Exam 2 Study Guide (Chapters 6-10) Flashcards
Chapters 6-10 (270 cards)
1
Q
The best summary of the Boykoff’s conclusion is that:
A
the news media were so committed to providing balanced reporting they unintentionally amplified the view of skeptics and gave them more credibility then they deserved.
2
Q
When there are more potential news stories than there is time or space to report them, decisions about which ones will get reported are usually based on their….? **
A
newsworthiness
3
Q
Newsworthiness is usually determined by all of the following EXCEPT….:
A
guidelines in the Associated Press Stylebook.
4
Q
Conceptually, the fundamental notion underlying any definition of news is….:
A
change
5
Q
What factor is NOT used in determining newsworthiness of a story….?
A
cost to collect information
6
Q
James Gordon Bennett, any early Penny Press publisher, helped establish the view of news as we still know it by his emphasis on:…? **
A
stressing speed and timeliness in gathering and reporting the news.
7
Q
___________ organized the first newsroom and reporting staff.
A
James Gordon Bennett
8
Q
Bennett’s paper was one of the first to be used in the practice of “news beats” which were….?
A
a subject or part of the city a reporter was assigned to cover for the sake of gathering news.
9
Q
As it evolved, the Bennett model of news became all of the following EXCEPT:
A
bylined to feature highly visible reporters.
10
Q
Which of the following helped develop the concept of journalistic objectivity in the news?
A
creation of the associated press.
11
Q
The problems that the text highlights with the Bennett model of news include all of the following EXCEPT:
A
ego-driven reporters aggrandized themselves and got front-page coverage with sensationalism.
12
Q
The communist scare fueled by Senator Joseph McCarthy was characterized by all of the following EXCEPT: ____________.
A
an assassination attempt on McCarthy by Soviet KGB operatives.
13
Q
Senator McCarthy’s inconsistencies, questionable behavior, and unsubstantiated accusations were finally revealed by: _____________.
A
Edward R. Murrow while working as a television reporter for CBS News.
14
Q
The Pulitzer-Hearst circulation war can be traced to ___________.
A
a quest to sell more copies.
15
Q
Some historians argue that yellow journalism may have helped to precipitate which war? _____________.
A
the Spanish-American War
16
Q
When was the first paper published in the original colonies that became the United States? ____________.
A
1690’s
17
Q
It has been an ongoing journalism tradition since the Colonial Period that ___________.
A
news should be defined by the reader’s interest and not the governments decree.
18
Q
All of the following are characteristics of the Penny Press EXCEPT: ____________.
A
their one-cent selling prices were still higher than average working people could afford.
19
Q
What period of journalism during the late 1800’s was marked by sensationalism that often included untrue stories? _____________.
A
Yellow Press
20
Q
One of the biggest circulation wars of the Yellow Journalism Era was between _____________ & _____________.
A
Pulitzer’s New York “World” and Heart’s New York “Journal.”
21
Q
The term ‘yellow journalism’ which became synonymous with sensationalism and excess actually came about as a result of _____________.
A
an ownership struggle over the rights to publish a comic strip called “The Yellow Kid.”
22
Q
The Hutchins’ Commission called on news media to become more socially responsible by ___________.
A
presenting the news in a context that gives it meaning.
23
Q
Although welcomed by some, especially academicians, the Hutchins Commission Report was criticized by all of the following EXCEPT: ____________.
A
Richard Nixon, who wanted to place more government control on the media.
24
Q
The Hutchins Commission wanted the media to provide a context for the news as well as an account of the day’s events that was all of the following EXCEPT: ___________.
A
equally balanced
25
Since neither Bennett model of news or the Hutchins model is totally suited to today's news environment, a new hybrid model has been introduced by ____________.
The New York Times
26
The Hutchins' Commission's call for increased social responsibility in reporting the news was partly fueled by its concerns about _____________.
the superficial, deadline-driven reporter tactics
27
Today, the Hutchins Commission's concerns about the declining number of new sources _____________
has become a moot point due to the proliferation of internet and cable news sources.
