MMC2000 Practice Quiz #1 Chapter 1 to 7 - Flashcards

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In the contemporary world of consumer magazines, being good isn't enough. A publication must be good and:

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appeal primarily to specialized readerships with relatively narrow interests

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The U.S. mass circulation, popular magazine first prospered in the:

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post-Civil War years

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One penny paper, Horace Greeley's _____________, established the mass newspaper as a powerful medium of social action through its use of non-sensationalistic, issues-oriented, and humanitarian reporting.

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New York Tribune

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Today's U.S. alternative and dissident press has grown out of:

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the underground press of the 1960s

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_____________ are ads that appear in magazines that take on the appearance of genuine editorial content.

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Advertorials

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The first successful (lasting more than a few days) colonial newspaper was John Campbell's 1704 Boston News-Letter. One reason it succeeded where others had failed was that:

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it received subsidies from the government loyal to the Crown

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The press' guarantee of freedom, as well as all people's right to free speech, is set out in which amendment to the U.S. Constitution?

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First

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The business practice of making book content available for any and all reading devices, such as digital and hard-copy, is referred to as:

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Platform agnostic publishing

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Uncle Tom's Cabin was originally written as:

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a magazine serial

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In 1860, the Beadle brothers began selling popular action novels for 10 cents. These _____________ helped turn the book into a mass medium.

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dime novels

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_____________ are produced by companies specifically for their own employees, customers, and stockholders, or by clubs and associations specifically for their members.

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Industrial, company, and sponsored magazines

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The first penny paper was the _____________, first published by Benjamin Day in 1833.

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New York Sun

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The very first colonial magazines suffered, because distribution was difficult as a result of:

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the absence of a well-organized postal system

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Designed to help England recoup the money it lost waging the French and Indian War, the passage of the _____________ in 1765 angered colonial printers, who correctly saw it as a limit on their right of free expression.

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Stamp Act

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Almost all metropolitan papers publish _____________ editions to combat competition from the suburban papers.

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zoned

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Single-sheet announcements or accounts of events imported from England and posted on walls in the American Colonies were called:

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broadsides

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nline magazines are categorized in two ways, as:

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online editions of existing magazines and online-only magazines

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The most important story in a newspaper, as indicated by its placement, is located on the front page, toward the left, and below the fold. True or False?

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False

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When you read Vogue, Sports Illustrated, or Wired, you're reading _____________ magazine.

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a consumer

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Newspaper horoscopes, chess and bridge columns, editorial cartoons, and comics are all material provided by:

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syndicates

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After its development by Gutenberg, the printing press spread rather slowly throughout Europe.

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False

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Long Island, New York's Newsday is the twelfth largest paper in the country with a circulation of nearly 430,000. It is classified as a _____________ newspaper.

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suburban daily

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The very first colonial magazines were expensive and aimed at the small number of literate colonialists. Their content was composed primarily of:

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reprinted British material

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A book that is downloaded in electronic form from the Internet to a computer or handheld device is:

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an e-book

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A _____________ is published by a retail business for readers with demographic characteristics similar to those who buy its products.

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brand magazine

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When books are digitally stored and, once ordered, instantly printed, bound, and shipped, this is:

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POD

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The two purely online magazines that continue to define that medium are Slate and _______.

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Salon

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The book you bought (or should have bought) for this class is an example of which sales category of books?

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higher education

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Benjamin Franklin demonstrated that financial independence, based on advertising sales and other nonofficial economic support, could lead to editorial independence for his newspaper, the:

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Pennsylvania Gazette

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Many cable channels—for example, Nickelodeon and A&E—prosper through their ability to deliver demographically narrow audiences to advertisers. True or False?

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True

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An understanding of and respect for the power of media messages is an important media literacy skill. True or False?

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True

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Knowledge of media's conventions is important, because:

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they cue or direct our meaning making

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The Mighty Ducks—the movies, the cartoon show, and the hockey team—are an example of:

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erosion of distinctions among media

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When a media company has content that it can use across a number of its different holdings, this is:

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synergy

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If you explain an idea to a friend in a letter, you have encoded your message. True or False?

