Q&A Hero

Q: Country radio programming trails adult contemporary and classic rock formats in popularity.

Q: One of the most advantageous elements of Facebook as far as advertisers are concerned is A) friending. B) the Like button. C) third-party apps. D) wall posts

Q: The United States became heavily involved in trans-border broadcasting during World War II.

Q: Following rules to make morally right decisions is prescriptive ethics.

Q: The most visible mass-delivered information is news.

Q: The Newspaper Preservation Act of 1970 continues to play a key role in providing long-term, economic stability for newspapers.

Q: Because they don’t sell advertising and operate as non-profit entities, public radio stations are except from FCC licensing.

Q: Which of the following is most likely to be used for behavioral marketing? A) Google B) YouTube C) eBay D) Facebook

Q: After Benjamin Day launched the era of the __________, almost anyone could afford to buy a newspaper.

Q: P.T. Barnum was the epitome of puffery.

Q: What does geodemography do? A) It describes why people live in different topographies. B) It describes the influence of weather on buying habits. C) It describes the effect of global warming on people’s interest in media. D) It describes lifestyle breakdowns based on demographic characteristics and regions.

Q: When newspapers merge their production, distribution, advertising and business operations with competing newspapers, they do so under a joint operating agreement.

Q: The FRC was able to license radio stations, but networks were exempt from government licensing because they didn’t direct use the public airwaves.

Q: Matching advertisers with potential customers with relative precision is A) behavioral targeting. B) targeted marketing. C) common sense. D) illegal on the Internet.

Q: The first newspaper in the British North American colonies was __________, published in Boston in 1690.

Q: Ivy Lee’s philosophy about openness in company dealings resulted in diffusing tense relations in railroad and mining crises during the early 1900s.

Q: Who created PRIZM? A) George Gallup B) Lou Harris C) Al Neuharth D) Jonathan Robbin

Q: What requires that stations must allow competing political candidates to advertise under the same conditions? A) fairness doctrine B) framing law C) equal time rule D) media rule

Q: Even though radio station licenses specify that they must serve a particular geographic area, few stations today are actually locally owned.

Q: Which company introduced the Kindle? A) Microsoft B) Amazon C) Apple D) Barnes & Noble

Q: Senator McCarthy’s lies and demagoguery persisted for four years until they were publicly challenged by __________ in a daring broadcast on CBS television.

Q: Ivy Lee is remembered mostly for his shouting out “the public be damned.”

Q: One finding of cohort analysis is that A) as people get older, they adopt their parents’ values. B) people who grew up on Coke switch to coffee. C) many people, as they get older, stick to the habits of their youth. D) baby boomers prefer Cadillacs as much as their parents did.

Q: The concept of the press as a skeptical and critical monitor of government is called the A) new media role. B) watchdog role. C) strategic mission. D) New Partisanship.

Q: One of the challenges facing Al-Jazeera has been trying to reach across borders to attract a truly widespread Arab audience, something that had not previously been done.

Q: Mass media professionals draw on consistent moral principles and discard those that are inconsistent.

Q: In the U.S., mass media have traditionally served as a watchdog on behalf of the people against governmental misdeeds.

Q: The role of the media in China is much different than it is in the United States.

Q: The 1970 Newspaper Preservation Act brought stricter anti-trust regulation of newspapers.

Q: Researchers have consistently proven that video games directly cause violent crime.

Q: The Federal Radio Commission was set up to license radio stations and regulate who had access to the airwaves.

Q: There are more than 13,000 radio stations in the United States.

Q: What has been the impact of Amazon.com and the iTunes store on traditional music and book retailers? A) With increased exposure, sales at traditional retailers have increased. B) It has had negligible impact. C) Many traditional retailers have closed. D) An oversaturated market has substantially reduced prices.

Q: In the 1950s, Senator Joseph McCarthy fueled fear and outrage about __________ and the threat they posed to America.

Q: Social Darwinism maintains that the public good should be favored over business profits.

Q: Cohort analysis has studied and classified the demographic characteristics of people so they can be targeted for marketing and other communication efforts based on A) the company they work for or organization they belong to. B) the industry in which they or their family members work. C) the generation to which they belong based on when they were born. D) the region and type of housing in which they live.

Q: The U.S. government, during its early formation, saw the role of the press as A) informers. B) watchdogs. C) evangelists . D) vipers.

Q: Al-Jazeera, the 24-hour Arab television news service, is simply trying to capture the broad pan-Arab audience that had previously been served only by the Arab Tribune.

Q: Mass media organizations use codes of ethics to determine how practitioners should go about their work.

Q: What is a sample of a possible new sitcom called? A) galvanic check B) focus group C) focus cluster D) pilot episode

Q: Another name for the “Fourth Estate” when referring to the media is the A) Fourth leg. B) Fourth stool. C) Fourth division. D) Fourth branch

Q: Chinese broadcasters are NOT allowed to use the words “OK” and “yadda-yadda.”

