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Q:
_____________ theory argues that people experience a kind of mental discomfort when confronted with new information. As a result, they consciously and subconsciously work to limit or reduce that discomfort.
a. Dissonance
b. Limited effects
c. Attitude change
d. Two-step flow
Q:
Peoples psychological dissonance is reduced through the selective processes, one of which is ____________, the process by which people interpret messages in a manner consistent with their preexisting attitudes and beliefs.
a. selective exposure
b. selective retention
c. selective perception
d. selective counterveillance
Q:
The idea that mass communication ordinarily does not serve as a necessary and sufficient cause of audience effects, but rather functions among and through a nexus (web) of mediating factors and influences, is the basis of Joseph Klappers _____________ theory.
a. two-step flow
b. dissonance
c. magic bullet
d. reinforcement
Q:
_____________ theory argues that media dont do things to people; rather, people do things with media. In other words, medias influence is limited to what people allow it to be.
a. Uses and gratifications
b. Limited effects
c. Attitude change
d. Agenda setting
Q:
_____________ theoryproduced theorist Stuart Hall, who first developed the idea of media as a public forum.
a. Cultural
b. Limited effects
c. Attitude change
d. British cultural
Q:
The idea that medias influence resides in the relationship between the larger social system, the medias role in that system, and audience relationships to the media forms the basis of _____________ theory.
a. uses and gratifications
b. dependency
c. attitude change
d. agenda setting
Q:
_____________ theory is the idea that people learn through observation to model the behaviors they see.
a. Selective observation
b. Excitation
c. Social cognitive
d. Vicarious reinforcement
Q:
Social cognitive theorists call the direct replication of an observed behavior
a. modeling.
b. imitation.
c. identification.
d. behavioral hierarchy.
Q:
Ad production is billed at an agreed-upon price called a
a. retainer.
b. commission.
c. percentage.
d. per diem.
Q:
The emergence of cultural theory in mass communication signaled a return to
a. the primacy of social science observation in communication research.
b. the belief in powerful media effects.
c. the belief in limited media effects.
d. mass communication theorys roots in psychology and sociology.
Q:
Placement of advertising in media is compensated through a _____________, typically 15% of the cost of the time or space.
a. retainer
b. commission
c. percentage
d. per diem
Q:
In mass communication theory, the_______ argues that active audience members use media content to create meaning, and meaningful experiences, for themselves.
a. alternative hypothesis perspective
b. meaning-making perspective
c. middle-range perspective
d. revolutionary perspective
Q:
_____________ is when advertisers encourage their audience to perceive their products as having meaning beyond the products actual function.
a. Product positioning
b. Symbolic interaction
c. Modeling
d. Agenda setting
Q:
During the _____________ era of mass communication theory, the media were believed to be corrupting influences that undermined the social order, and average people were considered defenseless against their influence.
a. mass society theory
b. hypodermic needle theory
c. limited effects theory
d. cultural theory
Q:
Media effects on individuals are said to be
a. micro-level effects.
b. macro-level effects.
c. transmissional effects.
d. ritual effects.
Q:
The mass society theory idea that media are a dangerous drug, or a killing force that directly and immediately penetrates a persons system, is summed up in the
a. mass society theory.
b. hypodermic needle theory.
c. limited effects theory.
d. cultural theory.
Q:
Media effects that occur at the cultural level are said to be
a. micro-level effects.
b. macro-level effects.
c. administrative effects.
d. critical effects.
Q:
Questions about medias impact on issues, such as what kind of nation we are building or what kind of people we are becoming, are characteristic of
a. micro-level research.
b. transmissional research.
c. critical research.
d. ritual research.