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true

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An alphabet that employs sequences of vowels and consonants is:

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a syllable alphabet

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A "talking chief" in an African tribe who provides his people's oral history is called:

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a griot

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Feedback is:

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the response to a given communication

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The specific internal language of a given medium—for example, the choice of lighting in a soap opera—is a media:

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production value

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From the beginning, newspapers have been an advertiser-supported medium. True or False?

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False

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Very specific radio station formats aimed at quite specific audiences are examples of:

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audience fragmentation

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The graphic description of how individuals make media and content choices based on expectation of reward and effort required is the:

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fraction of selection

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Alphabets based on pictures—for example, Chinese—are said to be:

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ideogrammatic

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Biases and predispositions are common forms of noise. True or False?

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True

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The common assumption that media messages affect others but not ourselves is:

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the third-person effect

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The Gutenberg printing press was an advance over earlier printing presses, because it:

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used metal type and was designed for the production of large numbers of volumes

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The English-speaking British were the first to develop a syllable-based language. True or False?

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False

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After Gutenberg's introduction of the printing press to 1450s Europe, the technology spread slowly but steadily throughout the continent. True or False?

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False

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When signs and symbols are interpreted by a participant in the communication process, _____________ is said to have occurred.

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decoding

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The idea that the audience for mass media is increasingly less mass refers to:

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audience fragmentation

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Groups with specific but not dominant cultures that exist as part of those larger cultures are:

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bounded cultures

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The strategy of tailoring media content to specific audiences possessing characteristics of interest to specific advertisers is:

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narrowcasting or niche marketing

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What was once illegal—payola—is now legal if the paid sponsorship of the television program is announced. True or False?

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False

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The ability to enjoy, understand, and appreciate media content; an understanding of media content as a text that provides insight into our culture and our lives; and an understanding of the ethical and moral obligations of media practitioners are elements of:

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media literacy

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Modern computer technology renders feedback in mass communication instantaneous and direct. True or False?

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False

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Large, hierarchically structured organizations are typical of:

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mass communication

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The idea that history can be explained in terms of new and emerging technologies is:

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technological determinism

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Rolls of sliced strips of reed pressed together form the writing surface known as:

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papyrus

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An understanding of and respect for the power of media messages, the development of heightened expectations of media content, a knowledge of genre conventions, and the ability to recognize when conventions are being mixed are examples of:

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media literacy skills

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The delivery of the newspaper, as it looks in print, to home and office computers is referred to as:

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digital delivery daily

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A new way to measure (count) a papers reach or circulation, which is the total number of readers of the print edition plus those unduplicated web readers who access the paper only online, is called:

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integrated audience reach

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The nationally distributed newspaper most responsible for encouraging the migration of southern black people to the industrial centers of the north just after the turn of the 20th century was:

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The Chicago Defender

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In the early 1800's, U.S. magazines began to less resemble their british forefathers, in large part because of uniquely American:

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social movements like labor reform and abolition

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Online magazines are commonly referred to as

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Webzines

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We turn to books for certainty and truth about the world in which we live and the ones about which we want to know specifically because books are:

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important cultural repositories

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The major innovation of the penny press was that the price per copy was very low but publishers could make a profit by selling advertising. True or False?

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True

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The first U.S. magazine, Andrew Bradford's "American Magazine", had a very short life. True or False?

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True

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Produced to look like a consumer magazine, a __________ is actually a mail-order catalog.

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magalogue

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The person in charge of determining which books a publisher will publish is the

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acquisitions editor

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The book industry was slow to develop after the Revolutionary War. Books were still expensive, and literacy remained a luxury. But in a movement that began before the civil war, __________ came to most states by 1900, swelling the number of readers.

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compulsory education

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The university alumni magazine that you will receive when you graduate is an example of ___________ magazine.

