Large book publishers have several methods aimed at ...



JLMC 101 – Test #3 Question Pool Chapter 9 – True/False In an attempt to compete with television in the late 1960s, the Saturday Evening Post and Life cut their cover prices and thereby increased circulation by millions of copies. FalseLife magazine was able to compete with the popular radio programs of the 1930s and 1940s by focusing on popular text-based features. FalseMagazines were America's first national mass medium. TrueMuckraking magazine journalists exposed corruption and abuses within many industries. TrueSince their beginnings in the 1740s, American magazines have been primarily a medium of entertainment and diversion. FalseSome advertisers and companies have canceled ads when a magazine featured an unflattering or critical article about a company or industry. TrueSome of the most influential magazines of the nineteenth century were targeted at women. TrueThe Saturday Evening Post continued the muckraking tradition — especially by criticizing business corruption — into the 1920s. FalseThe average magazine contains about 50 percent ad copy and 50 percent editorial material. TrueThe first magazines in America were edited for the working classes. FalseThe magazine industry continues to shun the Internet because of its threat to printed journals. FalseThe typical consumer magazine distributes far more copies through newsstand sales than through subscriptions. FalseThough they resemble newspapers, supermarket tabloids are considered to be a type of magazine. TrueWith so many specialized magazines appealing to distinct groups, magazines today don't have as strong a role in creating a sense of national identity. TrueWomen's magazines, such as Good Housekeeping and Woman's Day, survived the competition for ad dollars better than general-interest magazines like Life and Look. TrueZines are usually noncommercial, small-circulation magazine projects produced by individuals or small groups. TrueCurrent relationships between magazines and sponsors mirrors early radio and television sponsor control. TrueExporting a magazine internationally comprises a significant portion of revenue for most major magazine chains. FalseChapter 9 – Multiple Choice A magazine's rate card lists cost of ads for certain amount of spaceAdvertisers are increasingly pressuring magazines to publish editorial content that is positive toward the advertiserOf the following magazines, which has the largest circulation in the United States? AARPOnline-only and online versions of magazines are Less expensive and may include videoSome online pioneers want to make online magazines a new media form in their own right, by -Using a layout that is only possible in a digital magazine-Creating apps for smartphones and touchscreensWhat factor(s) had an effect on the dramatic growth in magazine circulation around the end of the nineteenth century? -Postal Act of 1879- assigned magazines lower postage rates and put them on an equal footing with newspapers delivered by mail, reducing distribution costs.-Advances in mass-production printing, conveyor systems, assembly lines, faster presses, improved railroad system, lower cover price-Combination of reduced distribution and production costs enabled publishers to slash magazine prices-Growth of drugstores, dime stores, supermarkets, department store offered new venues-Advertising revenue soaredWhen Life and Look magazines were canceled in the early 1970s, their failure was the result of all the following reasons except: Failed because they cut circulation making advertisers less interestedWhich magazine was the foremost outlet for photojournalism in the mid-twentieth century? TimeWhich of the following was designed as a general-interest or mass audience magazine? Time, Life, Reader's Digest, Saturday Evening Post, People, Look, TV GuideWhich statement(s) is/are true about the relationship between magazines and the Internet? -Saves money on printing and postage-Increases reach-Multimedia components not possible with printWithin the magazine publishing industry, the department that usually produces the non-advertising content of a magazine is known as the editorial departmentMagazines occupied many different social functions throughout its development. Which of the following niche did magazines never fill? Ones it DID fill:-Men's and Women's-Sports, Entertainment, & Leisure-Ages-Elite-Minority-Supermarket TabloidsWhich of the following is not true of visuals within magazines? These ARE true:-Played a prominent role in general-interest magazines-Gave magazines a visual advantage over radio-In early magazines, followed the technology of the time (woodcut)-Documentary photography invented during Civil War-Not affordable or realistic until 1890-Stark realism lead to social changes-Digital technology lessens the truth of visual imagesWhat type of magazine was most negatively impacted by the disruption of television? General interest magazinesChapter 10 – True/False Because books are such an old and traditional medium, they are no longer influential. FalseBookstores must absorb the cost of any new books they don't sell. FalseDespite Amazon's attempt to jumpstart the e-book market with the Kindle device, it is the slowest growing segment of the book publishing industry. FalseDespite their low cost, mass market paperbacks represent the smallest segment of the industry in terms of units sold. FalseE-publishing has allowed authors to sidestep traditional publishers because the cost of producing and distributing an e-book is low. TrueIn about half of the states, local school districts determine which textbooks their students will use. TrueMcGuffey's Eclectic Reader taught most nineteenth-century elementary school children to read. TrueOnce strongly influenced by books, television and film now look elsewhere for most of their story ideas. FalseOne of the triumphs of the Internet is that it allows the digital passage of banned books into nations where printed versions have been outlawed. TruePapyrus is a kind of paper made from treated animal skin. FalseProfessional books are sold mostly through mail order, the Internet, or specialized sales representatives. TruePulp fiction was another name for the popular paperbacks and dime novels of the 1880s. TrueSales of religious books have dropped substantially over the past twenty years. FalseThe Chinese were printing books using carved blocks of wood long before Gutenberg printed his Bible using movable type. TrueThe German publisher Bertelsmann is the world's largest publisher of English- language books. TrueThe Google Library