Chapter 15 Test Bank
15.1 Multiple-Choice Questions
1. Television is what kind of medium?
A) active
B) entertaining
C) passive
D) digital
2. “B-roll” refers to
A) anchor’s use of sound bites.
B) sound to accompany suggested footage.
C) footage that doesn’t make the final newscast.
D) video submitted by a practitioner.
3. What is typical in an audio news release?
A) teleprompter information
B) longer sentences
C) script for field reporter
D) fast reading
4. CBS’s “60 Minutes” is an example of
A) a network newscast.
B) a documentary.
C) an evergreen.
D) a magazine program.
5. In general, guests on talk shows should do which of the following?
A) be cautious
B) give short, concise answers
C) debate demonstratively
D) grab audience attention through stunts and/or shock value
6. Arranging for selected items (through negotiations by public relations specialists and
TV producers) to “appear” on shows is a practice known as
A) segmentation.
B) product placement.
C) viral marketing.
D) planting.
7. A booker would also be known as
A) executive producer.
B) host.
C) community relations director.
D) talent coordinator.
8. The Great Gatsby is an example of branded product placement for what kinds of
products?
A) food
B) fashion
C) automobiles
D) furniture
9. Most radio news directors prefer to receive their actualities by
A) satellite.
B) the Web.
C) wire services.
D) the telephone.
10. A major selling point for a radio media tour is
A) containing actualities.
B) universality.
C) remote capability.
D) they can be recorded for later use.
11. Convincing popular TV programs to write a cause into their plotlines is called
A) planting.
B) simulation.
C) issues placement.
D) plugging.
12. What is a major difference between an audio news release and print version?
A) writing style
B) ANRs are usually more like advertisements
C) ANRs can be longer
D) ANR is less concise
13. Which is a guideline for a successful satellite media tour?
A) pitch the SMT to just a few organizations
B) do not send promotional items to stations
C) accompany them with media alerts
D) resist follow-up calls to producers
14. In a televised public service announcement, the technique of a spokesperson or
celebrity talking directly into the camera for 30 seconds is known as a
A) planter.
B) talking head.
C) testimonial.
D) soundbite.
15. A 30-second radio PSA should contain about how many words?
A) 25
B) 45
C) 65
D) 75
16. When coordinating a guest appearance on a particular show, a practitioner
should:
A) send a media alert
B) watch the show
C) corporate sponsorship
D) strong-arm
17. When setting up a satellite media tour, it is important to:
A) let the SMT become a commercial.
B) pitch the SMT to more than one producer at a station.
C) surprise the producer.
D) be careful about follow-up
18. Which is NOT a principal requirement for a successful guest appearance?
A) relaxation
B) storyline/backdrop
C) concise speech
D) preparation
19. A valuable method in training executives to deal with the media is
A) persuasive posturing.
B) role differentiation.
C) damage control.
D) a mock interview.
20. in general, an answer to an interviewer’s question on a radio or television talk show
should be no longer than
A) 10 seconds.
B) 30 seconds.
C) 60 seconds.
D) 90 seconds.
1. B-roll footage is often associated with and accompanies video news releases.
2. In audio news releases, a soundbite should be 20 seconds or less.
3. Radio public service announcements should be written in upper-case form.
4. A typical video news release lasts about 30 seconds.
5. Most interviews are on morning talk shows between the hours of 8 a.m. and noon.
6. Generally, talk shows book guests 1 or 2 days in advance.
7. A video news release generally is laid out in a three-column format (visual, audio, and
narration).
8. A public service announcement is generally “paid” in nature.
9. Guests on talk shows should be neutral on a subject.
15.3 Essay Questions
1. What are the key elements that should be included in a public service announcement for
television? What are the most important elements that should be addressed regardless of
time constraints (i.e., 15-second spot), and what elements should be elaborated upon or
added for longer versions (30 or 60 seconds)? Cite specific examples of how times and
Page Ref: 400
2. There are a number of websites, mostly negative, “media watchdog” sites, which
profile the use of video news releases. Watch examples of an original VNR, and then
Page Ref: 405