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an industrial, company, or sponsored.

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Of the 19,000 magazines in operation in the country today, 6,700 are general interest, consumer magazines. True or False?

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True

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In 1734, New York Weekly Journal publisher __________ was jailed for criticizing that colony's royal governor. The charge was seditious libel, but when a jury freed him, it symbolized the colonial newspapers' independence from the crown.

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Peter Zenger

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_________ are special versions of a given issue of a magazine, of which editorial content and ads vary according to some specific demographic or regional grouping.

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split runs

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In the late 1900's, magazines were able to reduce cover prices dramatically and thereby increase their readership, due to:

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their ability to attract growing amounts of advertising

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Englishmen Nathaniel Butter, Thomas Archer, and Nicholas Bourne published the first true forerunners of our daily newspaper in the 1640's, using the same title for consecutive editions. They called their new sheets:

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diurnals

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The ___________, employing a typewriter-like keyboard, was introduced in 1884, allowing the mechanical rather than manual setting of type.

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linotype machine

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The physiological phenomenon in which our brain retains images for about 1/24 of a second is called

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persistence of vision

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Who built the first motion picture studio?

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Thomas Edison

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The first American-made motion picture to tell a story was

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The Great Train Robbery

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What device sparked the birth of the American movie business?

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Edison's Vitascope

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What is considered the most influential spent film of all time?

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The Birth of a Nation

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What is considered the first sound film?

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-The Jazz Singer -Lights of New York -Don Juan

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The paramount decision

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-ended the practice of block booking -ruled vertical integration illegal -destroyed the big studios' hod over moviemaking

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What was the basic purpose of the Motion Picture Production Code (MPPC)?

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to improve the image of the movies by forbidding profanity and risqué scenes

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Typical moviegoers in the United States are

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teenagers and young adults

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What is the all-time No. 1 worldwide box office hit movie?

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Avatar

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Companies such as New Line Cinema, Sony Classics, and Focus Features, which produce more sophisticated but less costly films, are called

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corporate independents

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Filmmaking characterized by reduced risk taking and formulaic movies is called

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blockbuster mentality

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In the 2007 film Transformers, the Chevy Camaro had a major role. This is an example of:

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product placement

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What is vertical integration?

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the system of operation in which a studio produces its own movie, distributes it to its own studios, and exhibits it in its own theaters

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Which technical and content innovations were not successfully used by the film industry to recapture audiences from television?

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3-D

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The "Father of Radio" is

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Guglielmo Marconi

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Who was the first to view radio as a means of broadcasting?

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Lee DeForest

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The first commercial radio broadcast was

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announcing that Warren G. Harding had been elected president

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Which Congressional law established control over broadcasting?

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Radio Act of 1912

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The first radio advertising commercial aired in 1922 on

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WHAS

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Which was the first radio network?

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NBC

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What percentage of Americans listen to the radio in an average week?

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94%

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Clear Channel, Cumulus, and Citadel own 1184, 300, and 223 radio stations, respectively. This relates to what recent characteristic of radio ownership?

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- a duopoly - deregulation - concentration of ownership

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How does one calculate a radio's rating?

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Calculate the number of people turned into a particular station and the total population of a market reached.

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Music of black artists recorded by white artists is known as

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covered music

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Sam Phillips is credited with discovering

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Elvis Presley

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Which is the best-selling album, in the U.S., of all time?

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"Thriller" by Michael Jackson

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How has digital technology helped the recorded music industry?

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through the sale of music to mobile phones

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How has convergence come to radio?

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-in the form of satellite and cable delivery radio -in the form of terrestrial digital radio -in the form of web radio and podcasting

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Radio personalities whose programs are seen as outrageous, rude and crude are known as

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shock jocks

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Communication involves an ongoing and reciprocal process among all participants. The step in the process in which the recipient interprets the message is:

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decoding

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When a message is transformed into an understandable sign and symbol system, the process is referred to as

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encoding

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Televison executives wait days, weeks, and even months for the ratings of new programs. This is an example of

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inferential feedback

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The static on your cell phone that interferes with your ability to hear directions to a restaurant is called what in the communication process?

