MCOM 1300 FINAL EXAM REVIEW TTU
QUESTIONS AND ANSWERS
What did the Times Mirror study find? - ANSWER-Found that public appreciates role of
free press and the performance of the press/reporter, more than how some members
exercise that freedom
What three things have polls by Gallup and Harris shown about the public's opinion of
the media? - ANSWER-1. Americans are closely/equally divided on the issue of fairness
in the media
2. Americans are quick to criticize the ways news is handled
3. Americans do not want to tamper with the press and its constitutional safeguards.
Did the press initially support the Vietnam War? - ANSWER-Yes - in order to stop the
spread of communism
What kind of situation does the press typically find itself in regarding the coverage of
emotional issues? - ANSWER-no-win situation
What was the major criticism of the media following research of violence in American
cities in the 1960s? - ANSWER-Didn't prepare public for violence that would take place
What happened to news media credibility following the 1968 Democrat Convention? -
ANSWER-hit rock bottom
Is it unusual to have a credibility duel between the press and government? Who does
the public initially believe when there is a conflict between the two? - ANSWER-no, its
common. initially the government
Who did the "hatchet work" for Richard Nixon and what impact did this criticism have on
networks? - ANSWER-Vice president Agnew, intimidated news media, Softening of
administration criticism and "safe handling"
What happened in the Congressional hearings about the "Selling of the Pentagon"
documentary by CBS? - ANSWER-CBS president Frank Stanton refused to allow out
takes of the program to be turned over to the congressional investigative committee. He
was dismissed from the hearings
Who uncovered the Watergate case? - ANSWER-Washington Post/Woodward &
Bernstein
What was the feeling of the public toward the press after Watergate? - ANSWER-Some
credibility restored , 20% believed the liberal press hounded Nixon out of office
, What was the reason given by President Reagan for not allowing the press to
accompany troops in the invasion of Grenada? What did the press think his real reason
was? - ANSWER-president was concerned for their safety. the press thought that he
wanted to control the press and that he did not trust it. president was worried that the
press would release information. the press said he was trying to censor the news
Which party's candidate has the press normally endorsed in presidential elections?
When and who was the major exception? - ANSWER-Republicans, 1964 endorsed
lyndon johnson, a democrat. and then Clinton and Obama
Based on the results of these elections what can you say about the influence of the
newspaper endorsements? - ANSWER-overrated
If you are going to make a determination as to whether or not a newspaper is biased
toward a political candidate what should be your basis for such a charge? - ANSWER-
What they do on their news pages, not editorial pages
How many advertising message are we exposed to daily? - ANSWER-5,000-10,000, no
fewer than 500
In the future what age groups will require strategy changes for advertisers? - ANSWER-
The baby boomers are becoming seniors who are living longer. Number is growing.
Describe the growth of advertising. What has it paralleled? - ANSWER--Parallels growth
of mass production, transportation, and communication
When did national advertising first develop? - ANSWER-1840s, because of the railroads
Who is a "Huckster"? What was the Pure Food & Drug Act designed to do? - ANSWER-
Con-artist. Required to put on a label of what is in product
What is the Audit Bureau of Circulations? - ANSWER--Organization that verifies the
accurate descriptions of circulation figures for magazines and newspapers, NOT
BROADCAST
What was the Wheeler-Lee Act? - ANSWER-Gave FTC general jurisdiction over all
forms of advertising
Describe the impact of advertising in World War I and World War II. - ANSWER--proved
you can change attitudes via news and media
-Advertising campaigns were put together well
-Influenced people's opinions of both wars, "changed people's minds"
-Success gave "shot in the arm" to advertising
After WWII describe the growth of advertising. - ANSWER-Growth in size and number
of agencies, Availability of TV as a new selling device, implemented more research, use
QUESTIONS AND ANSWERS
What did the Times Mirror study find? - ANSWER-Found that public appreciates role of
free press and the performance of the press/reporter, more than how some members
exercise that freedom
What three things have polls by Gallup and Harris shown about the public's opinion of
the media? - ANSWER-1. Americans are closely/equally divided on the issue of fairness
in the media
2. Americans are quick to criticize the ways news is handled
3. Americans do not want to tamper with the press and its constitutional safeguards.
Did the press initially support the Vietnam War? - ANSWER-Yes - in order to stop the
spread of communism
What kind of situation does the press typically find itself in regarding the coverage of
emotional issues? - ANSWER-no-win situation
What was the major criticism of the media following research of violence in American
cities in the 1960s? - ANSWER-Didn't prepare public for violence that would take place
What happened to news media credibility following the 1968 Democrat Convention? -
ANSWER-hit rock bottom
Is it unusual to have a credibility duel between the press and government? Who does
the public initially believe when there is a conflict between the two? - ANSWER-no, its
common. initially the government
Who did the "hatchet work" for Richard Nixon and what impact did this criticism have on
networks? - ANSWER-Vice president Agnew, intimidated news media, Softening of
administration criticism and "safe handling"
What happened in the Congressional hearings about the "Selling of the Pentagon"
documentary by CBS? - ANSWER-CBS president Frank Stanton refused to allow out
takes of the program to be turned over to the congressional investigative committee. He
was dismissed from the hearings
Who uncovered the Watergate case? - ANSWER-Washington Post/Woodward &
Bernstein
What was the feeling of the public toward the press after Watergate? - ANSWER-Some
credibility restored , 20% believed the liberal press hounded Nixon out of office
, What was the reason given by President Reagan for not allowing the press to
accompany troops in the invasion of Grenada? What did the press think his real reason
was? - ANSWER-president was concerned for their safety. the press thought that he
wanted to control the press and that he did not trust it. president was worried that the
press would release information. the press said he was trying to censor the news
Which party's candidate has the press normally endorsed in presidential elections?
When and who was the major exception? - ANSWER-Republicans, 1964 endorsed
lyndon johnson, a democrat. and then Clinton and Obama
Based on the results of these elections what can you say about the influence of the
newspaper endorsements? - ANSWER-overrated
If you are going to make a determination as to whether or not a newspaper is biased
toward a political candidate what should be your basis for such a charge? - ANSWER-
What they do on their news pages, not editorial pages
How many advertising message are we exposed to daily? - ANSWER-5,000-10,000, no
fewer than 500
In the future what age groups will require strategy changes for advertisers? - ANSWER-
The baby boomers are becoming seniors who are living longer. Number is growing.
Describe the growth of advertising. What has it paralleled? - ANSWER--Parallels growth
of mass production, transportation, and communication
When did national advertising first develop? - ANSWER-1840s, because of the railroads
Who is a "Huckster"? What was the Pure Food & Drug Act designed to do? - ANSWER-
Con-artist. Required to put on a label of what is in product
What is the Audit Bureau of Circulations? - ANSWER--Organization that verifies the
accurate descriptions of circulation figures for magazines and newspapers, NOT
BROADCAST
What was the Wheeler-Lee Act? - ANSWER-Gave FTC general jurisdiction over all
forms of advertising
Describe the impact of advertising in World War I and World War II. - ANSWER--proved
you can change attitudes via news and media
-Advertising campaigns were put together well
-Influenced people's opinions of both wars, "changed people's minds"
-Success gave "shot in the arm" to advertising
After WWII describe the growth of advertising. - ANSWER-Growth in size and number
of agencies, Availability of TV as a new selling device, implemented more research, use
