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| T/F Because the US is a democratic country, radio and television have developed as democratic media. |
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| T/F Make of the program conventions in television actually came from radio. |
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| T/F One strategy of television networks to pull program sponsorship away from single sponsors was to invent longer, magazine-style shows that ran from ninety minutes to three hours. |
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| T/F The 1950s quiz-show scandals were a major reason why advertising on television changed from a sponsorship process to spot ads. |
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| T/F In the early 1950s, the FCC assigned most educational and nonprofit TV stations to the VHF band (channels 2-13) |
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| T/F The quiz-show scandals of the 1950s provided the first indication that TV images could be manipulated. |
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| T/F Today, with the advent of DVR, viewers are moving away from the trend of time shifting that affected advertisers in previous decades. |
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| T/F In TV syndication, barter deals are usually arranged for new or untested shows. |
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| T/F A program’s share is the percentage of the number of TV sets in use at the time. |
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| T/F Film studios are becoming less important to independent TV producers because worldwide syndication has reaped such high profits. |
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| T/F Rating refers to the percentage of households watching a given show out of all households watching television at a given moment in time. |
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| T/F Hour-long television newsmagazine shows such as Dateline NBC and 60 Minutes cost about twice as much to produce as a typical hour-long drama. |
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| T/F After completing its first five television episodes, an independently produced TV program no longer requires deficit financing to fund its productions. |
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| The FCC declared a freeze on issuing new license between 1948 and 1952 because |
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| A system for allocating channels was needed to avoid signal interference |
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| Sketch comedy is a direct descendant of |
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| In TV history, the network era refers to which time period? |
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| In its early days, television drama drew on ¬___ for many of its ideas, sets, actors, and directors. |
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| Anthologies were replaced by westerns and other programs in the 1950s because |
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| All of the options are correct: Advertisers didn’t like anthologies; program production was moved to Hollywood; anthologies were expensive to produce |
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| When local stations usually air syndicated shows |
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| VHS outsold the technically superior Betamax videocassette format because |
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| VHS offered more tape space and could record longer programs |
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| In a television situation comedy |
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| Viewers consider themselves slightly better than the characters in the sitcom |
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| A syndicated and stripped television show is shown |
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| The practice of recording shows and watching them later when it is more convenient is called |
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| A television station not affiliated with any network is called |
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| Which term best describes the financial arrangement that most TV producers and movie studios enter into to make prime-time TV shows? |
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| An effective genre of television program to deal with serious or difficult social issues would be |
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Definition
| Anthologies, domestic comedies, and newsmagazines are all correct |
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| On potential drawback for consumers who use a DVR (digital video recorder) is |
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Definition
| Marketers and advertisers might be able to “see” what they watch |
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Term
| T/F A franchise fee is the money subscribers pay a cable TV company for their monthly service. |
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Definition
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| T/F Cable systems that operate as common carriers are required by law to approve the content of all programs they provide their subscribers. |
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| T/F As a result of the number of cable offerings, the four major TV networks (ABC, CBS, NBC, and Fox) no longer attract a majority of the viewing audience, as ABC, CBS, and NBC did in the 1960s and 1970s. |
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Term
| T/F CNN showed an immediate profit and met with widespread cultural success when Ted Turner introduced it in 1980. |
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| T/F CNN emerged as a serious competitor to ABC, CBS, and NBC during the Gulf War in 1991. |
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Term
| T/F The 1996 Telecommunications Act put strict limits on the number of radio and TV stations any one company can own. |
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| T/F The Telecommunications Act of 1996 was the first major rewrite of America’s communication laws in sixty-two years. |
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| T/F Under the 1996 Telecommunications Act, cable operators were freed from the requirement that they must carry most local TV channels. |
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| T/F At one point, MTV used a form of payola to maintain its dominance of music video distribution and exhibition. |
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Definition
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Term
| T/F Cable systems in the United States are increasingly owned by fewer and fewer companies, called multiple-system operators. |
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| T/F Comcast is the nation’s largest cable TV systems operator. |
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Definition
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| T/F Must-carry rules require cable operators to assign channels to and carry all local TV broadcasts on their systems. |
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Term
| T/F A communications satellite that is in geosynchronous (or geostationary) orbit maintains the same service area “footprint” over the earth. |
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Definition
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Term
| The computerized nerve center of a cable system is called the |
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Definition
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Term
| In 1965, the FCC established must-carry rulers, which |
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Definition
| Required cable operators to carry local TV broadcasts |
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Term
| What is the difference between a common carrier and an electronic publisher? |
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Definition
| A common carrier must offer part of its service on a first-come, first-served basis; an electronic publisher can pick and choose its channels |
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Term
