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  Match each person on the left with the appropriate accomplishment in the right column. 1)William CaxtonA) Coined the term and promoted “unique selling proposition” 2)Wayland AyerB) Championed brand imaging 3)Dave BalterC) His Pepsi endorsement led other celebrities to endorse products 4)Rosser ReavesD) Printed first advertisement 5)Josiah WedgwoodE) Celebrity endorser for erectile dysfunction medications 6)Bob DoleF) Developed.
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    21)Having someone describe what a product did for them or how satisfied they are with it, this ad technique is called a(n) ___________.   22)A celebrity __________ is a special type of testimonial involving a well-known celebrity rather than an average person-on-the-street or nameless spokesperson.   23)When there are so many competing television commercials.
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  11)Perhaps the most important figure in establishing rock `n’ roll as a genre was __________, a Memphis disc jockey, promoter, and record producer.   12)The biggest star discovered by Sam Phillips was _________.   13)Music sales for the __________ fell after a group member criticized President George Bush in front of a London audience.   14)Joseph .
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    21) Sports as popular media content can be traced to  A) the founding of ESPN. B)the founding of Sports Illustrated. C)regular coverage in James Gordon Bennett’s New York Herald. D)ABC’s Wide World of Sports in 1961.   22 Celebrity coverage of sports began in 1910 with prize-fighter John L. Sullivan covering a title heavyweight fight.
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    21)Media relations which obtains publicity through the mass media is part of the broader tactical function of __________.   22)__________ is based on the belief that appearances make a difference, so it’s important to create, nurture, publicize, and sometimes repair how an organization looks to the public.   23)In the wake of its Gulf.
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    31) What is the difference between obscene material and pornographic material? A)Obscene material contains offensive language, while pornography is visually oriented. B)Obscene material can be banned by the government, while pornography cannot. C)Pornographic material is sexually oriented, whereas obscene material is any other objectionable content. D)Obscene material is protected by the Miller Standard, whereas.
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    51)Fund-raising has growing importance in political communication, especially since the Internet has made it possible to solicit a much broader base of support.   52)False congressional testimony arranged by the public relations firm of Hill & Knowlton helped spark the U.S. to lead a war against Iraq to make it end its.
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    41)Image management is NOT a service routinely provided by public relations.   42)BP launched one of the biggest and most expensive image management campaigns in history, but it failed miserably because the public saw a huge gap between the image and reality. 43)After a devastating product tampering case, Tylenol never again regained its.
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    11)__________ was a 19th century theory used to justify companies making huge profits on the grounds that because they are the fittest, God has given them their just financial rewards.   12)__________ was a pioneer in the public relations field who believed in institutional openness, finding upbeat angles, and giving organizations.
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    Match each concept on the left with the best definition or explanation in the right column. 1)CirculationA) Length of time an ad remains available to reader 2)EndorsementB) Intensively scheduled barrage of ads for a product 3)CPMC) Subtle ads in unexpected places 4)Shelf lifeD) Number of copies of a periodical sold 5)Pass-along circulationE) Payment by advertiser.
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1) 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? A) Denim jeans B)Hooded sweatshirts C)Peg-leg pants D)T-shirts   2) The undesirable image of denim jeans was fueled by all of the following movies EXCEPT A).
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    11) The dialogic theory of public relations stresses all of the following EXCEPT A) awareness that the audience is a means to a desired end. B)honesty and trust in communication. C)openness as an ideal of the democratic tradition. D)positive regard for other people and groups.   12) Public relations practitioners doing their best work contribute to.
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    31) Which of the following is NOT an advantage of Internet advertising? A) People can print the ads. B)There is less “waste” from reaching disinterested consumers than in other media. C)Advertisers can easily reach niche audiences. D)Advertisers have less competition.   32) Based on 2010 data, the most money was spent placing ads in what medium? .
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  21)The __________ case, which dealt with a radio station playing a comedy routine that contained vulgarities, resulted in stations restricting indecent material to late at night.   22)Film directors with distinctive and artistically significant visions, messages, and techniques are sometime referred to as __________.    23)The __________ turned Hollywood moviemaking into a kind.
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    21)Black and hillbilly music merged to create rockabilly music, which became rock ‘n’ roll.   22)Sam Phillips discovered Elvis Presley.   23)Many musicologists have concluded that Jackie Brenston’s Rocket 88 began rock ‘n’ roll as a music genre.   24)Music can be a powerful force in societal issues.   25)Rap is music with intense bass, rhyming riffs, and.
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    21) Ivy Lee, an early public relations practitioner, encouraged his clients to deal with negative publicity by A)spin mastery and releasing counteracting positive stories. B)aggressively denying the problem. C)stonewalling and refusing to talk with reporters. D)telling the truth while putting a human face on their organization and its accomplishments.   22) Ivy Lee’s new ideas.
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    21)The acronym CPM, standing for “customers per medium,” is an index for comparing the effectiveness of ads appearing in different media.   22)The circulation of newspapers is verified by the Audit Bureau of Circulations.   23)Newspapers have high pass-along circulation.   24)How long a periodical remains in use is called publication life.   25)For advertisers, magazines have many.
