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COMM 1337 - Intro to Mass Comm > Exam 2 Study Guide (Chapters 6-10) > Flashcards

Exam 2 Study Guide (Chapters 6-10) Flashcards

Chapters 6-10

1
Q

The best summary of the Boykoff’s conclusion is that:

A

the news media were so committed to providing balanced reporting they unintentionally amplified the view of skeptics and gave them more credibility then they deserved.

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2
Q

When there are more potential news stories than there is time or space to report them, decisions about which ones will get reported are usually based on their….? **

A

newsworthiness

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3
Q

Newsworthiness is usually determined by all of the following EXCEPT….:

A

guidelines in the Associated Press Stylebook.

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4
Q

Conceptually, the fundamental notion underlying any definition of news is….:

A

change

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5
Q

What factor is NOT used in determining newsworthiness of a story….?

A

cost to collect information

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6
Q

James Gordon Bennett, any early Penny Press publisher, helped establish the view of news as we still know it by his emphasis on:…? **

A

stressing speed and timeliness in gathering and reporting the news.

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7
Q

___________ organized the first newsroom and reporting staff.

A

James Gordon Bennett

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8
Q

Bennett’s paper was one of the first to be used in the practice of “news beats” which were….?

A

a subject or part of the city a reporter was assigned to cover for the sake of gathering news.

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9
Q

As it evolved, the Bennett model of news became all of the following EXCEPT:

A

bylined to feature highly visible reporters.

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10
Q

Which of the following helped develop the concept of journalistic objectivity in the news?

A

creation of the associated press.

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11
Q

The problems that the text highlights with the Bennett model of news include all of the following EXCEPT:

A

ego-driven reporters aggrandized themselves and got front-page coverage with sensationalism.

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12
Q

The communist scare fueled by Senator Joseph McCarthy was characterized by all of the following EXCEPT: ____________.

A

an assassination attempt on McCarthy by Soviet KGB operatives.

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13
Q

Senator McCarthy’s inconsistencies, questionable behavior, and unsubstantiated accusations were finally revealed by: _____________.

A

Edward R. Murrow while working as a television reporter for CBS News.

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14
Q

The Pulitzer-Hearst circulation war can be traced to ___________.

A

a quest to sell more copies.

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15
Q

Some historians argue that yellow journalism may have helped to precipitate which war? _____________.

A

the Spanish-American War

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16
Q

When was the first paper published in the original colonies that became the United States? ____________.

A

1690’s

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17
Q

It has been an ongoing journalism tradition since the Colonial Period that ___________.

A

news should be defined by the reader’s interest and not the governments decree.

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18
Q

All of the following are characteristics of the Penny Press EXCEPT: ____________.

A

their one-cent selling prices were still higher than average working people could afford.

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19
Q

What period of journalism during the late 1800’s was marked by sensationalism that often included untrue stories? _____________.

A

Yellow Press

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20
Q

One of the biggest circulation wars of the Yellow Journalism Era was between _____________ & _____________.

A

Pulitzer’s New York “World” and Heart’s New York “Journal.”

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21
Q

The term ‘yellow journalism’ which became synonymous with sensationalism and excess actually came about as a result of _____________.

A

an ownership struggle over the rights to publish a comic strip called “The Yellow Kid.”

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22
Q

The Hutchins’ Commission called on news media to become more socially responsible by ___________.

A

presenting the news in a context that gives it meaning.

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23
Q

Although welcomed by some, especially academicians, the Hutchins Commission Report was criticized by all of the following EXCEPT: ____________.

A

Richard Nixon, who wanted to place more government control on the media.

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24
Q

The Hutchins Commission wanted the media to provide a context for the news as well as an account of the day’s events that was all of the following EXCEPT: ___________.

A

equally balanced

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25
Q

Since neither Bennett model of news or the Hutchins model is totally suited to today’s news environment, a new hybrid model has been introduced by ____________.