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noise

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Culture is socially constructed and maintained through communication. It

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- limits as well as liberates us - defines our realities - shapes the way we think, feel, and act

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What percentage of his/her waking hours does the average person spend consuming mass media content?

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60%

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What percentage of the U.S. population uses the Internet on a regular basis?

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70%

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Which media does a typical American adult spend the most time on each day?

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Television

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The notion that machines and their development drive economic and cultural change is referred to as:

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technological determinism

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The ability to effectively and efficiently comprehend and use written symbols is referred to as:

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literacy

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The cultural impact of Gutenberg's printing press was that:

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- written communication became available to the masses -new ideas spread throughout culture -history could be preserved

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When someone argues that she is not influenced by the notions of feminine beauty as expressed in advertising, this is an example of

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third-person effect

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Geraldo Rivera, the journalist, talk show host, and showman, is an example of

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mixing genre conventions

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The ability to effectively and efficiently comprehend and use mass media content is

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media literacy

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You enjoy The Daily Show as a television comedy and as a means for learning about current events and political viewpoints. This is an example of using:

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multiple points of access

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Media multitasking is best defined as:

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simultaneously consuming many different kinds of media

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What is the term used to describe the phenomenon of the ownership of media companies becoming increasingly concentrated in fewer and fewer hands?

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concentration of ownership

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Time Warner, the worlds largest media company, owns Time Inc., CNN, Warner Bros. Studies and Fortune magazine. This is an example of:

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concentration of ownership

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The audience of mass media is becoming less of a mass audience, its segments more narrowly defined. What is the term for this?

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audience fragmentation

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Which of the following is an example of narrowcasting?

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On television, Nickelodeon targets kids as its primary audience while TV Land is geared to baby boomers

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When Kanye West includes brand names in his song lyrics in exchange for cash, this is an example of:

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hypercommercialism

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Groups of demographically targeted people bound by little more than an interest in a given form of media content are referred to as

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taste publics

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The integration, for a fee, of specific branded products into media content is:

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product placement

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In what way(s) do critics say concentration and conglomeration affect American democracy?

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- The focus on profit has led new media to concentrate less on foreign news and more on celebrity news -Corporate media shape the news to serve its own political agendas -Corporate media rely on official government sources for news more than on their own investigations

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Watching CNN video and reading online news on your cell phone is an example of:

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erosion of distinctions

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When audience members weigh the level of reward they expect from a given medium against how much effort they must make to secure that reward, it is known as:

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fraction of selection

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In the mass communication process, a blogger, the New York TImes, and two college students who create digital video movies for a Web site are all:

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content producers

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Appointment consumption means:

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audiences consume content at a time predetermined by the producer and distributor

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Which of the so-called Big Four media industry trade magazines cover radio, television, cable, the Internet and satellite distribution of content?

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Broadcasting and Cable

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When you visit a Web site, download some piece of content via the Internet, or purchase a product online, what step in the communication process does this represent?

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feedback

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The first book printed in Colonial America was

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The Whole Booke of Psalms

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The reason(s) why book publishing flourished in America in the 1860's was

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both the increased demand for books and technological advances

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Why do historians believe chained Bibles existed?

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to ensure that reading and interpreting their content would be supervised and controlled

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Dime novels, which attracted many new readers in the 1800s, are important to the history of book publishing in America because

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they democratized books and turned them into a mass medium

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Why are books seen as a powerful cultural force?

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- books provide a perspective on the past - books are an important source of persona development - books are an important cultural repository

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Which of these books are among the most frequently banned books in the past 10 years?

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- Harry Potter and the Sorcerer's Stone - To Kill a Mockingbird - The Adventures of Huckleberry Fin

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What is the role of the publisher and the book publishing industry when attempts are made at censoring books?

