Bcom 426 final exam

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This pack contains BCOM 426 FINAL EXAM
Communications - General Communications
1. In machine-assisted interpersonal communication,
feedback is often limited to one channel, and is often
difficult.
A) True
B) False
2. In both Internet-based and traditional mass
communication, the source usually knows a great deal about
the receiver.
A) True
B) False
3. Over time, mass communication has become less and less
segmented.
A) True
B) False
4. Mass media can transmit values by enforcing social norms.
A) True
B) False
5. One key assumption of the functional approach to mass
communication is that media use is driven by needs.
A) True
B) False
6. The arrival of writing was a great equalizer in society
because information and knowledge were widely

2. transmitted.
A) True
B) False
7. The first mass medium bringing music, news, talk, and
sports into people's homes was radio.
A) True
B) False
8. The news value known as proximity reflects the fact that
we value events that happen to important people.
A) True
B) False
9. Because TV is better at transmitting experience or
impressions, it is better suited for in depth analysis and
complex interpretations than is print news.
A) True
B) False
10. Print and TV journalism are similar in that they both
should strive equally to uphold basic values and journalistic
principles.
A) True
B) False
11. Though they can be interesting, blogs are not an
influential force in online news reporting.
A) True
B) False
12. Public relations is similar to advertising, but advertising
uses interpersonal communication much more.
A) True
B) False
13. The Internet has had little effect on the PR industry.
A) True

3. B) False
14. Advertisements for restaurant supplies are business-to-business
ads, while ads for household cleaners are consumer
ads.
A) True
B) False
15. Nontraditional forms of advertising are being explored by
companies trying to reach customers who use new
technology (DVR, iPod) to take more control over their media
choices.
A) True
B) False
16. Radio ads maximize reach, frequency and selectivity, and
minimize cost.
A) True
B) False
17. Message research is conducted during and after an
advertising campaign to see how well the ads perform.
A) True
B) False
18. Selective demand is emphasized during the growth stage
of the product life cycle.
A) True
B) False
19. The FCC interprets rather than makes law.
A) True
B) False
20. The Telecommunications Act of 1996 introduced
sweeping changes affecting cable companies and phone
companies, but not broadcasters.
A) True

4. B) False
21. In general, commercial speech receives the same amount
of First Amendment protection as do other forms of speech.
A) True
B) False
22. Many broadcast and cable networks have standards and
practices departments, which determine whether content is
acceptable or not.
A) True
B) False
23. The advertising industry has no real self-regulatory
system in place to deal with complaints about advertisers or
advertisements.
A) True
B) False
24. The information obtained on the Internet must be viewed
with caution, because the Internet's lack of gatekeepers
means no guarantees of accuracy.
A) True
B) False
25. The Internet seems to have the most impact on TV usage.
A) True
B) False
Multiple Choice
26. Three of the primary factors of the mass communication
audience are its dispersion, size, and:
A. geographic concentration
B. susceptibility to noise
C. decoding ability
D. anonymity
E. all of these

5. 27. Which of the following is true of traditional mass
communication organizations?
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
mass media?
A. PDAs
B. iPods
C. cell phones
D. laptop computers
E. all of these
29. Which of the following is a media vehicle?
A. the New York Times
B. the television industry
C. the radio industry
D. the film industry
E. all of these
30. Consequences of relying on the mass media for
interpretation include:
A. audiences are exposed to a wide range of often
contrasting viewpoints
B. allows us to weigh multiple sides of an issue before
deciding on our position
C. gives us a greater depth of expertise upon which to draw
conclusions
D. all of these
E. none of these
31. Moving pictures helped bring about the concept of:

6. A. leisure time
B. popular culture
C. elite culture
D. cultural institutions
E. leisure institutions
32. Which of the following statements about TV is NOT true?
A. TV is the single largest consumer of people's 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 possible
B. everyone has equal access to information, the technology
and its benefits
C. the notion of what community means has become smaller
D. we now have all the information we need
E. none of these
34. Which of the following statements about advertising is
true?
A. Advertising is non-personal communication
B. Advertising is usually free
C. Advertising has no identifiable sponsor
D. Advertising is usually informative in nature
E. Advertising communicates no information
35. The ultimate goal of _____ is to generate a profit for the
firm by consummating the exchange of products.
A. logistics
B. promotion
C. distribution
D. finance

7. E. marketing
36. Piggly-Wiggly is a supermarket chain that is only found in
the southeastern United States. You would expect the
supermarket to use _____ advertising if it were trying to
convince Southerners its products were competitive, and its
prices were lowest.
A. geographic
B. local
C. national
D. regional
E. adjacency
37. If a scheduled story about a boating accident on Monday
gets pulled from Tuesday's paper to make space for
something else, that story might not run in Wednesday's
paper because of the _______ news value.
A. prominence
B. proximity
C. economic
D. sensational
E. timeliness
38. Hard news, which is the dominant type of news covered,
usually reflects all of the traditional news values except:
A. human interest
B. prominence
C. consequence
D. proximity
E. timeliness
39. How have blogs affected journalism?
A. they represent an alternative source of news
B. they have an agenda-setting effect
C. they provide a check on the traditional media

8. D. they allow reporters to explain why they covered a story
as they did
E. all of these
40. The trend toward ordinary people becoming amateur
reporters is called:
A. online democracy
B. hyperlocal news
C. citizen journa...
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