A

The New York Times

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26
Q

The Hutchins’ Commission’s call for increased social responsibility in reporting the news was partly fueled by its concerns about _____________.

A

the superficial, deadline-driven reporter tactics

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27
Q

Today, the Hutchins Commission’s concerns about the declining number of new sources _____________

A

has become a moot point due to the proliferation of internet and cable news sources.

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28
Q

Seeking a middle-ground between fact-centric event coverage and trying to provide context, The New York “Times” now labels stories with all of the following categories EXCEPT: _____________.

A

Editor’s Perspective

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29
Q

Seeking a middle-ground between fact-centric event coverage and trying to provide context, The New York “Times” now labels stories with all of the following categories EXCEPT: ______________.

A

appraisal

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30
Q

With its new approach that adds more perspective and context to traditional news coverage, the New York Times has chosen to alert readers to these different types of stories by _____________.

A

including the story category of interpretive pieces in a heading above the headline.

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31
Q

The notion that news reporting should be “objective “ gradually developed in response to all of the following influences EXCEPT: ____________.

A

the fear of violating the First Amendment by appearing to take sides in political campaigns.

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32
Q

Which of the following reflect the values that sociologist Herbert Gans discovered in his study? __________.

A

journalists have mainstream values.

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33
Q

The fact that American journalists favor U.S. style democracies and capitalism is evident in all of the following observations made by Herbert Gans EXCEPT: ____________.

A

business corruption and misbehavior are treated as understandable common practices.

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34
Q

According to Herbert Gans, whether American journalists are reporting on physical or social disorders, their primary interest is in ______________.

A

contributing in some way to helping correct the problem and restore order.

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35
Q

Seeing things on the basis of personal experience and values is known as _____________.

A

ethnocentrism

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36
Q

One common trait Herbert Gans found among

American journalists is that they ___________.

A

prefer stories on corporate individuals who live out the American dream.

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37
Q

The news media role to monitor the performance of government and other institutions is called ____________.

A

watchdog function

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38
Q

The amount of available time or space, also known as the ___________, tends to be much more consistent in broadcasting than in newspaper or magazines.

A

news hole

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39
Q

A story that may make the evening news one day but not another could be the victim of ___________.

A

news flow

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40
Q

What academicians call “the consensible nature of news” can more colloquially called all of the following EXCEPT: ___________.

A

getting a confirming source

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41
Q

Web sites that regurgitate news compiled from other sources or that offer pass-through links to other sources are called ____________.

A

aggregation sites

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42
Q

News can simultaneously be gathered from a variety of different online sites by using any of the following EXCEPT: ____________.

A

distributive journalists

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43
Q

The difference between traditional news organizations and the plethora of blogs and other web sites that provide news and information is ___________.

A

traditional news organizations have built-in safeguards to check accuracy.

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44
Q

The first code of ethics for journalism was created by the American Society of Newspaper Editors in the ____________.

A

1920’s

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45
Q

Those who decide what news to carry, when to carry it and how to present it are called __________.

A

gatekeepers

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46
Q

The 24/7 nature of news and the need to put news on the Internet has resulted in ___________.

A

less independent reporting by traditional news organizations

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47
Q

Many news organizations have eliminated or reduced staffing at bureaus in outlying areas because ____________.

A

finances have forced drastic budget cutbacks

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48
Q

Which news organization was the first to provide nonstop coverage? ___________.

A

Associated Press

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49
Q

The ability to provide up-to the minute news updates has resulted in ___________.

A

more mistakes

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50
Q

Which of the following is NOT a disadvantage of live news coverage? ___________.

A

it takes less time for viewers to absorb information

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51
Q

Enterprise reporting that reveals new, often startling, information that official sources would often rather not have revealed is called ____________.

A

investigative journalism

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52
Q

Bob Woodward and Carl Bernstein are best known for their reporting on a presidential scandal that became known as ___________.

A

Watergate

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53
Q

Investigative reporting during the early 1900s was called ____________.