Q: Mass-media ethics codes anticipate all moral questions.

Q: The American Society of Newspaper Editors created the first mass media ethics code.

Q: Media literacy emphasizes the importance of understanding tradition as a way of understanding the media and thereby promotes many of the most popular media myths .

Q: The 1927 Federal Radio Act was in response to the increasing number of corporate takeovers of small radio stations.

Q: When radio licensing was established, each station was assigned a specific frequency and maximum power level so its broadcast signal wouldn’t interfere with other stations.

Q: Amazon.com began by selling what items? A) music B) books C) movies D) magazines

Q: In the Bennett model of news, __________ which named the author of a news story were rarely used. It was another way to keep the reporter’s personality and opinion out of the news.

Q: In its earliest years, public relations was created as a response to the public disdain for big business.

Q: By the time the Federal Radio Act was enacted, the government was primarily concerned with regulating the types of content that could be allowed on the airwaves.

Q: Early government regulation of radio stations was implemented under the marketplace concept.

Q: Which site was the pioneer online auction site? A) Diecast B) Yahoo C) eBay D) uBid

Q: Using the Bennett model of news, opinions were permitted in newspapers but they were kept separate from the news and included in the __________ sections.

Q: If the PR person who submitted a news release doesn’t like the way the media edit it, he or she can demand that it be revised or be pulled from the media.

Q: Which of the following is an example of prototype research? A) screening a television pilot B) conducting a focus group on a long-running show C) Nielsen overnights D) a portable people meter

Q: Who first coined the phrase “Fourth Estate” in the mid-1700s in England? A) Edmund Burke B) King George III C) Lord Liverpool D) Thomas Attwood

Q: Pre-publication censorship is a government’s review of content before dissemination.

Q: The different technologies on which media are shaped do NOT affect messages.

Q: The Federal Radio Commission, created in 1927, was the predecessor of the Federal Communications Commission.

Q: Which is the chief oversight agency for the Internet? A) Corporation for Assigned Names and Numbers (CANN) B) Federal Internet Regulatory Policy Agency (FIRPA) C) Federal Communications Commission (FCC) D) Central Internet Administration (CIA)

Q: Starting in the 1920s the apex of timeliness was achieved when __________ reporters could actually be at a news scene and report the news live as it happened.

Q: Because public relations messages are usually incorporated into the media’s news reports at no cost to the organizations that submitted them, their form and content is controlled by the media.

Q: Galvanic skin checks favor A) ugly news anchors. B) adrenaline-activating news stories. C) dull news scripting. D) routine video of public meetings.

Q: What is known as the fourth estate of government? A) judiciary B) executive C) legislative D) press

Q: China’s Golden Shield controls cellular telephone calls.

Q: Despite firing reporter Jim DeFede for collecting information by illegally recording a source, the Miami Herald still used the information to generate a story.

Q: “Lightning news” was a term developed to emphasize how quickly the __________ could deliver news to distant locations.

Q: Because advertising messages appear in space or time that has been purchased for them, advertisers have full control over their messages.

Q: Which research method is called the “heartthrob approach”? A) galvanic skin checks B) heart monitors C) heatmapping D) viewer letters and phone calls

Q: When Linda McMahon, known as the queen of the World Wrestling Federation, decided to run for the U.S. Senate she faced all of the following challenges EXCEPT A) convincing voters that being CEO of WWE qualified her to hold a high political office. B) overcoming voters’ memories of the bitchy image and antics she presented ringside on TV. C) putting $50 million of her own money into her campaign. D) raising contributions from deep-pocketed donors and special interest groups.

Q: A firewall allows users to access Internet content in an easier, faster manner.

Q: What is a counterargument to the journalistic practice of accepting freebies? A) Freebies are unfair because the general public has to pay to do the same thing. B) A news organization shouldn’t be in business if it can’t afford to pay its own way. C) Giving and accepting freebies is like prostitution. D) The salary of anyone accepting freebies should be taxed.

Q: Intelligent use of the mass media requires assessing the motivation for a message.

Q: Early attempts at government regulation of radio were primarily driven by concerns over public safety.

Q: During the early development of the Internet, what did its creators envision for the future? A) attracting enough advertisers to pay for its maintenance B) a medium that would include scholarly work, entertainment, and shopping sites C) a commercial system that would pay fees to the government D) a commercial-free system

Q: Which of the following is an interview-based research method? A) overnights B) demographic breakdowns C) sweeps D) focus groups

Q: Using the desensitizing theory, explain how an individual is likely to react to watching or reading high volumes of media-depicted violence. In the long run, what are the likely effects on the individual and on society as a whole from such exposure to media violence?

Q: China’s Emergency Response Law was created to provide more news coverage to consumers.

Q: What is a typical journalistic justification for taking freebies? A) Perks offset slave wages. B) Journalists deserve freebies for writing what people want. C) Journalists deserve freebies for favors to people they write about. D) Access to some subjects is too expensive for a newsroom budget.