BCOM 426 Final Exam

BCOM 426 Final Exam

True/False

1. In machine-assisted interpersonal communication, feedback
is often limited to one channel, and is often difficult.

2. In both Internet-based and traditional mass
communication, the source usually knows a great deal about the receiver.

3. Over time, mass communication has become less and less
segmented.

4. Mass media can transmit values by enforcing social norms.

5. One key assumption of the functional approach to mass
communication is that media use is driven by needs.

6. The arrival of writing was a great equalizer in society
because information and knowledge were widely transmitted.

7. The first mass medium bringing music, news, talk, and
sports into people’s homes was radio.

8. The news value known as proximity reflects the fact that
we value events that happen to important people.

9. Because TV is better at transmitting experience or
impressions, it is better suited for in depth analysis and complex
interpretations than is print news.

10. Print and TV journalism are similar in that they both
should strive equally to uphold basic values and journalistic principles.

11. Though they can be interesting, blogs are not an
influential force in online news reporting.

12. Public relations is similar to advertising, but
advertising uses interpersonal communication much more.

13. The Internet has had little effect on the PR industry.

14. Advertisements for restaurant supplies are
business-to-business ads, while ads for household cleaners are consumer ads.

15. Nontraditional forms of advertising are being explored
by companies trying to reach customers who use new technology (DVR, iPod) to
take more control over their media choices.

16. Radio ads maximize reach, frequency and selectivity, and
minimize cost.

17. Message research is conducted during and after an
advertising campaign to see how well the ads perform.

18. Selective demand is emphasized during the growth stage
of the product life cycle.

19. The FCC interprets rather than makes law.

20. The Telecommunications Act of 1996 introduced sweeping
changes affecting cable companies and phone companies, but not broadcasters.

21. In general, commercial speech receives the same amount
of First Amendment protection as do other forms of speech.

22. Many broadcast and cable networks have standards and
practices departments, which determine whether content is acceptable or not.

23. The advertising industry has no real self-regulatory
system in place to deal with complaints about advertisers or advertisements.

24. The information obtained on the Internet must be viewed
with caution, because the Internet’s lack of gatekeepers means no guarantees of
accuracy.

25. The Internet seems to have the most impact on TV usage.

26. Three of the primary factors of the mass communication
audience are its dispersion, size, and:
A. geographic concentration, bcom 426 final exam
B. susceptibility to noise
C. decoding ability
D. anonymity
E. all of these

27. Which of the following is true of traditional mass
communication organizations?
A. They have multiple gatekeepers.
B. They are expensive to operate.
C. They exist to make a profit.
D. They are very competitive.
E. All of these.

28. Which of the following has increased the mobility of the
mass media?
A. PDAs
B. iPods
C. cell phones
D. laptop computers
E. all of these

29. Which of the following is a media vehicle?
A. the New York Times
B. the television industry
C. the radio industry
D. the film industry
E. all of these

30. Consequences of relying on the mass media for interpretation
include:
A.
audiences are exposed to a wide range of often
contrasting viewpoints
B.
B. allows us to weigh multiple sides of an issue
before deciding on our position
C.
C. gives us a greater depth of expertise upon
which to draw conclusions
D.
D. all of these
E. none of these

31. Moving pictures helped bring about the concept of:
A. leisure time
B. popular culture
C. elite culture
D. cultural institutions
E. leisure institutions

32. Which of the following statements about TV is NOT true?
A.TV is the single largest consumer of people’s time.
B. TV has exerted a standardizing influence on society.
C. TV is an important source of information.
D. TV is people’s most believable news source.
E. TV has transformed the political process.

33. As a result of the digital revolution:
A.a
true direct democracy may be possible
B. everyone has equal access to information, the technology
and its benefits
C. the notion of what community means has become smaller
D. we now have all the information we need
E. none of these

34. Which of the following statements about advertising is
true?
A. Advertising is non-personal communication
B. Advertising is usually free
C. Advertising has no identifiable sponsor
D. Advertising is usually informative in nature
E. Advertising communicates no information

35. The ultimate goal of _____ is to generate a profit for
the firm by consummating the exchange of products.
A. logistics
B. promotion
C. distribution
D. finance
E. marketing

36. Piggly-Wiggly is a supermarket chain that is only found
in the southeastern United States. You would expect the supermarket to use
_____ advertising if it were trying to convince Southerners its products were
competitive, and its prices were lowest.
A. geographic
B. local
C. national
D. regional
E. adjacency

37. If a scheduled story about a boating accident on Monday
gets pulled from Tuesday’s paper to make space for something else, bcom 426
final exam. that story might not run in Wednesday’s paper because of the
_______ news value.
prominence
B. proximity
C. economic
D. sensational
E. timeliness
38. Hard news, which is the dominant type of news covered,
usually reflects all of the traditional news values except:
A. human interest
B. prominence
C. consequence
D. proximity
E. timeliness

39. How have blogs affected journalism?
A.they represent an alternative source of news
B. they have an agenda-setting effect
C. they provide a check on the traditional media
D. they allow reporters to explain why they covered a story
as they did
E. all of these

40. The trend toward ordinary people becoming amateur
reporters is called:
A.online democracy
B. hyperlocal news
C. citizen journalism
D. expanded reportage
E. none of these

41. Public relations is best considered a __________
function.
A.management
B. marketing
C. development
D. research
E. responsive

42. Advertising serves a(n) _________ function in society.
A. marketing
B. educational
C. economic
D. social
E. all of these
43. The first medium allowing for truly national advertising
was:
A.
newspapers
B.
magazines
C. radio
D. TVE. none of these

44. Of the following media, which has the lowest reach?
A. outdoor
B. direct mail
C. newspapers
D. magazines
E. Radio

45. ________ occurs when companies create messages that are
so intriguing that consumers share them with others.
A. viral advertising
B. citizen hype
C. advertising-on-demand
D. ad identification
E. vertical mousetrap

46. The purpose of _____ is to conceive, analyze, and
creatively select channels of communication that will direct advertising
messages to the right people in the right place at the right time.
A. communications strategy
B. media targeting
C. media differentiation
D. media conceptualization
E. media planning

47. What is the status of copyright on the Internet?
A. copyright laws DO NOT apply to the Internet
B. copyright laws DO apply to the Internet
C. the fair use concept does NOT apply to the Internet
D. copyright laws exist online but do NOT apply to video
content
E. none of these

48. What is the relationship between the First Amendment and
advertising?
A. Advertising has never received First Amendment
protection.
B. Advertising used to receive First Amendment protection
but not any more.
C. Advertising has always been fully protected under the
First Amendment.
D. Advertising wasn’t protected until the 1920s, when it
received full protection.
E. Advertising receives limited First Amendment protection.

49. Which of the following is a social implication of the
Internet?
A. the Internet supplements the surveillance function of
traditional mass media
B. the lack of gatekeepers can overload the system with
unwanted or trivial messages
C. Internet users can experience information overload
D. the Internet can facilitate identity theft
E. all of these

50. Which medium may play the greatest role in
socialization?
A. radio
B. books
C. film
D. television
E. Internet