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publishers should strongly argue that free speech requires protection and encouragement

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Which of these sales categories is not among those The Association of American Publishers divides books into?

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Romance novels

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A positive result of conglomeration within the book publishing industry is:

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big companies can attract better authors

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The staggering increase in the number of new titles released each year can be attributed in large part to what forms of books?

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d-books and POD

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Stories that unfold serially though e-mails, instant messaging, and web sites are called

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DEN's

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The trials of such celebrities as O.J. Simpson and Kobe Bryant as well as the television show The Apprentice have spawned this type of book:

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instant books

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Today, most Americans buy books from

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chain bookstores

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What is the significance of the Harry Potter book series?

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- the series interests both young people and adults -with each new installment, there is a reverse in the decline of reading by young people -the series is written well and thoughtful

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The one-page news sheets about specific events in the 17th century Europe are considered the first earliest form of "newspaper". They were called

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corantos

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The first daily newspaper published in Colonial America was

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Publick Occurrences Both Foreign and Domestick

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The New York Sun is an example of

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a penny press newspaper

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The first wire service in the United States began operation in 1856 and was called

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New York associated Press

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Yellow journalism is characterized by

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sensational sex, crime, and disaster news

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How many newspapers are sold daily in the United States?

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50 million

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Which of the following newspapers is the oldest national daily newspaper?

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Wall Street Journal

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Which newspaper is considered the "nations newspaper of record"?

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New York Times

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Some 35 Spanish-language daily newspapers are published in the United States. These are examples of:

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the ethnic press

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How much of the overall revenue spent on advertising in the United States goes to newspapers?

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16%

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In a recent rudy that asked respondents to identify the most credible and most helpful advertising medium, Americans favored:

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newspapers

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What effect has conglomeration had on newspapers?

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- hypercommercialism - erasure of distinction between advertising and news - loss of the journalistic mission

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When newspapers place advertising on the front page, it is an example of

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hypercommercialization

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How has the Internet hurt newspapers the most financially?

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the Internet has taken away much classified advertising business form newspapers

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What percentage of 18-to-24 year-olds read a newspaper?

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15%

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The first magazine to be published in Colonial America was

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American Magazine or a Monthly View of the Political State of the British Colonies

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The Crisis, first published in 1910 as the voice of the ____________, was founded and edited by W.E.B. DuBois

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National Association for the Advancement of Colored People

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Which is a key reason(s) for the phenomenal growth of magazines following the Civil War?

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- increasing literacy in america - the expansion of the railroad system - the reduction in cost of magazines

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Cosmopolitan is an example of:

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a muckraking magazine

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When did the magazine evolve from a locally distributed form of media to a national mass medium?

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following the Civil War

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What category of magazine saw the largest number of new titles during the late 1800's?

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womens magazines

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The power of magazines is related to a readers personal experience with the publication - including its advertising. This is referred to as:

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engagement

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The magazine industry took in more than $24 billion in revenue in 2006. What percentage of that was generated by advertising revenue?

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55 %

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When magazines publish special versions of an issue that contain editorial content and advertising geared to a specific demographic or regional grouping, this is known as

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split runs

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The total number of issues of a magazines that are sold is called

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circulation

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Magazines generally get their readers through

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a combination of subscription and single- copy sales

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A new model is being investigated to better assess magazine advertisers' return on investment to include more than circulation. What criteria, in a addition to numbers of people the magazine reaches, would be included?

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- the effect magazine ads have on brad awareness - the effect magazine ads have on readers intent to buy -actions taken by these readers

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An exmpale of the convergence that has taken place between magazines and the internet is:

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-webzines - Salon - The onion

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The practice of creating a magazine specifically designed for an individual company seeking to reach a narrowly defined audience is called

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custom publishing

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What is Abercrombie and Fitch;s designer catalogue an example of?

answer

a magalogue

MMC2000 Practice Quiz #1 Chapter 1 to 7 – Flashcards

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