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CLICK TO DOWNLOAD ANSWERS 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 A. B. C. D.

30. Consequences of relying on the mass media for interpretation include: audiences are exposed to a wide range of often contrasting viewpoints B. allows us to weigh multiple sides of an issue before deciding on our position C. gives us a greater depth of expertise upon which to draw conclusions 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 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. A. 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: democracy B. hyperlocal news C. citizen journalism D. expanded reportage E. none of these 41. Public relations is best considered a __________ function. 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

Bcom 426 final exam