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Q:
Online advertising has taken the form of .A. banner ads that lead across the top or side of a Web pageB. pop-under adsC. interstitials and flash multimediaD. paid search engine advertisingE. All of the options are correct.
Q:
The is the blueprint or roughly drawn comic strip of a potential ad.A. focus groupB. storyboardC. VALS strategyD. PSAE. space broker
Q:
In advertising , coordinate the views and needs of clients, the creative team, and consumers to create an overall marketing strategy.A. writersB. space brokersC. account plannersD. media doctorsE. media buyers
Q:
Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types?A. Ideals, achievement, and self-expressionB. Strivers, survivors, and thinkers C. Achievers, strivers, and survivors D. Ideals, achievers, experiencersE. Achievement, self-expression, morals
Q:
Psychographics involves the study of .A. sexB. ageC. socioeconomic classD. attitudes, beliefs, interests, and motivationsE. None of the above options is correct.
Q:
Which of the following statements about boutique advertising agencies is false?A. Designers and artists might have formed them in order to have more creative freedom.B. Many have been bought up by larger agencies, but may still operate semi-independently. C. They cater to large clients like Target and Anheuser-Busch, just like the mega-agencies do. D. They are too small and don"t have the staff to offer their clients personalized service.E. All of the options are true.
Q:
A. Mass market paperbacksB. Reference booksC. TextbooksD. Trade books1) Art and travel2) Encyclopedias3) El-hi4) The instant book
Q:
A large retail business that sells books, recordings, and new media is called a
Q:
Bookstore sales are dominated by one chain, .
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In book publishing, editors provide authors with feedback, make suggestions for improvements, and obtain advice from knowledgeable members of the academic community.
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editors attend to specific problems in writing or length.
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While e-books can be read off computers and smartphones, devices created specifically for reading e-books are called .
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are sold from racks in drugstores, supermarkets, and airports as well as in bookstores.
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Sometimes identified as pulp fiction, were cheaply produced, low- priced novels popular in the United States beginning in the 1860s.
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is a technology introduced in the nineteenth century that enabled printers to set type mechanically using a typewriter-style keyboard.
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A paper made from treated animal skin, was used in the GutenbergBibles.
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A printing technique developed by early Chinese printers, involved hand-carving characters and illustrations into blocks of wood.
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from the Middle Ages featured decorative, colorful designs and illustrations on each page.
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An early type of book, the was made up of paper-like sheets that were cut and sewn together along the edge, then bound with thin pieces of wood and covered with leather.
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One of the first materials on which people could write language and symbols, was obtained from plant reeds found along the Nile River.
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According to the textbook, books help us .A. discover who we areB. discover what we valueC. discover what our common ties with others areD. understand ideas outside of our own experiencesE. All of the options are correct.
Q:
The rights to use the contents of a book in another form, such as a screenplay, are called A. royaltiesB. residualsC. subsidiary rightsD. an advanceE. bonus money
Q:
Publishers employ to seek out and sign authors to contracts.A. copy editorsB. acquisitions editorsC. book agentsD. developmental editorsE. sales representatives
Q:
What do Das Kapital, TheSatanic Verses, and TheAutobiography of Malcolm Xhave in common?A. They were all banned at one time or another. B. They all had trouble finding a publisher.C. They were the first booksmade into e-books.D. They were originally published in Latin. E. They were written by the same author.
Q:
What is the name of the project in which many libraries and companies like Google and Amazon are joining forces to digitize millions of books with expired copyrights?A. AppleB. The Open Content AllianceC. The Association of American PublishersD. GoogleE. The Digital Public Library of America
Q:
Millions of library books are deteriorating because .A. there is too much humidity in library buildingsB. the ink used in printing the books is eating through the paperC. the glue holding the books together is drying outD. the books were printed on acid-based paper, which is turning brittleE. nobody wants to take care of them
Q:
According to the textbook, as e-books become more popular, consumers who use them might expect to see .A. e-books that will look and feel more like print booksB. very few changes from current e-booksC. e-books with embedded video, hyperlinks, and dynamic contentD. e-books that will look and feel more like magazinesE. All of the options are correct.
Q:
Which of the following statements about e-books is false?A. E-books became the best-selling adult fiction book format by 2012. B. There is now a New YorkTimese-book best-seller list.C. Apple's iPod, iPad, and iPhone devices are so successful other competitors are backingaway from the e-book business.D. Several companies, including Apple, Amazon, Barnes & Noble, and Google, are competing for shares of the e-book market.E. All of the options are false.
Q:
According to the textbook, which of the following statements is most likely true about the future of e-books?A. The sales of e-books will probably level off at 5 percent of U.S. book sales.B. The sales of e-books will likely drop as the fad passes.C. Over half of all U.S. book sales will be e-books by 2015. D. Over half of all U.S. book sales will be e-books by 2017.E. Publishers will probably stop producing print books by 2012.
