Chapter 11 Test Bank
11.1 Multiple-Choice Questions
1. The most significant aspect of the U.S. mass audience is
A) diversity.
B) media accessibility.
C) opinion leaders.
D) market size.
2. Which is NOT indicative of the Hispanic audience?
A) Like most young people, they are heavy social media users.
B) They listen to radio more than other audiences.
C) They are more likely to read American press than Hispanic-based publications.
D) Television programs do especially well in the 18–34 demographic.
3. What 2012 event demonstrated the importance of reaching out to different
demographic groups?
A) the Olympics
B) newspaper circulation drop
C) a tsunami in Malaysia
D) the presidential election
4. Who watches the most television?
A) African Americans
B) Asians
C) Hispanics
D) Filipinos
5. Asian Americans, in particular, can be reached via:
A) television
B) print media
C) radio
D) digital media
6. According to your book, what is key to reaching the Millennial Generation?
A) Creativity with digital media.
B) A thorough understanding of how they influence each other.
C) Communicating all aspects of a product or service.
D) Creativity with television appeals.
7. Which is most likely to interest the “baby boomer” generation?
A) social networking
B) self-actualization needs
C) health issues
D) interactive media
8. Research has shown that teens:
A) are tolerant of print forms and application processes.
B) trust broadcast sources.
C) spend more time online than in interaction with their parents.
D) have better social skills than their older counterparts.
9. A critical public that is NOT convinced by fads, vote consistently, are more avid
consumers of mass media, are an excellent source of volunteers, and are extremely
health-conscious are
A) business men and women.
B) crystallizers.
C) elected officials.
D) seniors.
10. This group has the most discretionary income.
A) ages 35-44
B) ages 45-54
C) ages 55-64
D) ages 65-74
11. This audience makes more than 80 percent of the household purchase decisions.
A) Generation X
B) men
C) middle-class
D) women
12. Which is typical of the GLBT community?
A) They are offended by ads that specifically target a gay/lesbian audience.
B) Their combined purchasing power is about $750 million.
C) They exhibit low brand loyalty.
D) “One size fits all” messaging works with this group.
13. What is a concern for practitioners seeking to reach the Muslim community?
A) mainstream media tend to poke fun at them.
B) American Muslims don’t feel that U.S. brands reach out to them.
C) they are not active internet users.
D) they have very little purchasing power.
14. According to Barbara Bianchi-Kai, a specialist in disability marketing, the best
medium to reach a variety of disability groups at the same time is
A) radio.
B) television.
C) specialized webpages.
D) public assembly.
1. Public relations practitioners are faced with a monolithic audience.
2. With more than 50 million people and $1 trillion in purchasing power, Hispanics are
an important audience.
3. Hispanics prefer ads in English rather than Spanish.
4. The Seniors (age 65 or older) are infrequent watchers of television, and are less likely
to vote than their juniors.
5. Television is the best way to reach the LGBT community.
11.3 Essay Questions
1. How can a young practitioner, just out of college, get to understand the senior market?
Page Ref: 290-291
2. Cite an organization that has been “visionary” and proactive in targeting the Hispanic
market. Note specific tactics and examples and what research may have been involved in
Page Ref: 281-282