A

muckraking

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54
Q

Which of the following is an example of soft news? _____________.

A

a newspaper publishes a list of tips on how to save on wintertime heating costs.

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55
Q

Soft news includes all of the following EXCEPT: ____________.

A

local traffic reports and accident coverage

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56
Q

The consensible nature of news means that different news agencies ____________.

A

are likely to offer the same type of news coverage.

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57
Q

All of the following are variables that affect what is and isn’t reported in news on a particular day EXCEPT: ____________.

A

the circulation of the newspaper or ratings of the newscast.

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58
Q

When did entertainment evolve as part of human culture?

A

before the emergence of written human history.

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59
Q

The core categories of media entertainment remain:

A

storytelling and music.

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60
Q

Entertainment came into the age of mass communication and began to reach large, mass audiences with the introduction of:

A

Johannes Gutenberg’s movable type.

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61
Q

Broad thematic categories of media content are called:

A

genres

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62
Q

Which of the following would NOT be considered a thematic genre of entertainment?

A

books

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63
Q

Which of these entertainment categories contains the clearest genres within itself?

A

sports

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64
Q

The youngest woman to ever make the Forbes list of the 100 Most Influential Females in the world was?

A

Lady Gaga

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65
Q

Attending a Broadway show, you would be witnessing an example of:

A

authentic performance

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66
Q

A live, on-site performance is said to be a(n):

A

authentic performance

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67
Q

What is the primary difference separating an authentic performance from a mediated performance?

A

audience feedback

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68
Q

A blockbuster movie shown on television would be considered?

A

mediated performance

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69
Q

Special adjustments made to ensure that the message of a performance will be effectively delivered by mass media transform the performance into what?

A

a mediated message

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70
Q

Which came first in the ongoing waves of popular television content?

A

variety shows

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71
Q

What is the ultimate determinant of genre trends?

A

audiences

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72
Q

Rhythm and blues emerged from early black music during the?

A

1930’s and 1940’s

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73
Q

Hillbilly music had its origins in the?

A

English ballads and ditties brought to rural Appalachia

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74
Q

Early rock’n’roll rock music can be best understood as an evolution that sprang from what?

A

rockabilly

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75
Q

Sam Phillips was important in the emergence of rock-n-roll because he?

A

discovered Elvis Presley

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76
Q

What happened immediately after Natalie Maines of the Dixie Chicks criticized President George Bush for the Iraq War?

A

their music was banned from many radio stations

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77
Q

What was the major response of major recording labels when independent producers introduced rap music?

A

they initially missed the significance of it

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78
Q

Sports as popular media content can be traced to what?

A

regular coverage of James Gordon Bennett’s New York Herald

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79
Q

Celebrity coverage of sports began in 1910 with prize-fighter John L. Sullivan covering a title heavyweight fight in?

A

the New York Times

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80
Q

In 1921, Pittsburgh radio station KDKA was the first to carry what type of programming?

A

play-by-play baseball games

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81
Q

Who created Sports Illustrated?

A

Henry Luce

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82
Q

Roone Arledge created what popular sports program for ABC in 1961?

A

Wide World of Sports

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83
Q

What was Les Brown describing when he said, “At once topical and entertaining, performed live and suspensefully without a script, peopled with heroes and villains, full of action and human interest and lanced with pageantry and ritual”?

A

sports

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84
Q

Which sports event attracts the largest worldwide television audience?

A

World Cup

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85
Q

In recent years, the major television networks have come to view sports programming as what?

A

loss leaders

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86
Q

How big is the U.S. sex industry?

A

$8-10 billion revenues a year

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87
Q

What Irish class was originally banned in the U.S. because of its sexual content until a 1930 court decision?

A

Ulysses

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88
Q

What is the difference between obscene material and pornographic material?

A

obscene material can be banned by the government, while pornography cannot.

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89
Q

What does Miller Standard define?

A

which sexual content is protected from government bans

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90
Q

In order for material to be banned as obscene….?

