12/4 Test&Answers

TRUE/FALSE. Mark "A" for true and "B" for false.	12/4 Test answers
1) In the U.S., the people own the airwaves, which are licensed by the FCC to media distribution companies.	1) Answer: TRUE
2) The recent controversy surrounding radio station KMSU involved how much control the university administration should have over the newsgathering arm of the station.	2) Answer: TRUE
3) Funding of the MSU Reporter is roughly 1/3 from student fees, 1/3 from advertising, and 1/3 from the university.	3) Answer: FALSE The Reporter is entirely funded by advertising and student fees.
4) Funding of KMSU is entirely from the university. Therefore, the administration can argue it should have greater control over the station than it would over the Reporter.	4) Answer: TRUE
5) Invisible public relations are the best public relations.	5) Answer: TRUE
6) Most PR is done by major corporations because they have the money to pay for it.	6) Answer: TRUE
7) PR had nothing to do with women taking up smoking.	7) Answer: FALSE A classic PR example!
8) Third-party advocacy means using "experts" to put forward a point-of-view beneficial to a PR or advertising firm's client.	8) Answer: TRUE
9) "Spin" includes carefully choosing names for things, concepts, or ideas in order to promote a point of view. Examples include "biosolids" instead of "toxic sludge", "tax incentives" instead of "tax breaks", and "liberate a nation" instead of "wage a war".	9) Answer: TRUE
10) According to the Frontline program The Merchants of Cool, the 1st rule of "cool" is to not let your marketing show.	10) Answer: TRUE
11) According to The Merchants of Cool, American teens don't trust their parents or the government, but they do trust the mega-corporations that cater to them.	11) Answer: TRUE
12) Despite what some people say, multi-national media corporations could care less about "mooks" and "midriffs".	12) Answer: FALSE From the video MERCHANTS OF COOL.
13) Media research now indicates conclusively that self-esteem in girls rises when they reach adolescence.	13) Answer: FALSE From KILLING US SOFTLY.
14) Pro football is the most popular form of TV entertainment for teenage boys in America today, which is why media advertisers pay so much money for ad spots.	14) Answer: FALSE Pro wrestling is.
15) Unlike many groups today Limp Bizkit rose to the top of their profession based solely on their talent.	15) Answer: FALSE What talent?
16) Marketers study teens like anthropologists study cultures.	16) Answer: TRUE
17) MTV might be construed as a micro-mirror of mass media as it exists solely for the purpose of selling something.	17) Answer: TRUE
18) According to the video Killing Us Softly, about 20% of all women in America possess the female body type as represented in most advertising.	18) Answer: FALSE More like 5%.
19) According to Killing Us Softly, for decades advertisers have been telling women they should be perfect and submissive and child-like.	19) Answer: TRUE
20) When a media personality says his program is a "no-spin zone" you should trust him implicitly.	20) Answer: FALSE He's selling his own point-of-view. Check out other sources.
21) Government PR, including a story about babies being dumped from incubators and an imminent threat from weapons of mass destruction (both of which proved to be false), helped sell the two recent Gulf Wars to the American people.	21) Answer: TRUE
22) The Ronald Reagan story that was recently pulled from CBS and put on Showtime was unfailingly accurate in its detail.	22) Answer: FALSE There was some fictionalization involved.
23) According to Dr. Scott Olson, all the great Hollywood writers, directors, and producers have realized that "real truth does not reside in facts, [it] resides in myth."	23) Answer: TRUE
24) The Jessica Lynch story that was recently shown on ABC was unfailingly accurate in its detail.	24) Answer: FALSE There was some fictionalization involved.
25) According to Dr. Scott Olson, The Lion King breaks numerous "rules" of classical myth storytelling as described by Claude Levi-Strauss, Tzvetan Todorov, Hans Blumenberg, and Empedocles.	25) Answer: FALSE THE LION KING was Dr. Olson's primary example for showing how these theories apply to modern storytelling.
26) Watchdog groups track government performance for the public.	26) Answer: TRUE
27) The mass media have hardly any role in shaping the public's agenda of issues.	27) Answer: FALSE DUH!
28) The Speaker of the House is the news media's most closely tracked federal official.	28) Answer: FALSE Another DUH! It's the President.
29) Sound bites in political coverage are getting longer.	29) Answer: FALSE Shorter.
30) The requirement on TV and radio stations to offer competing political candidates the same conditions to air their viewpoints is called the Competitive Time Rule.	30) Answer: FALSE The Equal Time Rule.
31) Media agenda setting played a significant role in the U.S. racial integration that followed the 1960s civil rights movement.	31) Answer: TRUE
32) Digitization has created cross-media outlets for news video.	32) Answer: TRUE
33) In Third World countries, local media people who have mastered Western production techniques are producing local media content.	33) Answer: TRUE
34) The AP and Reuters are pioneer global newsgathering and media companies.	34) Answer: TRUE
35) Advertisements are patently self-serving.	35) Answer: TRUE
36) Public relations is a management tool in business.	36) Answer: TRUE
37) On the whole, most governments pay very little attention to public relations.	37) Answer: FALSE In government, PR is everything.
