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Q:
CPM is advertising jargon for
A) the estimated number of audience members who will be exposed to an ad.
B) the cost per million readers, viewers, or listeners reached by an ad.
C) the number of people each dollar of advertising will reach.
D) the money it takes to reach a thousand audience members with an ad.
Q:
Which of the following would NOT have to prove reckless disregard for the truth in a libel lawsuit?
A) government officials
B) political candidates
C) business executives
D) publicity hounds
Q:
In light of the fact that the American Society of Newspaper Editors and the Society of Professional Journalists already have long-standing codes of ethics, discuss why you think individual news media organizations should or should NOT have their own individual codes of ethics. Include at least three reasons to support your position and, if you support individual codes for each organization, include two examples of ways they might differ from the national codes.
Q:
This high-capacity global telephone network links computers.
A) the Internet
B) cellular communication
C) satellite communication
D) Global Net
Q:
Which magazine pioneered the photo essay?
A) Maxim
B) Life
C) Highlights
D) Popular Photography
Q:
Which is the largest satcom operator in the U.S.?
A) Dish Network
B) DirecTV
C) EchoStar
D) Star TV
Q:
A person who posts information on a journal-like web site with continuing narrative, generally personal in nature and on a narrow subject, is called a(n) __________.
Q:
According to the Pew Research Center, the vast majority of respondents feel that the media coverage of celebrity scandals has gone overboard.
Q:
Advertising agency compensation has shifted from commission contracts to
A) equitable contracts.
B) equity contracts.
C) variable annuities.
D) performance contracts.
Q:
Media Metrix is a service measuring the audience size on __________.
Q:
Nielsen’s next-morning reports on television network viewership are called __________.
Q:
Policy stories outnumber scandal stories in Washington coverage, but the ratio has narrowed.
Q:
The type of technology through which media messages are coded into 1s and 0s for transmission and delivery then decoded into their original appearance for consumers is
A) digital.
B) analog.
C) mixed media.
D) convergent.
Q:
Which magazine pioneered magazine visuals by sending artists to draw Civil War battles?
A) Time
B) National Geographic
C) Look
D) Harper’s Weekly
Q:
The first cable network using satellites to deliver programming was
A) HBO.
B) Disney.
C) TNT.
D) CNN.
Q:
Cell phone novels originated in and have gained a high degree of popularity in __________.
Q:
The celebrity craze and special media to track them started soon after World War II but didn’t really take off until the advent of the Internet.
Q:
Using traditional models, an ad agency’s commission was derived by totaling the advertiser’s outlay for time and space and paying the agency _______ of the total.
A) 6.5 percent
B) 13 percent
C) 15 percent
D) 30 percent
Q:
Journalists provide their most important public service by covering political scandals.
Q:
In the Sullivan decision, the U.S. Supreme Court ruled that
A) to be found guilty of libel, one must display reckless disregard of the truth.
B) public officials need shielding.
C) the advertorial deserved Constitutional protection.
D) the New York Times had recklessly disregarded the truth.
Q:
Explain why is it important for media organizations to have a code of ethics and describe some of the key components that should be included in such a code of ethics.
Q:
The early version of what became the Internet linked government contractors and universities so researchers could exchange information and was known as
A) Comp-U-Link.
B) Compuserve .
C) U.S.A. Net.
D) ARPAnet.
Q:
Which magazine refined and elevated the question-and-answer format to a higher level?
A) Sports Illustrated
B) Rolling Stone
C) Playboy
D) Newsweek
Q:
Cable systems were created to provide
A) additional channels in large, metropolitan areas.
B) access to television shows in rural areas.
C) on-demand movies.
D) channels other networks refused to carry.
Q:
A cross between texting and book publishing, __________ tell a story one screen at a time.
Q:
As long as there have been celebrities, there have been media outlets that tried to bring them to the public eye.
Q:
Most ad agencies will offer advertisers all of the following services EXCEPT
A) counsel on selling their products and services.
B) design services to create the actual ads.
C) expertise in placing the ads in the most advantageous media.
D) recommending product improvements and updates.
Q:
Engagement with Internet sites is more meaningfully measured by tracking audience members’ __________ than by simply counting page views.
Q:
Conflict generally is a useful indicator of newsworthiness.
Q:
What was the legal significance of the Sullivan case?
A) Free debate is more important than factual errors that hurt public officials.