A

it must fail all three of the tests set forth by the Miller Standard

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91
Q

Which of the following is NOT protected by the 1st Amendment?

A

obscenity

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92
Q

A U.S. Supreme Court ruling against Sam Ginsberg, a New York sandwich shop owner, remains the legal basis for….?

A

laws prohibiting the sale of pornographic material to children

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93
Q

What was the upshot of the Pacifica case?

A

broadcasters became more careful of their content at times that children might be listening.

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94
Q

Which comedian was at the heart of the Pacifica case?

A

George Carlin

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95
Q

In response to criticism about sex and violence in video games, the gaming industry has….?

A

devised a rating system with “EC” for early childhood and “AO” for adults only

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96
Q

What is an auteur?

A

a movie-maker whose cinematic contributions are significant and original

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97
Q

Who of the following figures in film-making would NOT be considered an auteur?

A

Adolph Zukor

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98
Q

Movies produced by Hollywood’s studio system and the romance novels published by Harlequin are both examples of….?

A

production-line entertainment

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99
Q

The term “pulp fiction” was first coined to denote….?

A

inexpensively produced short novels

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100
Q

According to the descriptions in the textbook, the television show Dancing with the Stars would be classified as an example of….?

A

low art

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101
Q

Who categorized cultural and artistic works along socioeconomic and intellectual lines to draw distinctions between high-culture, and low-culture audiences?

A

Herbert Gans

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102
Q

The Taliban has driven a once robust movie industry underground in what country?

A

Pakistan

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103
Q

Susan Sontag wrote “On Culture and the New Sensibility” that….?

A

said pop art has cultural and social value

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104
Q

A lowbrow audience would most likely read….?

A

National Enquirer

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105
Q

What word became popular during the 1960s after elitist began to accept Susan Sontag’s view that pop art could have artistic and cultural merit?

A

camp

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106
Q

Which of the following items of clothing now accepted as appropriate attire for people of all ages and socioeconomic backgrounds, was once shunned, even banned, because of its unsavory image?

A

denim jeans

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107
Q

The undesirable image of denim jeans was fueled by all of the following movies EXCEPT

A

blackboard jungle

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108
Q

Starting in 1957, the organization and venues that began banning blue jeans and refusing entry to people wearing denim included all of the following EXCEPT

A

major league baseball parks

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109
Q

Public Relations can be defined as a tool to

A

establish beneficial relationships

110
Q

Public relations is mostly a tool used by….?

A

management

111
Q

The ‘public’ in public relations refers to

A

any constituency with which an organization relates.

112
Q

Dialogic theory in public relations is….?

A

a practice in which there is genuine dialogue to negotiate relationships

113
Q

Among the major characteristics of dialogic theory in practice are all of the following EXCEPT….?

A

assurance

114
Q

One of the most important features of the dialogic theory of public relations is….?

A

commitment

115
Q

The dialogic theory of public relations stresses all of the following EXCEPT….?

A

awareness that the audience is means to a desired end.

116
Q

Public relations practitioners doing their best work contribute to the common good of the whole society in all of the following ways EXCEPT….?

A

creating positive public impressions of everything their organization does.

117
Q

A key difference between PR and advertising is that PR….?

A

is an upper-level management activity.

118
Q

A feature of advertising NOT shared by public relations is that….?

A

time and space are purchased

119
Q

Why is the success of a PR effort difficult to gauge?

A

PR tries to build good will which is intangible and hard to measure in concrete terms

120
Q

This is a packet provided to news reporters to tell the story in an advantageous way….?

A

media kit

121
Q

An informational story, whether written words or a fully-produced broadcast piece, given to the news media in hopes it will be passes on to the media’s audiences is called a….?

A

news release.

122
Q

Which of the following is NOT true about news releases….?

A

whomever submits the release pays a flat rate for each release given to a news medium.

123
Q

During the 1800’s, social darwinism was used to justify abuses by….?