28
Seeking a middle-ground between fact-centric event coverage and trying to provide context, The New York "Times" now labels stories with all of the following categories EXCEPT: _____________.
Editor's Perspective
29
Seeking a middle-ground between fact-centric event coverage and trying to provide context, The New York "Times" now labels stories with all of the following categories EXCEPT: ______________.
appraisal
30
With its new approach that adds more perspective and context to traditional news coverage, the New York Times has chosen to alert readers to these different types of stories by _____________.
including the story category of interpretive pieces in a heading above the headline.
31
The notion that news reporting should be "objective " gradually developed in response to all of the following influences EXCEPT: ____________.
the fear of violating the First Amendment by appearing to take sides in political campaigns.
32
Which of the following reflect the values that sociologist Herbert Gans discovered in his study? __________.
journalists have mainstream values.
33
The fact that American journalists favor U.S. style democracies and capitalism is evident in all of the following observations made by Herbert Gans EXCEPT: ____________.
business corruption and misbehavior are treated as understandable common practices.
34
According to Herbert Gans, whether American journalists are reporting on physical or social disorders, their primary interest is in ______________.
contributing in some way to helping correct the problem and restore order.
35
Seeing things on the basis of personal experience and values is known as _____________.
ethnocentrism
36
One common trait Herbert Gans found among
| American journalists is that they ___________.
prefer stories on corporate individuals who live out the American dream.
37
The news media role to monitor the performance of government and other institutions is called ____________.
watchdog function
38
The amount of available time or space, also known as the ___________, tends to be much more consistent in broadcasting than in newspaper or magazines.
news hole
39
A story that may make the evening news one day but not another could be the victim of ___________.
news flow
40
What academicians call "the consensible nature of news" can more colloquially called all of the following EXCEPT: ___________.
getting a confirming source
41
Web sites that regurgitate news compiled from other sources or that offer pass-through links to other sources are called ____________.
aggregation sites
42
News can simultaneously be gathered from a variety of different online sites by using any of the following EXCEPT: ____________.
distributive journalists
43
The difference between traditional news organizations and the plethora of blogs and other web sites that provide news and information is ___________.
traditional news organizations have built-in safeguards to check accuracy.
44
The first code of ethics for journalism was created by the American Society of Newspaper Editors in the ____________.
1920's
45
Those who decide what news to carry, when to carry it and how to present it are called __________.
gatekeepers
46
The 24/7 nature of news and the need to put news on the Internet has resulted in ___________.
less independent reporting by traditional news organizations
47
Many news organizations have eliminated or reduced staffing at bureaus in outlying areas because ____________.
finances have forced drastic budget cutbacks
48
Which news organization was the first to provide nonstop coverage? ___________.
Associated Press
49
The ability to provide up-to the minute news updates has resulted in ___________.
more mistakes
50
Which of the following is NOT a disadvantage of live news coverage? ___________.
it takes less time for viewers to absorb information
51
Enterprise reporting that reveals new, often startling, information that official sources would often rather not have revealed is called ____________.
investigative journalism
52
Bob Woodward and Carl Bernstein are best known for their reporting on a presidential scandal that became known as ___________.
Watergate
53
Investigative reporting during the early 1900s was called ____________.
muckraking
54
Which of the following is an example of soft news? _____________.
a newspaper publishes a list of tips on how to save on wintertime heating costs.
55
Soft news includes all of the following EXCEPT: ____________.
local traffic reports and accident coverage
56
The consensible nature of news means that different news agencies ____________.
are likely to offer the same type of news coverage.
57
All of the following are variables that affect what is and isn't reported in news on a particular day EXCEPT: ____________.
the circulation of the newspaper or ratings of the newscast.
58
When did entertainment evolve as part of human culture?
before the emergence of written human history.
59
The core categories of media entertainment remain:
storytelling and music.
60
Entertainment came into the age of mass communication and began to reach large, mass audiences with the introduction of:
Johannes Gutenberg's movable type.
