JLMC 101 – Test #3 Question Pool
Chapter 9 – True/False
In an attempt to compete with television in the late 1960s, the Saturday Evening
Post and Life cut their cover prices and thereby increased circulation by millions of
copies. False
Life magazine was able to compete with the popular radio programs of the 1930s
and 1940s by focusing on popular text-based features. False
Magazines were America's first national mass medium. True
Muckraking magazine journalists exposed corruption and abuses within many
industries. True
Since their beginnings in the 1740s, American magazines have been primarily a
medium of entertainment and diversion. False
Some advertisers and companies have canceled ads when a magazine featured an
unflattering or critical article about a company or industry. True
Some of the most influential magazines of the nineteenth century were targeted at
women. True
The Saturday Evening Post continued the muckraking tradition — especially by
criticizing business corruption — into the 1920s. False
The average magazine contains about 50 percent ad copy and 50 percent editorial
material. True
The first magazines in America were edited for the working classes. False
The magazine industry continues to shun the Internet because of its threat to
printed journals. False
The typical consumer magazine distributes far more copies through newsstand
sales than through subscriptions. False
Though they resemble newspapers, supermarket tabloids are considered to be a
type of magazine. True
With so many specialized magazines appealing to distinct groups, magazines today
don't have as strong a role in creating a sense of national identity. True
Women's magazines, such as Good Housekeeping and Woman's Day, survived the
competition for ad dollars better than general-interest magazines like Life and Look.
True
Zines are usually noncommercial, small-circulation magazine projects produced by
individuals or small groups. True
Current relationships between magazines and sponsors mirrors early radio and
television sponsor control. True
Exporting a magazine internationally comprises a significant portion of revenue for
most major magazine chains. False
Chapter 9 – Multiple Choice
A magazine's rate card lists cost of ads for certain amount of space
Advertisers are increasingly pressuring magazines to publish editorial content
that is positive toward the advertiser
Of the following magazines, which has the largest circulation in the United States?
AARP
Online-only and online versions of magazines are Less expensive and may include
video
Some online pioneers want to make online magazines a new media form in their
own right, by
-Using a layout that is only possible in a digital magazine
-Creating apps for smartphones and touchscreens
What factor(s) had an effect on the dramatic growth in magazine circulation around
the end of the nineteenth century?
-Postal Act of 1879- assigned magazines lower postage rates and put them on
an equal footing with newspapers delivered by mail, reducing distribution
costs.
-Advances in mass-production printing, conveyor systems, assembly lines,
faster presses, improved railroad system, lower cover price
-Combination of reduced distribution and production costs enabled
publishers to slash magazine prices
-Growth of drugstores, dime stores, supermarkets, department store
offered new venues
-Advertising revenue soared
When Life and Look magazines were canceled in the early 1970s, their failure was
the result of all the following reasons except: Failed because they cut circulation
making advertisers less interested
Which magazine was the foremost outlet for photojournalism in the mid-twentieth
century? Time
Which of the following was designed as a general-interest or mass audience
magazine? Time, Life, Reader's Digest, Saturday Evening Post, People, Look,
TV Guide
Which statement(s) is/are true about the relationship between magazines and the
Internet?
-Saves money on printing and postage
-Increases reach
-Multimedia components not possible with print
Within the magazine publishing industry, the department that usually produces the
non-advertising content of a magazine is known as the editorial department
Magazines occupied many different social functions throughout its development.
Which of the following niche did magazines never fill?
Ones it DID fill:
-Men's and Women's
-Sports, Entertainment, & Leisure
-Ages
-Elite
-Minority
-Supermarket Tabloids
Which of the following is not true of visuals within magazines?