Q:
The view of mass media as central to the maintenance of society over time and the representation of shared beliefs is the _____________ perspective.
a. micro-level
b. macro-level
c. transmissional
d. ritual
Q:
Research questions about the immediate, observable influence of mass communication are examples of _____________ research.
a. micro-level
b. ritual
c. organic
d. administrative
Q:
The _____________ perspective of mass communication sees media as senders of messages (discrete bits of information) across space.
a. ritual
b. transmissional
c. critical
d. administrative
Q:
In a typical beer ad, buy this beer is the _____________ message, whereas you need this beer to have fun, to be attractive, and to have friends may be its _____________ message.
a. ritual; transmissional
b. transmissional; ritual
c. micro-level; macro-level
d. administrative; critical
Q:
_____________ theory argues that cultures give symbols meaning and then those symbols control behavior.
a. Social construction of reality
b. Symbolic interaction
c. Gatekeeper
d. Agenda setting
Q:
_____________ theory argues that media do not tell us what to think, but what to think about.
a. Social construction of reality
b. Symbolic interaction
c. Gatekeeper
d. Agenda setting
Q:
Mass communication _____________ are explanations and predictions of social phenomena that attempt to relate mass communication to various aspects of our personal and cultural lives or social systems.
a. assumptions
b. hypotheses
c. theories
d. sciences
Q:
Economists call the process of proactive consumers either chosing to exit from a sale or to voice their dissatisfaction with a product
a. parity.
b. market segmentation.
c. brand awareness.
d. expressing disapproval.
Q:
Ideas that explain or predict only limited aspects of the mass communication process are called
a. assumptions.
b. testable hypotheses.
c. middle-range theories.
d. quasi-sciences.
Q:
_____________ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.
a. Public relations
b. Promotion
c. Advertising
d. Puffery
Q:
Because mass communication theories are created by people, and are therefore influenced by human biases, the times in which we live, the position we occupy in the mass communication process, and a host of other factors, we can say that these theories are
a. dynamic.
b. unreliable.
c. unscientific.
d. human constructions.
Q:
_________ refers to advertising sold next to or in search results produced by users key word searches.
a. Search marketing
b. Ambient advertising
c. Rich media
d. Permission marketing
Q:
Because the environments in which they are created change constantly, mass communication theories are said to be
a. dynamic.
b. unreliable.
c. unscientific.
d. human constructions.
Q:
Near the turn of the twentieth century, the _____________ was established to verify magazine circulation claims.
a. Advertising Federation of America
b. American Association of Advertising Agencies
c. Association of National Advertisers
d. Audit Bureau of Circulations
Q:
In the early days of radiothe 1920s until well after World War IIprogramming was
a. subject to advertiser approval.
b. paid for by advertisers.
c. produced by ad agencies for their clients.
d. free of advertising.
Q:
What are specific ways in which the Internet has altered advertising?
Q:
The first regularly broadcast radio series sponsored by a single company, _____________, premiered in 1923, bearing the name of its battery-making sponsor.
a. The Rayovac Amateur Hour
b. The Eveready Hour
c. Sears Presents
d. The Duracell Hour
Q:
Differentiate between psychographic and demographic segmentation.
Q:
When the Great Depression was eating into the income of the advertising industry, many advertisements began making direct claims about why consumers needed the products, a technique called
a. puffery.
b. the hard sell.
c. psychographics.
d. polygraphics.
Q:
What makes an ad false by law? Describe in detail the regulatory powers available to the FTC when it is faced with an example of false advertising. What factors make the regulation of ad content sometimes difficult?
Q:
At the outbreak of World War II, several national advertising and media associations joined to develop the _____________, using their expertise to promote numerous government programs.
a. Consumer Union
b. National Advertising War Council
c. Better Business Bureau
d. War Advertising Council
Q:
Detail four defenses of contemporary advertising. Then either support or refute each in detail.
Q:
To ensure that they did not profit unduly from the death and destruction caused by World War II, manufacturers were subjected to
a. a high excess-profits tax.
b. additional FTC scrutiny.
c. greater internal efforts to strengthen ethics.
d. strict limits on the amount of product they could produce.
Q:
Detail four criticisms of contemporary advertising. Then either defend or refute each in detail.
Q:
A products _____________ is what sets it apart from other brands in the same product category.
a. return on investment
b. accountability metrics
c. unique selling proposition
d. forced exposure
Q:
______________refers toautomated, data-driven buying of online advertising.
a. Search marketing
b. Ambient advertising
c. Rich media
d. Programmatic buying
Q:
________reject most traditional advertising and use multiple sourcestraditional media, the Internet, product-rating magazines, recommendations from friends in-the-knowto not only research a product, but to negotiate price and other benefits.
a. Proactive consumers
b. Up-scale consumers
c. Niche buyers
d. Teenagers
Q:
____________ refers to sophisticated, interactive Web advertising, usually employing sound and video.
a. Search marketing
b. Ambient advertising
c. Rich media
d. Programmatic buying
Q:
Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the _____________ to monitor potentially deceptive advertising, still the industrys most important self-regulatory body.
a. Advertising Federation of America
b. American Association of Advertising Agencies
c. Association of National Advertisers
d. National Advertising Review Board
Q:
Common fifteenth-century European pinup want ads for all sorts of products and services were called
a. siquis.
b. shopbills.
c. newsbooks.
d. heralds.