61
Broad thematic categories of media content are called:
genres
62
Which of the following would NOT be considered a thematic genre of entertainment?
books
63
Which of these entertainment categories contains the clearest genres within itself?
sports
64
The youngest woman to ever make the Forbes list of the 100 Most Influential Females in the world was?
Lady Gaga
65
Attending a Broadway show, you would be witnessing an example of:
authentic performance
66
A live, on-site performance is said to be a(n):
authentic performance
67
What is the primary difference separating an authentic performance from a mediated performance?
audience feedback
68
A blockbuster movie shown on television would be considered?
mediated performance
69
Special adjustments made to ensure that the message of a performance will be effectively delivered by mass media transform the performance into what?
a mediated message
70
Which came first in the ongoing waves of popular television content?
variety shows
71
What is the ultimate determinant of genre trends?
audiences
72
Rhythm and blues emerged from early black music during the?
1930's and 1940's
73
Hillbilly music had its origins in the?
English ballads and ditties brought to rural Appalachia
74
Early rock'n'roll rock music can be best understood as an evolution that sprang from what?
rockabilly
75
Sam Phillips was important in the emergence of rock-n-roll because he?
discovered Elvis Presley
76
What happened immediately after Natalie Maines of the Dixie Chicks criticized President George Bush for the Iraq War?
their music was banned from many radio stations
77
What was the major response of major recording labels when independent producers introduced rap music?
they initially missed the significance of it
78
Sports as popular media content can be traced to what?
regular coverage of James Gordon Bennett's New York Herald
79
Celebrity coverage of sports began in 1910 with prize-fighter John L. Sullivan covering a title heavyweight fight in?
the New York Times
80
In 1921, Pittsburgh radio station KDKA was the first to carry what type of programming?
play-by-play baseball games
81
Who created Sports Illustrated?
Henry Luce
82
Roone Arledge created what popular sports program for ABC in 1961?
Wide World of Sports
83
What was Les Brown describing when he said, "At once topical and entertaining, performed live and suspensefully without a script, peopled with heroes and villains, full of action and human interest and lanced with pageantry and ritual"?
sports
84
Which sports event attracts the largest worldwide television audience?
World Cup
85
In recent years, the major television networks have come to view sports programming as what?
loss leaders
86
How big is the U.S. sex industry?
$8-10 billion revenues a year
87
What Irish class was originally banned in the U.S. because of its sexual content until a 1930 court decision?
Ulysses
88
What is the difference between obscene material and pornographic material?
obscene material can be banned by the government, while pornography cannot.
89
What does Miller Standard define?
which sexual content is protected from government bans
90
In order for material to be banned as obscene....?
it must fail all three of the tests set forth by the Miller Standard
91
Which of the following is NOT protected by the 1st Amendment?
obscenity
92
A U.S. Supreme Court ruling against Sam Ginsberg, a New York sandwich shop owner, remains the legal basis for....?
laws prohibiting the sale of pornographic material to children
93
What was the upshot of the Pacifica case?
broadcasters became more careful of their content at times that children might be listening.
94
Which comedian was at the heart of the Pacifica case?
George Carlin
95
In response to criticism about sex and violence in video games, the gaming industry has....?
devised a rating system with "EC" for early childhood and "AO" for adults only
96
What is an auteur?
a movie-maker whose cinematic contributions are significant and original
97
Who of the following figures in film-making would NOT be considered an auteur?
Adolph Zukor
98
Movies produced by Hollywood's studio system and the romance novels published by Harlequin are both examples of....?
production-line entertainment
99
The term "pulp fiction" was first coined to denote....?
inexpensively produced short novels
100
According to the descriptions in the textbook, the television show Dancing with the Stars would be classified as an example of....?
low art
101
Who categorized cultural and artistic works along socioeconomic and intellectual lines to draw distinctions between high-culture, and low-culture audiences?
Herbert Gans
102
The Taliban has driven a once robust movie industry underground in what country?