These ARE true:
-Played a prominent role in general-interest magazines
-Gave magazines a visual advantage over radio
-In early magazines, followed the technology of the time (woodcut)
-Documentary photography invented during Civil War
-Not affordable or realistic until 1890
-Stark realism lead to social changes
-Digital technology lessens the truth of visual images
What type of magazine was most negatively impacted by the disruption of
television? General interest magazines
Chapter 10 – True/False
Because books are such an old and traditional medium, they are no longer
influential. False
Bookstores must absorb the cost of any new books they don't sell. False
Despite Amazon's attempt to jumpstart the e-book market with the Kindle device, it
is the slowest growing segment of the book publishing industry. False
Despite their low cost, mass market paperbacks represent the smallest segment of
the industry in terms of units sold. False
E-publishing has allowed authors to sidestep traditional publishers because the cost
of producing and distributing an e-book is low. True
In about half of the states, local school districts determine which textbooks their
students will use. True
McGuffey's Eclectic Reader taught most nineteenth-century elementary school
children to read. True
Once strongly influenced by books, television and film now look elsewhere for most
of their story ideas. False
One of the triumphs of the Internet is that it allows the digital passage of banned
books into nations where printed versions have been outlawed. True
Papyrus is a kind of paper made from treated animal skin. False
Professional books are sold mostly through mail order, the Internet, or specialized
sales representatives. True
Pulp fiction was another name for the popular paperbacks and dime novels of the
1880s. True
Sales of religious books have dropped substantially over the past twenty years.
False
The Chinese were printing books using carved blocks of wood long before
Gutenberg printed his Bible using movable type. True
The German publisher Bertelsmann is the world's largest publisher of Englishlanguage books. True
The Google Library Project aims to preserve the content of older books. True
The Harry Potter series gave an enormous boost to the juvenile books segment of
the trade industry. True
Today, online encyclopedias are struggling because people prefer to use search
engines such as Google or sources like Wikipedia to find information. False
Trade books refers to the category of books sold to the general reader. True
University presses often publish books that only a handful of scholars read. True
Dictionaries are unchanging archives of the English language.
Book content stored in electronic formats are expected to remain accessible longer
that older books printed on paper or parchment False
A book challenge is a formal complaint to stop a book from further publication.
False
Within a few centuries of the development of the printing press, Protestants became
the most literate group of people in history. True
Chapter 10 – Multiple Choice
A topical book that is published quickly after a major event is called Instant book
An adult trade book is any hardbound or paperback book, fiction or
nonfiction, aimed at the general adult reader.
Instant books have been accused of Shoddy writing and capitalizing on tragedy
Johannes Gutenberg is remembered for Developing the movable type (via the
printing press)
Large book publishers have several methods aimed at generating solid profits,
including lucrative licensing agreements for turning books into films and
television programs
Many books from the Middle Ages were called illuminated manuscripts because they were
painstakingly bound, lettered and decorated by
scribes
Millions of library books are deteriorating because The books were printed on
acid based paper, which is turning brittle
Numerous books have become best-sellers after their authors appeared on Oprah
Rules of punctuation, capitalization, and spacing of written words were developed
During the middle ages by scribes
The best-selling book of all time is The bible
The division of the book industry that makes the most money is Trade books
The first type of protomodern book, which used sheets of material sewn together at
the edges to allow the book to be opened at any page, was Codex
The right to use the contents of a book in another form, such as a screenplay, is
called subsidiary rights
Which of the following is true about the relationship between the movie and
publishing industries? Publishers pay movie studios huge amounts of
money to have their books adapted into movies.
What was not one of the downstream social impacts of the printing press?
What was not one of the technical changes that lowered the costs of books in
the 19th century?
What was not one of the events that ensured a flourishing publishing industry
in the 19th century?
What was one result of the 1950s fear that comic books led to juvenile
delinquency?
What is not one of ways that ebooks are changing the book industry?
Ways e-books are changing the book industry
-incorporate sounds/special effects into books
-Gives new life to backlist or older books from small publishers
-New types of books
-Less storage of books
-E- newspapers/magazines
Chapter 11 – True/False
Ads featuring the Marlboro cowboy were a persuasive strategy based on the
association principle. True
Ads that portray women as sex objects exemplify the association principle. True
Advertising is increasingly targeted at children and teenagers because they
influence roughly $500 billion in family spending every year. True
Although there are about fourteen thousand ad agencies in the United States, the
trend is toward mega-agencies. True
Because of the backlash against social networking Web sites, advertisers are moving
their advertising dollars back to traditional media outlets like television and radio.
