CSS Mass communication Questions & Answers - Set 10

1)   Controlled circulation refers to:

a. A magazine provided at no cost to reader who meet some specific set of advertiser attractive criteria
b. A magazine efforts to control its circulation to ensure a broad based reader demographic profile
c. Magazines that intentionally limit or control circulation to ensure a high proportion of demographically valuable readers
d. None of these
Answer  Explanation 

ANSWER: A magazine provided at no cost to reader who meet some specific set of advertiser attractive criteria

Explanation:
No explanation is available for this question!


2)   When you read Slate or Salon, you're reading magazine:

a. A consumer
b. An online
c. Respectively, a trade and professional
d. None of these
Answer  Explanation 

ANSWER: An online

Explanation:
No explanation is available for this question!


3)   Persistence of vision refers to:

a. People's ability to see motion in rapidly moving pictures
b. A montage device in which the same image is repeated over and over for dramatic purposes
c. A film maker's desire to have people see a film several times
d. None of these
Answer  Explanation 

ANSWER: People's ability to see motion in rapidly moving pictures

Explanation:
No explanation is available for this question!


4)   Demonstrating, that large audiences would sit in a darkened theater to watch movies was an important contribution to the development of motion pictures. It was accomplished by:

a. William Dickson
b. Ediwin S. Porter
c. The Lumiere brothers
d. George Melics
Answer  Explanation 

ANSWER: The Lumiere brothers

Explanation:
No explanation is available for this question!


5)   The first producer to edit, intercut scenes, and use a mobile camera was _______ in The Great Train Robbery:

a. Edwin S. Porter
b. George Melies
c. D.W.Griffith
d. William Dickson
Answer  Explanation 

ANSWER: Edwin S. Porter

Explanation:
No explanation is available for this question!


6)   Block booking refers to:

a. A distributor forcing an exhibitor to take an inferior film in order to secure access to a better one
b. A studio producing several films on a single theme
c. Modern, filmmaking characterized by reduced risktaking and formulaic stories
d. An exhibitor owning several screens in one geographic area
Answer  Explanation 

ANSWER: A distributor forcing an exhibitor to take an inferior film in order to secure access to a better one

Explanation:
No explanation is available for this question!


7)   The three component systems of the movie business are:

a. Pre-production, post-production, and distribution
b. Production; distribution, and exhibition
c. Production, direction, and financing.
d. The studio, the director, and the actors
Answer  Explanation 

ANSWER: Production; distribution, and exhibition

Explanation:
No explanation is available for this question!


8)   Concept films:

a. Can be described in one line and are thus easy to promote and market
b. Are usually tied to content that has been on television
c. Tend to be far more creative and imaginative than independent films
d. None of these
Answer  Explanation 

ANSWER: Can be described in one line and are thus easy to promote and market

Explanation:
No explanation is available for this question!


9)   Movie box office figures are an example of:

a. Delayed and inferential feedback in interpersonal communication
b. Delayed and inferential feedback in mass communication
c. Instant and direct feedback in interpersonal communication.
d. Instant and direct feedback in mass communication
Answer  Explanation 

ANSWER: Delayed and inferential feedback in mass communication

Explanation:
No explanation is available for this question!


10)   People who belong to a bounded culture:

a. Usually identify themselves as members of that culture
b. Are generally looked down on in the United States
c. Do not generally get along with people outside tht culture
d. Choose not to participate in the dominant culture
Answer  Explanation 

ANSWER: Usually identify themselves as members of that culture

Explanation:
No explanation is available for this question!


11)   Social scientists are engaging in research when they study advertising's contribution to the creation of a consumer culture.

a. Critical
b. Ritual
c. Micro-level
d. Transmissional
Answer  Explanation 

ANSWER: Critical

Explanation:
No explanation is available for this question!


12)   An individual who believes that a breakdown of traditional values will be the inevitable result of the spread of the Internet is said to believe in:

a. Manifest destiny
b. Technological despotism
c. Latent destiny
d. Technological determinism
Answer  Explanation 

ANSWER: Technological determinism

Explanation:
No explanation is available for this question!


13)   The purchase of 20th Century Fox by Australian company News Corp is an example of:

a. Audience fragmentation
b. Erosion of distinctions among media
c. Concentration of media ownership
d. Globalization of media
Answer  Explanation 

ANSWER: Globalization of media

Explanation:
No explanation is available for this question!


