Chapter 3
Test Bank
Multiple Choice
1. How do Doug and Telisha Williams of the band Wild Ponies make a living as musicians?
a. They have a contract with a major record label.
b. They have a mobile app that lets their fans stream their music for a monthly fee.
c. They’ve developed a strong, direct connection with fans who want to help them succeed.
d. You can’t fool me, both Doug and Telisha have to work day jobs to support themselves in this
music/business environment.
2. Radio stations started carrying national news starting in which of the following decades?
a. 1890s
b. 1910s
c. 1930s
d. 1950s
3. ______ is where a media company uses its combined properties to promote each other and add
value to the company.
a. Synergy
b. Broadband networks
c. E-commerce
d. Competition
4. According to media scholar and critic Ben Bagdikian, in 2004 approximately ______
corporations owned a majority of media outlets in the United States.
a. 5
b. 50
c. 500
d. 5,000
5. Vertical integration is which of the following?
a. controlling the distribution of media
b. controlling the media product from production to delivery
c. controlling the direction of media broadcast
d. controlling access to media
6. According to media scholar and critic Ben Bagdikian, in 1983 approximately ______
corporations owned a majority of media outlets in the United States.
a. 5
b. 50
c. 500
d. 5,000
7. The late cofounder and CEO of Apple was the largest single stockholder in which major
media company?
a. Time Warner
b. Disney
c. Comcast
d. Viacom/CBS
8. The majority of the cable television music video channels are owned by which of the
following?
a. Time Warner
b. Bertelsmann
c. News Corporation
d. Viacom
9. ______ has raised the question of whether bigger really is better by becoming smaller and
more profitable spinning off its major online service and its residential cable television provider
division.
a. Time Warner
b. Bertelsmann
c. News Corporation
d. Viacom
10. ______ owns media properties on every continent except Antarctica.
a. News Corporation/21st Century Fox
b. NBCUniversal
c. Bertelsmann
d. IHeartMedia
11. ______ is the largest publisher in the English language.
a. Time Warner
b. Bertelsmann
c. News Corporation
d. Viacom
12. ______ is one of the leading new media companies in the world.
a. Gannett Corporation
b. Alphabet/Google
c. YouTube
d. IHeartMedia
13. Alphabet is the parent company of ______.
a. Google
b. Apple
c. Comcast
d. NBCUniversal
14. The biggest owner of direct broadcast satellite services around the world is which of the
following?
a. Time Warner
b. Bertelsmann
c. 21st Century Fox
d. Viacom
15. What company owns NBCUniversal?
a. Time Warner
b. News Corporation
c. Comcast
d. Viacom
16. In 2014, the following company changed its name to IHeartMedia:
a. Gannett Corporation
b. Google
c. YouTube
d. Clear Channel Communications
17. Which media company publishes approximately eighty-three daily newspapers in the United
States?
a. Gannett Corporation
b. Google
c. YouTube
d. Clear Channel Communications
18. The media in the United States are typically owned by which of the following?
a. private industry
b. the government
c. public cooperatives
d. charitable foundations
19. The biggest problem Disney Corporation faces in China is which of the following?
a. No one knows who Mickey Mouse is.
b. Donald Duck is perceived as being counterrevolutionary.
c. People in China don’t like cartoons.
d. Media content is frequently pirated
20. 21st Century Fox generally provides which of the following?
a. conservative programming
b. programming that will attract the largest, most profitable audience
c. reruns of programs produced by other major media companies
d. liberal programming
21. Viacom and CBS split into two separate companies for which of the following reasons?
a. The government forced them to.
b. They wanted to hide their overall levels of revenue.
c. They wanted to give investors two separate stocks to invest in.
d. They came under pressure from bloggers.
22. Short-head media excel at delivering which of the following?
a. a limited amount of content to a large audience
b. a wide range of content to a wide range of people
c. products from the small, independent media
d. books and songs that have been out of print for several years
23. Big box retailers such as Wal-Mart and Target that sell CDs and movies would be considered
part of which of the following?
a. fat body
b. short head
c. mid-list
d. long tail
24. Online music sellers such as iTunes and Rhapsody would be considered part of which of the
following?
a. fat body
b. short head
c. mid-list
d. long tail
25. 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
26. Why was YouTube developed?
a. to make it easier to share videos
b. to give movie and television studios a site to promote their products
c. as a file sharing service for pirated videos
d. as a distribution system for pornography
27. When a movie studio changes the ending of a movie based on focus group research, this is
likely due to the influence of which of the following?
a. audiences
b. advertisers
c. owners
d. news sources
28. If Disney were to tell ABC News not to report on problems with its theme park business, this
would be an example of the influence of which of the following?
a. audiences
b. advertisers
c. owners
d. news sources
29. NBA star LeBron James has agreed to be the subject of a cover story for Sports Illustrated
magazine, but he will only do the interview if the publisher lets him approve the writer and the
photographer. This is an example of a/an ______ controlling the content of the media.
a. advertiser
b. special interest group
c. news source
d. audience
30. A highly promoted television program with lots of advertisers is cancelled for low ratings.
This is likely due to the influence of which of the following?