Exam 3

Question 1

the planning document that companies or advertising agencies develop to sell a product or service

Answer 1

campaign strategy

Question 2

opportunities to grow their sales by identifying additional targets beyond their primary target

Answer 2

secondary targets

Question 3

the plan for each individual ad

Answer 3

copy platform

Question 4

USP

Answer 4

unique selling proposition

Question 5

translates a campaign strategy into a set of guidelines for individual ads

Answer 5

copy platform

Question 6

translates business goals and marketing objectives into a plan to communicate a message effectively and efficiently

Answer 6

campaign strategy

Question 7

media causes aggressive behavior

Answer 7

priming

Question 8

exposure to one stimulus influences response to a later stimulus

Answer 8

cognitive psychology

Question 9

cleaning; purging; purification; thought to relieve the use for aggression created by priming

Answer 9

catharsis

Question 10

skepticism about popular answers or from established authorities

Answer 10

critical

Question 11

common commitment to identify evidence and reasoning to substantial ideas

Answer 11

rational

Question 12

4 Dimensions of Media Effects

Answer 12

time, valence, intentionality, type of effect

Question 13

focuses your attention on when evidence of the effect starts to show up more so than on how long it lasts

Answer 13

timing of effects

Question 14

sets up the conditions for a long term effect

Answer 14

pattern of repeated exposures

Question 15

where media affects what we know by planting ideas and info

Answer 15

cognitive type effect

Question 16

where media affects beliefs by showing values used by others

Answer 16

belief type effect

Question 17

where media influences our judgments about all sorts of things

Answer 17

attitudinal type effect

Question 18

where media triggers emotions such as fear, rage, and lust

Answer 18

emotional type effect

Question 19

____________ is a long term emotional effect

Answer 19

desensitization

Question 20

where the media influences automatic bodily systems

Answer 20

physiological type effects

Question 21

where media triggers action

Answer 21

behavioral type effect

Question 22

the public typically takes a _______ perspective of media

Answer 22

reactive

Question 23

media literacy perspective is linked with a _________ perspective

Answer 23

proactive

Question 24

media effects we can easily observe

Answer 24

manifested effects

Question 25

media effects on how we think, feel, and act whether or not they are manifest

Answer 25

process effects

Question 26

our typical degree of risk

Answer 26

baseline

Question 27

the temporary sudden spike from the baselines

Answer 27

fluctuation effect

Question 28

the combination of an individuals goals and drives for media exposures

Answer 28

personal locus

Question 29

a temporary drive or emotional reaction that occurs in response to some stimuli

Answer 29

state

Question 30

an effect that shows up under certain conditions but not others

Answer 30

contingent effect

Question 31

an effect doesn't occur unless several factors are present to interact

Answer 31

interactive effects

Question 32

when one factor influences another but not the other way around

Answer 32

asymmetric influences

Question 33

works with common sense and ideology and contrasts with the shift from mass to niche

Answer 33

hegemony

Question 34

a typically dominant set of beliefs

Answer 34

ideology

Question 35

hegemony is about policing ourselves with __________

Answer 35

common sense

Question 36

overt, obvious, out in the open; coercive, consequences if you disobey

Answer 36

hierarchy

Question 37

covert, consensual

Answer 37

hegemony

Question 38

developing competencies that enable us to analyze, evaluate, and create messages using a variety of media modes, genres, and forms

Answer 38

literacy

Question 39

structure and autonomy, the role of media content and form in influencing our behavior, and our ability to recognize and exert influence

Answer 39

agency

Question 40

media forms and industries as cultural industries; critical perspectives on diversity, identity, cultural political, and democratic expression

Answer 40

culture

Question 41

crucial developments that shape our understanding of mediated communication, including how "new media" interact with "old media"

Answer 41

history

Question 42

the state of media industries today, "what's it like" to work in various fields, issues of ownership and labor, legal issues and challenges

Answer 42

industry

Question 43

scientific, observe/study behavior, conduct experiments, strives for objectivity, replication and precision

Answer 43

traditional

Question 44

interpretive, textual analysis, interviews, suspicious of objectivity, activism and social change

Answer 44

cultural

Question 45

injecting something through media that changes you

Answer 45

hypodermic needle (magic needle)

Question 46

3 types of interactive media platforms

Answer 46

competitive, cooperative, acquisition

Question 47

game developers marketing game code to other developers

Answer 47

middle-ware marketing

Question 48

basic programming needed to support a game

Answer 48

game engines

Question 49

how people get lost in tasks

Answer 49

flow

Question 50

the way electronic game players focus on the steps within the process of moving through a game

Answer 50

telescoping

Question 51

where educators intervene to raise media literacy but when they analyze they find it has declined

Answer 51

boomerang effect

Question 52

any paid form of commercial speech

Answer 52

media advertising

Question 53

POEMS

Answer 53

Paid Owned Earned Media (that is) Shared

Question 54

multiple meanings

Answer 54

polysemy

Question 55

4 Dimensions of Media Effects

Answer 55

Time, Valence, Intentionality, Type