Pakistan
103
Susan Sontag wrote "On Culture and the New Sensibility" that....?
said pop art has cultural and social value
104
A lowbrow audience would most likely read....?
National Enquirer
105
What word became popular during the 1960s after elitist began to accept Susan Sontag's view that pop art could have artistic and cultural merit?
camp
106
Which of the following items of clothing now accepted as appropriate attire for people of all ages and socioeconomic backgrounds, was once shunned, even banned, because of its unsavory image?
denim jeans
107
The undesirable image of denim jeans was fueled by all of the following movies EXCEPT
blackboard jungle
108
Starting in 1957, the organization and venues that began banning blue jeans and refusing entry to people wearing denim included all of the following EXCEPT
major league baseball parks
109
Public Relations can be defined as a tool to
establish beneficial relationships
110
Public relations is mostly a tool used by....?
management
111
The 'public' in public relations refers to
any constituency with which an organization relates.
112
Dialogic theory in public relations is....?
a practice in which there is genuine dialogue to negotiate relationships
113
Among the major characteristics of dialogic theory in practice are all of the following EXCEPT....?
assurance
114
One of the most important features of the dialogic theory of public relations is....?
commitment
115
The dialogic theory of public relations stresses all of the following EXCEPT....?
awareness that the audience is means to a desired end.
116
Public relations practitioners doing their best work contribute to the common good of the whole society in all of the following ways EXCEPT....?
creating positive public impressions of everything their organization does.
117
A key difference between PR and advertising is that PR....?
is an upper-level management activity.
118
A feature of advertising NOT shared by public relations is that....?
time and space are purchased
119
Why is the success of a PR effort difficult to gauge?
PR tries to build good will which is intangible and hard to measure in concrete terms
120
This is a packet provided to news reporters to tell the story in an advantageous way....?
media kit
121
An informational story, whether written words or a fully-produced broadcast piece, given to the news media in hopes it will be passes on to the media's audiences is called a....?
news release.
122
Which of the following is NOT true about news releases....?
whomever submits the release pays a flat rate for each release given to a news medium.
123
During the 1800's, social darwinism was used to justify abuses by....?
big businesses.
124
One problem railroads faced during the late 1800s that was corrected by solid public relations was....?
secretive policies.
125
Ivy Lee, and early public relations practitioner, encouraged his clients to deal with negative publicity by....?
telling the truth while putting a human face on their organization and its accomplishments.
126
Ivy Lee's new ideas about winning public support included all of the following EXCEPT....?
keeping sensitive issues like strike-breaking strategies off the public record.
127
After a massacre at a Colorado mining camp this PR professional helped John D. Rockefeller improve his image:
Ivy Lee
128
What did Ivy Lee advise John D. Rockefeller Jr. to do after the Ludlow Massacre....?
tour the Ludlow area to show his sincere concern.
129
What myth-shattering episode occurred following Rockefeller's address to miners and wives after the Ludlow massacre....?
Rockefeller danced with almost every miners wife.
130
Who made puffery promotion high art....?
P.T. Barnum
131
Extravagant claims about one's product or organization are referred to as....?
puffery
132
The potential for public relations on a massive scale was demonstrated first by....?
George Creel's Committee on Public Relations
133
Who was tasked by Woodrow Wilson with turning around widespread sentiment against U.S. involvement in WWI....?
George Creel
134
During World War II, the Office of War Information was under the direction of....?
Elmer Davis
135
Working for AT&T in 1927, Arthur Page established the role of public relations as a....?
top management tool.
136
Public relations works best when the person in charge of it is a....?
top-level company executive involved in company decisions.
137
The functional areas of responsibility for a public relations department are....?
external, internal, and media relations.