14)   You are most likely to find a griot in:

a. Dominant cultures
b. Bounded cultures
c. Literate cultures
d. Preliterate cultures
Answer  Explanation 

ANSWER: Preliterate cultures

Explanation:
No explanation is available for this question!


15)   In oral or preliterate cultures:

a. Myth and history are intertwined
b. Language is very general
c. There is a clear division of labour among members
d. Memory is devalued
Answer  Explanation 

ANSWER: Myth and history are intertwined

Explanation:
No explanation is available for this question!


16)   In literate cultures:

a. Myth and history are interwined
b. Role and status are rigidly defined
c. There is a clear division of labour among members
d. Elders are revered for their experience
Answer  Explanation 

ANSWER: There is a clear division of labour among members

Explanation:
No explanation is available for this question!


17)   Gutenberg was a by trade:

a. Goldsmith and metallurgist
b. Merchant
c. Painter
d. Clergyman
Answer  Explanation 

ANSWER: Goldsmith and metallurgist

Explanation:
No explanation is available for this question!


18)   Books were the first mass-produced product, speeding the development of:

a. Magazines
b. Capitalism
c. Powerful monarchies throughout Europe
d. A more powerful literate clergy
Answer  Explanation 

ANSWER: Capitalism

Explanation:
No explanation is available for this question!


19)   Increased leisure time and expendable income are two products of:

a. Advances in steam-powered printing presses
b. The decline of literate cultures
c. The Industrial Revolution
d. The Protestant Reformation
Answer  Explanation 

ANSWER: The Industrial Revolution

Explanation:
No explanation is available for this question!


20)   Literacy is the ability to:

a. Deliver an effective oral presentation
b. Participate in trade and commerce
c. Effectively and efficiently comprehend and utilize a given form of communication
d. Read and write at a college level
Answer  Explanation 

ANSWER: Effectively and efficiently comprehend and utilize a given form of communication

Explanation:
No explanation is available for this question!


21)   The ability of television to influence important foreign policy decisions by appealing to people's emotions has been called by Madeleine Albright:

a. Multiple points of access
b. The CNN effect
c. Binding culture
d. The third person effect
Answer  Explanation 

ANSWER: The CNN effect

Explanation:
No explanation is available for this question!


22)   Genres refer to:

a. Categories of expression within the different media, for example, the evening news and documentaries
b. Communication strategies employed by preliterate cultures
c. Different types of feedback in mass and interpersonal communication
d. Bounded cultures ability to limit expression
Answer  Explanation 

ANSWER: Categories of expression within the different media, for example, the evening news and documentaries

Explanation:
No explanation is available for this question!


23)   Production values refers to:

a. The specific internal language of a given medium for example the choice of lighting in a soap opera
b. The common assumption that media messages affect others, but not ourselves
c. The characteristic, distinctive, standardized style elements of a given form of media expression, for example the up-beat music that introduces the lo
d. Categories of expression within the different media, for example, the evening news and documentaries.
Answer  Explanation 

ANSWER: The specific internal language of a given medium for example the choice of lighting in a soap opera

Explanation:
No explanation is available for this question!


24)   The Internat is:

a. An integral part of the Information Superhighway
b. An indirect product of the Cold War
c. A global network of interconnected computers
d. All of the above
Answer  Explanation 

ANSWER: All of the above

Explanation:
No explanation is available for this question!


25)   Computers rely on a binary code for data storage and manipulation. That is, they reduce information to:

a. The digits 1 and 0
b. Bundles of information packets
c. A series of electrical impulses
d. Microchips
Answer  Explanation 

ANSWER: The digits 1 and 0

Explanation:
No explanation is available for this question!


26)   Usenet:

a. Is the scientific movement originating in the 1960s, that studied the use of information to control or govern systems and environments that house them
b. Are devices that translate digital computer information into an analog form so it can be transmitted through telephone lines
c. Allows users to log into other computers on the Internet as if they were connected to them directly.
d. Is the internationally distributed bulletin board system on the Internet
Answer  Explanation 

ANSWER: Is the internationally distributed bulletin board system on the Internet

Explanation:
No explanation is available for this question!