B) Public officials deserve protection from libel.
C) Exorbitant libel damages are acceptable.
D) Advertorials are exempt from libel suits.
Q:
Discuss the ethics and legalities of the situation that led to the Miami Herald’s firing of reporter Jim DeFede. Since the state’s attorney cleared him, his actions were obviously not illegal. Explain whether you think they were ethical or unethical and whether you think he should have been fired or not.
Q:
Which of the following would be most hard-pressed to win a libel suit?
A) a public school teacher
B) a shop keeper
C) a mayor
D) a janitor
Q:
Match each ethical concept with its best description from the right column. 1) Prudence A) Your decisions should be suitable if used as universal laws 2) Prescriptive ethics B) Presenting fiction, recreations, or staged events as news 3) Golden Mean C) Depend on a sense of duty and having good rules to follow 4) Categorical imperative D) Carefully following the rules ensures ethical behavior 5) Veil of ignorance E) Ethical decisions are those that produce good consequences 6) Deontological ethics F) Passing off someone else’s work as your own 7) Teleological ethics G) Avoid extremes and always act in moderation 8) Potter’s Box H) Stresses egalitarianism and ignoring social position 9) Plagiarism I) Uses detailed analysis to sift through ethics problems 10) Misrepresentation J) Applying wisdom as a leveling factor in a practical situations
Q:
The melding of print, electronic and photographic media into digitized form is called
A) media convergence.
B) a digital mash up.
C) digicommunication.
D) media integration.
Q:
Which of the following was NOT an innovation by the magazine industry?
A) investigative reporting
B) in-depth personality profiles
C) photojournalism
D)printing the full text of Presidential speeches
Q:
Television signals travel
A) on paths matching the Earth’s curvature.
B) somewhat faster than light.
C) best when there’s good ground conductivity.
D) in a straight line.
Q:
The television show __________ received 178 million text messages in 2009.
Q:
What word became popular during the 1960s after elitist began to accept Susan Sontag’s view that pop art could have artistic and cultural merit? A) cool B) groovy C) camp D) far out
Q:
Which of these service was among those provided by the firm of N.W. Ayer & Son?
A) product research
B) psycho-demographics research
C) expertise in placing advertisements in advantageous media
D) in-house newsletters for companies
Q:
__________ ratings gauge how attentive people are to certain television programs and ads.
Q:
A lowbrow audience would most likely read
A) The Iliad.
B) National Enquirer.
C) Romeo and Juliet.
D) Pride and Prejudice.
Q:
The first advertising agency was founded by
A) Wayland Ayer.
B) Benjamin Day.
C) William Caxton.
D) John Campbell.
Q:
When viewers use the VCR to record programs and eliminate commercial breaks, it’s called __________.
Q:
Conflict can illuminate the issues by which a society is defining or redefining its values.
Q:
Gifts for which the giver may expect favors in return are known as __________.
Q:
The silicon chips that provide the foundation for digital technology are
A) digital conductors.
B) Lays chips.
C) semiconductors.
D) Bell Labs chips.
Q:
Muckraking is
A) offering discount rates to advertisers.
B) an early term for investigative reporting.
C) an outdated term for unscrupulous advertising.
D) seeking revenue from auxiliary sources.
Q:
PBS is an acronym for
A) Pioneer Broadcast System.
B) Personal Broadcasting Services.
C) Public Benefit Satellite.
D) Public Broadcasting Service.
Q:
A variation of the concept of e-mail primarily used for mobile phones and confined to 140 characters or fewer is __________.
Q:
What did the Federal Radio Commission do in response to John Brinkley using his radio station to make outrageous claims about his medical cures?
A) Ruled the First Amendment protected his speech
B) Granted the radio station a license renewal but restricted what he could say
C) Sued Brinkley for false advertising
D) Did not renew his license
Q:
Travel writers are sometimes offered free trips abroad, known as __________.
Q:
Thin, flexible fibers of glass that transmit signals using bursts of light are called
A) fiber-optic cables.
B) coax cables.
C) jumper cables.
D)digital cables.
Q:
Daniel Defoe’s Weekly Review is well-known in the history of magazines for
A) introducing photography.
B) financial reporting.
C) essays and thought-provoking commentary.
D) sports coverage.
Q:
The Carnegie Commission on Educational Television recommended public television to “serve the needs of the American public” in the
A) 1940s.