138
Which of the following is NOT a target audience of internal public relations....?
customers
139
What type of functional responsibility is developing optimal relations with employees....?
internal relations
140
The component of public relations that deals with the press and other media is known as....?
media relations
141
Among the alternate names that were, or still are, used for public relations are all of the following EXCEPT....?
informatics
142
One of the newest and hottest trends in renaming and refocusing public relations to serve as a "one-stop shop" for communications needs especially in large corporations, is....?
integrated marketing communication
143
A corporation's coordination of advertising and PR efforts is referred to as....?
integrated marketing communication
144
Who pioneered the enlightened self-interest concept....?
Paul Garrett
145
During the Great Depression of the 1930s, Paul Garrett led public relations in new directions while working at....?
General Motors
146
In a spirit of "enlightened self-interest" the National Association of Manufacturers in 1939 declared that the integral parts of democracy included all of the following EXCEPT....?
free lunch
147
Which of the following is NOT one of the three tactical activities that are incorporated in most long-term public relations campaigns....?
positioning
148
Media relations includes all of the following activities EXCEPT....?
reviewing and editing reporters' stories about your organization
149
The function of public relations most concerned with creating, nurturing, enhancing, and, when necessary, repairing an organization's "public face" is called....?
image management
150
What is it called when a company's image is promoted rather than a product....?
image management
151
In an elaborate attempt to make-over, its image British Petroleum went so far as to drop its long-time name can henceforth call itself BP, saying that "BP" stood for....?
better performance
152
John Kenny, who created BP's unsuccessful campaign to enhance its image ruefully admitted that the biggest reason it failed was that it was....?
"mere marketing"
153
What is crisis management....?
helping a client or organization through an emergency
154
One of the best examples of effectively handling a public relations crisis came from....?
Tylenol's handling of tampering that killed several people.
155
Public relations people engaged in performing government relations are called....?
lobbyists
156
Lobbyists are expediters because they know....?
local traditions and customs
157
Advising candidates and groups on public policy issues, usually in elections, is known as....?
political communication
158
Jack Abramoff is best known for....?
being convicted in of the largest Congressional corruption scandals
159
Public relations advocacy includes all of the following EXCEPT....?
political communication
160
A public relations practitioner engaged in political communication could do all of the following EXCEPT....?
testifying before congressional committees
161
The association for professionals working public relations is called the....?
Public Relations Society of America
162
What distinction is given to public relations professionals who are accredited by the Public Relations Society of America....?
APR
163
Another term used to describe the practice of covering up mistakes or abuses instead of correcting them is....?
whitewashing
164
Bob Greenberg, who might be called an advertising guru, operates on a philosophy that....?
ads should be entertaining themselves
165
When ad guru Bob Greenberg talks about advertising on "the third screen," he's referring to....?
cell phones
166
Advertising contributes to prosperity by....?
inspiring people to greater productivity
167
Former Procter & Gamble president Howard Morgens said that advertising....?
is the most effective and efficient way to sell to consumers
168
The leading advertiser, spending about $5.2 billion annually for mass media ads, is....?
Proctor & Gamble
169
Advertising as a modern phenomenon first took off in...?
the United States
170
What was the first form of printed advertisement....?
flyers
171
_________ was a British printer who is credited with printing the first advertisement to promote one of his books.
William Claxton
172
Benjamin Day's newspaper, the ________, was the first penny newspaper that brought advertising to a new level within its pages.
New York Sun
173
National advertising took root in the United States with....?
the railroad's simplification of mass distribution in the 1840's
174
The first advertising agency was founded by....?
Wayland Ayer
175
Which of these services was among those provided by the firm of N.W. Ayer & Son....?
expertise in placing advertisements in advantageous media
176
Most ad agencies will offer advertisers all of the following services EXCEPT....?
recommending product improvements and updates
177
Using traditional models, and ad agency's commission was derived by totaling the advertiser's outlay for time and space and paying the agency ________ of the total.
