Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Journalism
Q:
Disney expanded its global reach by .A. purchasing ABCB. opening a theme park in CaliforniaC. merging with PixarD. opening Tokyo Disney and Disneyland ParisE. None of the above options is correct.
Q:
In the 1950s and 1960s, Disney was marked by .A. legal troubleB. corporate diversificationC. global expansionD. economic turmoilE. corporate shake-ups
Q:
When a company uses its concert promotion department to put on a show, then advertises the concert on the company's billboards, gives away free tickets on radio stations owned by that company, and advertises on the company's television stations, this is an example of .A. consumer controlB. the global marketplaceC. synergyD. deregulationE. consolidation
Q:
The concept of synergy can best be described as .A. the power of a new media development as it displaces old, less technologically advanced mediaB. several media subsidiaries working under one corporate umbrella to promote different versions of a media productC. the development of shopping-mall bookstores to boost book salesD. the development of more multimediated ways to distribute booksE. the ability of one culture to dominate another
Q:
Magazines like Seventeen and AARP that target a certain age group represent a form of A. specializationB. globalizationC. partisanshipD. ageismE. synergy
Q:
The significant trends in major mainstream media economics today are .A. community ownership and civic actionB. specialization and synergyC. partisanship and deferenceD. national ownership and community actionE. dramatically greater diversity in ownership
Q:
According to the textbook, what's wrong with referring to a position as "common sense"?A. It creates a context in which there is less chance for challenge and criticism. B. Social and political leaders use it as a tool to stifle changes to the status quo.C. It is a social construct that shifts over time rather than representing any solid "truth." D. It is a powerful tool of hegemony.E. All of the options are correct.
Q:
The acceptance of the dominant values in a culture by those who are subordinate to those who hold economic power describes .A. consolidationB. democracyC. hegemonyD. specializationE. synergy
Q:
Which of the following is not a statement that describes the modern concept of hegemony?
A. Hegemony is a good tool for encouraging conversation and debate.
B. Hegemony was a technique recommended by modern public relations founder Edward
Bernays as a way to control public opinion.
C. Hegemony's qualities are often defined or reinforced by narratives, or stories, told in various media forms including books, movies, and television.
D. Hegemony tends to portray the social, economic, and political status quo as normal and natural ways to see the world.
E. Hegemony tends to repel self-scrutiny or critical examination.
Q:
The trend of downsizing .A. leaves newsrooms with fewer editors and reporters to cover important eventsB. is supposed to make companies more profitable, competitive, and flexibleC. has forced many employees to scramble for jobsD. has increased the wage gap between the corporate CEO and the average workerE. All of the options are correct.
Q:
In the textbook, the term wage gap refers to .A. the growing difference in pay based on genderB. the downsizing of traditional newsrooms, with fewer reporters earning much higher salariesC. the rapidly growing difference in compensation between average wage earners and top corporate executivesD. the gap between union salaries in the 1950s and the 2000sE. the shrinking gap in pay between hourly and salaried employees
Q:
Which statement best reflects the progress of U.S. labor unions over the last sixty years?A. They have experienced steady growth and now represent 35 percent of workers.B. After being painted as "socialist," they saw their enrollment suffer badly through the 1940s, 1950s, and 1960s, but they have rebounded strongly in the last twenty years.C. Enrollment seems to rise and fall each decade, but with an overall peak since the turn of the twenty-first century.D. They have benefited greatly from the steady influx of manufacturing away from other countries.E. They grew steadily following World War II, peaked in the 1950s when about a third of Americans belonged to a union, then have watched their numbers dwindle as more manufacturing jobs move overseas.
Q:
According to your textbook, today's flexible media system, in which new products are constantly rushed to the marketplace, favors .A. workers who belong to labor unionsB. individual entrepreneurs who can tailor a unique media product to meet a niche marketC. large companies that can easily absorb losses incurred from failed productsD. government-subsidized companies that don"t have to be concerned with making a profitE. None of the above options is correct.
