Psychographics attempts to categorize consumers by their age, gender, occupation,
ethnicity, and income.
A) True
B) False
The music industry has successfully hindered peer-to-peer (P2P) systems, which enable
free music file-sharing.
A) True
B) False
Google earns the most online advertising revenue.
A) True
B) False
Buffalo Bill’s publicity agent, John Burke, used ______ to promote Bill’s Wild West
show.
A) newspaper stories
B) dime novels
C) movies
D) poster art
E) All of the options are correct.
Well before Gutenberg’s printing press, who brought the Chinese technology of block
printing to Europe?
A) Marco Polo
B) Genghis Khan
C) Christopher Columbus
D) Immigrants from China
E) Arab spice traders
Unlike the other digital companies, Facebook lacks ______ to access the Internet and
digital media.
A) hardware devices
B) funding
C) data
D) leverage
E) All of the options are correct.
Which of the following statements about public broadcasting is true?
A) It would have lost all funding from the government if the Senate hadn’t killed a 2011
effort by a Republican-controlled House of Representatives.
B) Public broadcasting hopes to increase corporate contributions with on-air
promotional messages.
C) One of its main missions continues to be providing educational children’s
programming.
D) The bulk of the funding for public broadcasting comes from viewers, listeners, and
corporations.
E) All of the options are correct.
Which of the following is not a common characteristic of private or proprietary mass
media research?
A) It is more theoretical than applied.
B) It is generally conducted for a business, a corporation, or even a political campaign.
C) It relies on the scientific method to reach conclusions.
D) It tends to try to find answers to meet a real-life problem or need.
E) It could help create more effective advertising.
Google is the most profitable company of the digital age so far.
A) True
B) False
The Marlboro cigarette brand was originally designed for and targeted at female
consumers.
A) True
B) False
How do advertisers direct targeted ads to specific Web site visitors?
A) They use cookies to collect information about a user’s Web activity.
B) They send surveys in the mail.
C) They ask for permission to use targeted ads.
D) They conduct psychographic surveys by phone.
E) None of the above options is correct.
Most shooter games have a first-person shooter (FPS) perspective.
A) True
B) False
A. Magazines created exclusively for online readers
B. Ads in national magazines are tailored for geographic areas
C. Unique version of magazine can be sent to specific subscriber groups
1) Webzines
2) Split-run editions
3) Demographic editions
When a company uses its concert promotion department to put on a show, then
advertises the concert on the company’s billboards, gives away free tickets on radio
stations owned by that company, and advertises on the company’s television stations,
this is an example of ______.
A) consumer control
B) the global marketplace
C) synergy
D) deregulation
E) consolidation
In the 1940s, NBC willingly sold its Blue network because it was losing money.
A) True
B) False
Because of the backlash against social networking Web sites, advertisers are moving
their advertising dollars back to traditional media outlets like television and radio.
A) True
B) False
In the 1880s, railroads rarely used bribery to get favorable news coverage.
A) True
B) False
Historian Daniel Boorstin considered the press conference a classic example of a
pseudo-event.
A) True
B) False
A main purpose of split-run and demographic editions of magazines is to _____.
A) move the magazine industry back to more general-interest publications
B) make sure that local and regional companies are cut off from advertising in
nationally distributed magazines
C) create fewer places for advertisers to spend their money
D) attract more targeted advertisers and compete with television advertising
E) None of the options is correct.
Which of the following statements about the advertising of prescription drugs is true?
A) Pharmaceutical companies have started direct-to-consumer marketing via text
messages and Facebook.
B) Pharmaceutical companies have engaged in “disease awareness” campaigns in order
to build markets for their products.
C) Pharmaceutical companies are spending billions of dollars to advertise their
prescription drugs to the public.
D) The United States and New Zealand are the only countries that allow the direct
advertisement of prescription drugs to consumers.
E) All of the options are correct.
In 1828, Sarah Josepha Hale started the first magazine directed exclusively to a female
audience, called _____.
A) Godey’s Ladies Book
B) Harper’s
C) Youth’s Companion
D) Ladies’ Magazine
E) Ladies’ Home Journal
Horror films are successful because they appeal to both teenagers and their parents.
A) True
B) False
In the mid-1950s, which artist had record sales second only to Elvis Presley?
A) Fats Domino
B) Pat Boone
C) Little Richard
D) Ray Charles
E) Bob Dylan
A. This director’s editing techniques redefined suspenseful drama.
B. This director was a popular actor first.
C. This director made Easy Rider, which tapped into baby-boomer anxieties.
D. This director made the controversial epic The Birth of a Nation.
E. This director’s films inspired blaxploitation movies.
1) Gordon Parks
2) D. W. Griffith
3) Jodie Foster
4) Alfred Hitchcock
5) Dennis Hopper
Mary Pickford was able to start United Artists because ______.
A) early Hollywood was known for respecting women and promoting their careers as
producers, directors, and studio executives
B) Adolph Zukor wanted more studios competing to make films
C) she had become very popular with audiences and influential in the industry
D) she was born into a wealthy family
E) she was an award-winning director
Given that ______ percent of new media products fail, a flexible economy demands fast
product development and market research.
A) 10″20
B) 30″35
C) 40″50
D) 80″90
E) over 95
In commercial filmmaking, who is considered the “author” of a film?
A) The lead actor/actress
B) The executive producer
C) The studio
D) The screenwriter
E) The director
With the Communications Act of 1934, the Federal Communications Commission
officially became the Federal Radio Commission.
A) True
B) False
Folk is considered the sound of social activism.
A) True
B) False
Frederick Douglass’s North Star was an antislavery paper published by a former slave.
A) True
B) False
Idahoan Philo Farnsworth is credited with transmitting the first TV picture
electronically when he was only twenty-one years old.
A) True
B) False
In the Progressive magazine case, a federal district court took a course of action based
on concern that the magazine would publish ______.
A) information on how an H-bomb works
B) a story that defamed the president
C) obscene material
D) a story that endorsed drug use
E) copyrighted material
Which of the following demonstrates why the 1982 tragedy involving someone
tampering with Tylenol packages and lacing them with poison is often given as an
example of the correct way to handle public relations during a crisis?
A) Tylenol successfully shifted blame by telling lies to cast suspicion on competitors.
B) Tylenol changed its name in order to avoid any lingering negative publicity.
C) Tylenol underestimated the number of contaminated bottles and still managed to get
the public to sympathize with the company.
D) Tylenol offered full disclosure of the problem to the press, recalled its products
nationwide, and set up emergency phone lines to take calls from consumers and health
care providers.
E) None of the above options is correct.