27)   The end of a Web site name contains information like us, gb, corn, and org. These are called

a. Categories
b. Zones
c. URLs.
d. Ids.
Answer  Explanation 

ANSWER: URLs.

Explanation:
No explanation is available for this question!


28)   Traditionalists argue that commercialization of the Internet

a. Is natural and inevitable
b. Will be good for the world economy
c. Will lead to growing privatization and control
d. Must be carefully regulated by the government
Answer  Explanation 

ANSWER: Will lead to growing privatization and control

Explanation:
No explanation is available for this question!


29)   Propaganda:

a. Is inconsistent with contemporary public relations emphasis on two-way communication
b. Has a negative connotation and is rarely cited as a public relations function
c. Is the generation of more or less automatic responses to given symbols
d. None of these
Answer  Explanation 

ANSWER: Is the generation of more or less automatic responses to given symbols

Explanation:
No explanation is available for this question!


30)   Siquis were:

a. Early personal ads in local papers.
b. Carved stone announcements in ancient Greece
c. Attractive, artful 15th century business cards
d. Common 15th century European pinup want ads for a variety of products and services
Answer  Explanation 

ANSWER: Common 15th century European pinup want ads for a variety of products and services

Explanation:
No explanation is available for this question!


31)   F. Wayland Ayer is credited with _____ in 1877:

a. Founding the first full-service ad agency
b. Creating the concept of brands
c. Writing the first creative ad
d. None of these
Answer  Explanation 

ANSWER: Founding the first full-service ad agency

Explanation:
No explanation is available for this question!


32)   The Audit Bureau of Circulation was established to:

a. Verify magazine circulation claims
b. Ensure that advertisers' ads were placed in the most appropriate spot in a given magazine
c. Count the number of readers who saw each ad in a magazine
d. None of these
Answer  Explanation 

ANSWER: Verify magazine circulation claims

Explanation:
No explanation is available for this question!


33)   A parity product is one that:

a. Is essentially the same as others in its product brand category
b. Is priced fairly in relation to is competitors
c. Possesses characteristics that set it apart from other brands in the same product category
d. Possess consistent quality, regardless of when or where it is purchased
Answer  Explanation 

ANSWER: Is essentially the same as others in its product brand category

Explanation:
No explanation is available for this question!


34)   Cultter refers specifically to:

a. The cramming of several short commercial spots into a minute or two of broadcast time
b. Too many individual brands in a given product category
c. Too many advertisers chasing a limited number of consumers in a given demographic category
d. Too much advertising space in a daily newspaper
Answer  Explanation 

ANSWER: The cramming of several short commercial spots into a minute or two of broadcast time

Explanation:
No explanation is available for this question!


35)   Account management is the department in an ad agency in which:

a. An account executive serves as liason between agency and client
b. The decisions about where and when to place ads are made
c. A product's market viability is tested
d. None of these
Answer  Explanation 

ANSWER: An account executive serves as liason between agency and client

Explanation:
No explanation is available for this question!


36)   The standard measurement of the effectiveness of an ad's placement is judged by its:

a. Cost per million (CPM), the cost of reaching 1,000,000 audience members
b. Cost per million (CPM), the cost of reaching 1,000,000 audience members
c. Cost per thousand (CPM), the cost of reaching 1,000 audience members
d. Cost per hundred (CPK), the cost of reaching 100 audience members
Answer  Explanation 

ANSWER: Cost per thousand (CPM), the cost of reaching 1,000 audience members

Explanation:
No explanation is available for this question!


37)   An ad agency that earns revenues through a retainer:

a. Bills clients at an agreed-upon price for ad production
b. Bills clients by the hour for essential services
c. Is compensated through a charge on the placement of ads, typically 15% of the cost of the time or sapce
d. Bills clients by the day for essential services
Answer  Explanation 

ANSWER: Bills clients at an agreed-upon price for ad production

Explanation:
No explanation is available for this question!


38)   Which of the following advertising strategies is legal?

a. Puffery, such as describing calories as food energy
b. Misleading implications, such as close-ups to make a toy seem larger
c. Half-truths, such as claiming that each slice of Profile bread contains half the calories of other breads' but not mentioning that the slices are half
d. Unsubstantiated claims, such as Wonder Bread's claim that it builds strong bodies 12 ways but cannot list them
Answer  Explanation 

ANSWER: Puffery, such as describing calories as food energy

Explanation:
No explanation is available for this question!


