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1) What is the professional canon of journalistic fairness? A) Present competing points of view B) Present the truth C) Present the most popular point of view D) Present the least controversial point of view E) Get reliable sources 2) Which was the first newspaper? A) Boston Sun B) The Globe and Mail C) The New York Times D) Publick.
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61) The Tylenol crisis is a classic example in public relations annals of how to deal with a situation. A) True B) False 62) Good media relations are often forged in the fire of a crisis. A) True B) False 63) Going silent during a crisis is an effective public relations strategy. A) True B) False 64) Some.
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41) Without advertising, many mass media might not even exist. A) True B) False 42) Advertising is mostly a persuasive type of communication. A) True B) False 43) Advertising is the eighth mass medium. A) True B) False 44) Flyers were the first form of printed advertising. A) True B) False 45) Benjamin Day used advertising to cover his production expenses. A) True B).
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61) Mass media conduct surveys to learn about their audiences and to prove their attractiveness to advertisers. A) True B) False 62) PPMs can track a fragmented audience. A) True B) False 63) Millennials are the oldest cohort still alive. A) True B) False 64) Theoretical research does not seek profit-generating information. A) True B) False 65) Achievers are heavy television watchers. A).
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11) What has been the standard commission for advertising agencies? A) 30 percent B) 25 percent C) 2 percent D) 15 percent E) 10 percent 12) How are advertising agencies compensated under an equity contract? A) In cash B) With shares of stock C) With goods and services D) With a flat fee E) With a percentage of time and.
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21) The functional areas of responsibility for a public relations department are A) Exco-, Ecto- and Endo-relations. B)  community, government, and social relations. C)  external, internal, and media relations. D)  inner, outer, and superficial relations. E)  civil, in-house, and official relations. 22) When an organization takes the initiative to release information to the media, this is.
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81) __________________ means that journalists see things through their culture’s eyes. 82) __________________ is the space for news in a newspaper after ads are inserted.   83) A __________________ is a person who decides whether to shorten, drop, or change a story en route to the mass audience. 84) The Watergate scandal created an.
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1) The greatest ferment in mass communication scholarship has involved questions about A) technology. B)  policy. C)  effects. D)  opinion. E)  theory. 2) When mass media companies seek information that can be put to use, this is called A) theoretical research. B)  hypothetical research. C)  applied research. D)  profitable research. E)  reactive research. 3) The kind of research that helps media executives.
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81) __________________ was the first company to figure out how to make massive profits from the internet. 82) One justification for municipal Wi-Fi is to bridge the __________________.   83) Both the beauty and the bane of __________________ is their free-for-all nature. 84) In 2009, __________________ was found to be in violation of Canadian.
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31) Which is a popular Canadian store brand? A) President's Choice B) Kellogg's C) Kleenex D) Sony E) Kraft 32) In which mass medium is ad clutter less of an issue? A) Internet B) Print C) Television D) Radio E) Movies 33) Which organization regulates advertising in Canada? A) CRTC B) CBC C) NFB D) NACA E) CAAT 34) Which award is given for creativity in advertising? A).
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31) Which theory sees media violence as having a contributing role in violent behaviour, not as triggering it? A) Two-step flow theory B) Catalytic theory C) Bullet theory D) Multistep flow theory E) Status conferral theory 32) Who concluded that media-depicted violence scares far more people than it inspires to violence, leading them to believe the.
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71) When the demographics of a sample coincide with those of the whole population, the researcher is employing __________________ sampling.    72)­ Increasing the sample size will reduce the __________________.   73) The degree of certainty that a survey is accurate is the __________________. 74) The number of copies a newspaper or magazine puts.
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61) Dave Nichol invented store brands. A) True B) False 62) In advertising, the LCD approach targets specific audiences, such as those with high IQs. A) True B) False 63) USP advertising emphasizes a single feature of the product. A) True B) False 64) To be effective, an advertising message must be repeated thousands of times. A) True B) False 65) Marshall.
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    71) Among scholars, enthusiasm has developed for applying __________________ for a kinder, gentler practice of public relations. 72) A college has relationships with its students, faculty, and staff. Each of these constituencies is called a __________________.   73) When General Motors set up municipal programs and set up scholarships for employees’ children,.
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51) Newscast ratings go up for stations that consistently deliver graphic video. A) True B) False 52) The order of questions can affect respondents' answers. A) True B) False 53) George Gallup invented the Personal People Meter. A) True B) False 54) Nielsen uses A2/M2 to measure audiences on a wide range of video platforms. A) True B) False 55) Focus groups.
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51) In public relations, publicity and promotion are the same thing. A) True B) False 52) Many lobbyists call themselves “government relations specialists.” A) True B) False 53) An image consultant may help you select your wardrobe or restyle your hair. A) True B) False 54) Helping a client through an emergency is called contingency planning. A) True B) False 55) Public.
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81) A four-quadrant model for sorting through ethics problems was developed by __________________.   82) If Bill C-32 passes, it will be illegal to break __________________ on CDs and DVDs.   83) Using someone else's work without permission or credit is called __________________. 84) __________________ was the Quebec City radio station that had its licence.