15 percent
178
Advertising agency compensation has shifted from commission contracts to....?
performance contracts
179
In advertising, the performance contract system of payment entails....?
billing for expenses and modest profit with extra compensation for successful campaigns
180
When an advertising agency takes compensation as an ownership share in a client's company, the deal is called....?
an equity contract
181
Which is chanciest type of contract for an advertising agency....?
equity contracts
182
What was the criticism of the U.S. Army for its new and more extensive marketing campaign launched after recruiters failed to meet their goals during the Iraq war....?
it infused militaristic trappings into messages that targeted children
183
The systematic outline of where ads will be places to reach the right target audiences is called the....?
media plan
184
Most media plans begin with an examination of....?
cost per thousand (CPM) of possible media
185
Which profession determines the most effective media placements for an ad....?
media buyer
186
Media buyers verify circulation claims of printed mass media with....?
the Audit Bureau of Circulations
187
Studies show that readers of newspapers....?
are predisposed to seriously consider advertisements because reading requires focus.
188
What is a disadvantage of newspaper advertising....?
declining readership among young adults
189
What is a disadvantage of magazines for advertising....?
ads must be placed up to three months in advance
190
Among the advantages that magazines offer over newspapers are better printing, a longer shelf-life, and....?
pass-along circulation
191
Which of these traits is both advantage and a disadvantage of radio for advertising....?
radio is a mobile medium
192
Radio stations with narrow formats offer advertisers....?
easily identified target audiences
193
What is a major advantage of television advertising....?
impact through a moving and visual medium
194
Which of the following is NOT an advantage of Internet advertising....?
advertisers have less competition
195
Based on 2010 data, the most money was spent placing ads in what medium....?
television
196
What is the charge Google collects from an advertiser each time it directs traffic to the ad?
click-through fee
197
The advantages of advertising in video games include all of the following EXCEPT....?
they effectively reach females aged 13 to 35, highly desired ad audience
198
Which of the following is a successful brand name....?
Kleenex
199
Who championed the concept of brand imaging when he said, "give your product a first class ticket through life?"
David Ogilvy
200
Brand-name advertising is losing ground to....?
store brands
201
Linking a celebrity's name to a product is one method of....?
branding
202
Which of the following advertising technique is also a lowest common denominator approach....?
unique selling proposition
203
Who championed positioning....?
Jack Trout
204
Targeting ads for specific consumer groups is called....?
positioning
205
Which of the following is NOT a redundancy technique in advertising....?
positioning
206
Bunching is....?
promoting a product during specific, limited period
207
Running a condensed version of an ad after the original has been introduced is a practice called....?
trailing
208
Clutter in advertising is defined as....?
too many ads running one after another in a television commercial break.
209
Television commercials have been shortened from 60 seconds in the early days of television to....?
15 seconds
210
A number of shorter ads competing against one another during the same commercial break on television is known as....?
ad clutter
211
Word-of-mouth testimonials, friends talking to friends, is known as....?
buzz advertising
212
What is viral advertising....?
short action stories on the web that friends pass on to friends
213
Which of the following is an example of stealth advertising....?
FedEx Field, a sports stadium outside of Washington, D.C.
214
The advent of TiVo has prompted new advertiser interest in....?
product placement
215
The practice of product placement first began and became popular in....?
motion pictures, especially in the 1980's
216
Dave Balter specializes in what types of marketing....?
word-of-mouth
217
The term applied to extensive use of word-of-mouth advertising is....?
buzz marketing
218
What is a program-length commercial disguised as a newscast or entertainment called....?
infomercial
219
What is the name for a magazine published by a manufacturer to plug a singe line of products....?
'zine
220
Using his new approach to analyzing and predicting results Nate Silver accomplished all of the following EXCEPT....?
accurately forecasting which stock prices would drop the most during the recession
221
Until the 2008 elections, it was almost universally believed that no one could accurately predict election outcomes, but now that view is being challenged by amazingly accurate predictions from....?
Nate Silver
222
For the most part, who do surveys serve?
private clients, like advertisers and office-seekers.
223
What intellectual interests did George Gallup bring together in his mother-in-law's run for secretary of state in Iowa....?
survey research, public opinion and politics
224
Which of the following used quota sampling techniques to predict presidential election....?