Q:
Given that percent of new media products fail, a flexible economy demands fast product development and market research.A. 10--20B. 30--35C. 40--50D. 80--90E. over 95
Q:
The billion-dollar mergers and takeovers that swept the mass media in the 1990s were possible because of .A. speculation on Wall StreetB. deregulationC. the collapse of communismD. the rise of the World Wide WebE. tighter legal controls on corporate spending
Q:
Government deregulation and corporate strategy are leading to a mass media industry controlled by .A. hundreds of small companiesB. monopoliesC. oligopoliesD. national conglomeratesE. one single parent corporation
Q:
Which of the following statements regarding the U.S. government's action against monopolies in the late 1800s to early 1900s is false?
A. The government passed the Sherman Antitrust Act in 1890, outlawing monopoly practices.
B. The American Tobacco Company was one of the monopolies that broke up due to government action.
C. The Clayton Antitrust Act was passed in 1914, prohibiting manufacturers to sell to
dealers who agreed to reject the products of their rivals.
D. Despite the Sherman Antitrust Act, Rockefeller's Standard Oil Company remained a monopoly.
E. All of the statements are true.
Q:
The 1996 Telecommunications Act .A. raised the standards for broadcasters and made the process of applying, receiving, and keeping a broadcasting license much more difficultB. allowed regional telephone companies to enter the cable TV businessC. allowed a company in the Top 20 market to own a newspaper and a TV station, as long as there were at least eight TV stations in the marketD. used regulation to guard against ownership concentrationE. None of the above options is correct.
Q:
The transition to an information economy was characterized by .A. an increasingly centralized and permanent workforceB. intense product rivalry between one country and anotherC. an emphasis on mass rather than niche marketsD. the rise of transnational media industriesE. the ever-increasing power of labor union movements
Q:
Which of the following is a characteristic of the shift from an industrial to an information economy?
A. A change in focus from mass production to niche markets
B. A movement from global to local markets
C. A movement from office work to factory and industrialized production
D. An emphasis on laborers rather than service workers
E. All of the options are correct.
Q:
If the first half of the twentieth century was part of the Industrial Age, the shift away from manufacturing jobs starting in the 1950s led to a period often known as the .A. Monopolistic AgeB. Information AgeC. Cultural Imperialism AgeD. MTV AgeE. New Ice Age
Q:
Which of the following is one reason that companies like Viacom don"t want their content on the Internet for free?A. They are afraid that consumers will think that their content is poor quality because it is free.B. They aren"t sure that having their content available for free on the Internet is really helping attract paying customers.C. They are afraid that sites like YouTube and Vimeo will claim credit for creating the content.D. They don"t think the Internet is a sophisticated enough medium for their content.E. None of the options is correct.
Q:
Which of the following is the reason Viacom (owner of MTV, Comedy Central, andNickelodeon) sued Google and YouTube for a billion dollars?A. YouTube wouldn"t allow users to post videos from Viacom stations. B. Viacom wanted to pressure Google into a merger.C. The visual quality of videos on YouTube was below Viacom's standards.D. Viacom felt that YouTube and Google weren"t doing enough to stop users from uploading Viacom's copyrighted content.E. YouTube wasn"t playing enough Viacom content to allow its shows to be cross-promoted.
Q:
Which of the following companies owns YouTube?A. ViacomB. General ElectricC. Google D. Disney E. AOL
Q:
Economies of scale .A. provide incentives for producers to operate at high volumes to reduce the cost of a productB. discourage global marketing of successful productsC. provide cheap means of losing weightD. explain why print media easily travel across national bordersE. only exist in noncapitalist economic systems
Q:
When a media business relies on indirect payments for most of its revenue, consumers tend to A. become commodities to be "sold" to advertisers, who are the real clientsB. become completely unimportantC. have the ability to communicate their preferences immediatelyD. have the power to determine the type of advertising usedE. None of the above options is correct.
Q:
Media that rely primarily on direct payment to collect revenues include .A. moviesB. online search enginesC. over-the-air radio stationsD. consumer magazinesE. daily newspapers
Q:
Which of the following best describes limited competition?A. A single firm that dominates an industryB. A market that has many producers and sellers, but only a few products C. A few firms that dominate an industryD. Customers that pay directly for media goods, such as a cable TV or a magazinesubscriptionE. A company that is limited in the way it can compete with its rivals, as in the case of price fixing
Q:
The book publishing and motion-picture industries are both examples of .A. monopoliesB. oligopoliesC. O & OsD. limited competitionE. None of the above options is correct.
