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CMN 144 > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

Which of the four basic studies examines the penetration levels of magazines and newspapers in various markets?
Circulation
Readership
Management
Website Usability

A

Circulation

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2
Q

According to the YouTube video that describes Nielsen’s rating system, how often is information collected?
Every night
Once a week
Once a month
People self-report

A

Every night

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3
Q

What is Nielsen’s television measurement based on?
Audio
Screen-capturing
Netflix reports to Nielsen
Nielsen researchers interview the respondents

A

Audio

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4
Q

Which copy testing dimension focuses on respondents’ attitudes?
Affective dimension
Conative dimension
Cognitive dimension
Physical dimension

A

Affective dimension

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5
Q

Reach is the number of exposures to the same message that each household receives.
True
False

A

False

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6
Q

When measuring web advertising, reliability is a challenge.
True
False

A

True

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7
Q

Which of the following psychological tests are frequently used to measure affective dimension?
Pupilometer tests
Galvanic skin responses
EKG
All of the above

A

All of the above

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8
Q

What is a modern day example of a people meter?
National surveys
Family subscription plans
Netflix profiles
Life360 circles

A

Netflix profiles

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9
Q

Which of the following is called an iterative model according to the textbook?
Decision calculus
Stepwise analysis
Conative dimension
Cognitive dimension

A

Stepwise analysis

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10
Q

Readership studies provide data about everything except?
Who reads a publication
What items are read
Uses and gratification
Aspects of the delivery

A

Aspects of the delivery

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11
Q

Which one of the following correctly defines the main purpose of readability studies?
Readability studies look at management structure and the impact of consolidation of ownership on newspaper and magazine content and quality
Readability studies examine the various aspects of the delivery and pricing systems
Readability studies examine the usability of newspaper and magazine websites
Readability studies investigate the textual elements that affect comprehension of a message

A

Readability studies investigate the textual elements that affect comprehension of a message

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12
Q

The continuing competition between radio and television and radio for audiences and advertisers during the past three decades has spurred the growth of private-sector research.
True
False
Cannot be determined

A

True

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13
Q

What is NOT an example of a qualitative research technique that is becoming popular with advertising researchers?
Projective tests
Diaries
Directed observation
Pretest/posttest

A

Pretest/posttest

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14
Q

You can volunteer to be a part of the Nielsen ratings family.
True
False

A

False

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15
Q

Who are Pookie and Jett?
Social media influencers
A media ratings system
A company like Nielsen and Arbitron
Test subjects of a famous study

A

Social media influencers

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16
Q

Which of the following is true?
Netflix is classified as a nonprofit organization because it donates some of its profits to charities
Netflix content selection and recommendation strategy is trained by traditional media
Netflix content selection and recommendation strategy gives us diverse perspectives
Netflix has agreed not to track our personal information to maintain confidentiality

A

Netflix content selection and recommendation strategy is trained by traditional media

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17
Q

Love island app, as discussed in class uses the:
People meter
Audimeter
Diary
Telephone coincidental

A

People meter

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18
Q

Electronic media research studies fall into two main categories:
Ratings and frequency research
Circulation and readership
Ratings and share study
Ratings and non ratings

A

Ratings and non ratings

19
Q

When collecting data from the audience to obtain radio ratings data, what kind of methods does Arbitron not use?
Portable people meter
Personal interview
Telephone survey
Diaries

A

Personal interview

20
Q

According to the lecture, which of the following physiological tests are becoming more popular over the past five years? (Hit, hannah used in tobacco research)
Brain wave analysis
Galvanic skin response
Eye tracking tests
Pupilometer tests

A

Eye tracking tests

21
Q

Gross rating points (GRPs) are found by doing which of the following?
Multiplying a station’s reach by its average frequency
Contacting the Federal Communication Commission
Searching databases of one of the many reputable GRP firms
GRPs are promotional hyperbole, with no standard way of finding them

A

Multiplying a station’s reach by its average frequency

22
Q

In the cognition dimension of advertising research, researchers study all except:
Behavior
Attention
Exposure
Recognition

A

Behavior

23
Q

Who won the 2024 U.S. presidential election (based on the electoral college)?
Kamala Harris
JD Vance
Tim Walz
Donald Trump

A

Donald Trump

24
Q

Who conceded on Wednesday 11/6/2024
JD Vance
Donald Trump
Tim Walz
Kamala Harris

A

Kamala Harris

25
Q

As of 2002, who were the two most visible organizations that measure the internet audience?

