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1. A single hieroglyph could stand for not only the thing pictured but:
a. A letter
b. A word
c. A concept
d. A syllable
e. All of the above |
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2. Printing had a major effect on:
a. Spelling
b. The development of regional languages such as German and French
c. Replacing myths, lore, and superstition with facts
d. Religion
e. All of the above |
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3. Social networking sites such as Myspace or facebook are example of which of the following types of communication?
a. Interpersonal communication
b. Group communication
c. Mass communication
d. All of the above |
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4. Amanda has just woken up. She debated within her own head whether she would rather slepp in or attned her early morning class. Amanda has been using which of the following types of communication?
a. Group communication
b. Interpersonal communication
c. Intrapersonal communication
d. Mass communication |
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Definition
| intrapersonal communication |
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Term
5. Long tail media are characterized by which of the following?
a. A high number of goods
b. A low cost of reaching markets
c. Ease of finding obscure products
d. All of the above |
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Definition
| a low cost of reaching markets |
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Term
6. People with low levels of media literacy would assume that the most powerful force controlling the media are which of the following?
a. Owners
b. Advertisers
c. Audiences
d. News sources |
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7. The media in the United States are typically owned by which of the following?
a. The government
b. Private industry
c. Public cooperatives
d. Charitable foundations |
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8. A media scholar is trying to find out if children who watch Seasame Street do better in second grade than children who watch Spongebob Squarepants. What kind of effects is he looking for?
a. Message effects
b. Media effects
c. Ownership effects
d. Actice audience effects |
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9. A media scholar is trying to find out wheter radio or television political ads are more persuasive. What kind of effects is he looking for?
a. Message effects
b. Media effects
c. Ownership effects
d. Active audience effects |
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10. Which of the following was the first truly national magazine with a large circulation publiushed in the United States?
a. Atlantic Monthly
b. New Republic
c. The Saturday Evening Post
d. The New Yorker |
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Definition
| the saturday evening post |
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Term
11. Maxim is a magazine that is trying to appeal to which of the following audiences?
a. Intellectuals interested in conservative political ideas
b. Young men who have been ignorded by magazines in the past
c. Both gay and heterosexual males |
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Definition
| b. Young men who have been ignorded by magazines in the past |
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12. Dove’s campaign for Real Beauty advertisements have been controversial for which of the following reasons?
a. They push cosmetics that do not do what they claim to do
b. The feature women in them who look like heroin addicts
c. They feature prominent feminists who have been critical of the fashion industry.
d. They feature models who are larger than those in typical beauty ads |
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Definition
| they featured models who are larger than thos in typical beauty ads |
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13. Which paper was published by Benjamin Franklin?
a. Publick Occurences
b. The Penslyvania Gazette
c. The Boston News-Letter
d. The New York Sun |
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Definition
| the pennsylvania gazzette |
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Term
14. New soures of news for consumers include which of the following?
a. iPods and MP3 players
b. personal digital assistants (PDAs)
c. the World Wide Web
d. all of the above |
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15. Colonial newspapers could be characterized by which of the following?
a. Objective reporting
b. Intensively partisan opinion writing
c. Sensationalistic crime news
d. In-depth investigative reporting |
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Definition
| intensively partisan opinion writing |
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Term
16. The method of recording sound that involves storing it in a series of numbers is called which of the following?
a. Long-playing recording
b. Analog recording
c. Social recording
d. Digital recording |
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17. Digital reocrdings, such as CDs, frighten recording companies for which of the following reasons?
a. They don’t wear out as fast as tapes or vinyl recordings did
b. Consumers can potentially make perfect digital copies of the music without paying for them.
c. They can contain more music than old analof LP discs, and so consumers expect to receive more songs to fill the space. |
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Definition
| consumers can essentially make perfect digital copies of the music without paying for them |
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18. Which of the following was first major movie with multiple scenes and a plot?
a. The Jazz Singer
b. A trip to the Moon
c. Gone with the Wind
d. E.T. |
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19. The blacklist of the 1940s and 1950s was driven by which of the following?
a. A desire to increase movie profits
b. A fear of communism
c. A fear of terrorism
d. None of the above |
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20. Hollywood’s response to the rise of television was to do which of the following>
a. Making more musicals
b. Start controlling costs by making lower-budget movies
c. Start making larger-than-life movies
d. Start basing movies on high-brow plays and novels |
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Definition
| Start making larger than life movies |
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Term
21. Network affiliates are which of the following?
a. The people who work at broadcast networks
b. Partner cable networks that carry returns of network programming
c. local broadcast stations that carry network programming
d. promotional partners who do product placement on network shows |
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Definition
| local broadcast stations that carry network programming |
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22. Why are broadcasters and studios so concerned about the switch to high-definition broadcasting?
a. Because HDTV programming costs too much to produce
b. Because not everyone has HDTV sets
c. Because consumers will be3 able to make high-quality recordings of HDTV programming
d. Because consumers prefer the “warmer” look of analog broadcasting |
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Definition
| because not everyone has HDTV sets |
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23. Audience members can now interact with cable and broadcast television by doing which of the following?