False
Before the 1850s, there was little need for national advertising in America because
most communities produced what they bought. True
Even though boutique agencies give creative people the freedom to do good work,
they haven't been able to attract any major clients. False
In an attempt to minimize government oversight of advertising practices, the
advertising industry established their own organizations to monitor the industry.
True
In an effort to attract more viewers, the four major TV networks have reduced the
number of commercials aired during prime time. False
One of the benefits of online advertising is that it tends to protect the privacy of
consumers who use the Internet. False
Only in recent history have many ads stereotyped women as scatterbrained or
helpless or offered them as a man's reward. True
Patent medicines marketed in the 1880s were generally harmless, since they
consisted mostly of flavored water. False
Product placement is an advertising strategy that puts products into movies,
television shows, and video games. True
Psychographics attempts to categorize consumers by their age, gender, occupation,
ethnicity, and income. False
Some of the first American advertising agencies were space brokers, who bought
space in newspapers and sold it to their clients. True
The Ad Council produces public service announcements (PSAs) to show advertising
as a social good. True
The Federal Trade Commission can require advertisers to run spots correcting their
deceptive ads. True
The disassociation corollary in advertising plays off the public's skepticism
regarding large, impersonal corporations. True
WPP is one of the four mega-agencies that control over half the world's advertising
revenues. True
Culture jamming is the practice of so integrating advertising messages into culture
that consumers don’t recognize it as advertising. False
Chapter 11 – Multiple Choice
A car ad shows a salesman talking about how his father taught him to be honest and
hardworking and to understand the value of treating people fairly. This ad
demonstrates The plain-folks pitch
A company that tries to get consumers to buy a more expensive version of an item,
such as fancy bottled water, might try which form of persuasive approach? Snobappeal approach
Along with patent medicine companies, another prominent newspaper advertiser in
the 1890s was Department stores
Channel One is an example of Channel one offered "free" video and satellite
equipment (tuned exclusively to to Channel One) in ex-change for a twelve
minute package of current events programming that included two minutes
of commercials.
How do advertisers direct targeted ads to specific Web site visitors? They collect
information about each Internet user through cookies
In advertising, association (or the association principle) is A persuasion method
that links the product with a setting, a person, a cultural concept, or a
positive feeling
In the twentieth century, advertising
-showed how new products improved daily life
-simulated demand for new products
-encouraged economic growth
-ubiquity ads became normal
Psychographics involves the study of values and lifestyles
The 1998 tobacco industry settlement in the United States outlawed
Limits on advertising on advertising and marketing tobacco products
The high price of such consumer products as designer jeans and breakfast cereal can
be attributed primarily to advertising costs
The public became increasingly cynical about advertising in the late 1890s and early
1900s because Many patent medicines made outrageous claims about what
they could cure
VALS research for advertising refers to Emotional, social, and economic
audience profiles
What is an example of earned media on the Internet? Bloggers
Which of the following is a side effect of the growth of Internet advertising?
Leading advertisers are moving more of their ad campaigns and budget
dollars to digital media
Which of the following is not an example of the association principle of advertising
at work? The association principle is a persuasive technique used in most
consumer ads that associates a product with a positive cultural value or
image even if it has little connection to the product (example: 9/11 ads)
Which persuasive technique in advertising involves exploiting a consumer's sense of
insecurity? Hidden-fear appeal
What VALS group do college students most often fall? Economic
Which of the following is true about behavioral advertising?
Which of the following is not one of the common critiques of advertising?
