The Media Planning Department

question

*CPM stands for 'Cost per Million' and is a measure of advertising efficiency

answer

False! It stands for Cost per thousand

question

*Creating a specific image of a product or service to make it stand out in the minds of consumers is known as

answer

Branding

question

Which department will likely be most involved in determining if an advertising campaign was a success?

answer

None of the Above (Creative services, Account services, Media planning, office management)

question

Dividing society into different categories of consumers is known as psychographic positioning

answer

False

question

Which of the following is true about the internet: It is the same as the Web, It was designed as a military tool, It was designed under the same principles as the land-line phone system

answer

It was designed as a military tool

question

According to Table 6.1, most of the people who us the internet earn over $75,000 a year

answer

False

question

The first email program was created in response to the popularity of Apple computers

answer

False

question

*What is the general name for firms that provides the technology through which the person can access the internet?

answer

internet service providers (ISPs)

question

The net neutrality issue focues on the desire by websites and advocates to make sure that ISPs do not charge sites for

answer

Transmission

question

information that a website puts on your computer's hard drive so that it can remember something about you at a later time

answer

cookie

question

an online location where people can interact with others around information, entertainment, and news of their own choosing and, often, making

answer

Social media site

question

a complex set of mathematically based rules that search engines use to come up with sites that relate to your search terms

answer

Algorithm

question

creative products, such as videos and music, generated by people who visit websites

answer

User generated content (UGCs)

question

Computer jargon used to describe user movement through websites

answer

Clickstream

question

Which of the following is not a kind of newspaper advertising that can easily be replaced by the internet

answer

Freestanding insert advertising

question

Newspaper strategies for competing with the internet have stopped long-term declines in circulation and revenue

answer

False

question

A newspaper publisher sets the advertising/editorial ratio which determines how large the paper's newshole will be. In a typical daily newspaper this ratio is:

answer

60/40

question

A strategy in the newspaper industry mentioned in the chapter is to publish niche newspapers, intended to reach

answer

Particular ethnic communities

question

Your textbook mentions that reporters are increasingly expected to: A, Create stories for print and online publication, B, Write a web log, or blog that is available online, C, Sell advertising space

answer

A & B

question

The Audit Bureau of Circulation--the organization that tracks newspaper readership--does not count the number of paying online subscribers to a paper's online version.

answer

False

question

*Direct mail firms, marriage mail outfits, and so-called "shoppers" compete with newspapers to provide

answer

Total Market coverage

question

A digital strategy for building newspaper readership would be: A, Continuous updates to keep readers coming back, B, A use of an *RSS Feed, C, A greater focus on national issues

answer

A & B

question

A barrier that prevents people from accessing digital material without first paying money

answer

A paywall

question

The circulation of printed daily newspapers has moved downward over the past quarter-century, even though the nation's adult population has grown by more than a third.

answer

True

question

B2B and other magazines that are only distributed to specific audience have

answer

controlled circulation

question

Large Magazines can afford to pay ____ to get their magazines the best available display space

answer

Slotting fees

question

Consumer magazines are aimed at manufacturers of specific consumer items

answer

False

question

Which of the following is NOT true about newsletters: They tend to have a wide circulation, They are elaborately constructed, As a category they have resisted the migration to digital distribution, Most are published only twice a year

answer

None of the above are true about newsletters

question

_____________ are databases compiled by magazines that tell potential advertisers attractive key facts about their readers

answer

*Media kits

question

Close to 40% of magazine sales come from single-issue purchases from bookstores, grocery stores, and newsstands.

answer

False What is the percentage?

question

A magazine publisher is responsible for making the content in the magazine

answer

False

question

Standard Rate and Data Service (SRDS), A, collects and sells info about magazine audiences, B, Collects and sells info about advertising rates, C, devotes an entire reference directory to B2B magazines.

answer

All of the above

question

Sworn circulation figures are certified by an external auditor

answer

False

question

Advertisers who want their magazine ad to be targeted geographically can expect a lower CPM because they are reaching fewer readers.

answer

False

question

*A recording company's A&R (artist and repertoire) employees

answer

Search for promising new artists

question

Singles are important, because

answer

They're the building blocks of radio formats

question

A major record label can provide an artist

answer

Sustained cross-media exposure Distribution advantages

question

In another example of attempting to control risk, radio station Program Directors give preference to established artists with a track record of success.