A

big businesses.

124
Q

One problem railroads faced during the late 1800s that was corrected by solid public relations was….?

A

secretive policies.

125
Q

Ivy Lee, and early public relations practitioner, encouraged his clients to deal with negative publicity by….?

A

telling the truth while putting a human face on their organization and its accomplishments.

126
Q

Ivy Lee’s new ideas about winning public support included all of the following EXCEPT….?

A

keeping sensitive issues like strike-breaking strategies off the public record.

127
Q

After a massacre at a Colorado mining camp this PR professional helped John D. Rockefeller improve his image:

A

Ivy Lee

128
Q

What did Ivy Lee advise John D. Rockefeller Jr. to do after the Ludlow Massacre….?

A

tour the Ludlow area to show his sincere concern.

129
Q

What myth-shattering episode occurred following Rockefeller’s address to miners and wives after the Ludlow massacre….?

A

Rockefeller danced with almost every miners wife.

130
Q

Who made puffery promotion high art….?

A

P.T. Barnum

131
Q

Extravagant claims about one’s product or organization are referred to as….?

A

puffery

132
Q

The potential for public relations on a massive scale was demonstrated first by….?

A

George Creel’s Committee on Public Relations

133
Q

Who was tasked by Woodrow Wilson with turning around widespread sentiment against U.S. involvement in WWI….?

A

George Creel

134
Q

During World War II, the Office of War Information was under the direction of….?

A

Elmer Davis

135
Q

Working for AT&T in 1927, Arthur Page established the role of public relations as a….?

A

top management tool.

136
Q

Public relations works best when the person in charge of it is a….?

A

top-level company executive involved in company decisions.

137
Q

The functional areas of responsibility for a public relations department are….?

A

external, internal, and media relations.

138
Q

Which of the following is NOT a target audience of internal public relations….?

A

customers

139
Q

What type of functional responsibility is developing optimal relations with employees….?

A

internal relations

140
Q

The component of public relations that deals with the press and other media is known as….?

A

media relations

141
Q

Among the alternate names that were, or still are, used for public relations are all of the following EXCEPT….?

A

informatics

142
Q

One of the newest and hottest trends in renaming and refocusing public relations to serve as a “one-stop shop” for communications needs especially in large corporations, is….?

A

integrated marketing communication

143
Q

A corporation’s coordination of advertising and PR efforts is referred to as….?

A

integrated marketing communication

144
Q

Who pioneered the enlightened self-interest concept….?

A

Paul Garrett

145
Q

During the Great Depression of the 1930s, Paul Garrett led public relations in new directions while working at….?

A

General Motors

146
Q

In a spirit of “enlightened self-interest” the National Association of Manufacturers in 1939 declared that the integral parts of democracy included all of the following EXCEPT….?

A

free lunch

147
Q

Which of the following is NOT one of the three tactical activities that are incorporated in most long-term public relations campaigns….?

A

positioning

148
Q

Media relations includes all of the following activities EXCEPT….?

A

reviewing and editing reporters’ stories about your organization

149
Q

The function of public relations most concerned with creating, nurturing, enhancing, and, when necessary, repairing an organization’s “public face” is called….?

A

image management

150
Q

What is it called when a company’s image is promoted rather than a product….?

A

image management

151
Q

In an elaborate attempt to make-over, its image British Petroleum went so far as to drop its long-time name can henceforth call itself BP, saying that “BP” stood for….?

A

better performance

152
Q

John Kenny, who created BP’s unsuccessful campaign to enhance its image ruefully admitted that the biggest reason it failed was that it was….?

A

“mere marketing”

153
Q

What is crisis management….?

A

helping a client or organization through an emergency

154
Q

One of the best examples of effectively handling a public relations crisis came from….?

A

Tylenol’s handling of tampering that killed several people.

155
Q

Public relations people engaged in performing government relations are called….?

A

lobbyists

156
Q

Lobbyists are expediters because they know….?

