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Chapter 3: Test Bank
1. Which of the following statements is true?
@ Section Location: All chapter; Learning Objective: 1
a. Mass media industries have exhibited a high degree of commonality in the way they have
developed over time.
2. The life cycle pattern of the mass media, in the correct order, is
@ Section Location: Development of Mass Media; Learning Objective: 1
d. invention, peak, penetration, competition, and decline.
3. The invention of the motion picture camera is an example of
@ Section Location: Pre–Mass Media + Innovation Stage; Learning Objective: 1
c. adaptation.
d. redefinition.
4. Which stage of media industry development is equivalent to the “birth” life cycle stage?
@ Section Location: Innovation Stage; Learning Objective: 1
a. Genesis
5. A successful marketing innovation begins with
d. None of the above
6. The penetration stage of a medium is characterized by
@ Section Location: Penetration Stage; Learning Objective: 1
a. a technological innovation.
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7. The peak stage is reached when a medium
@ Section Location: Peak Stage; Learning Objective: 1
a. commands the most attention from the public.
8. A peak medium that is challenged by a new medium will enter which stage of development?
@ Section Location: Decline Stage; Learning Objective: 1
a. Competition
9. In the adaptation stage, a medium
d. None of the above
10. Repositioning of a medium on the market is achieved by
11. When radio lost some of its audience to television, it repositioned itself on the market by
means of
@ Section Location: Adaptation Stage + Life Cycle Pattern; Learning Objective: 2
a. eliminating general entertainment programs.
12. What medium reached a peak in the 1960s after taking audiences away from radio and film?
@ Section Location: Peak Stage + Life Cycle Pattern; Learning Objective: 2
d. Magazines
13. Broadcast television’s peak stage lasted until
@ Section Location: Peak Stage + Life Cycle Pattern; Learning Objective: 2
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14. Which media is currently at its peak?
@ Section Location: Adaptation Stage + Life Cycle Pattern; Learning Objective: 2
a. Broadcast television
15. Most of the mass media are currently in which stage?
@ Section Location: Adaptation Stage + Life Cycle Pattern; Learning Objective: 2
a. Innovation
16. Broadcast TV has left the peak stage because
@ Section Location: Indicators of Peak; Learning Objective: 3
17. Cable TV’s peak is being threatened by which medium?
@ Section Location: Indicators of Peak; Learning Objective: 3
a. Broadcast TV
18. The computer medium can be the delivery system for
@ Section Location: Indicators of Peak; Learning Objective: 3
19. The blending together of previous separate channels is known as
@ Section Location: Convergence; Learning Objective: 3
a. multimedia.
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20. The three types of convergence are
@ Section Location: Convergence; Learning Objective: 3
a. perceptual, psychological, and physical.
21. Apart from the digitization of messages, what is another important technological
advancement contributing to convergence?
@ Section Location: Convergence; Learning Objective: 3
a. Laser writing
22. Amazon.com generates sales of a million copies of books by selling 10 copies each of
100,000 different books targeted at various niche markets rather than trying to sell one
million copies of a single best-selling book. This is an example of
@ Section Location: Convergence; Learning Objective: 3
a. the least common denominator strategy.
23. Psychological convergence refers to
@ Section Location: Convergence; Learning Objective: 3
d. None of the above
24. The mass media workforce makes up less than what percentage of the adult population in the
United States?
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
d. 25%
25. The expected rate of growth in employment in the media in the United States in this decade
is
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
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d. 20%
26. Which industries employ the largest percentage of women?
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
a. Newspapers and computers
27. What is the percentage of men working in the production sector of the motion pictures
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
d. 35%
28. What is the percentage of minorities working in journalism in the United States?
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
a. 20%
29. You can increase your media literacy by considering
@ Section Location: Thinking About Convergence in the Mass Media Industries; Learning
Objective: 5
a. media convergence.
30. You can increase your media literacy by considering
@ Section Location: Thinking About Convergence in the Mass Media Industries; Learning
Objective: 5
31. Each of the mass media industries has its own unique history.
@ Section Location: Pre–Mass Media + Development of Mass Media; Learning Objective: 1
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32. Each of the mass media industries began as a technological innovation.
@ Section Location: Innovation Stage; Learning Objective: 1
33. Marketing innovations are developed in the second stage in the life cycle of a medium, after
@ Section Location: Innovation Stage; Learning Objective: 1
34. At its peak stage, a medium commands the most attention from the public.
35. During the decline stage, one medium loses audience acceptance because another medium
provides the messages needed by the audience in a better way.
@ Section Location: Decline Stage; Learning Objective: 1
36. In our current society, the radio is often on for many hours and usually holds people’s full
attention.
@ Section Location: Adaptation Stage + Life Cycle Pattern; Learning Objective: 2
37. Computers are now in the innovation stage.
@ Section Location: Life Cycle Pattern; Learning Objective: 2
38. Today, media companies think about all the ways they can distribute their messages across as
many channels as possible.
@ Section Location: Convergence; Learning Objective: 3
39. Women who are employed in the media industries are usually in positions of lower status,
earn less money, and have less education.
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
40. Reflecting on media convergence processes helps increase media literacy.
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@ Section Location: Thinking About Convergence in the Mass Media Industries; Learning
Objective: 5
41. Explain how the development of the mass media industries can be understood using a life
cycle metaphor.
@ Section Location: Development of Mass Media; Learning Objective: 1
42. Radio is a good example of what a mass medium does during the adaptation stage. Explain
how radio adapted after losing its audience to television.
@ Section Location: Adaptation Stage + Life Cycle Pattern; Learning Objective: 2
43. Explain the three types of media convergence and discuss how they affect media today.
@ Section Location: Convergence; Learning Objective: 3
44. Discuss the profile of the mass media workforce in the United States today.
@ Section Location: Profile of Mass Media Workforce; Learning Objective: 4
45. Discuss how reflecting on how you are affected by convergence can help increase your
@ Section Location: Thinking About Convergence in the Mass Media Industries; Learning
Objective: 5