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11) How many people are needed in a sample for 95 percent confidence with less than 5 percent margin of error? A) 384 B) 1067 C) 9605 D) 2401 E) 600 12) The margin of error is dependent on the A) number of questions. B)  sample size. C)  question choice. D)  population size. E)  number of responses. 13) Who conducted the first.
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21) Which recent issue parallels the debate about black civil rights? A) Immigration B) Drugs C) Terrorism D) Health E) Education 22) Which term describes the communication of cultural values to later generations? A) Indoctrination B) Cross-cultural learning C) Intergenerational mobility D) Historical transmission E) Contemporary transmission 23) When men in New Guinea started to wear Western-style clothing after watching movies, this.
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    71) According to the Boykoffs, balanced coverage has not translated into __________________. 72)­ The first period in American journalism was called the __________________.   73) __________________ was the first published newspaper. 74) The initial issue of the partisan period was the __________________. 75) __________________ was the first newspaper for the masses. 76) News delivered by telegraph.
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61) "Duty to employer" always outweighs "duty to audience." A) True B) False 62) Receiving gifts, favours, and privileges is inherently wrong. A) True B) False 63) The Broadcasting Act is the federal regulator of advertising in Canada. A) True B) False 64) Copyright law is meant to encourage creativity. A) True B) False 65) The CRTC has a clear definition of.
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81) Both public relations and advertising involve persuasion through the __________________. 82) Ads that promote an image rather than a product are called __________________.   83) Joyce Nelson refers to the positive image that corporations promote via advertising as the __________________. 84) A policy to ignore news coverage and reporters’ queries is called a/an.
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11) Which is not a newspaper tradition from the partisan period that remains today? A) Government keeps its hands off the press. B)  News media are a forum for debate. C) News media comment on public issues. D)  Journalists are professionally trained. E)  Government transgressions against the news media are met by public rejection. 12).
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71) Advertising’s phenomenal continuing growth has been a product of a __________________. 72) Besides being a product of economic prosperity, __________________ contributes to prosperity. 73) Because it first took off in the United States and Canada, there is a theory that advertising and __________________ are  connected. 74) The financial base of newspapers, magazines,.
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1) Which Florida law did reporter Jim DeFede violate? A) Taping a telephone conversation without permission B) Writing a story based on hearsay C) Publishing a story without approval from the editor D) Writing a story that showed only one side of the issue E) Publishing the same story in two newspapers 2) In Canada, what.
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21) Failing to re-examine accepted practices leads to A) the elimination of “do unto others.” B)  ignoring the needs of individuals. C)  situational ethics. D)  utilitarianism. E)  relying on habit rather than principles. 22) What is prudence? A) Applying wisdom B) Abiding by deontology C) Upholding a categorical imperative D) Extreme caution E) Reliance on principles 23) What is plagiarism?.
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31) Who used the phrase “the engineering of consent”? A) John D. Rockefeller B) William Henry Vanderbilt C) Edward Bernays D) James Burke E) Ivy Lee 32) Which of the following is part of the CPRS code of standards? A) Members should protect the confidences of present employers. B)  Members cannot disclose the names of their employers. C)  Members.
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41) According to Terry Flynn, public relations is all about economic value. A) True B) False 42) Ivy Lee, a young publicist in New York, said “The public be damned.” A) True B) False 43) Social Darwinism espoused care of the “less fit.” A) True B) False 44) CPRS is the Canadian Public Relations Society. A) True B) False 45) Ivy Lee.
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11) Which theory holds that people overestimate the impact of media messages on other people? A) Uses and gratifications B) Two-step flow C) Cumulative effects D) Third-person effect E) Status conferral 12) Paul Lazarsfeld found that voters were more influenced by A) newspapers. B)  radio. C)  television. D)  other people. E)  politicians. 13) When people use the media to learn about how.
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51) Consolidation in the mass media industry is complicating the "duty to employer" ethic. A) True B) False 52) A single ethics standard is easily applied to the mass media. A) True B) False 53) A fictional news story on CBC News betrays audience expectations. A) True B) False 54) Washington Post reporter Janet Cooke was forced to produce.
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41) Respondents to surveys always answer truthfully. A) True B) False 42) The habits of youth stick with a generation as it gets older. A) True B) False 43) Magazines can customize their advertising and editorial content to match the interests of readers through sophisticated geodemographic audience analysis. A) True B) False 44) PRIZM is a system that has.
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11) What is a difficult issue in controlling defamation on the internet? A) Conflicting jurisdiction B) Lack of precedents C) Litigation D) Jurisprudence E) Unclear definition 12) Which was the first royal commission into Canadian broadcasting? A) The Fowler Commission B) The CRTC Commission C) The Dagenais Commission D) The Broadcasting Commission E) The Aird Commission 13) What reason was.
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51) Peter Desbarats believes that Canadian journalism traditions are identical to American traditions. A) True B) False 52) The first period of Canadian journalism was characterized by British or American newspapers that were transplanted in Canada. A) True B) False 53) Canada’s first newspaper was The Halifax Gazette. A) True B) False 54) Industrialization led to the growth period.