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    21) Most media plans begin with an examination of  A) potential product placements. B)the exact audience or circulation of the prospective media. C)the creative concept of the ad. D)cost per thousand (CPM) of possible media.   22) Which professional determines the most effective media placements for an ad? A)creative director B)account executive C)media buyer D)placement manager   23) Media buyers verify.
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1) Using his new approach to analyzing and predicting results Nate Silver accomplished all of the following EXCEPT A)accurately forecasting which stock prices would drop the most during the recession. B)correctly predicting the outcomes of U.S. Senate elections in 49 of the 50 states in 2008. C)developing an amazing system for tracking and.
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    51) Public relations people engaged in performing government relations are called A) propagandists. B)Ivy Leaguers. C)PR agents. D)lobbyists.   52) Lobbyists are expediters because they know A)about “the skeletons in the closet” and how to use such information. B)local traditions and customs. C)how government works and have personal contacts in powerful places. D)how to protect their clients from harsh.
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  1)Characters wearing __________ in movies like Blue Denim and Rebel Without a Cause were so edgy, rebellious, and antisocial that they triggered a real-life backlash against their clothing. 2)To correct the negative image of blue jeans in the 1950s, manufacturers pooled their resources and formed the __________.   3)By applying classic __________ techniques,.
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  Match each concept in the left column with the best example from the right column. 1)Storytelling genre A) Pornography 2)Authentic performance  B) Rhythm and blues 3)Mediated performance  C) Run-DMC 4)Hillbilly music D) Harlequin romances 5)Highbrow E) Wide World of Sports 6)Rap music  F) Rocket 88 7)Lowbrow G) Baseball 8)Mediated sports H) Devoid of serious literary, artistic, political, or.
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    31) Working for AT&T in 1927, Arthur Page established the role of public relations as a  A) partner of advertising. B)top management tool. C)grassroots program. D)mid level program.   32) Public relations works best when the person in charge of it is a A) person who simply does what he or she is told. B)middle-management employee who.
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  1)According to ad guru Bob Greenberg, “the third screen” that advertisers should be paying more attention to is __________.   2)Rather than having ads “sandwiched into entertainment products,” ad guru Bob Greenberg says the says  the ads themselves need to become __________.   3)The country in which advertising first took off as a modern.
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  1)During the 1950s wearing jeans was condemned by right-wingers as part of the communist plot to corrupt American youth.   2)The Denim Council’s campaign relied heavily on the mass media to achieve its strategic goal of making jeans socially acceptable  and it was very successful in turning around the image of jeans.   3)Jeans.
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    11) The first advertising agency was founded by A) Wayland Ayer. B)Benjamin Day. C)William Caxton. D)John Campbell.   12) Which of these service was among those provided by the firm of N.W. Ayer & Son? A)product research B)psycho-demographics research C)expertise in placing advertisements in advantageous media D)in-house newsletters for companies   13) Most ad agencies will offer advertisers all of the.
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    41) Movies produced by Hollywood’s studio system and the romance novels published by Harlequin are both examples of  A) elitist entertainment. B)authentic creation. C)production-line entertainment. D)media with high production values.   42) The term “pulp fiction” was first coined to denote  A) inexpensively produced short novels. B)magazines printed on slick paper. C)books printed on slick paper. D)cheap magazines.
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1) When did entertainment evolve as part of human culture? A)with Gutenberg’s introduction of movable type B)with the introduction of the musical instrument C)when the Romans built Circus Maximus, which held 170,000 spectators D)before the emergence of written human history   2) The core categories of media entertainment remain A) sports and music. B)art and literature. C)storytelling and music. D)live.
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    51) The advent of TiVo has prompted new advertiser interest in  A) product placement. B)brand names. C)30-second spots. D)infomercials.   52) The practice of product placement first began and became popular in A) motion pictures, especially in the 1980s. B)radio during the early years of rock `n’ roll. C)television when advertisers sponsored entire programs. D)women’s magazines with small packets.
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    51)Games have no rating system for parental guidance.   52)In recent years, some video games (e.g., Madden NFL) have attracted larger audiences than major blockbuster programming (e.g., The Sopranos) on television.   53)Iranian filmmaker Jafar Panahi was honored at the Cannes Film Festival for producing movies that prompted his arrest and prosecution in his.
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    11)The dialogic theory of public relations is based on being able to persuade other people and organizations to see things your way.   12)The dialogic theory of mass communication centers on two-way communication, attempting to communicate with others instead of just speaking to or at them.   13)The advantages of the dialogic theory of.
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    41)The proliferation of advertising and the decreasing length of broadcast ads has created a problem: too many ads.   42)Advertising clutter is of grave concern for advertising.   43)People generally trust advertising more than word-of-mouth recommendations.   44)Buzz advertising is another name for viral advertising.   45)Short action stories created to promote products and placed on the web.
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  1)In the days before cable television and the Internet, the primary media venue for celebrity coverage was celebrity __________.   2)_________ are broad thematic categories of media content.   3)Genres are clearest in __________ because the rules have been agreed upon.    4)The song “Born This Way” by __________ set a music industry record for.
