BCOM 426 Final Exam PLEASE DOWNLOAD THE ANSWERS HERE!!!1. In machine-assisted interpersonal communication, feedback is oftenlimited to one channel, and is often difficult.A) TrueB) False2. In both Internet-based and traditional mass communication, the sourceusually knows a great deal about the receiver.A) TrueB) False3. Over time, mass communication has become less and less segmented.A) TrueB) False4. Mass media can transmit values by enforcing social norms.A) TrueB) False5. One key assumption of the functional approach to masscommunication is that media use is driven by needs.A) TrueB) False6. The arrival of writing was a great equalizer in society becauseinformation and knowledge were widely transmitted.A) True
B) False7. The first mass medium bringing music, news, talk, and sports intopeoples homes was radio.A) TrueB) False8. The news value known as proximity reflects the fact that we valueevents that happen to important people.A) TrueB) False9. Because TV is better at transmitting experience or impressions, it isbetter suited for in depth analysis and complex interpretations than isprint news.A) TrueB) False10. Print and TV journalism are similar in that they both should striveequally to uphold basic values and journalistic principles.A) TrueB) False11. Though they can be interesting, blogs are not an influential force inonline news reporting.A) TrueB) False12. Public relations is similar to advertising, but advertising usesinterpersonal communication much more.
A) TrueB) False13. The Internet has had little effect on the PR industry.A) TrueB) False14. Advertisements for restaurant supplies are business-to-business ads,while ads for household cleaners are consumer ads.A) TrueB) False15. Nontraditional forms of advertising are being explored by companiestrying to reach customers who use new technology (DVR, iPod) to takemore control over their media choices.A) TrueB) False16. Radio ads maximize reach, frequency and selectivity, and minimizecost.A) TrueB) False17. Message research is conducted during and after an advertisingcampaign to see how well the ads perform.A) TrueB) False18. Selective demand is emphasized during the growth stage of theproduct life cycle.
A) TrueB) False19. The FCC interprets rather than makes law.A) TrueB) False20. The Telecommunications Act of 1996 introduced sweeping changesaffecting cable companies and phone companies, but not broadcasters.A) TrueB) False21. In general, commercial speech receives the same amount of FirstAmendment protection as do other forms of speech.A) TrueB) False22. Many broadcast and cable networks have standards and practicesdepartments, which determine whether content is acceptable or not.A) TrueB) False23. The advertising industry has no real self-regulatory system in placeto deal with complaints about advertisers or advertisements.A) TrueB) False24. The information obtained on the Internet must be viewed withcaution, because the Internets lack of gatekeepers means no guaranteesof accuracy.
A) TrueB) False25. The Internet seems to have the most impact on TV usage.A) TrueB) FalseMultiple Choice26. Three of the primary factors of the mass communication audienceare its dispersion, size, and:A. geographic concentrationB. susceptibility to noiseC. decoding abilityD. anonymityE. all of these27. Which of the following is true of traditional mass communicationorganizations?A. They have multiple gatekeepers.B. They are expensive to operate.C. They exist to make a profit.D. They are very competitive.E. All of these.28. Which of the following has increased the mobility of the massmedia?A. PDAs
B. iPodsC. cell phonesD. laptop computersE. all of these29. Which of the following is a media vehicle?A. the New York TimesB. the television industryC. the radio industryD. the film industryE. all of these30. Consequences of relying on the mass media for interpretationinclude:A. audiences are exposed to a wide range of often contrastingviewpointsB. allows us to weigh multiple sides of an issue before deciding on ourpositionC. gives us a greater depth of expertise upon which to draw conclusionsD. all of theseE. none of these31. Moving pictures helped bring about the concept of:A. leisure timeB. popular cultureC. elite culture
D. cultural institutionsE. leisure institutions32. Which of the following statements about TV is NOT true?A. TV is the single largest consumer of peoples time.B. TV has exerted a standardizing influence on society.C. TV is an important source of information.D. TV is people’s most believable news source.E. TV has transformed the political process.33. As a result of the digital revolution:A. a true direct democracy may be possibleB. everyone has equal access to information, the technology and itsbenefitsC. the notion of what community means has become smallerD. we now have all the information we needE. none of these34. Which of the following statements about advertising is true?A. Advertising is non-personal communicationB. Advertising is usually freeC. Advertising has no identifiable sponsorD. Advertising is usually informative in natureE. Advertising communicates no information35. The ultimate goal of _____ is to generate a profit for the firm by
consummating the exchange of products.A. logisticsB. promotionC. distributionD. financeE. marketing36. Piggly-Wiggly is a supermarket chain that is only found in thesoutheastern United States. You would expect the supermarket to use_____ advertising if it were trying to convince Southerners its productswere competitive, and its prices were lowest.A. geographicB. localC. nationalD. regionalE. adjacency37. If a scheduled story about a boating accident on Monday gets pulledfrom Tuesdays paper to make space for something else, that story mightnot run in Wednesdays paper because of the _______ news value.A. prominenceB. proximityC. economicD. sensationalE. timeliness
38. Hard news, which is the dominant type of news covered, usuallyreflects all of the traditional news values except:A. human interestB. prominenceC. consequenceD. proximityE. timeliness39. How have blogs affected journalism?A. they represent an alternative source of newsB. they have an agenda-setting effectC. they provide a check on the traditional mediaD. they allow reporters to explain why they covered a story as they didE. all of these40. The trend toward ordinary people becoming amateur reporters iscalled:A. online democracyB. hyperlocal newsC. citizen journalismD. expanded reportageE. none of these41. Public relations is best considered a __________ function.A. management
B. marketingC. developmentD. researchE. responsive42. Advertising serves a(n) _________ function in society.A. marketingB. educationalC. economicD. socialE. all of these43. The first medium allowing for truly national advertising was:A. newspapersB. magazinesC. radioD. TVE. none of these44. Of the following media, which has the lowest reach?A. outdoorB. direct mailC. newspapersD. magazines
E. radio45. ________ occurs when companies create messages that are sointriguing that consumers share them with others.A. viral advertisingB. citizen hypeC. advertising-on-demandD. ad identificationE. vertical mousetrap46. The purpose of _____ is to conceive, analyze, and creatively selectchannels of communication that will direct advertising messages to theright people in the right place at the right time.A. communications strategyB. media targetingC. media differentiationD. media conceptualizationE. media planning47. What is the status of copyright on the Internet?A. copyright laws DO NOT apply to the InternetB. copyright laws DO apply to the InternetC. the fair use concept does NOT apply to the InternetD. copyright laws exist online but do NOT apply to video contentE. none of these48. What is the relationship between the First Amendment and
advertising?A. Advertising has never received First Amendment protection.B. Advertising used to receive First Amendment protection but not anymore.C. Advertising has always been fully protected under the FirstAmendment.D. Advertising wasnt protected until the 1920s, when it received fullprotection.E. Advertising receives limited First Amendment protection.49. Which of the following is a social implication of the Internet?A. the Internet supplements the surveillance function of traditional massmediaB. the lack of gatekeepers can overload the system with unwanted ortrivial messagesC. Internet users can experience information overloadD. the Internet can facilitate identity theftE. all of these50. Which medium may play the greatest role in socialization?A. radioB. booksC. filmD. television E. Internet