Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

Mass Communications > Test 3- FINAL > Flashcards

Test 3- FINAL Flashcards

1
Q

Henry Hertz

A

The first person to demonstrate that radio waves actually exist with the use of two metal coils

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Electromagnetic spectrum

A

A range of frequencies that could be used for transmitting radio waves

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Guglielmo Marconi

A

The person who originally figured out radio in 1896 and used it to communicate with ships at sea

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Broadcast network

A

A group of interconnected stations that share programming

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Radio act of 1912

A

This established call letters to identify radio stations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Radio act of 1927

A

This established the Federal Radio Commission

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is the FRC?

A

They have the power to enforce broadcast law and limit the number of broadcasters

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is the FCC?

A

This is what the FRC became and they were given the power to regulate all means of interstate communication

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is AM radio?

A

Amplitude Modulation; it worked by changing the power of the carrier wave

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What if FM radio?

A

Frequency modulation; this was an improved frequency of the waves

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Who is Edwin Armstrong?

A

He improved the radio by changing the frequency modulation (FM) of the radio waves

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Who is Philo Farmsworth?

A

Got a patent on his version of the functional television at age 14

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Lines of resolution

A

Illuminating different rows of pixels to create a moving image

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Community antenna television (CATV)

A

What cable started as to help viewer’s with poor reception

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Importation

A

When cable began to offer signals from distant stations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Must-carry rules

A

When the FCC stepped in and required cable systems to carry all local television stations within the stations area of coverage

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Geostationary satellites

A

Putting satellites in orbit miles above the earth’s surface

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Direct broadcast satellites

A

Allow for program delivery to individual homes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Public relations

A

The art/science of establishing and promoting a favorable relationship with the public

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Integrated marketing

A

When PR and marketing work together

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Internal audience

A

People within the client’’s organization

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

External audience

A

People outside the client’s organization

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Press agents

A

These people worked to generate publicity for their clients in the early days of the U.S.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Hype

A

Typically dramatic actions to generate publicity for a client

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Ivy Ledbetter Lee
Generally recognized as the father of PR; hired to consult coal mine owners
26
Committee on Public Information
Charged with building the public support for war efforts and promoting WW1 as the "end of all wars"
27
Edward and Doris Bernays
Edward was the nephew of Sigmund Freud; they began basing their PR work on psychology
28
Office of War Information
They generated public support and promoted war bonds, victory gardens, etc.
29
United Stated Information Agency (USIA)
What the OWI was converted into; their mission was to tell America's story abroad
30
Public Relations Society of America (PRSA)
A group that provides a code of ethics for PR professionals
31
News management
All about getting all the stuff you want in the news out there and keeping the stuff you don't want out
32
Publicity stunt
Any action designed to create human interest in a story
33
News hook
The angle that makes an organization's activities newsworthy
34
Media relations
The practice of maintaining connections and relationships with reporters
35
Leaks
Unauthorized disclosure of information to the press; though they usually only pretend to be unauthorized
36
Trial balloon
A leak which reveals some policy being considered in order to test public response
37
Exclusive
A story granted to only one news outlet
38
Community relations
The act of working with a specific community to generate positive relationships
39
Corporate aid
A form of large-scale community relations
40
Crisis management
The process of dealing with a crisis situation in order to repair a client's public image
41
Lobbying
Any attempt to influence the voting of legislators
42
Press release
A document sent to the press containing all the information needed to write a news report
43
Canned news
A press release that can be inserted into a news medium that has/needs no modification
44
Sound bites
Short, carefully crafted phrases that repeat a major theme the speaker wants the reporter to use
45
Video news release
A ready-to-use broadcast recording designed for use in television news; often called "fake news"
46
Press kit
A collection of publicity photos, color slides, product samples, and fact sheets
47
Spin doctors
Slang terms for PR people
48
Spinning
The slang term for PR work
49
The Big Lie
When someone sticks to a statement no matter how obvious it is that they're lying
50
Whitewashing
PR covering up problems without fixing them
51
Greenwashing
Covering up environmental problems by associating with environmentally friendly efforts
52
Ambient Advertising or 360 Advertising
Being totally bombarded and surrounded by ads
53
Unique Selling Proposition
Highlighting the things about a product that makes it different
54
Parity products
When most brands in a product are essentially the same; such as soap
55
Why do some radio station call letters start with a "w" and others start with a "k"?
East of the Mississippi it would begin with a "W" and if it was west of the river it would start with a "K"
56
Multiple System Operators (MSO's)
Cable companies that own several local cable providers
57
Program syndication
The sale of television programs directly to stations, cable channels, and online venues
58
PBS
Public Broadcasting Network
59
Name one thing that P.T. Barnum did to generate hype for his freak show.
He claimed to have the woman who was the babysitter or maid for George Washington traveling with his show
60
How did Andrew Jackson use PR in his presidency?
He would use trial balloons to see how people would react to considered policies
61
Why did William Paley purchase CBS?
He wanted to promote his father's cigar company
62
What are the 3 categories of PR?
Research, counseling, communication
63
What were two principles that Ivy Lee followed to guide his actions in PR?
Be transparent and don't be a hypocrite
64
In what ways has big data companies such as Acxiom changed advertising?
They narrow down your audience so that you can reach the demographic most valuable to your product
65
In what ways can website analytics be used to improve marketing?
They can help you know the audience you are reaching

Mass Communications (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions