Term
| A single hieroglyph could stand for not only the thing pictured but: |
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Definition
a letter
a word
a concept
a syllable |
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Term
| Printing had a major effect on: |
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Definition
Spelling
the development of regional languages such as German and French
replacing myths, love and superstition with facts
religion |
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Term
| Social networking sitessuch as Myspace and Facebook are examples of which of the following types of communication? |
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Definition
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Term
| Amanda has just woken up. She debates within her own head whether she would rather sleep in or attend her early morning class. Amanda has been using which of the following types of communication? |
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Definition
| Intrapersonal Communication |
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Term
| Long tail media are characterized by which of the following? |
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Definition
a high number of goods
a low cost of reaching markets
ease of finding obscure products |
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Term
| People with low levels of media literacy would assume that the most powerful force controlling the media are which of the following? |
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Definition
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Term
| The media in the United States are typically owned by which of the following? |
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Definition
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Term
| A media scholar is trying to find out if children who watch Seasame Street do better in second grade then children who watch Spongebob Squarepants. What kind of effects is he looking for? |
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Definition
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Term
| A media scholar is trying to find out if radio or television ads are more persuasive. What kind of effects is he looking for? |
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Definition
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Term
| Which of the following was the first truly national magazine with a large circulation published in the United States? |
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Definition
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Term
| Maxim is a magazine that is trying to appeal to which of the following audiences? |
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Definition
| young men who have been ignored by magazines in the past |
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Term
| Dove's Campaign for Real Beauty advertisements have been controversial for which of the following reasons? |
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Definition
| They feature models who are larger than those in typical beaty ads |
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Term
| Which paper was published by Benjamin Franklin? |
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Definition
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Term
| New sources of news for consumers include which of the following? |
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Definition
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Term
| Colonial newspapers could be characterized by which of the following? |
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Definition
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Term
| The method of recording sound that involves storing it in a series of numbers is called which of the following? |
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Definition
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Term
| Digital recordings, such as CDs, frighten recording companies for which of the following reasons? |
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Definition
| Consumers can potentially make perfect digital copies of the muic without paying for it |
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Term
| Which of the following was the first major move with multiple scenes and a plot? |
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Definition
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Term
| The blacklist of the 1940s and 1950s was driven by the following? |
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Definition
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Term
| Hollywood's response to the rise of television was to do which of the following? |
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Definition
| start making larger-than-life movies |
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Term
| Network affiliates are which of the following? |
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Definition
| local broadcast stations that carry network programming |
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Term
| Why are broadcasters and studios concerned so concerned about the switch to high-definition broadcasting? |
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Definition
| because HDTV programming costs too much to produce |
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Term
| Audience members can now interact with cable and broadcast television by doing which of the following? |
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Definition
skipping commercials using a dvr
calling up movies on demand
vote for the outcome of reality programs |
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Term
| Our definition of what is broadcasting is being changed by the fact that you can now do which of the following? |
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Definition
buy television programs as digital downloads through the iTunes store
view television programs after they air as streaming content content on the Web
buy television programs on DVD |
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Term
| Paul Baran's idea of cutting messages into small pieces and sending them on the easiest route was known as which of the following? |
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Definition
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Term
| The first Web browser that could handle graphics was called which of the following? |
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Definition
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Term
| Radio and Internet have which of the following in common? |
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Definition
| they both were initially developed as tools for machine-assited interpersonal communication |
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Term
| The first major mass medium to be supported primarily by advertising in the United States was which of the following? |
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Definition
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Term
| Most advertising relies on __ to make their products attractive to their target audience. |
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Definition
subconscious appeals
logical fallacies |
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Term
| Arguably, the most effective channel of communication is through the sense of |
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Definition
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Term
| A computer company's selling point of "Our computer starts up 25% faster" is an example of? |
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Definition
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Term
| Modern communication media have contributed to ? |
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Definition
people have a lower attention span
a lower of threshold of boredom
an era of instant gratification |
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Term
| When demand for products exceeds the supply of those products, which method of advertising is most likely to be used? |
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Definition
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Term
| True or False: Johannes Gutenberg being a goldsmith made it possible for him to invent moveable type. |
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Definition
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Term
| True or False: Prior to the development of Gutenberg's printing press, there were no books published. |
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Definition
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Term
| True or False: Gutenberg maintained a monopoly on moveable type printing for more than 50 years |
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Definition
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Term
| True or False: Printing brought an end to parochial thought and expanded people's world view |
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Definition
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Term
| True or False: During the Middle Ages, monks made copies of books to spread knowledge |
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Definition
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Term
| True or False: A society binds itself together through the stories it tells about itself |
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Definition
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Term
| True or False: The rules a society makes for itself are always rational |
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Definition
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Term
| True or False: Radio requires greater concentration on the part of its audience than television does |
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Definition
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Term
| True or False: Radio never included drama in its programming |
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Definition
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Term
| True or False: Thomas Edison invented the first moving picture machine. |
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Definition
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Term
| True or False: The first movies were everyday scenes |
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Definition
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Term
| True or False: All movies were in black and white rather than color until 1950s |
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Definition
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Term
| True or False: Movie studios welcomed the introduction of television when it first went on the air in the 1940s |
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Definition
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Term
| True or False: Radio has shown a steady decline since the introduction of television |
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Definition
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Term
| True or False: The western was the most popular form of TV show in the 1960s |
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Definition
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Term
| True or False: 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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Term
| True or False: 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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Term
| True or False: Advertising usually uses rational arguments to sell products |
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Definition
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Term
| True or False: 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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Term
| True or False: News organizations are tutoring more and more toward modern communication methods such as Facebook and Twitter to gather news |
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Definition
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Term
| True or False: The internet was originally developed to connect universities to facilitate research |
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Definition
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Term
| True or False: A large driving force for improvements in the internet technology and software is pornography |
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Definition
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Term
| True or False: It was the development of the Mosaic internet browser that made the internet accessible to average people |
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Definition
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Term
| True or False: Advertising began in the 20th century |
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Definition
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Term
| True or False: The sense of smell works well in advertising |
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Definition
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Term
| True or False: Differences between parity products are induced |
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Definition
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Term
| True or False: The use of sexual appeals in advertising never works |
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Definition
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Term
| True or False: Puffery is the illegal exaggeration of claims about a product in ads |
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Definition
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Term
| True or False: The only reason people buy a product is that the product performs a function they're looking for |
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Definition
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Term
| True or False: The Volkswagen advertising campaign of the late 1950s/ early 1960s used a hard shell approach |
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Definition
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Term
| True or False: Subliminal advertising using hidden sales messages is considered to be highly successful by major advertising agencies |
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Definition
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Term
| True or False: Consumers will often pay more for a product that has a premium image attached to it by advertising |
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Definition
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Term
| True or false: Advertising avoids using stereotypes to avoid offending people |
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Definition
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