39)   Middle-range theories are:

a. Ideas that explain or predict only limited aspect of the mass communication process.
b. Theories that explain media's influence over middle-class or typical people.
c. Explanations and predictions of social phenomena that attempt to relate mass communication to to various aspects of our personal and cultural lives or
d. None of these
Answer  Explanation 

ANSWER: Ideas that explain or predict only limited aspect of the mass communication process.

Explanation:
No explanation is available for this question!


40)   A paradigm is:

a. An idea that explains or predicts only limited aspects of the mass communication process.
b. Another name for grand social theory.
c. A theory that summarizes and is consistent with all known facts.
d. None of these
Answer  Explanation 

ANSWER: A theory that summarizes and is consistent with all known facts.

Explanation:
No explanation is available for this question!


41)   The Orson Wells radio production of The War of the Worlds began the era of _____ in the development of mass communication theory

a. The scientific perspective on mass communication theory
b. Mass society theory
c. Cultural theory
d. Limited effects theory
Answer  Explanation 

ANSWER: The scientific perspective on mass communication theory

Explanation:
No explanation is available for this question!


42)   In studying how media's influence is affected by people's intelligence and education, individual differences theory is an example of the era of:

a. Limited effects
b. Mass society theory
c. Cultural theory
d. None of these
Answer  Explanation 

ANSWER: Limited effects

Explanation:
No explanation is available for this question!


43)   In two-step flow theory, media influence passes from _____ opinion followers:

a. Opinion leaders
b. Powerful elites
c. Opinion makers
d. None of these
Answer  Explanation 

ANSWER: Opinion leaders

Explanation:
No explanation is available for this question!


44)   Uses and gratifications theory argues that:

a. Media producers can dictate the uses to which people put media
b. Only selected, especially well-crafted, media messages, can influence gratifications.
c. Media don't do things to people, rather, perple do things with media
d. None of these
Answer  Explanation 

ANSWER: Media don't do things to people, rather, perple do things with media

Explanation:
No explanation is available for this question!


45)   Klapper's reinforcement theory argues that:

a. Only selected, especially well-crafted, media messages can influence reinforcement
b. Media have little power, but what influence they do have is in the form of reinforcement
c. Media are quite powerful, especially in the realm of reinforcement.
d. None of these
Answer  Explanation 

ANSWER: Media have little power, but what influence they do have is in the form of reinforcement

Explanation:
No explanation is available for this question!


46)   Agenda-setting is a theory that argues that:

a. Media do not tell uus what to think, but what to think about
b. Reality is a social construction
c. Cultures attribute meaning to symbols which then control behaviour
d. None of these
Answer  Explanation 

ANSWER: Media do not tell uus what to think, but what to think about

Explanation:
No explanation is available for this question!


47)   Dependency theory argues that:

a. People learn to model the behaviours they see through observation.
b. Media's influence resides in the relationship between the larger social system, the media's role in that system, and audience relationships to the med
c. People who share a culture also share an "ongoing correspondence" of meaning.
d. None of these
Answer  Explanation 

ANSWER: Media's influence resides in the relationship between the larger social system, the media's role in that system, and audience relationships to the med

Explanation:
No explanation is available for this question!


48)   According to television constructs a reality of the world that, although possibly inaccurate, becomes accepted simply because we as a culture believe it to be true:

a. Cultivation analysis
b. Critical cultural theory
c. The Frankfurt School
d. None of these
Answer  Explanation 

ANSWER: Cultivation analysis

Explanation:
No explanation is available for this question!


49)   Your McDonald's hamburger comes with a toy based on a character from a popular movie. This phenomenon is an example of:

a. A controlled purchase
b. A product placement
c. A merchandise tie-in
d. None of these
Answer  Explanation 

ANSWER: A merchandise tie-in

Explanation:
No explanation is available for this question!


50)   A radiation system refers to:

a. Sending radio signals through the air
b. Sending radio signals through radar
c. Sending radio signals in all directions
d. None of these
Answer  Explanation 

ANSWER: Sending radio signals through the air

Explanation:
No explanation is available for this question!