UCLA COMM 10 FINAL EXAM
QUESTIONS WITH ANSWERS
\.18-49 demographic - Answer-• they want to get you before you have established brand
preferences
• you'll be on earth longer and have more time to buy things
• more likely to have a family - more people for whom to buy
• many ads on TV are specifically for stuff young people like, like fast food
\.1915 Court Case - Answer-a 1915 supreme court case said that films are not part of the press,
they're not a vehicle for the expression of ideas. As such, they were not covered by the first
amendment and the government had theoretically unlimited power to censor them
\.Accessibility - Answer-How easily can it be accessed? Does it require electricity
\.Accuracy of information - Answer-Information should not be purposefully falsified
i. 8 year old heroin addict
ii. Native ads: ads presented as regular articles
\.Actors - Answer-Actors became important because of the importance of having a big opening
weekend. Star power was a reliable way to ensure a big opening weekend. Actors were paid
exorbitant sums, largely in royalty deals.
\.Ads on the Internet - Answer-o Spam - cheap way of advertising; sending out mass ads
o Overlays - ads that appear on top of other content. Floating, clickable ads
,o controversial- by installing cookies, sites can track users and gain incredibly specific data. They
see your searches, your history, and your facebook, and tailor ads specifically to you
o Flog - a fake blog. Tries to look like a real blog from a real person, but occasionally there will
be product placement or praise for a certain retailer
o Viral marketing - advertisers try to make content so funny or compelling that people will
spontaneously share it with their friends
o Infomercials - a 30 minute long spot ad. They dramatize a problem you didn't know you had,
then offer an amazing solution
\.Advent of Sound - Answer-- Made film more popular. The Jazz Singer - the first widely popular
sound film
- A new emphasis on verbal comedy
- But required costly renovations to soundproof theaters
\.Advertising in Different Media - Answer-Newspaper ads
• Readers are more focused, so the ads cost more
• Readers are older - bad. But richer and more educated - good
• Called the backbone of retail advertising
• Used by local retailers seeking broad audiences
Magazine ads
• More permanent. Throw away less, passed around more - good
• Specialized, targeted audiences
• Selective editing allows even more precise targeting
Radio ads
• Radio is a secondary activity. Listeners not paying attention - bad
• Relatively cheap
• Allows for lots of repeat exposure
, TV ads
• It's the preferred medium for most people
• But therefore The most expensive ad space
Internet ads
• Good for highly targeted audiences
• Costs are low at the moment but it's a developing situation
\.Agenda setting (News) - Answer-Determine what stories are important enough to end up on
the news. Process of selection.
o Those who influence selection of the news set the agenda by determining what we talk about
as news
o They can't control what we think, but they can largely control what we think about
\.Agents - Answer-Now that studios no longer employed their own stables of actors, there was
now more reliance on agents to bring together scripts, directors, and actors.
\.Appeals to the lowest common denominator - Answer-• Historically, it's been about reaching
the widest possible audience. A large and heterogeneous audience They didn't want to do
anything too sophisticated or weird, for fear of excluding any potential viewers
• But now, with cable, there are many more stations available. Also, people have multiple TVs in
their homes. You can watch whatever you want to. As such, there's a fragmenting of the
audience into many niches. A show doesn't need to reach quite as many people to be
successful.
\.Audience - Answer-Select stories that give large audiences to make money, have more shares,
make more money off ads, and higher ratings. News outlets cater to their audience.
\.Audience for Film - Answer-the current audience for film is very small compared to what it was
during the golden age
QUESTIONS WITH ANSWERS
\.18-49 demographic - Answer-• they want to get you before you have established brand
preferences
• you'll be on earth longer and have more time to buy things
• more likely to have a family - more people for whom to buy
• many ads on TV are specifically for stuff young people like, like fast food
\.1915 Court Case - Answer-a 1915 supreme court case said that films are not part of the press,
they're not a vehicle for the expression of ideas. As such, they were not covered by the first
amendment and the government had theoretically unlimited power to censor them
\.Accessibility - Answer-How easily can it be accessed? Does it require electricity
\.Accuracy of information - Answer-Information should not be purposefully falsified
i. 8 year old heroin addict
ii. Native ads: ads presented as regular articles
\.Actors - Answer-Actors became important because of the importance of having a big opening
weekend. Star power was a reliable way to ensure a big opening weekend. Actors were paid
exorbitant sums, largely in royalty deals.
\.Ads on the Internet - Answer-o Spam - cheap way of advertising; sending out mass ads
o Overlays - ads that appear on top of other content. Floating, clickable ads
,o controversial- by installing cookies, sites can track users and gain incredibly specific data. They
see your searches, your history, and your facebook, and tailor ads specifically to you
o Flog - a fake blog. Tries to look like a real blog from a real person, but occasionally there will
be product placement or praise for a certain retailer
o Viral marketing - advertisers try to make content so funny or compelling that people will
spontaneously share it with their friends
o Infomercials - a 30 minute long spot ad. They dramatize a problem you didn't know you had,
then offer an amazing solution
\.Advent of Sound - Answer-- Made film more popular. The Jazz Singer - the first widely popular
sound film
- A new emphasis on verbal comedy
- But required costly renovations to soundproof theaters
\.Advertising in Different Media - Answer-Newspaper ads
• Readers are more focused, so the ads cost more
• Readers are older - bad. But richer and more educated - good
• Called the backbone of retail advertising
• Used by local retailers seeking broad audiences
Magazine ads
• More permanent. Throw away less, passed around more - good
• Specialized, targeted audiences
• Selective editing allows even more precise targeting
Radio ads
• Radio is a secondary activity. Listeners not paying attention - bad
• Relatively cheap
• Allows for lots of repeat exposure
, TV ads
• It's the preferred medium for most people
• But therefore The most expensive ad space
Internet ads
• Good for highly targeted audiences
• Costs are low at the moment but it's a developing situation
\.Agenda setting (News) - Answer-Determine what stories are important enough to end up on
the news. Process of selection.
o Those who influence selection of the news set the agenda by determining what we talk about
as news
o They can't control what we think, but they can largely control what we think about
\.Agents - Answer-Now that studios no longer employed their own stables of actors, there was
now more reliance on agents to bring together scripts, directors, and actors.
\.Appeals to the lowest common denominator - Answer-• Historically, it's been about reaching
the widest possible audience. A large and heterogeneous audience They didn't want to do
anything too sophisticated or weird, for fear of excluding any potential viewers
• But now, with cable, there are many more stations available. Also, people have multiple TVs in
their homes. You can watch whatever you want to. As such, there's a fragmenting of the
audience into many niches. A show doesn't need to reach quite as many people to be
successful.
\.Audience - Answer-Select stories that give large audiences to make money, have more shares,
make more money off ads, and higher ratings. News outlets cater to their audience.
\.Audience for Film - Answer-the current audience for film is very small compared to what it was
during the golden age