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11) When a company communicates with customers and suppliers, it is engaging in A) image relations. B)  consumer relations. C)  media relations. D)  internal public relations. E)  external public relations. 12) When a company publishes a newsletter for employees, this is an example of A) image relations. B)  consumer relations. C)  media relations. D)  internal public relations. E)  external.
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21) Which term refers to the ranking of news that helps decide what makes it into news packages? A) Objectivity B) Newsworthiness C) Reportability D) Formal ranking E) Editorial bias 22) David Rooney believes that it is inevitable that journalists are A) unbiased. B)  biased. C)  objective. D)  partisan. E)  professional. 23) Which is not one of the primary values that.
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51) In Canada, CARD publishes information on media audiences, circulations, and advertising rates. A) True B) False 52) Newspaper readers tend to be older and better educated than television and radio audiences. A) True B) False 53) Magazines are a good way to reach a large and diverse audience. A) True B) False 54) Radio has the longest shelf.
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61) Ethnocentrism means that journalists can see all sides of a cultural issue. A) True B) False 62) A news hole refers to all the rest of a newspaper that is devoted to advertising. A) True B) False 63) The volume of advertising determines the total number of pages of a newspaper. A) True B) False 64) A news.
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1) Why does advertising continue to grow in our society? A) This is a plentiful society. B)  There is a shortage of goods. C)  There is a growth in services. D)  This is a democratic society. E)  People have no discretionary income. 2) According to John Kenneth Galbraith, advertising creates A) income. B)  needs. C)  wants. D)  expenses. E)  power. 3).
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31) Which of the following research methods is referred to as a “heartthrob approach”? A) Mash letters that direct stations' programming decisions B) Heart monitors attached to viewers as they respond to sports stars C) EKGs administered following soap opera viewing D) Hiring decisions based on the applicants' sex appeal E) Galvanic skin checks that.
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21) Which term describes a sponsored online game, usually for an established brand at its own site? A) Branding.com B) Gamertisement C) Advergame D) Geek appeal E) Online marketing 22) How might a company distinguish its product from the competition? A) Innovating B) Branding C) Positioning D) Redundancing E) Barraging 23) Which company is among the best Canadian brands? A) Tim Hortons B).
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31) In order to use a song as part of a TV program, you would need what type of rights? A) Synchronization rights B) Moral rights C) Copyrights D) Performance rights E) Mechanical rights 32) Following the rules precisely is a stance known as A) utilitarianism. B)  prescriptive ethics. C)  precision ethics. D)  pragmatic ethics. E)  egalitarian ethics. 33) The.
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1) Which was the first generation of media effects theories? A) Minimalist B) Two-step flow C) Multistep flow D) Cumulative effects E) Powerful effects 2) The effects of the War of the Worlds broadcast were particularly amazing considering A) the Emergency Warning System had not gone off. B)  that H.G. Wells's story was part of.
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21) Viewers calling or texting in votes on Canadian Idol is an example of A) straw polling. B)  probability sampling. C)  Gallup polling. D)  quota sampling. E)  random sampling. 22) The Audit Bureau of Circulations A) audits the financial accounts of all print media. B)  audits the accounts of potential subscribers to newspapers. C)  determines taxes due. D)  removes.
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81) __________________ was a store-brand pioneer. 82) The approach that creates messages for the broadest audience possible is called __________________. 83) Promoting a product during a limited time period, such as advertising for school supplies in late August and September, is called __________________. 84) Messages that consumers pass on through email and social.
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71) __________________ is the basis for both media law and ethics codes in Canada. 72)­ __________________ is false comments that harm someone's reputation.   73) In 1929, the __________________ was set up to examine the danger that American programming posed to Canadian culture. 74) Material not covered under copyright legislation is said to be.
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41) The partisan period of journalism occurred between the two world wars. A) True B) False 42) The first issue of the partisan period of American journalism was the First World War. A) True B) False 43) A tradition from the partisan period of journalism that continues today is that the news media should comment vigorously.
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81) The largest category in VALS is __________________, or people who are conformists, are satisfied with mainstream values, and are reluctant to change brands.  82) __________________ pioneered probability sampling. 83) Statisticians have found that __________________ is a magic number for many surveys.   84) __________________ groups have the disadvantage of reflecting.
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1) Which term describes an approach to negotiating relationships without any manipulative tricks? A) Negotiated reality B) Machiavellianism C) Social Darwinism D) Public relations theory E) Dialogic theory 2) Which is not a major feature of dialogic theory in action? A) Sympathy B) Mutuality C) Propinquity D) Empathy E) Risk 3) A college has relationships with its students, faculty, staff,.
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41) Responsible communication is a defense against defamation. A) True B) False 42) Defamation cannot take place on the Internet. A) True B) False 43) The Aird Commission was created to examine the danger that American programming posed to Canadian culture. A) True B) False 44) The CRTC was formed in 1968. A) True B) False 45) The works of Canadians are.
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