Q:
Public debates about the structure and ownership of the mass media are encouraged by media owners, who consider such discussion to be in their best interests.
Q:
The U.S. mainstream news media have done little in recent years to sustain a public debate.
Q:
News organizations owned by large media conglomerates have been significantly increasing the number of reporters assigned to cover international issues, especially following the terrorist attacks of September 11, 2001.
Q:
American culture dominates global markets partly because it is appealing and partly for economic reasons.
Q:
One reason cultural imperialism might be harmful even to the dominant culture is that it can foster resentment and ill will from people in other cultures.
Q:
The global spread of media software and electronic hardware has made it easier for political leaders to secretly suppress dissident groups.
Q:
Most citizens of developed countries have a wide range of media products available to them, but they have little say in which media are created and circulated.
Q:
Former CBS broadcast chief William Paley once argued that anyone who attacked the commercial broadcast system was attacking democracy itself.
Q:
Most media monopolies today operate at the local, not the global, level.
Q:
Baywatch is an example of an American TV production that was more successful in foreign countries than in the United States.
Q:
The success of SnowWhite, Fantasia, and Pinocchio propelled the Disney Company to major studio status.
Q:
Synergy typically refers to the promotion and sale of different versions of a media product across the various subsidiaries of a media conglomerate.
Q:
The term synergydescribes the dynamic creative energy of media corporations such as Disney.
Q:
Because of the rise of specialization, people under eighteen and women over thirty-five have more cable television shows targeted at them.
Q:
The global economy has reduced prices to the point where most low-paid workers in Third World factories can afford the stereos and TV sets they help manufacture.
Q:
The era of downsizing coincided with an increase in workers who belong to labor unions.
Q:
Because today's flexible economy demands fast product development, smaller media companies have an advantage over their larger competitors.
Q:
Most media companies spread out their holdings among various types of mass media rather than trying to control one medium, to avoid monopoly charges.
Q:
The television network ABC is owned by Disney.
Q:
The deregulation movement returned media economics to nineteenth-century principles.
Q:
Commercial radio broadcasters once demanded government regulation because of technical interference and competition from smaller amateur stations.
Q:
Government controls over business were drastically weakened during the presidency of Ronald Reagan (1981--1989).
Q:
The government trend toward deregulation was actually begun during the Carter years.
Q:
The movement toward business deregulation started during the presidency of Ronald Reagan
(1981--1989).
Q:
The purpose of the 1950 Celler-Kefauver Act was to limit corporate mergers and joint ventures that reduced competition.
Q:
The purpose of antitrust laws is to encourage diversity and competition in the marketplace.
Q:
Large media corporations have been afraid to use the Internet because it threatens existing business models.
Q:
An oligopoly exists when there is a lot of variety in the number of sellers and producers of media content, but not much variety in what they actually produce.
Q:
A monopoly exists when a small number of firms control an industry, either nationally or locally.
Q:
Historically, companies that distribute services like radio, cable, and the Internet tend to stay away from producing actual content like music and movies.
Q:
A. PR message to gain support for a special issue or causeB. PR resembling a TV news storyC. Broadcast-style press release for nonprofit organizationD. PR written in the style of a news report
Q:
A. Lamented influence of PR profession on modern lifeB. Convinced women that cigarette smoking was publicly acceptableC. Helped open the PR profession to womenD. Transformed image of millionaire John D. Rockefeller, Sr.1) Ivy Ledbetter Lee2) Edward Bernays3) Walter Lippmann4) Doris Fleischman
Q:
For journalists, the word has come to mean a PR person who inserts him- or herself between a client and members of the press.
Q:
The phony grassroots public-affairs campaigns engineered by public relations firms are known as lobbying.
Q:
When celebrities or officials create situations solely to attract press attention and publicity, this is called a/an .
Q:
The visual counterpart of the press release for television news is the .
Q:
In advertising and public relations, is a communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such as a nation's war effort.
Q:
was the first person to apply findings from psychology and sociology to public relations.
Q:
was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel.
Q:
The earliest public relations practitioner was the , who sought to advance a client's image through media exposure.