Q:
The key to the success of e-books has been .A. the creation of an e-reader that has a comfortable-to-read displayB. the creation of an e-reader that was affordable for a large audienceC. having a large number of titles available electronicallyD. making e-books less expensive than hardcover copiesE. All of the options are correct.
Q:
developed the first commercially successful electronic reading device.A. SonyB. AmazonC. AppleD. Barnes & NobleE. Borders
Q:
made one of the first portable electronic reading devices.A. SonyB. AmazonC. AppleD. Barnes & NobleE. Borders
Q:
Which of the following statements about audio books is true?A. Audio books are now downloadable to iPods and other portable devices.B. Audio books offer a valuable service to sightless and vision-impaired readers.C. Regular readers enjoy audio books during daily commutes or long drives.D. The number of audio books borrowed from libraries soared in the 1990s and early 2000s. E. All of the options are correct.
Q:
Which of the following is true about the relationship between the movie and publishing industries?A. The film industry rarely turns to the publishing industry for ideas because books are seen as an outdated mode of communication.B. Publishers and authors are often cheated out of huge movie rights revenues for film adaptations of novels.C. The film industry will adapt graphic novels or comic books, but not fiction or nonfiction.D. Publishers pay movie studios huge amounts of money to have their books adapted into movies.E. None of the options is correct.
Q:
Boardwalk Empire, Dexter, Pretty Little Liars, and Friday Night Lights are all examples of A. successful movies that were turned into popular books that then helped to repromote the filmsB. successful books that were all turned into blockbuster moviesC. television programs that inspired books that also became popular, which in turn boosted ratings for the television showsD. popular books that were turned into television series, which in turn made the books even more popularE. television programs getting ideas from books and then hurting book sales because everyone watched the shows instead of reading the books
Q:
Which of the following is a method large book publishers use to generate enormous revenues?A. Allowing bookstores to return unsold copies of books for creditB. Paying large advances to authorsC. Seeking out and publishing books only a handful of scholars will ever readD. Signing lucrative agreements for turning books into films or television programs E. Investing in printed encyclopedia projects
Q:
What are two major facets of the relationship between books and television?
A. The ability of book authors to become TV stars and TV stars to write books
B. That TV can help sell books and that books serve as ideas for TV shows
C. That books need to be advertised on television and TV shows need to be talked about in books in order for either industry to be profitable
D. That television shows often give authors ideas for books but books are never a source of inspiration for TV shows
E. None of the above options is correct.
Q:
Numerous books became best-sellers after their authors appeared on .A. Inside EditionB. HomeImprovementC. OprahD. C-SPAN's Booknotes programE. 20/20
Q:
The Encyclopaedia Britannica fell on hard times in the 1990s because .A. of competition from electronic encyclopediasB. its scholarship was considered inferior to that of other encyclopediasC. other encyclopedias were cheaper and betterD. it no longer had a sales forceE. None of the above options is correct.
Q:
Which of the following is the best-selling book of all time?A. Various versions of the BibleB. Better Homes andGardens CookbookC. Baby and Child Careby Dr. Benjamin SpockD. Peyton Placeby Grace Metalious E. Twilight by Stephanie Meyer
Q:
Franklin Delano Roosevelt: A Memorial, published in 1945, is an example of which type of book?A. ReligiousB. Instant book C. ReferenceD. FictionE. Graphic novel
Q:
Which of the following have instant books been accused of?A. Shoddy binding and paper qualityB. Giving too much historical perspective on eventsC. Being too similar to made-for-TV moviesD. Exploiting tragedies for quick profits E. None of the above options is correct.
Q:
An instant book is .A. a topical book that is published quickly after a major eventB. a book that is short and easy to read very quicklyC. a book that is heavily marketed and instantly becomes a best sellerD. a religious book that causes the reader to convertE. an e-book that is delivered to a device instantly
Q:
Pocket Books revolutionized the paperback industry by .A. raising the quality of the books by using better paperB. making the pages and the font biggerC. stapling rather than gluing the bindingD. cutting the standard book price to twenty-five centsE. selling books online
Q:
According to your textbook, many movies have been inspired by comics and graphic novels because .A. they are all about warriors and superheroesB. they have strong stories and visual narrativesC. they are all about regular mortalsD. the movie industry wants to appeal to an older, more literary audienceE. All of the options are correct.