A

local traditions and customs

157
Q

Advising candidates and groups on public policy issues, usually in elections, is known as….?

A

political communication

158
Q

Jack Abramoff is best known for….?

A

being convicted in of the largest Congressional corruption scandals

159
Q

Public relations advocacy includes all of the following EXCEPT….?

A

political communication

160
Q

A public relations practitioner engaged in political communication could do all of the following EXCEPT….?

A

testifying before congressional committees

161
Q

The association for professionals working public relations is called the….?

A

Public Relations Society of America

162
Q

What distinction is given to public relations professionals who are accredited by the Public Relations Society of America….?

A

APR

163
Q

Another term used to describe the practice of covering up mistakes or abuses instead of correcting them is….?

A

whitewashing

164
Q

Bob Greenberg, who might be called an advertising guru, operates on a philosophy that….?

A

ads should be entertaining themselves

165
Q

When ad guru Bob Greenberg talks about advertising on “the third screen,” he’s referring to….?

A

cell phones

166
Q

Advertising contributes to prosperity by….?

A

inspiring people to greater productivity

167
Q

Former Procter & Gamble president Howard Morgens said that advertising….?

A

is the most effective and efficient way to sell to consumers

168
Q

The leading advertiser, spending about $5.2 billion annually for mass media ads, is….?

A

Proctor & Gamble

169
Q

Advertising as a modern phenomenon first took off in…?

A

the United States

170
Q

What was the first form of printed advertisement….?

A

flyers

171
Q

_________ was a British printer who is credited with printing the first advertisement to promote one of his books.

A

William Claxton

172
Q

Benjamin Day’s newspaper, the ________, was the first penny newspaper that brought advertising to a new level within its pages.

A

New York Sun

173
Q

National advertising took root in the United States with….?

A

the railroad’s simplification of mass distribution in the 1840’s

174
Q

The first advertising agency was founded by….?

A

Wayland Ayer

175
Q

Which of these services was among those provided by the firm of N.W. Ayer & Son….?

A

expertise in placing advertisements in advantageous media

176
Q

Most ad agencies will offer advertisers all of the following services EXCEPT….?

A

recommending product improvements and updates

177
Q

Using traditional models, and ad agency’s commission was derived by totaling the advertiser’s outlay for time and space and paying the agency ________ of the total.

A

15 percent

178
Q

Advertising agency compensation has shifted from commission contracts to….?

A

performance contracts

179
Q

In advertising, the performance contract system of payment entails….?

A

billing for expenses and modest profit with extra compensation for successful campaigns

180
Q

When an advertising agency takes compensation as an ownership share in a client’s company, the deal is called….?

A

an equity contract

181
Q

Which is chanciest type of contract for an advertising agency….?

A

equity contracts

182
Q

What was the criticism of the U.S. Army for its new and more extensive marketing campaign launched after recruiters failed to meet their goals during the Iraq war….?

A

it infused militaristic trappings into messages that targeted children

183
Q

The systematic outline of where ads will be places to reach the right target audiences is called the….?

A

media plan

184
Q

Most media plans begin with an examination of….?

A

cost per thousand (CPM) of possible media

185
Q

Which profession determines the most effective media placements for an ad….?

A

media buyer

186
Q

Media buyers verify circulation claims of printed mass media with….?

A

the Audit Bureau of Circulations

187
Q

Studies show that readers of newspapers….?

A

are predisposed to seriously consider advertisements because reading requires focus.

188
Q

What is a disadvantage of newspaper advertising….?

A

declining readership among young adults

189
Q

What is a disadvantage of magazines for advertising….?

A

ads must be placed up to three months in advance

190
Q

Among the advantages that magazines offer over newspapers are better printing, a longer shelf-life, and….?

A

pass-along circulation

191
Q

Which of these traits is both advantage and a disadvantage of radio for advertising….?

A

radio is a mobile medium

192
Q

Radio stations with narrow formats offer advertisers….?