Q:
According to the textbook, which of the following is not a potential problem for a democratic society posed by the practice of modern public relations?A. There is often little knowledge of behind-the-scenes public relations efforts.B. Coverage gained through public relations efforts can get unwarranted credibility as news as opposed to identifiable advertising.C. Spin doctorscan reshapea politician's image until it bears little resemblance to reality.D. Debate over key policy issues, such as going to war, can become exercises in public manipulation instead of public information.E. There is a growing effort by major news organizations to carefully fact-check political advertising and expose lies and half-truths.
Q:
Which of the following is not true about PR?A. It tends to borrow a "neutral" voice from reporters or public officials. B. Journalism and PR have a symbiotic relationship with each other.C. Press releases are one of the common types of corporate PR. D. PR tries to shape the public agenda for private interests.E. PR ultimately has little influence on news content.
Q:
A journalist might be likely to criticize public relations professionals for .A. providing a useful press release for an upcoming eventB. only letting reporters sympathetic to the goals of an embattled company interview that company's presidentC. helping them find experts to interviewD. giving a full and detailed account of the facts surrounding an issueE. None of the options is correct.
Q:
The claim that PR encourages reporter laziness is based on the fact that PR firms .A. strictly control access to news sourcesB. seduce reporters with bribes, liquor, free tickets, and other freebiesC. play on reporters' egos by praising them for superficial workD. provide reporters with press releases and tips that can easily be turned into news storiesE. All of the options are correct.
Q:
The term flack .A. is a derogatory term coined by journalists to describe PR agentsB. is a derogatory term coined by PR professionals to describe their clientsC. is a derogatory term coined by PR professionals to describe journalistsD. is a derogatory term coined by journalists to describe the people that PR agents protectE. None of the options is correct.
Q:
Which of the following demonstrates why the 1982 tragedy involving someone tampering with Tylenol packages and lacing them with poison is often given as an example of the correct way to handle public relations during a crisis?A. Tylenol successfully shifted blame by telling lies to cast suspicion on competitors.B. Tylenol changed its name in order to avoid any lingering negative publicity.C. Tylenol underestimated the number of contaminated bottles and still managed to get the public to sympathize with the company.D. Tylenol offered full disclosure of the problem to the press, recalled its productsnationwide, and set up emergency phone lines to take calls from consumers and health care providers.E. None of the above options is correct.
Q:
What mistakes were made by BP following the months-long oil leak in the Gulf of Mexico?A. The company CEO made public statements about the "small people" who live along the Gulf Coast.B. The company repeatedly underestimated or underreported the amount of oil gushing from the leak.C. The company CEO attended an elite yacht race and made comments about wanting to "get his life back" while the leak was still gushing.D. The company did not show enough remorse or compassion in the wake of the spill.E. All of the options are correct.
Q:
How did the Exxon Corporation respond to the Exxon Valdez disaster of 1989?A. They waited several days to send executives to Alaska to express concern. B. They tried to blame the ship's captain for the crisis.C. They agreed to pay the cost of cleanup.D. They failed to listen to their PR advisers. E. All of the options are correct.
Q:
A public relations firm looking to make full use of the Internet can .A. encourage clients to use social media tools like Facebook and Twitter to interact with audiencesB. edit Wikipedia entries for its client's benefitC. hire apparently independent bloggers to promote productsD. create a blog where corporate executives can report company news and share their own observationsE. All of the options are correct.
Q:
An example of a way the Internet can make a PR practitioner's job harder is that the public can see .A. a promotional video highlighting a company's productsB. a video that went viral of restaurant employees allegedly contaminating foodC. press releases without journalistic filtersD. flattering bios of company officials on a Web siteE. All of the options are correct.
Q:
Why did the Federal Trade Commission set new rules about PR blogging in 2009?
A. It was concerned about the use of sexually explicit images.
B. It was worried about company representatives altering Wikipedia entries.
C. It was concerned about "mom bloggers'" offering advice about consumer products while secretly getting money and gifts from the companies they reviewed.
D. It didn"t like the fact that some companies had Facebook pages.
E. It was concerned that some politicians were using social media like Twitter to seem more warm and friendly when they were really cold and distant.