Q:
Which division of the book industry makes the most money?A. Trade books B. TextbooksC. Religious booksD. Mass market paperbacksE. Reference books
Q:
A Japanese form of graphic novel is called .A. a codexB. a dime novelC. mangaD. pulpE. el-hi
Q:
An adult trade book is .A. a novel of a pornographic natureB. any hardbound or paperback book, fiction or nonfiction, aimed at the general adult readerC. a type of book that targets various occupational groups and is not intended for thegeneral consumer marketD. a type of book typically used in the classroom setting as students learn about a specific topicE. in the category of books that includes dictionaries, encyclopedias, and almanacs
Q:
Which statement about the early American "prestigious'" publishing houses is true?
A. They developed rapidly during the eighteenth century with printers like Benjamin
Franklin.
B. For almost a century, there was only one major publishing house that was broken apart by antitrust laws.
C. The first American publishing houses were founded between 1900 and 1910.
D. The oldest and most prestigious American publishing houses are all now part of major media conglomerates.
E. All of the options are true.
Q:
Which of the following did the linotype do?
A. Engrave photographs
B. Set type mechanically
C. Power the press by electricity
D. Add color to the printed page
E. Type lines underneath printed words
Q:
The author of the first dime novel was .A. Ann StephensB. Samuel RichardsonC. Benjamin FranklinD. Irwin BeadleE. Chaucer
Q:
The first English work to be printed in book form was .A. the Gutenberg BibleB. The Whole Book of PsalmsC. Diamond Sutra by Wang ChiehD. Chaucer's CanterburyTalesE. None of the above options is correct.
Q:
Johannes Gutenberg is remembered for .A. inventing paperB. developing the printing pressC. inventing the codexD. translating the CanterburyTales into EnglishE. translating the Bible into English
Q:
Well before Gutenberg's printing press, who brought the Chinese technology of block printing to Europe?A. Marco PoloB. Genghis KhanC. Christopher Columbus D. Immigrants from China E. Arab spice traders
Q:
Which of the following is the oldest printed book still in existence?A. The Gutenberg BibleB. The Bay Psalm BookC. Wang Chieh's DiamondSutraD. Plato's RepublicE. Chaucer's CanterburyTales
Q:
Rules of punctuation, capitalization, and spacing of written words were developed .A. during the Middle Ages by scribesB. in 1452 by printer Johannes GutenbergC. in the 1500s for the publication of Canterbury TalesD. in the ninth century by Wang Chieh for the Diamond SutraE. during the Renaissance by Leonardo DaVinci
Q:
Many books from the Middle Ages were called illuminated manuscriptsbecause they were A. elaborately decorated with colorful designs and illustrationsB. printed using reflective inkC. burned in castle fireplaces to honor GodD. read aloud in the town square by scholars who explained, or illuminated, the textE. None of the above options is correct.
Q:
The first type of protomodern book, which used sheets of material sewn together at the edges to allow the book to be opened at any page, was called .A. papyrusB. parchmentC. a codexD. an illuminated manuscriptE. vellum
Q:
E-publishing has allowed authors to sidestep traditional publishers because the cost of producing and distributing an e-book is low.
Q:
The rise of book superstores and online retailers has caused independent bookstores' business to drop significantly.
Q:
The development of book superstores in the 1980s reinvigorated book sales.
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Bookstores must absorb the cost of any new books they don"t sell.
Q:
In the publishing industry, advance money is an early payment to the author that is then deducted from the author's royalties on book sales.
Q:
Unlike most other forms of mass media, book publishing has avoided being dominated by a few huge corporations.
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One of the triumphs of the Internet is that it allows the digital passage of banned books into nations where printed versions have been outlawed.
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Libraries are unable to digitize books because of copyright laws.
Q:
By 2012, e-books became the best-selling adult fiction book format in the United States in terms of revenue.
Q:
Despite Amazon's attempt to jump-start the e-book market with the Kindle device, it is the slowest-growing segment of the book publishing industry.
Q:
The first e-book readers introduced in the 1990s were deemed too expensive and too heavy.
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The idea of the e-book was born when Michael Hart typed up the text of the U.S. Declaration of Independence on his computer in 1971.
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Once strongly influenced by books, television and film now look elsewhere for most of their story ideas.
Q:
University presses often publish books that only small groups of scholars read.
Q:
Today, online encyclopedias are struggling because people prefer to use search engines such as Google or sources like Wikipedia to find information.
Q:
Sales of religious books have dropped substantially over the past twenty years.
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Despite their low cost, mass market paperbacks represent the smallest segment of the industry in terms of units sold.
Q:
One disadvantage of having a statewide adoption policy for textbooks is that the needs of local communities are undermined.
Q:
In about half of the states, local school districts determine which textbooks will be used by their students.
Q:
McGuffey's The EclecticReader was used to teach most nineteenth-century elementary school children to read.
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Professional books are sold mostly through mail order, the Internet, or specialized sales representatives.
Q:
The Harry Potter series gave an enormous boost to the juvenile books segment of the trade industry.