Ones that ARE:
-Saturated marketplace
-Heavy promotion to kids
-Advertising in schools
-Health problems
-Prescription drugs
-Stereotypes
-Regulations
Chapter 12 – True/False
Companies often hold plant tours and open houses to convince their local
communities that they are good citizens. True
Edward Bernays believed that obtaining people's consent was an essential
ingredient of a successful public relations campaign. True
Individuals and organizations with extensive PR resources usually receive more
coverage in the media than those without such PR resources. True
It is illegal for most companies and organizations to engage in lobbying. False
Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational
and difficult to influence. False
Ivy Ledbetter Lee, one of the founders of public relations, believed that honesty and
directness were better than deception in public relations. False
Journalists have traditionally held public relations practitioners in low esteem. True
P. T. Barnum used gross exaggeration, fraudulent stories, and staged events to
secure newspaper coverage for his clients, his American Museum, and his circus.
True
Public relations is information a person, company, or institution pays to have
published or broadcast in the news media. False
The BP oil rig explosion and subsequent oil leak represents a prominent example of
how not to manage public relations in a crisis. True
The Internet presents mostly problems and few opportunities for public relations
practitioners. False
The PRSA tends to downplay ethical issues in public relations. False
The first public relations practitioners were primarily theatrical press agents who
staged stunts to get newspaper coverage for their clients. True
The most common type of public relations is done in-house by individual companies
and organizations. True
The press conference a classic example of a pseudo-event. True
Though most news reporters won't easily admit it, they would have a harder time
doing their job without the help of PR practitioners. True
Unlike print journalists, who use press releases extensively, television journalists
rarely use VNRs (video news releases). False
When someone put poison in a few bottles of Tylenol, company executives decided
to withhold comment for a few days while they assessed the damage. False
While P. T. Barnum felt that all publicity was good publicity, Edward Bernays
viewed all public relations as propaganda and therefore unethical. False
Chapter 12 – Multiple Choice
A benefit of placing press releases, VNRs, images, executive bios, and other
information on a company Web site is
-Gives the traditional news media access to the information at any time
-Anyone can access Web site- barriers to groups they want to reach are
broken down
A journalist might be likely to criticize the practice of public relations for
-Distorting facts that reporters work hard to gather
-Works to counter the truth reporters seek to bring to the public
-Block press access to key business leaders, political figures, & other
newsworthy people
A pseudo-event is Any circumstance created for the sole purpose of gaining
coverage in the media (press conference, talk show appearances, etc.)
A public relations firm looking to make full use of the Internet could Use social
media to interact with audience, create company website
According to the textbook, which of the following is not a potential problem for a
democratic society posed by the practice of modern public relations?
-When organizations hire spin doctors to favorably shape a candidate's
image
-PR campaigns that result in free media exposure
-Crush of information produced by PR professionals overwhelms traditional
journalism
An example of a way the Internet can make a PR practitioner's job harder is
-Social media
-Communications appear without complete disclosure
Astroturf lobbying is Phony grassroots public-affairs campaigns engineered
by PR firms
Buffalo Bill's publicity agent used _____ to promote Bill's Wild West show. Publicity
Edward Bernays, who authored the first PR textbook, is widely known for his
campaign on behalf of cigarette companies in the late 1920s. He is more generally
known for First to apply psychology and sociology to public relations
Public relations professionals often handle the following activities for their clients:
-Conduct research to develop message
-Press releases
-VSRs
-Public Service Announcements
Small media companies often use press releases verbatim because Lacking in
resources
Video news releases are Promotional video in the form of a news report
Which of the following is not one of the reasons large companies such as railroads
and utility companies engaged in public relations efforts in the 1800s?
These ARE reasons:
-Help them obtain federal funds
-Persuading gov't to control rates and reduce competition
Which of the following is not true about PR?
Which of the following refers to the process of attempting to influence the voting of
lawmakers to support a company's or an organization's best interests? Lobbying
Which of the following statements about PR is not correct?
Why did the Federal Trade Commission set new rules about PR blogging in 2009?
Companies were paying people to blog positively about them without telling
people they were being paid. Now required to disclose their connections to
companies.