| Which of the following is a basic cable channel? |
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Definition
| All of the options are basic cable channels: ESPN; CNN; MTV |
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Term
| The technology for DBS has been around for decades. Why didn’t it take off until the 1990s? |
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Definition
| The FCC restricted the development of DBS to protect and facilitate the growth of cable companies |
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Term
| What is the most important ramification of the Telecommunications Act of 1996? |
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Definition
| It allowed regional phone companies, long-distance carriers, and cable operators to enter and compete in one another’s markets |
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Term
| Which of the following does not characterize current changes in the television industry? |
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Definition
| More democratic representation of people living in the United States (Not: concerns for niches within national interests or audiences; popularity of Fox, MTV, CNN, and HBO; rise of cheap-to-make, sleazy, caught-on-video programming; fragmentation of audiences) |
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Term
| One of the biggest challenges both cable and satellite TV companies will likely face in the years ahead is |
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Definition
| Consumers who cancel subscriptions and watch programs or movies on the Internet instead |
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Term
| One of the ways cable channels are successful is by |
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Definition
| Finding and catering to the needs of a niche audience with specific interests |
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Term
| What impact did Michael Jackson’s Thriller album have on cable television? |
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Definition
| It broke the color barrier on MTV |
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Term
| T/F Before the 1830’s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market. |
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Definition
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Term
| T/F Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients. |
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Definition
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| T/F In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913. |
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Definition
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Term
| T/F Commercial speech is a right guaranteed by the First Amendment. |
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| T/F Psychographics attempt to categorize consumers by their age gender, occupation, ethnicity, and income. |
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Definition
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Term
| T/F Most advertisements provide little information about how the product was made or how it compares with similar brands. |
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Definition
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Term
| T/F Although there are about thirteen thousand ad agencies in the United States, the trend is toward mega-agencies. |
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Definition
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Term
| T/F The Ad Council produces public service announcements (PSAs) at no cost to the client. |
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Definition
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| T/F About 80 percent of early advertisements covered three subjects: land sales, transportation announcements, and runaway slaves. |
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Definition
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Term
| T/F Even though boutique agencies give creative people the freedom to do good work, they haven’t been able to attract any major clients. |
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Definition
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Term
| T/F WPP is one of the four mega-agencies that control over half the world’s advertising revenues. |
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Definition
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Term
| T/F Google, Microsoft, and Yahoo! represent an oligopoly in online advertising. |
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Definition
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| T/F Research has found subliminal advertising to be more effective than regular ads. |
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Definition
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Term
| T/F Cigarette companies have had difficulty advertising and selling their product in foreign countries. |
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Definition
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Term
| T/F Budget cuts have made the Federal Trade Commission less effective as a watchdog over false and deceptive advertising. |
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Definition
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Term
| T/F Product placement is an advertising strategy that puts products into movies, television shows, and video games. |
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Definition
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Term
| In the twentieth century, advertising |
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Definition
| All of the options are correct: influenced the change from producer-driven to a consumer-driven economy; stimulated demand for new products; showed how new products improved daily life |
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Term
| VALS research for advertising refers to |
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Definition
| Emotional, social, and economic audience profiles |
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Term
| Psychographics involves the study of |
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Definition
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Term
| Which of the following is one of the WPP group’s top competitors? |
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Definition
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Term
| In advertising, ___ select and purchase the media outlets that are best suited to help a client’s ad reach the target audience. |
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Definition
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Term
| Channel One is an example of |
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Definition
| Youth-targeted advertising |
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Term
| Branding is an advertising trend that |
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Definition
| Is focused on general company image rather than a particular product |
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Term
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Definition
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Term
| Advertising on or related to the Internet could take the form of |
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Definition
| All of the options are correct: Ads that pop up on the computer screen when someone clicks on a Web site; billboards and signs in video games that promote an actual company or product; a video that is spread from person to person by e-mail |
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Term
| A company that tries to get consumers to buy a more expensive version of an item, such as a fancy bottled water, might try which form of persuasive approach? |
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Definition
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Term
| Which of the following is not an example of the association principle of advertising at work? |
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Definition
| A brand of candy bar made by a major candy company is portrayed as a “working-class treat” made by local efforts |
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