Mc101 Test 3 Questions

Front 1

Penny press newspapers ______.

Back 1

favored human-interest stories

Front 2

Which of the following eras of journalism best represents the historical arrival of newspapers as a mass medium?

Back 2

Penny press

Front 3

Which of the following statements about the inverted pyramid style is true?

Back 3

All of the options are correct.

Front 4

Which of the following is not a way in which convergence with the Internet (online journalism) is redefining how newspapers operate?

Back 4

Traditional newspaper reporters and editors are fully embracing their online
responsibilities.

Front 5

General assignment reporters ______.

Back 5

handle all sorts of stories that might “break” in a day

Front 6

Which of the following is generally considered the biggest threat to the future of newspapers?

Back 6

Declining readership, especially among younger people

Front 7

Which of the following is a way that online journalism is redefining news?

Back 7

Newspapers can post stories online that they didn't have room for in their print
edition.

Front 8

Because books are such an old and traditional medium, they are no longer influential.

Back 8

False

Front 9

Well before Gutenberg's printing press, who brought the Chinese technology of block printing to Europe?

Back 9

Marco Polo

Front 10

Game of Thrones, Dexter, Gossip Girl, Pretty Little Liars, and Friday Night Lights are
all examples of ______.

Back 10

popular books that were turned into television series, which in turn made the books
even more popular

Front 11

______ made one of the first portable electronic reading devices.

Back 11

Sony

Front 12

According to the textbook, books help us ______.

Back 12

All of the options are correct.

Front 13

The rise of book superstores and online retailers has caused independent bookstores' business to drop significantly.

Back 13

True

Front 14

Pulp fiction was another name for the popular paperbacks and dime novels of the 1880s.

Back 14

True

Front 15

The Chinese were printing books using carved blocks of wood long before Gutenberg printed his Bible using movable type.

Back 15

True

Front 16

Johannes Gutenberg is remembered for ______.

Back 16

developing the printing press

Front 17

In advertising, ______ coordinate the views and needs of clients, the creative team, and consumers to create an overall marketing strategy.

Back 17

account planners

Front 18

How do advertisers direct targeted ads to specific Web site visitors?

Back 18

They use cookies to watch a user's Web activity.

Front 19

Which of the following is the form of advertising in which sponsors pay to have their products seen in TV programs and movies?

Back 19

Product placement

Front 20

Which of the following is not an example of product placement?

Back 20

A character on a sitcom eats a peanut butter and jelly sandwich.

Front 21

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

Back 21

True

Front 22

WPP is one of the four mega-agencies that control over half the world's advertising revenues.

Back 22

True

Front 23

Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.

Back 23

False

Front 24

One twentieth-century trend associated with advertising was the transition from a producer to a consumer society.

Back 24

True

Front 25

Which of the following activities do PR professionals often handle for their clients?

Back 25

All of the options are correct.

Front 26

Video news releases are ______.

Back 26

produced by PR agencies and companies for use in TV newscasts

Front 27

Some public relations firms have altered entries on sites like Wikipedia in order to make their clients look good.

Back 27

True

Front 28

A pseudo-event is ______.

Back 28

any activity held for the sole purpose of getting media coverage

Front 29

When companies host plant tours, donate money to charity, and support festivals, these are examples of ______.

Back 29

community and consumer relations

Front 30

Which of the following refers to the process of attempting to influence the voting of law-makers to support a company's or an organization's best interests?

Back 30

Lobbying

Front 31

Magazines that appear exclusively online

Back 31

Webzines

Front 32

The use of photos to document the rhythms of daily life

Back 32

Photojournalism

Front 33

National magazines whose content is tailored to the interests of different geographic areas

Back 33

Regional editions

Front 34

Magazines where the editorial content remains the same, but includes ads purchased by local or regional companies

Back 34

Split-run editions

Front 35

The general trend away from mass market publications and toward specialty magazines

Back 35

Specialization

Front 36

The total number of people that come into contact with a single copy of a magazine

Back 36

Pass along readership

Front 37

The most prominent publications, offering occasional investigative articles but also covering a wide variety of topics aimed at a broad national audience

Back 37

General interest

Front 38

The lifeblood of a magazine's production

Back 38

Editorial Department

Front 39

The largest magazine chain in the United States

Back 39

Time Inc.

Front 40

The number one ranked magazine of 2010

Back 40

AARP