George Gallup
225
Why did George Gallup abandon quota sampling....?
difficulty in pinpointing public opinion closer than 4 points
226
What is the bandwagon effect....?
Poll results that drive undecided voters towards the current front-runner
227
What organization is best know for its television ratings evaluations....?
Nielsen
228
Arbitration is known for....?
measuring radio audiences in local broadcast markets
229
What the Gallup Organization usually measure....?
human nature and behavior
230
The Pew Research Center studies....?
attitudes towards politics and public policy issues
231
Probability sampling requires....?
that every member of the population have an equal chance to be interviewed
232
In polling for a population of 500,000 or greater, how many people are needed for 95 percent confidence with less than 5 percent error margin....?
384
233
A good probability sample selection for polling....:
gives every member of the population being sampled an equal chance
234
The margin of error for a survey is....?
critical to determine accuracy
235
What kind of sampling matches the demographics of the people polled....?
quota sampling
236
Why is it important to know when a poll was taken....?
opinions shift over time
237
It is important to know who paid for a poll because the people who pay....:
have a vested interest in the outcome
238
Which of the following is NOT true regarding how a poll is conducted....?
It makes no difference whether the poll is done on the telephone or face-to-face
239
When developing a survey instrument, it is important to pay attention to the wording of survey questions because....?
wording can skew responses
240
Who selects the participants in a straw poll....?
respondents themselves
241
900-number phone surveys are an example of....?
straw polling
242
Newspapers conduct people-on-the-street interviews because....?
they are circulation builders
243
What organization checks circulation claims....?
Audit Bureau of Circulations
244
Who was the first to measure how many people listened to network radio programs....?
Archibald Crossley
245
Congressional investigations into false and inflated claims about broadcast ratings prompted networks to create the....?
Broadcast Ratings Council
246
The Broadcast Ratings Counsel....?
accredits rating companies
247
When events such as giveaways coincide with sweeps weeks, it is an example of....?
hyping
248
Which is a television ratings sweeps month....?
February
249
A black week in television is....?
when no ratings are conducted
250
When polled with handwritten diaries, many people overstate the time they spend watching....?
sophisticated programs
251
The flush factor is a term to describe....?
viewers leaving their television sets during commercials to go to the bathroom
252
When viewers avoid commercials by changing from channel to channel, it is called....?
zipping
253
A polling technique to gauge how attentive people are to certain programs and ads is called....?
engagement ratings
254
Among the statistics that have been used to try to measure audience sizes and engagement for internet sites have been all of the following EXCEPT....?
browser downloads
255
Which of the following is NOT a tool used to measure broadcast audiences....?
mass mailings
256
Media Metrix is a leading audience measuring company for....?
the internet
257
A2/M2 is a ratings measurement system created by....?
Nielsen
258
In trying to convince her company to do consumer research with social media, Joan Lewis, Procter & Gamble's market knowledge officer, has asserted all of the following EXCEPT....?
social media research will soon replace outdated and expensive traditional research methods
259
Which of the following is an interview-based research method?
focus groups
260
Which research method is called the "heartthrob approach"?
galvanic skin checks
261
Galvanic skin checks favor....?
adrenaline-activating news stories
262
Which of the following is an example of prototype research....?
screening a television pilot
263
What is a sample of a possible new sitcom called....?
pilot episode
264
Cohort analysis has studied and classified the demographic characteristics of people so they can be targeted for marketing and other communication efforts based on....?
the generation to which they belong based on when they were born
265
One finding of cohort analysis is that....?
many people, as they get older, stick to the habits of their youth
266
Who created PRIZM?
Jonathan Robbin
267
What does geo-demography do....?
it describes lifestyle breakdowns based on demographic characteristics and regions
268
which of the following is a psychographic analysis by values, lifestyle and life stage....?
VALS
269
Which VALS category represents the largest percentage of the U.S. population....?
belongers
270
The prosperous people compromising about 20 percent of the U.S. population, according to VALS, are the....?
achievers
