Journalism 101 Final

question

American television viewers see an average of how many commercials per week?
answer

789
question

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

newspapers
question

The social process by which people go from having the identities they are born with, to being able to decide who they want to be is which of the following? A) industrialization B) modernization C) urbanization D) standardization
answer

modernization
question

William Paley became convinced of the potential of radio advertising rights after he did which of the following?
answer

He used radio advertising for his family’s cigar company (To get publicity)
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In advertising, the cost of reaching 1,000 consumers with a particular advertisement in a particular medium is known as which of the following?
answer

CPM
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Broadcast television networks carry an average of _________ of advertising and promotion clutter per hour.
answer

15 minutes
question

British television viewers see an average of _____ commercials per week.
answer

311
question

In 2008, companies spent ______ a year advertising to children.
answer

17 billion
question

According to the text, the gay market is seen as desirable to advertisers for which of the following reasons?
answer

The market is perceived as relatively upscale.
question

The advertising agency department responsible for deciding where to place the advertising is which of the following?
answer

Media Planning
question

The advertising agency department responsible for deciding on the target market for the advertising is which of the following?
answer

Research and Planning
question

The Target department store identifies pregnant women who might want baby product coupons by:
answer

Tracking the products they buy at the store
question

The advertising agency department responsible for developing the actual advertisements is which of the following?
answer

creative activity
question

raised publicity to a fine art by writing letters to the editor under fake names and accusing himself of fraud
answer

PT Barnum
question

Companies facing an online crisis from negative information spreading on the Internet should do which of the following?
answer

Track the blogosphere and social media to see what people are saying about your company or organization
question

People who buy your company’s produce would be which of the following?
answer

External Publics
question

In radio, the term “drive time” means which of the following?
answer

Morning and afternoon commute times
question

Domino’s Pizza had a major public relations crisis in 2009 when:
answer

Employees posted a prank video to YouTube showing them tampering with pizza and sandwiches
question

Ivy Lee suggested that the best way for the railroads to deal with accidents, in terms of the company’s image was to do which of the following?
answer

Deal with the press openly
question

In public relations terms, a “crisis” is which of the following?
answer

An event that is perceived by the public as damaging to the client’s image
question

The process of going from having work done by muscle to being done by machines is which of the following?
answer

industrialization
question

The innovation in the way Pears’ soap marketed its product was that it was the first to use which of the following?
answer

A brand name
question

An advertisement designed to reach an audience in a set of southern suburbs of Minneapolis would be called ______ advertising.
answer

Zoned
question

“A group of people brought together to talk about how they perceive an organization, product, or issue” describes what sort of group?
answer

Focus group
question

What is the main purpose of a press conference?
answer

Communication
question

“there are as many or more goods available as people want to buy”
answer

Economy of abundance
question

What company was behind the social media campaign ‘the cheesepocalypse”
answer

Kraft
question

From what medium did the largest portion of advertising agency revenues come from in 2013?
answer

Digital Media
question

What was the job of the four minute men during world war one?
answer

be prepared to give a series of four minute speeches
question

“Advertising designed to blend in with a publications editorial content” describes what sort of advertising?
answer

Native Advertising
question

Relations between a company and the media should be which of the following?
answer

A two-way dialouge
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According to your text, public relations is which of the following?
answer

A management function
question

Integrated marketing communication campaigns typically involve: A) advertising B) public relations C) sales promotion D) all of the above
answer

All of the above
question

The media business often involves selling audiences to advertisers.
answer

True
question

A good advertising campaign can get people to buy a bad product over an extended period of time.
answer

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

True
question

Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies.
answer

False
question

One advantage of advertising on radio is that you can purchase time for your ads at the last minute.
answer

True
question

An example of an business-to-business ad would be which of the following?
answer

an ad selling cleaning services to hotels
question

The Coca Cola commercial we watched in the lecture on advertising is an example of a direct action message.
answer

False
question

The “big idea” is an advertising concept that will grab people’s attention, make them remember the product, and make them take action.
answer

True
question

Advertisers like sending their messages to mobile phone screens because they can reach a highly targeted audience that way.
answer

True
question

The ROPES public relation process includes
answer

research, objectives, programming, evaluation, and stewardship
question

Which of the following statements about the PR campaign that followed the Exxon valdez oil spill problem is true
answer

It was a failure because the company tried to handle media relations with a one-person office
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Ivy Lee was an early press agent who’s famous saying was “Tell the press anything- lie, cheat, steal- but don’t tell them the truth”
answer

False
question

a basic rule for being an effective political spokesperson is to: “Tell the truth, tell it all, tell it early, and tell it yourself”
answer

True
question

Bernays used the term “opinion leadership” to refer to which of the following
answer

Using respect individuals to influence members of the community
question

Which of the following is not a function of PR, according to Edward L. Bernays?
answer

Promoting
question

Before the 1920s press agents mostly worked at getting publicity for their clients as opposed to creating an image
answer

True
question

Public relations only works for the rich and powerful. it is ineffective in helping the poor and working
answer

False
question

Some experts believe even companies with billions of customers will need to communicate on a one-to-one basis with those customers in the future.
answer

False
question

The biggest change in outdoor advertising over the last ten years has been the growth of digital billboards.
answer

True
question

The media business often involves selling audiences to advertisers.
answer

True
question

The inclusion of sponsors’ products into the plots of television shows and movies is known as product integration.
answer

True
question

An example of an indirect action message would be which of the following?
answer

an ad by Honda promoting corporate responsibility through the fuel efficiency of its line of SUVs

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