A

easily identified target audiences

193
Q

What is a major advantage of television advertising….?

A

impact through a moving and visual medium

194
Q

Which of the following is NOT an advantage of Internet advertising….?

A

advertisers have less competition

195
Q

Based on 2010 data, the most money was spent placing ads in what medium….?

A

television

196
Q

What is the charge Google collects from an advertiser each time it directs traffic to the ad?

A

click-through fee

197
Q

The advantages of advertising in video games include all of the following EXCEPT….?

A

they effectively reach females aged 13 to 35, highly desired ad audience

198
Q

Which of the following is a successful brand name….?

A

Kleenex

199
Q

Who championed the concept of brand imaging when he said, “give your product a first class ticket through life?”

A

David Ogilvy

200
Q

Brand-name advertising is losing ground to….?

A

store brands

201
Q

Linking a celebrity’s name to a product is one method of….?

A

branding

202
Q

Which of the following advertising technique is also a lowest common denominator approach….?

A

unique selling proposition

203
Q

Who championed positioning….?

A

Jack Trout

204
Q

Targeting ads for specific consumer groups is called….?

A

positioning

205
Q

Which of the following is NOT a redundancy technique in advertising….?

A

positioning

206
Q

Bunching is….?

A

promoting a product during specific, limited period

207
Q

Running a condensed version of an ad after the original has been introduced is a practice called….?

A

trailing

208
Q

Clutter in advertising is defined as….?

A

too many ads running one after another in a television commercial break.

209
Q

Television commercials have been shortened from 60 seconds in the early days of television to….?

A

15 seconds

210
Q

A number of shorter ads competing against one another during the same commercial break on television is known as….?

A

ad clutter

211
Q

Word-of-mouth testimonials, friends talking to friends, is known as….?

A

buzz advertising

212
Q

What is viral advertising….?

A

short action stories on the web that friends pass on to friends

213
Q

Which of the following is an example of stealth advertising….?

A

FedEx Field, a sports stadium outside of Washington, D.C.

214
Q

The advent of TiVo has prompted new advertiser interest in….?

A

product placement

215
Q

The practice of product placement first began and became popular in….?

A

motion pictures, especially in the 1980’s

216
Q

Dave Balter specializes in what types of marketing….?

A

word-of-mouth

217
Q

The term applied to extensive use of word-of-mouth advertising is….?

A

buzz marketing

218
Q

What is a program-length commercial disguised as a newscast or entertainment called….?

A

infomercial

219
Q

What is the name for a magazine published by a manufacturer to plug a singe line of products….?

A

‘zine

220
Q

Using his new approach to analyzing and predicting results Nate Silver accomplished all of the following EXCEPT….?

A

accurately forecasting which stock prices would drop the most during the recession

221
Q

Until the 2008 elections, it was almost universally believed that no one could accurately predict election outcomes, but now that view is being challenged by amazingly accurate predictions from….?

A

Nate Silver

222
Q

For the most part, who do surveys serve?

A

private clients, like advertisers and office-seekers.

223
Q

What intellectual interests did George Gallup bring together in his mother-in-law’s run for secretary of state in Iowa….?

A

survey research, public opinion and politics

224
Q

Which of the following used quota sampling techniques to predict presidential election….?

A

George Gallup

225
Q

Why did George Gallup abandon quota sampling….?

A

difficulty in pinpointing public opinion closer than 4 points

226
Q

What is the bandwagon effect….?

A

Poll results that drive undecided voters towards the current front-runner

227
Q

What organization is best know for its television ratings evaluations….?

A

Nielsen

228
Q

Arbitration is known for….?

A

measuring radio audiences in local broadcast markets

229
Q

What the Gallup Organization usually measure….?

A

human nature and behavior

230
Q

The Pew Research Center studies….?

A

attitudes towards politics and public policy issues

231
Q

Probability sampling requires….?