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    Match each concept in the left column with its best description in the right column. 1)Public relationsA) Addressed anti-business sentiment in the 1930s 2)Enlightened self-interestB) A weak substitute buzzword for public relations 3)Social DarwinismC) Often prompted the sneering criticism “It’s just PR.” 4)Institutional opennessD) Proclaiming eco-friendliness to cover up shortcomings 5)PufferyE) Societal “survival of the.
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    11)Because fewer young adults in the post-Baby-Boomer generations are reading them, __________ have become less valuable to advertisers.    12)Compared to television, one disadvantage to radio advertising is that it cannot offer ___________ to its listeners.   13)One advantage advertisers see in magazines is that they offer a longer __________ than newspapers.   14)Google and.
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    31)Newspaper publisher Joseph Pulitzer fueled audience interest in sports after organizing the first separate sports department in his New York World in the 1880s.   32)The first play-by-play broadcast of a baseball game took place in 1943.   33)Henry Luce, the publisher of Time and Life, created Sports Illustrated in 1954.   34) Television has shaped.
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    31)Many brand name companies are continually increasing their ad budgets to combat the emergence of store brands.   32)Brand-name advertising has threatened store brands.   33)Enhancing a product image by linking it to a celebrity or an already established brand name, regardless of the intrinsic connection between the product and the image, is called.
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  1)Advertising guru Bob Greenberg believes that the 30-second television spot will continue as a viable advertising avenue.   2)Ad guru Bob Greenberg says the entertainment era that assembled mass audiences for advertisers to reach is coming to an end and advertisers need to adopt new approaches.   3)Advertising is essential to a prosperous.
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  21)Because public relations messages are usually incorporated into the media’s news reports at no cost to the organizations that submitted them, their form and content is controlled by the media.   22)If the PR person who submitted a news release doesn’t like the way the media edit it, he or she can.
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    11) A blockbuster movie shown on television would be considered A) authentic performance. B) mediated performance. C)artistic performance. D)recorded performance.   12) Special adjustments made to ensure that the message of a performance will be effectively delivered by mass media transform the performance into A) an authentic performance. B)a live-on-tape performance. C)a mediated message. D)a pre-recorded message.   13) Which came.
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    41) Targeting ads for specific consumer groups is called  A) positioning. B)lowest common denominator. C)unique selling proposition. D)viral advertising.   42) Which of the following is NOT a redundancy technique in advertising? A)barrages B)bunching C)positioning D)multimedia trailing   43) Bunching is A)running multiple condensed versions of an ad after the original has been introduced. B)using less-expensive media to promote a campaign that’s already.
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    11)Lady Gaga’s “charitable contributions” are just part of her act, don’t really amount to much, and are only a miniscule portion of the revenue she brings in.   12)People who attend a Broadway play are witnessing an authentic performance.   13)Mass media can change performance.   14)Audience feedback is necessary for something to be an authentic.
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    11)Railroads helped create national advertising because they could transport goods over long distances.   12)Benjamin Day created the first advertising agency.   13)Average advertising agency commissions have dropped below the old standard of 15 percent.    14)The advertising commission system broke down in the 1990s.   15)A fairly recent advertising agency compensation arrangement is the equity contract. .
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  31) Arthur Page asserted the importance of public relations by insisting that he have a voice in AT&T policy-making before accepting the title of vice president for public relations.   32)A public relations vice president has an inherent conflict of interest between developing strategy and implementing it.   33)The three functional areas of responsibility.
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1) Bob Greenberg, who might be called an advertising guru, operates on a philosophy that A) ads are best used sandwiched into entertainment products. B)ads should be entertainment themselves. C)traditional advertising will rise again. D)new ad strategies are fads that will fade quickly.   2) When ad guru Bob Greenberg talks about advertising on “the third.
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    41)Pornography is protected by the First Amendment, but obscenity is not.   42)The legal basis for determining whether sexually explicit media content is obscene or not is the Miller standard.   43)The Miller Standard determines whether material can be broadcast when children might be able to hear or see it.   44)Government restrictions on sexual media.
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    Match each person on the left with his corresponding accomplishment in the right column. 1)William Henry VanderbiltA) Brought enlightened self-interest to GM 2)Paul GarrettB) Promoted PR as a top management function 3)Howard DeanC) Used puffery as a promotion tool 4)Ivy LeeD) Made smoking acceptable for women 5)P.T. BarnumE) Democratized political fund-raising via the Internet 6)George CreelF).
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    Match each person in the left column with the appropriate accomplishment in the right column. 1)James Gordon BennettA) Offered content for all readers, not just the elite 2)William Randolph HearstB) Categorized media as being hot or cool 3)Benjamin DayC) Left-leaning political commentator 4)Joseph McCarthyD) Investigated the Watergate cover-up 5)Rachel MaddowE) Sensational, sometimes untrue journalism 6) Herbert.
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    41) During the Great Depression of the 1930s, Paul Garrett led public relations in new directions while working at A)Westinghouse. B)General Motors. C)Ford. D)International Harvester.   42) 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 A) free enterprise. B)free lunch. C)free religion. D)free.
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