38) Good public relations uses mass media to reach large groups effectively.	38) Answer: TRUE
39) Many times PR can be a better tool than advertising for marketing because having someone else deliver your message can be more effective than buying ad space or time.	39) Answer: TRUE
40) Ad agencies create media plans to ensure that advertisements reach the right target audiences.	40) Answer: TRUE
41) A challenge for advertisers is that mass-produced products aimed at large markets are so similar among competing brands.	41) Answer: TRUE
42) Advertising is the primary revenue source for movies.	42) Answer: FALSE Depending on the film, either box office or video/DVD sales.
43) The Federal Trade Commission regulates taste.	43) Answer: FALSE No federal agency regulates taste, though some have tried.
44) To be effective, an advertising message should never be repeated.	44) Answer: FALSE Are you kidding me?
45) Many persuasive corporate campaigns use both public relations and advertising.	45) Answer: TRUE
46) One of the biggest changes in the U.S. government over that last several decades has been the growing influence of corporate and special interest lobbyists. Very often they have greater access to and influence over legislators than the ordinary citizens who vote.	46) Answer: TRUE
47) The potential for public relations on a massive scale has often been demonstrated by the U.S. government's ability to sell war to the American people, as demonstrated by World War I, World War II, the Vietnam War, and the two Gulf Wars.	47) Answer: TRUE
48) Straw polls frequently offer highly meaningful results.	48) Answer: FALSE Limited sample.
49) Media-sponsored research looks for ways to build audiences.	49) Answer: TRUE
50) Respondents to surveys always answer truthfully.	50) Answer: FALSE Right, and you can believe everything you hear on Fox News....
51) The percentage that a survey may be off the mark is the margin of error.	51) Answer: TRUE
52) Advertisers are most interested in the quality of programs that surround their messages.	52) Answer: FALSE Fat chance.
53) The Audit Bureau of Circulation pioneered television audience studies.	53) Answer: FALSE Audit Bureau for print, Nielsen's for TV.
54) The higher the level of confidence, the lower the margin of error. This means the two are inversely related.	54) Answer: TRUE
55) The one country in the world that has been most accused of cultural imperialism is the United States.	55) Answer: TRUE
56) Whereas in some countries the government controls the mass media, in the U.S. major corporations control the mass media.	56) Answer: TRUE
57) The Associated Press is the largest newsgathering organization in the world.	57) Answer: TRUE
58) Authoritarian media systems are especially prominent in North America and Western Europe.	58) Answer: FALSE We have a free press that is independent from government control.
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
59) According to Killing Us Softly, advertisers tell women the most important thing about them is their (A) youth. (B) bodies. (C) submissiveness. (D) husbands or boyfriends. (E) hair.	59) Answer: B The video was very clear on this.
60) Which of the following is an example of effective crisis management? (A) Johnson & Johnson's dealing with tainted Tylenol. (B) The Exxon Valdez oil spill. (C) State food disparagement laws. (D) The MSU administration's handling of the spoof logo on T-shirts commemorating the recent Mankato riot. (E) None of the above.	60) Answer: A From the book.
61) According to Joe Breiter, a good PR/advertising firm must (A) Know the client's business (B) Know the client's competitors (C) Know the client's market (D) Know that "information rules" (E) All of the above	61) Answer: E
62) Prior to establishing his own PR and advertising firm, Joe Breiter (A) Was a tugboat captain on the Mississippi (B) Worked for the Minnesota Vikings in PR (C) Worked for the Midwest Wireless Center in marketing (D) Drove a taxi (E) Taught at MSU	62) Answer: D This question is dedicated to all those who either skipped class that day or walked out early.
63) Which of the following movies did Dr. Olson NOT use as a positive example of myth in the modern media in his lecture? (A) The Lion King (B) The Two Towers (C) Pearl Harbor (D) Star Wars (E) Life of Brian	63) Answer: C I threw this question out because I felt it was a little too nit-picky.
64) What is the so-called "fourth branch of government"? (A) the press (B) the executive (C) the legislative (D) the church (E) the judicial	64) Answer: A
65) A negative aspect of international communication is that (A) cultural exchanges, like study abroad programs inevitably are curtailed. (B) biases are unaffected by media depictions of other cultures. (C) Western values can overwhelm indigenous values. (D) Third World people get greater news coverage in the United States. (E) people learn once-hidden secrets of other nations.	65) Answer: C
66) Which company is best known for tracking TV network ratings? (A) Arbitron (B) Roper (C) Crossley (D) Gallup (E) Nielsen	66) Answer: E
67) How many people are needed in a sample for 95 percent confidence with less than 5 percent margin of error? (A) 600 (B) 384 (C) 1,067 (D) 9,605 (E) 2,401	67) Answer: B From the book.