B) 1950s.
C) 1960s.
D) 1970s.
Q:
In 1969, the U.S. military created a computer network called __________ that eventually became the basis of the Internet.
Q:
Susan Sontag wrote “On Culture and the New Sensibility” that
A) divided art into highbrow, middlebrow and lowbrow.
B) clearly defined kitsch.
C) said pop art has cultural and social value.
D) severely criticized Hollywood.
Q:
National advertising took root in the United States with
A) John Campbell’s newsletter ads in the 18th century.
B) political pamphlets in the 1770s.
C) the railroads’ simplification of mass distribution in the 1840s.
D) the yellow journalism of the late 1800s.
Q:
No broadcast ratings are measured during __________ weeks.
Q:
The news media gravitate towards Senate coverage.
Q:
In an elaborate study to rank news organizations from liberal to conservative, political scientist Tim Groseclose and economist Jeff Milya came up with findings everyone accepts as accurate.
Q:
Any telecommunication connection using cable laid across the land, buried underground, or suspended from poles is called a
A) landline.
B) circuit.
C) downlink.
D) landlink.
Q:
Magazines like Atlantic and Harper’s whose content have intellectual appeal are called
A) highbrow slicks.
B) news magazines.
C) intellectual periodicals.
D) literati.
Q:
What entity is a quasi-governmental agency that channels tax generated funds into a U.S. noncommercial television and radio system?
A) Corporation for Public Broadcasting
B) Carnegie Commission on Educational Television
C) Federal Communication Commission
D) Public Broadcasting Service
Q:
The economic collapse of most investments in Internet commerce and high-tech stocks in 2000 was called the __________.
Q:
The Taliban has driven a once robust movie industry underground in what country?
A) Iraq
B) Turkey
C) Pakistan
D) India
Q:
Benjamin Day’s newspaper, the __________, was the first penny newspaper that brought advertising to a new level within its pages.
A) Washington Post
B) Chicago Tribune
C) Boston Globe
D) New York Sun
Q:
The characteristics of a population being sampled, such as age, gender, education, income, and affiliations, are called their __________.
Q:
The leading medium in innovating long-form journalism, which includes in-depth news coverage, thought-provoking commentary, and personal essays was
A) newspapers.
B) magazines
C) television.
D) radio.
Q:
Government financial support of noncommercial television began in the 1960s because
A) television producers objected to increased advertising interrupting the flow of their programs.
B) there was a concern television had become a vast wasteland of lowbrow content.
C) all the airwaves licensed for commercial television were being used.
D) remote areas were unable to receive commercial television signals.
Q:
David Filo and Jerry Lang created __________.
Q:
Who categorized cultural and artistic works along socioeconomic and intellectual lines to draw distinctions between high-culture, middle-culture, and low-culture audiences?
A) Dwight Macdonald
B) Herbert Gans
C) Marshall McLuhan
D) Andre Bazin
Q:
__________ was a British printer who is credited with printing the first advertisement to promote one of his books.
A) William Caxton
B) John Campbell
C) Benjamin Day
D) Wayland Ayer
Q:
The number of copies a newspaper or magazine prints is part of the formula for determining its official __________.
Q:
A confounding factor in studying bias in the news is that good reporters try to balance their stories with multiple perspectives, including ones they don’t favor or agree with.
Q:
Although licensing of the mass media seems contrary to the First Amendment, the U.S. Court has permitted licensing of broadcasters for all of the following reasons EXCEPT
A) the airwaves which broadcasting uses belong to the public, not any private owner.
B) broadcasting is so expensive it was necessary to protect the station operators’ investments.
C) the radio industry asked the government to step in and bring order to the chaos in 1927.
D) scarcity of frequencies requires limits on who and how many people transmit signals.
Q:
Misrepresentation through omission and juxtaposition is known as __________ editing.
Q:
A ground station that receives a signal relayed from a communication satellite is called
A) an uplink.
B) a downlink.
C) a retriever.
D) a derouter.
Q:
Google and Yahoo were each developed by a team of two graduate students. They were different students in each case, but they all studied at __________ University.
Q:
According to the descriptions in the textbook, the television show Dancing with the Stars would be classified as an example of
A) high art.
B) low art.
C) auteur art.
D) kitsch.
Q:
What was the first form of printed advertisement?
A) books
B) flyers
C) newspapers
D) magazines