The success of Snow White,Fantasia, and Pinocchio propelled the Disney Company to
major studio status.
A) True
B) False
Which two developments were key to the Internet’s marketability?
A) Microprocessors and fiber-optic cable
B) ARPAnet and microprocessors
C) ARPAnet and digitization
D) E-commerce and distributed networks
E) Moore’s Law and the World Wide Web
Reginald Fessenden is credited with making the first ______, on Christmas Eve in
1906.
A) wireless telegraph
B) distress call from a sinking ocean liner
C) on-air paid advertisement
D) voice broadcast
E) use of Morse code
Journalists like Walter Lippmann worried that ______.
A) they would lose their jobs to slick and savvy PR professionals
B) PR professionals lacked the professional detachment of journalists and held too
much power over American public opinion
C) PR professionals would obstruct journalists’ access to people in power, like
politicians and company presidents
D) PR professionals were laughing at the “poor journalists”
E) All of the options are correct.
British rock-and-roll groups such as the Beatles drew much of their inspiration from
black artists.
A) True
B) False
Unlike print journalists who use press releases extensively, television journalists rarely
use VNRs (video news releases).
A) True
B) False
Internet radio stations are those that either stream or simulcast a version of their on-air
signal over the Web, or create a station exclusive to the Internet.
A) True
B) False
Publishers employ ______ to seek out and sign authors to contracts.
A) copy editors
B) acquisitions editors
C) book agents
D) developmental editors
E) sales representatives
A. Handles client liaison
B. Writes and designs the ads
C. Collects consumer data
D. Measures effectiveness of ad placements
1) Market research
2) Creative development
3) Media buyers
4) Account executives
Apple sells 25 million tablets each year.
A) True
B) False
Which of the following is not true about the aftermath of the Telecommunications Act
of 1996?
A) Competition from allowing regional and long-distance phone companies as well as
cable companies into each other’s markets has kept cable rates low.
B) Consolidation of regional phone, long-distance, cable, and Internet service
companies has decreasedcompetition and left consumers with high cable bills.
C) The cable industry has spent almost $150 billion installing and upgrading its
technological infrastructure in the United States.
D) Cable companies now bundle digital cable television, Internet, and phone services.
E) All of the options are true.
Which of the following statements is true about the unsolicited commercial e-mail
known as spam?
A) Most companies have stopped using it because consumers find it annoying.
B) It accounted for more than 85 percent of e-mail messages by 2010.
C) It is the only way advertisers can use the Internet to attract customers.
D) It is the dominant format of Web advertising.
E) None of the above options is correct.
Starting around 2005, large newspaper chains responded to the decline in newspaper
circulation by buying up more newspapers and increasing newsroom staff.
A) True
B) False
According to modern reporting rituals, journalists must rely on outside expert sources
for information, even if they are experts on a subject themselves.
A) True
B) False
HD radio is a digital technology that enables broadcasters to multicast within an analog
frequency.
A) True
B) False
Alexander Popov was a Russian academic whose experiments in wireless
communication occurred at roughly the same time as Marconi’s.
A) True
B) False
In 1976, Congress extended the copyright period to ______.
A) fifteen years
B) fifty years, or seventy-five years for a corporate copyright owner
C) the life of the author plus twenty-five years
D) the life of the author plus fifty years, or seventy-five years for a corporate copyright
owner
E) None of the above options is correct.
Hidden or disguised print or visual messages are called ______.
A) subliminal advertising
B) slogans
C) public service announcements
D) saturation advertising
E) spam
About 80 percent of early newspaper and magazine advertisements covered three
subjects: land sales, transportation announcements, and runaway slaves.
A) True
B) False
E-publishing has allowed authors to sidestep traditional publishers because the cost of
producing and distributing an e-book is low.
A) True
B) False
One of the benefits of online advertising is that it tends to protect the privacy of
consumers who use the Internet.
A) True
B) False
The Ad Council produces public service announcements (PSAs) at no cost to the client.
A) True
B) False
Anthologies were replaced by other types of programming in the 1950s because
______.
A) advertisers didn’t like anthologies
B) they were expensive to produce
C) the television audience changed as it expanded
D) some were considered too controversial
E) All of the options are correct.
Critics of CNN say it too often engages in ethnocentrism because ______.
A) it only covers news about Caucasians
B) it tells international stories from a variety of global perspectives
C) it centers its news reporting around ethnic issues
D) it tells international stories from a largely American point of view
E) None of the above options is correct.
Modern artists such as Aldous Huxley (Brave New World) and Charlie Chaplin
(Modern Times) predicted a future in which technology would lead to less oppression
and more individual freedom.
A) True
B) False
What is one concern identified in the textbook about the future of news content
available through Internet news search sites like Google?
A) People aren’t interested in reading the news online.
B) Who will pay for quality news content?
C) It seems likely that newspapers will block their material from search engines.
D) Newspapers, radio stations, and television stations don’t like the Internet.
E) All of the options are correct.
For each number under General Questions, fill in a letter.
A. Kinetoscope
B. Iconoscope
C. Electronic television
D. The Jazz Singer
E. CBS news anchor
F. Twenty-One
G. Birth of a Nation
H. Shaft
I. Oldboy
J. Lost in Translation
K. DBS
Sofia Coppola
After agreeing to a costly settlement with several states in 1998, the tobacco industry
reduced its advertising spending to almost zero that year.
A) True
B) False
In an early attempt to monopolize the film industry, inventor Thomas Edison formed
______.
A) The Motion Picture Monopoly of America
B) General Electric
C) The Edison Oligopoly Company
D) Paramount Studios
E) The Motion Picture Patents Company
Channel One is an example of ______.
A) an online service that tracks the success and placement of VNRs
B) a campaign finance reform initiative
C) a boutique agency
D) advertising in schools
E) an ABC subsidiary