a. Skipping commercial using a DVR
b. Calling up movies on demand
c. Vote for the outcome of reality programs
d. All of the above |
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24. Our definition of what is broadcasting is being changed by the fact that you can now do which of the following?
a. Buy television programs as digital downloads through the iTunes store
b. View television programs after they air as streaming content on the Web
c. Buy television programs on DVD
d. All of the above |
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25. Paul Baran’s idea of cutting messages into small pieces and sending them on the easiest route was known as which of the following?
a. Digital pipeline
b. Packet switching
c. Teleconferencing
d. E-mail |
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26. The first Web browser that could handle graphics was called which of the following
a. Internet Explorer
b. Safari
c. Mosaic
d. Firefox |
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27. Radio and the Internet have which of the following in common?
a. They both were initially developed as tools for machine-assisted interpersonal communication
b. They both were initially developed as media of mass communication
c. They both are owned and operated by the government in the United States rather than by private industry
d. They replaced other forms of mass communication, which were then driven out of business |
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Definition
| b. They both were initially developed as media of mass communication |
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28. The first major mass medium to be supported primarily by advertising in the United States which was of the following?
a. Radio
b. Newspapers
c. Broadcast television
d. Cable television |
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29. Most advertising relies on ________ to make their products attractive to their target audience.
a. Reasoned arguments
b. Subconscious appeals
c. Logical fallacies
d. B and C
e. All of the above |
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30. Arguably, the most effective channel of communication is through the sense of
a. Smell
b. Sight
c. Taste
d. Touch
e. Hearing |
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31. A computer company’s selling point of “our computer stars up 25% faster” is an example of
a. Circular argument
b. Buzz words
c. Weasel words
d. Begging the question
e. Dangling comparative |
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32. Modern communication media have contributed to
a. People having a shorter attention span
b. A lower threshold of boredom
c. An era of instant gratification
d. All of the above |
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33. When demand for products exceeds the supply of those products, which method of advertising is most likely to be used?
a. Sales oriented
b. Product oriented
c. marketing oriented
d. None of the above |
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| 34. Johannes Gutenberg being a goldsmith made it possible for him to invent moveable type. |
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Definition
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| 35. Prior to the development of Gutenberg’s printing press, there were no books published. |
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| 36. Gutenberg maintained a monopoly on movable type printing for more than 50 years |
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| 37. Printing brought an end to parochial thought and expanded people’s world view. |
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Definition
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| 38. During the Middle Ages, monks made copies of books to spread knowledge |
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| 39. A society binds itself together through the stories it tells about itself |
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| 40. The rules of a society makes for itself are always rational |
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| 41. Radio requires greater concentration on the part of its audience than television does |
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| 42. Radio never included drama in its programming |
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| 43. Thomas Edison invented the first moving picture machine |
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| 44. The first movies were of everyday scenes |
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Definition
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| 45. All movies were in black and white rather than color until the 1950s |
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| 46. Movie studios welcomed the introduction of television when it first went on the air in the 1940s |
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| 49. When it first went on the air, the Fox Network used a strategy of putting on controversial shows, particularly sitcoms to gather audience |
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Definition
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| 50. The difference between reality TV shows and scripted TV shows is that the scripts for reality shows are written after the footage of scenes is shot |
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Definition
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| 51. Advertising usually uses rational arguments to sell products |
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Definition
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| 52. Modern communication media such as cell phones, computer databases and Facebook have increased people’s privacy |
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Definition
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| 53. News organizations are turning more and more toward modern communication methods such as Facebook and Twitter to gather the news |
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| 54. The internet was originally developed to connect universities to facilitate research |
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| 55. The large driving force for improvements in internet technology and software is pornography |
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| 57. Advertising began in the 20th century |
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Definition
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| 58. The sense of smell works well in advertising |
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Definition
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| 59. Differences between parity products are induced |
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Definition
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| 60. The use of sexual appeals in advertising never works |
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| 61. Puffery is the illegal exaggeration of claims about a product in ads |
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Definition
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| 62. The only reason people buy a product is the product performs a function they’re looking for |
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| 63. The Volkswagen advertising campaign of the late 1950s/early 1960s used a hard sell approach. |
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| 64. Advertising avoids using stereotypes to avoid offending people |
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| 65. Subliminal advertising using hidden sales messages in considered to be highly successful by major advertising agencies |
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| 66. Consumers will often pay more for a product that has a premium image attached to it by advertising. |
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| in mass communication feed back is typically |
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| when most brands in a given product category are essentially the same, they are called.. |
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| Tim Berner Lee's invention that made internet accessible to ordinary people was.. |
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Definition
| hypertext markup language |
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| which of the following is not part of a comprehensive definition of advertising? |
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Definition
| advertisement is non personal selling |
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| most advertising relies on.. |
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| Marconi's radio was essentially a wireless telegraph only capable of communicating dots and dashes |
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