answer

True

question

In order to stop unauthorized downloading, the RIAA (Recording Industry Association of America)

answer

Began suing individuals for copyright infringement in 2003

question

*ASCAP and BMI are two major

answer

Music societies that collect musical royalties on behalf of publishers and composers

question

The term payola refers to the money a musical composer receives every time their music is played on the radio.

answer

False

question

The sales of musical ringtones in the US is a growing market

answer

False

question

*Itunes Radio, Pandora, and IHeartRadio are examples of

answer

Internet Radio Stations

question

Just like advertising holding companies own many agencies, music recording companies each own many labels.

answer

True

question

The overall sound of a radio station is the primary responsibility of the

answer

Program Director

question

The name of a form of advertising in which airtime is purchased from a local radio station by national advertisers or their representatives

answer

National spot advertising

question

The Telecommunications Act of 1996

answer

Encouraged the concentration of station ownership

question

A format clock is an electrical device required by the FCC to make sure that allU.S. radio stations are technologically coordinated in the event of a national crisis.

answer

False

question

The term noncommercial stations refer to stations that receive no corporate funding.

answer

False

question

What is the term used to refer to one percent of the population in a media market?

answer

A rating point?

question

practice in which a syndicator provides the radio program and keeps a number of minutes for the sale of commercials to advertisers

answer

Barter

question

form of radio advertising in which national advertisers or their representatives purchase airtime not from local radio stations but from the network that serves the radio station

answer

Network Advertising

question

the personality of a station, designed to attract a particular audience segment

answer

Format

question

early weekday mornings and late afternoons, when radio stations expect to capture their largest audience

answer

Drivetime

question

The Paramount Consent Decree of the late 1940s

answer

Prohibited vertical integration

question

In 2011 the largest demographic group to watch theatrical releases in movie theaters was 12-24

answer

True

question

*When you see the phrase "A Warner Bros. Theatrical Release" you know that the film was produced by Warner Bros.

answer

False

question

Which of the following is NOT one of the "majors"

answer

Pixar

question

*Which of the following statements are true about independent producers? A, They help reduce the risk of the big six, B, They are not owned by a distributor, C, They have harder time generating production investment capital

answer

All of the above are true

question

*A deal in which a production firm convinces a famous actor or director to take a lower salary in exchange for getting a percentage of the money that the production firm receives from the distributor is known as

answer

Back-end deal

question

US comedies are not historically successful in foreign markets and therefore are budgeted in order to make profit on US revenue alone.

answer

True

question

Which of the following distribution patterns is the most popular in the United States?

answer

Wide Release

question

The amount of profit that movie theater owners make for exhibiting a film is about 40% of ticket price

answer

False 90%?

question

In the motion picture industry Guilds operate

answer

as unions

question

The gaming population is made up of almost twice as many males as females

answer

False

question

The industry name for puzzle, card, board, and word games is

answer

Casual games

question

The largest percentage of games are made by companies that also produce hardware like consoles and handheld gaming devices

answer

False

question

*Observers of the gaming industry agree that since 2000 game production has become more

answer

Hit-driven

question

Characterized by their focus on exploration and a story rather than on challenges that require the quick use of reflexes.

answer

Adventure games

question

Teaching-oriented video games that are designed to have educational outcomes for specific groups of learners

answer

Edutainment

question

Another term for a custom game created by advertisers to promote the brand through placement on a website or Facebook page is 'advergame.'

answer

True

question

Dynamic in-game advertising A, is a form of embedded advertising, B, involves changing the ads depending on a player's game setting level, C, Is a highly sophisticated process of targeting players

answer

All of the above

question

A MMORPG (Massively multiplayer online role-playing game) player typically uses

answer

A server An avatart

question

Unlike many other media industries, the video game industry has not yet adopted a ratings system

answer

False ERSB (Entertainment Software Rating Board)

question

*Off network syndication

answer

When a distributor takes a program that has already been shown on network TV and rents episodes of that program to TV stations for local Airing. Stripping is a popular tactic in off-network syndication

question

*Tiering

answer

The strategy by which different levels of television programming are priced differently

question

*Channel Multiplexing

answer

Sending multiple signals or streams of info on a carrier at the same time in the form of a single complex signal and then recovering the separate signals at the receiving end

question

*Pitch

answer

...

question

*are cablevision, comcast, and direct tv ovpds

answer

no

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