Q:
When most brands in a given product category are essentially the same, they are called _____________ products.
a. parity
b. USP
c. niche
d. familial
Q:
In the fifteenth century, European tradespeople promoted themselves with attractive, artful business cards called
a. siquis.
b. shopbills.
c. newsbooks.
d. heralds.
Q:
Many in the advertising industry are calling for a new way to measure a commercials effectiveness, _____________, an accountability-based measure of success.
a. engagement
b. ROI
c. creativity
d. USP
Q:
Advertising in the United States was a small business until the mid-1800s, when industrialization and _____________ combined to alter the social and cultural landscape, bringing about advertisings expansion.
a. the Spanish-American War
b. the introduction of radio
c. the Civil War
d. the freeing of the slaves
Q:
New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industrys economics, creativity, and
a. fee structure.
b. research approach.
c. relationship with consumers.
d. demographic makeup.
Q:
Advertising copywriter _____________ recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency.
a. Volney B. Palmer
b. Cyrus Curtis
c. F. Wayland Ayer
d. J. Walter Thompson
Q:
New, interactive technologies give consumers two choices when making a purchasing decision: exit, that is they simply do not buy the product, or ____, that is they explain exactly why they are not buying.
a. parity
b. feedback
c. voice
d. trailing
Q:
With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of
a. slogans.
b. advertising campaigns.
c. public relations.
d. brands.
Q:
The first full-service ad agency was begun in 1869 by
a. Volney B. Palmer.
b. Cyrus Curtis.
c. F. Wayland Ayer.
d. J. Walter Thompson.
Q:
In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the countrys important institutions, led by the muckrakers; and in 1914
a. the establishment of the Federal Trade Commission.
b. falling profits.
c. demands from magazines for more ethical operation.
d. demands from consumers.
Q:
Users are much more likely to welcome advertising on their smartphones.
Q:
Ad agencies make their money through retainers and commissions. Define each.
Q:
Volney B. Palmer began the first full-service ad agency in 1877.
Q:
How is CPM computed?
Q:
The listening public was outraged when radio station WEAF began airing commercials in 1922.
Q:
Products in a given brand category that are essentially the same are called unique selling propositions (USPs).
Q:
The identification of a given product with its manufacturer is an example of brand awareness.
Q:
False advertising and puffery are essentially the same.
Q:
In an ad agency, the account management department typically develops an ads copy and design.
Q:
CPM refers to cost per million, one standard for determining an ads effectiveness.
Q:
Ads touting a midnight madness sale or back-to-school sale are examples of promotional retail advertising.
Q:
VALS is a psychographic segmentation strategy that classifies consumers according to values and lifestyles.
Q:
Clients are increasingly asking advertisers for ___________, agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged.
a. accountability metrics
b. permission billing
c. value compensation
d. ruled placements
Q:
How did industrialization and the Civil War boost the need for advertising?
Q:
Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____________ segmentation.
a. psychographic
b. phylographic
c. zip code
d. demographic
Q:
What was F. Wayland Ayers innovation in the advertising agency?
Q:
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called _____________ segmentation.
a. psychographic
b. phylographic
c. zip code
d. demographic
Q:
What was the relationship between advertisers and the radio programs that carried their commercials at the time of the first radio commercial in 1922?
Q:
One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and _____________, that little lie that makes advertising more entertaining than it might otherwise be.
a. clutter
b. bending
c. fudging
d. puffery
Q:
How did the hard sell come to advertising?
Q:
In advertising research, _____________ measures the effectiveness of advertising messages by showing them to consumers.
a. recall testing
b. forced exposure
c. recognition testing
d. copy testing
Q:
What is the relationship between parity products and the idea of unique selling propositions?