Mass Communications Unit 2 Exam Questions and Verified Answers (Latest Update 2024)

Mass Communications Unit 2 Exam Questions and Verified Answers (Latest Update 2024) The public became increasingly cynical about advertising in the late 1890s and early 1900s because _____. - Answers patent medicines made outrageous claims about what they could cure Advertisers of alcoholic beverages fail to reveal which of the following facts about alcohol? - Answers -It factors into many domestic-abuse cases. -It triggers addiction in as much as 10 percent of the U.S. population. -It diminishes athletic ability and sexual performance. How did advertising begin changing with the advent of the Internet in the 1990s? - Answers -Fresh design possibilities -New places to insert ads -New types of players in the advertising sector What do "green" marketing strategies try to accomplish? - Answers Convince consumers a product is environmentally friendly The hidden-fear appeal is often used to sell _____. - Answers deodorant Which of the following is a characteristic of a small boutique advertising agency? - Answers -It represents the more creative side of the ad business. -It is closely identified with the look of specific ads. -It offers clients more personal services. Advertisers consider this the "third screen." - Answers Mobile phones and tablets Using ad techniques to persuade the public to adopt a particular viewpoint is called _____. - Answers political advertising The first American advertising agents were _____. - Answers newspaper space brokers Which of the following is a watchdog organization established to monitor advertising from making deceptive claims and monitor advertising abuses? - Answers Better Business Bureau and the Federal Trade Commission Ad agencies no longer use irritation advertising to sell products because people hate it and it does not work. - Answers false In advertising, association (or the association principle) is _____. - Answers a persuasion method that links the product with a setting, a person, a cultural concept, or a positive feeling Budget cuts have made the Federal Trade Commission less effective as a watchdog over false and deceptive advertising. - Answers tru A storyboard is typically designed as a blueprint for a _____. - Answers a television commercial Advertising is increasingly targeted at children and teenagers because they influence billions in family spending every year. - Answers true Which nonprofit organization sponsors the "Truth" ad campaign? - Answers American Legacy Foundation Consumer and watchdog groups worry about the growth of mega-agencies. - Answers true Product placement is a strategy used in _____. - Answers -movies -tv shows -video games In advertising, the media outlets that are best suited to help a client's ad reach the target audience are selected by _____. - Answers media buyers Google, Bing, and Yahoo! have quietly morphed into online advertising agencies. - Answers true Which of the following refers to the process of attempting to influence the voting of lawmakers to support a client's or an organization's best interests? - Answers lobbying Who coined the term the "engineering of consent"? - Answers Edward Bernays Journalists have historically _____. - Answers viewed themselves as independent professionals providing a public service and relied heavily on public relations practitioners to provide information In an in-house PR department, media-relations specialists _____. - Answers -speak on behalf of their organization -direct reporters to experts inside and outside the company who can provide information -cultivate connections with members of the media The total communication strategy conducted by a person, a government, or an organization attempting to reach an audience and persuade it to adopt a point of view is known as _____. - Answers public relations A pseudo event is _____. - Answers a circumstance created for the sole purpose of gaining coverage in the media _____ seeks to serve the public by discussing and investigating PR practices. - Answers PR watch What is PR's most significant impact on our democracy? - Answers Its involvement in the political process Edward Bernays preferred to call himself a "publicity agent." - Answers false In-house PR departments usually just create newsletters. - Answers false In the early 1900s, what helped to turn the tide against deceptive practices employed by press agents? - Answers Journalists began investigating and reporting on questionable promotional practices businesses were using. What did the story of Vin Diesel and The Fast and the Furious franchise reveal? - Answers Public relations continues to grow and change with the media industries it depends on. The claim that public relations encourages reporter laziness is based on PR firms that _____. - Answers supply information that reporters can easily turn into stories Public relations is largely a male profession, with relatively few female practitioners. - Answers false Video news releases (VNRs) are _____. - Answers produced by PR agencies and companies for use in TV newscasts A media-relations specialist would need to do which of the following in the event that a client company is experiencing negative publicity? - Answers Perform damage control or crisis management BP's response to the 2010 Deepwater Horizon oil rig explosion in the Gulf of Mexico is an excellent example of a company using thoughtful crisis management to help its public relations. - Answers false