A

Nielsen and Arbitron

26
Q

Who invented precision journalism?

A

Philip Meyer

27
Q

What technique is not used to study affective dimension?
Projective tests
Theater testing
Socio-psychological tests
Semantic differential scale

A

Socio-psychological tests

28
Q

As discussed in class, how do your favorite TV shows and movies reach you?
All the options are correct
Nielsen
TV ratings
Netflix user profiles

A

All the options are correct

29
Q

What is a TV rating?
An evaluation of the quality of programming
A percentage of households watching tv
A percentage of all tv households watching a particular show
A cost-effective CPM

A

A percentage of all tv households watching a particular show

30
Q

Nielsen’s diary methodology is used in each of the 200+ television markets in the United States in four different months. Which of the following are they?
Nov-Dec-Jan-Feb
May-June-July-Aug
Nov-Feb-May-July
June-July-Aug-Dec

A

Nov-Feb-May-July

31
Q

As discussed in class, which of the following is false?
Traditional media are spreading disinformation to their viewers
If you are viewing channels with more extreme content, you are more likely to have extreme views
Those who tend to speak on political issues tend to be more extreme
The media failed to fact-check the presidential debate this year

A

The media failed to fact-check the presidential debate this year

32
Q

Uses and gratifications research comparing print and online publications has shown
The print version fulfills more gratifications than online
The online version fulfills more gratifications than print
All gratifications associated with the print version are also served by the online version
Both the print and online versions leave many gratifications unfulfilled

A

All gratifications associated with the print version are also served by the online version

33
Q

To measure readability, researchers use several formulas such as:
Fog Index
Likert scale
Holsti’s percentage of agreement
Interquartile Range

A

Fog Index

34
Q

Deleting certain words from a passage is the technique used by
The Flesch Readability index
Likert scaling
The Fog Index
Cloze procedure

A

Cloze procedure

35
Q

Paw Patrol is a popular children’s television program. Researchers ask children who like popular children’s shows to rate on a smiley face scale how much they like the jokes (comedy) in Paw Patrol. Children are also asked to write an open ended response to the question: “What do you like about Paw Patrol?”

Digital Diary
Questionnaire
Empirical
• All of the options are correct

A

All of the above

36
Q

What type of method(s) of data collection is this?
Digital Diary
Questionnaire
All of the options are correct
Empirical

A

All of the options are correct

37
Q

Web advertising has shifted from the traditional banner ad to new forms. Which is not one of these new forms?
Text-oriented ads
Large square and rectangular ads
Pop-up ads
Skyscraper ads

A

Skyscraper ads

38
Q

In the tobacco educational advertisement we watched in class, which featured a person purchasing a pack of cigarettes, which of the following things happened?
The customer used pliers to pull out one of their teeth.
The cashier informed the customer that the price of a pack of cigarettes is $8.00 in the U.S.
The cashier informed the customer that smoking cigarettes causes cancer.
The customer started breakdancing after the cashier reduced to sell cigarettes.

A

The customer used pliers to pull out one of their teeth.

39
Q

The following statements concern campaign assessment research. Which is correct?
Campaign assessment research builds on political campaign strategy and media research.
Pretest/posttest studies typically use personal interviews to collect data.
There are three kinds of assessment research.
Tracking studies also rely on personal or Internet surveys as their main data collection devices.

A

Pretest/posttest studies typically use personal interviews to collect data.

40
Q

After users finish streaming a specific show they are given a questionnaire asking them open-ended questions about what they enjoyed about the show. This is an example of
People meter
Diary
Telephone coincidental
Audimeter

A

Diary

41
Q

Four physiological tests are frequently used to measure the affective dimension.
All of the following are physiological tests except:
Galvanic skin response
Brain wave analysis
Pupilometer test
EKG

A

Brain wave analysis

42
Q

All of the following measure readership except:
Perception test
Aided recall
Recognition
Unaided recalli

A

Perception Test

43
Q

Choose the correct statement regarding Internet advertising.
Reliable data on who is looking at web pages and banner advertising are important for advertisers because they are reluctant to invest money on net advertising without such data.
Internet ratings firms face a difficult problem in buying ratings software
As of 2002, the two most visible organizations that measure the Internet audience are Nielsen/net and Arbitron:
The first attempts to monitor web page traffic consisted of software programs that measured the number of banner ads and the speed of server

A

As of 2002, the two most visible organizations that measure the Internet audience are Nielsen/net and Arbitron:

CMN 144 (3 decks)

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