Media Industry and Management Test 2 – Flashcards
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Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies. (True or False)
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False
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The advertising agency department responsible for developing the actual advertisements.
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creative planning
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an ad selling cleaning services to hotels
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business-to-business
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The advertising agency department responsible for deciding where to place the advertising
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media planning
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the cost of reaching 1,000 consumers with a particular advertisement in a particular medium
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CPM
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In 2006, the advertising industry revised its guidelines for advertising ______ to children.
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food
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One disadvantage of advertising in monthly magazines is that you need a long lead time to purchase space for your ads. (T or F)
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true
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An advertisement designed to sell soda to a young, hip audience would be called ______ advertising
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targeted
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Broadcast television networks carry an average of ______ of advertising and promotion clutter per hour.
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15 minutes
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Integrated marketing communication (IMC) campaigns typically involve ______.
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Public Relations, Advertising, Sales Promotion
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According Edward Bernays, public relations campaigns should be designed to do which of the following?
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establish mutually beneficial relationships for the company and various publics
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Companies should view social media as a way of interacting with their publics rather than just as a channel for transmitting marketing messages. (T or F)
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True
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The term focus group means which of the following?
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a group of people brought together to talk about how they perceive an organization, product, or issue
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An INTRANET is a tool to communicate with which of the following?
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internal publics
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Very little of the news originates with public relations practitioners. (T or F)
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False
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Using respected individuals to influence members of the community is known as _________ leadership
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opinion
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A press conference is a tool primarily to communicate with which of the following?
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the media
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Companies facing an online crisis from negative information spreading on the Internet should do which of the following?
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Track the blogosphere and social media to see what people are saying about your company or organizations.
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What did PR efforts by Rita Hayworth and Rihanna mentioned in the text have in common?
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Both were part of stories announcing non-existent awards
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All U.S. television broadcasting became digital in which year?
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2009
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Network affiliates are which of the following?
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local broadcast stations that carry network programming
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The major company doing television ratings in the United States is which of the following?
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Nielsen Media Research
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The popular children's educational program Sesame Street made the switch from public television to HBO in 2015 for first-run episodes because they would ______.
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They would be better able to distribute their programs to mobile devices
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Nielsen media research provides TV ratings data is provided only for people who watch Live TV. (T or F)
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False
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Television networks are now showing more diverse programming for which of the following reasons?
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The want to attract a larger audience
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A low-earth-orbit satellite that provides television programming via a small, pizza-sized satellite antenna; DBS is a competitor to cable TV.
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DBS
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A standard for high-quality digital broadcasting that features a high-resolution picture, wide-screen format, and enhanced sound.
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HDTV
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A company that provides programs to local stations around the country; the local affiliate stations choose which programs to carry.
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Broadcast Networks
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The four times during the year that Nielsen Media Research measures the size of individual television station audiences.
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sweeps
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The earliest components of the Internet were in use by the year ______.
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1969
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The Internet is a diverse set of ______ networks interlinked to provide its users with the appearance of a single, unified network.
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independant
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Mobile devices are the most dominant way of going online. (F or T)
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True
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A method for breaking up long messages into small pieces and transmitting them independently across a computer network.
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packet switching
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Internet discussion groups made up of subscribers that use e-mail to exchange messages between as few as a dozen people or as many as several thousand
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listservs
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A high-speed continuous connection to the Internet using a cable modem from a cable television provider or a digital subscriber line from a phone company
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broadband service
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Material in a format containing links that allow the reader to move easily from one section to another and from document to document.
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hypertext
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Journalism created by people other than professional journalists, often distributed over the Internet
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citizen journalism
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User-generated content, comments, and ______ are part of what makes social media social.
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tagging
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The first national computer network.
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Arpanet