A

that every member of the population have an equal chance to be interviewed

232
Q

In polling for a population of 500,000 or greater, how many people are needed for 95 percent confidence with less than 5 percent error margin….?

A

384

233
Q

A good probability sample selection for polling….:

A

gives every member of the population being sampled an equal chance

234
Q

The margin of error for a survey is….?

A

critical to determine accuracy

235
Q

What kind of sampling matches the demographics of the people polled….?

A

quota sampling

236
Q

Why is it important to know when a poll was taken….?

A

opinions shift over time

237
Q

It is important to know who paid for a poll because the people who pay….:

A

have a vested interest in the outcome

238
Q

Which of the following is NOT true regarding how a poll is conducted….?

A

It makes no difference whether the poll is done on the telephone or face-to-face

239
Q

When developing a survey instrument, it is important to pay attention to the wording of survey questions because….?

A

wording can skew responses

240
Q

Who selects the participants in a straw poll….?

A

respondents themselves

241
Q

900-number phone surveys are an example of….?

A

straw polling

242
Q

Newspapers conduct people-on-the-street interviews because….?

A

they are circulation builders

243
Q

What organization checks circulation claims….?

A

Audit Bureau of Circulations

244
Q

Who was the first to measure how many people listened to network radio programs….?

A

Archibald Crossley

245
Q

Congressional investigations into false and inflated claims about broadcast ratings prompted networks to create the….?

A

Broadcast Ratings Council

246
Q

The Broadcast Ratings Counsel….?

A

accredits rating companies

247
Q

When events such as giveaways coincide with sweeps weeks, it is an example of….?

A

hyping

248
Q

Which is a television ratings sweeps month….?

A

February

249
Q

A black week in television is….?

A

when no ratings are conducted

250
Q

When polled with handwritten diaries, many people overstate the time they spend watching….?

A

sophisticated programs

251
Q

The flush factor is a term to describe….?

A

viewers leaving their television sets during commercials to go to the bathroom

252
Q

When viewers avoid commercials by changing from channel to channel, it is called….?

A

zipping

253
Q

A polling technique to gauge how attentive people are to certain programs and ads is called….?

A

engagement ratings

254
Q

Among the statistics that have been used to try to measure audience sizes and engagement for internet sites have been all of the following EXCEPT….?

A

browser downloads

255
Q

Which of the following is NOT a tool used to measure broadcast audiences….?

A

mass mailings

256
Q

Media Metrix is a leading audience measuring company for….?

A

the internet

257
Q

A2/M2 is a ratings measurement system created by….?

A

Nielsen

258
Q

In trying to convince her company to do consumer research with social media, Joan Lewis, Procter & Gamble’s market knowledge officer, has asserted all of the following EXCEPT….?

A

social media research will soon replace outdated and expensive traditional research methods

259
Q

Which of the following is an interview-based research method?

A

focus groups

260
Q

Which research method is called the “heartthrob approach”?

A

galvanic skin checks

261
Q

Galvanic skin checks favor….?

A

adrenaline-activating news stories

262
Q

Which of the following is an example of prototype research….?

A

screening a television pilot

263
Q

What is a sample of a possible new sitcom called….?

A

pilot episode

264
Q

Cohort analysis has studied and classified the demographic characteristics of people so they can be targeted for marketing and other communication efforts based on….?

A

the generation to which they belong based on when they were born

265
Q

One finding of cohort analysis is that….?

A

many people, as they get older, stick to the habits of their youth

266
Q

Who created PRIZM?

A

Jonathan Robbin

267
Q

What does geo-demography do….?

A

it describes lifestyle breakdowns based on demographic characteristics and regions

268
Q

which of the following is a psychographic analysis by values, lifestyle and life stage….?

A

VALS

269
Q

Which VALS category represents the largest percentage of the U.S. population….?

A

belongers

270
Q

The prosperous people compromising about 20 percent of the U.S. population, according to VALS, are the….?

A

achievers

COMM 1337 - Intro to Mass Comm (2 decks)

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