Com 101 Final – Flashcards

In mass communication, feedback is typically:

Which of the following statements is NOT part of a comprehensive definition of media literacy?

"The media don't tell us what to think, they tell us what to think about." Which media analysis theory is this statement taken from?

Generally speaking, what was print's greatest direct effect on society?

Social networking sites such as Facebook are examples of which of the following types of communication?

Mike's alarm has just gone off. He debates in his own head whether he would rather sleep in or go to his early morning class. Mike has been using which of the following types of communication?

The average person:

The media in the United States are typically owned by which of the following?

A media scholar is trying to find out if children who watch Sesame Street do better in second grade than children who watch Spongebob Squarepants. What kind of effect is he looking for?

A media scholar is trying to find out whether political ads are more persuasive if they're played on radio or on television. What kind of effect is he looking for?

When most brands in a given product category are essentially the same, they are called ____________ products.

Digital recordings, such as CDs, frighten recording companies for which of the following reasons?

The blacklist of the late 1940s and early 1950s was driven by:

Movies of the '90s and '00s are generally aimed at:

The purpose of the Hay's office was to:

In 1930s, Federal Radio Commission denied Brinkley's application to renew his broadcasting license because:

When television took off, movie studios' response was to:

Network affiliates are which of the following?

Why are broadcasters and studios so concerned about high-definition broadcasting?

Our definition of what is broadcasting is being changed by the fact that you can now do which of the following?

Paul Baran's idea of cutting internet content into small pieces and sending those pieces on the easiest route to find their final destinations is known as:

The first web browser that could handle graphics instead of just text was called which of the following?

Tim Berner-Lee's innovation that made the internet accessible to ordinary people was his invention of:

Radio and internet have which of the following in common?

Which of the following statements is NOT part of a comprehensive definition of advertising?

When advertisers want to persuade consumers intellectually (instead of emotionally), which value of the product will they focus on?

What is the function of "weasel words" in advertising speech?

Most advertising relies on which of the following to make their products attractive to their target audience?

Which complaint about advertising is NOT valid?

An ad that can work for a male audience will be significantly different from an ad that can work for a female audience if it uses which of the following appeals?

A computer company's selling point of "Our computer runs 25% faster" is an example of:

Modern media communication have contributed to:

The purpose of public relations is to:

True/False: A person who is media literate cannot make informed decisions about the performance of the media.

True/False: Johannes Gutenberg being a goldsmith made it possible for him to invent moveable type.

True/False: Printing brought an end to narrow- minded thinking and expanded people's world view.

True/False: During the Middle Ages, monks made copies of books to spread knowledge.

True/False: A society binds itself together through the stories it tells about itself.

True/False: Radio requires greater concentration on the part of its audience than television does.

True/False: Radio never included drama in it's programming.

True/False: Most political talk show hosts are Liberals.

True/False: Thomas Edison invented the first moving picture machine.

True/False: Marconi's radio was essentially a wireless telegraph, only capable of sending dots and dashes.

True/False: First amendment protection of the press covers only the news media but not the entertainment content.

True/False: Movie studios welcomed the introduction of television when it first went on the air in the 1940s.

True/False: Radio has shown a steady decline in audience and availability since the introduction of television.

True/False: The western was the most popular genre of TV show in the 1960s.

True/False: When it first went on air, the Fox Network used a strategy of putting on controversial shows, particularly sitcoms to gather audience.

True/False: Modern communication media such as cell phones, computer databases and Facebook have increased people's privacy.

True/False: News organizations are turning more and more toward modern communication methods such as Facebook and Twitter to gather the news.

True/False: In 1962, Bill Gates invented semi-conductor.

True/False: The internet was originally developed to connect universities to facilitate research.

True/False: A large driving force for improvements in internet technology and software is porngraphy.

True/False: It was the development of the Internet Explorer internet browser that made the internet accessible to average people.

True/False: Advertising began in the 20th century.

True/False: Parity products have obvious differences.

True/False: The use of sexual appeals in advertising never works.

True/False: Puffery is the illegal exaggeration of claims about a product in ads.

True/False: The only reason people buy a product is that the product performs a function they're looking for.

True/False: Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.

True/False: "The Father of Public Relations" was Ivy Lee.

True/False: Advertising works best when people have enough time to rationally think through an ad.

True/False: In Public Relations, companies usually pay mass media for time and space.

True/False: Public Relations is an invention of the 20th century mass-media society.

True/False: When products being sold are cheap, advertising is more cost-efficient than personal selling.

True/False: Our world view is primarily determined through the information we share in personal communication with our friends and family.

Bonus Question: It is clear from statements he made and titles of his books that Edward Bernays believed in which of the following critical theories:

A single hieroglyph could stand for not only the thing pictured but:

Printing had a major effect on:

Long tail media are characterized by which of the following:

People with low levels of media literacy would assume that the most powerful force controlling the media are which of the following?

Which of the following was the first truly national magazine with a large circulation published in the United States?

Maxim is a magazine that is trying to appeal to which of the following audiences?

Dove's campaign for Real Beauty advertisements have been controversial for which of the following reasons?

Which paper was published by Benjamin Franklin?

New soures of news for consumers include which of the following?

Colonial newspapers could be characterized by which of the following?

The method of recording sound that involves storing it in a series of numbers is called which of the following?

Digital reocrdings, such as CDs, frighten recording companies for which of the following reasons?

Which of the following was first major movie with multiple scenes and a plot?

Audience members can now interact with cable and broadcast television by doing which of the following?

The first major mass medium to be supported primarily by advertising in the United States which was of the following?

Arguably, the most effective channel of communication is through the sense of:

When demand for products exceeds the supply of those products, which method of advertising is most likely to be used?

True/False: Prior to the development of Gutenberg's printing press, there were no books published.

True/False: Gutenberg maintained a monopoly on movable type printing for more than 50 years.

True/False: Printing brought an end to parochial thought and expanded people's world view.

True/False: The rules of a society makes for itself are always rational

True/False: The first movies were of everyday scenes.

True/False: All movies were in black and white rather than color until the 1950s.

True/False: The difference between reality TV shows and scripted TV shows is that the scripts for reality shows are written after the footage of scenes is shot.

True/False: Advertising usually uses rational arguments to sell products

True/False: It was the development of the Mosaic internet browser that made the internet accessible to average people

True/False: The sense of smell works well in advertising

True/False: Differences between parity products are induced

True/False: The Volkswagen advertising campaign of the late 1950s/early 1960s used a hard sell approach.

True/False: Advertising avoids using stereotypes to avoid offending people.

True/False: Consumers will often pay more for a product that has a premium image attached to it by advertising.