Project aims to preserve the content of older books. TrueThe Harry Potter series gave an enormous boost to the juvenile books segment of the trade industry. TrueToday, online encyclopedias are struggling because people prefer to use search engines such as Google or sources like Wikipedia to find information. FalseTrade books refers to the category of books sold to the general reader. TrueUniversity presses often publish books that only a handful of scholars read. TrueDictionaries are unchanging archives of the English language. Book content stored in electronic formats are expected to remain accessible longer that older books printed on paper or parchment FalseA book challenge is a formal complaint to stop a book from further publication. FalseWithin a few centuries of the development of the printing press, Protestants became the most literate group of people in history. TrueChapter 10 – Multiple Choice A topical book that is published quickly after a major event is called Instant bookAn adult trade book is any hardbound or paperback book, fiction or nonfiction, aimed at the general adult reader.Instant books have been accused of Shoddy writing and capitalizing on tragedyJohannes Gutenberg is remembered for Developing the movable type (via the printing press)Large book publishers have several methods aimed at generating solid profits, including lucrative licensing agreements for turning books into films and television programsMany books from the Middle Ages were called illuminated manuscripts because they were painstakingly bound, lettered and decorated by?scribesMillions of library books are deteriorating because The books were printed on acid based paper, which is turning brittleNumerous books have become best-sellers after their authors appeared on OprahRules of punctuation, capitalization, and spacing of written words were developed During the middle ages by scribesThe best-selling book of all time is The bibleThe division of the book industry that makes the most money is Trade booksThe first type of protomodern book, which used sheets of material sewn together at the edges to allow the book to be opened at any page, was CodexThe right to use the contents of a book in another form, such as a screenplay, is called subsidiary rightsWhich of the following is true about the relationship between the movie and publishing industries? Publishers pay movie studios huge amounts of money to have their books adapted into movies.?What was not one of the downstream social impacts of the printing press? What was not one of the technical changes that lowered the costs of books in the 19th century? What was not one of the events that ensured a flourishing publishing industry in the 19th century? What was one result of the 1950s fear that comic books led to juvenile delinquency? What is not one of ways that ebooks are changing the book industry? Ways e-books are changing the book industry?-incorporate sounds/special effects into books?-Gives new life to backlist or older books from small publishers?-New types of books?-Less storage of books?-E- newspapers/magazinesChapter 11 – True/False Ads featuring the Marlboro cowboy were a persuasive strategy based on the association principle. TrueAds that portray women as sex objects exemplify the association principle. TrueAdvertising is increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year. TrueAlthough there are about fourteen thousand ad agencies in the United States, the trend is toward mega-agencies. TrueBecause of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio. FalseBefore the 1850s, there was little need for national advertising in America because most communities produced what they bought. TrueEven though boutique agencies give creative people the freedom to do good work, they haven't been able to attract any major clients. FalseIn an attempt to minimize government oversight of advertising practices, the advertising industry established their own organizations to monitor the industry. TrueIn an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time. FalseOne of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet. FalseOnly in recent history have many ads stereotyped women as scatterbrained or helpless or offered them as a man's reward. TruePatent medicines marketed in the 1880s were generally harmless, since they consisted mostly of flavored water. FalseProduct placement is an advertising strategy that puts products into movies, television shows, and video games. TruePsychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income. FalseSome of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients. TrueThe Ad Council produces public service announcements (PSAs) to show advertising as a social good. TrueThe Federal Trade Commission can require advertisers to run spots correcting their deceptive ads. TrueThe disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations. TrueWPP is one of the four mega-agencies that control over half the world's advertising revenues. TrueCulture jamming is the practice of so integrating advertising messages into culture that consumers don’t recognize it as advertising. FalseChapter 11 – Multiple Choice A car ad shows a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly. This ad demonstrates The plain-folks pitchA company that tries to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which form of persuasive approach? Snob-appeal approachAlong with patent medicine companies, another prominent newspaper advertiser in the 1890s was Department storesChannel One is an example of Channel one offered "free" video and satellite equipment (tuned exclusively to to Channel One) in ex-change for a twelve minute package of current events programming that included two minutes of commercials.How do advertisers direct targeted ads to specific Web site visitors? They collect information about each Internet user through cookiesIn advertising, association (or the association principle) is A persuasion method that links the product with a setting, a person, a cultural concept, or a positive feelingIn the twentieth century, advertising -showed how new products improved daily life-simulated demand for new products-encouraged economic growth-ubiquity ads became normalPsychographics involves the study of values and lifestylesThe 1998 tobacco industry settlement in the United States outlawed Limits on advertising on advertising and marketing tobacco productsThe high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to advertising costsThe public became increasingly cynical about advertising in the late 1890s and early 1900s because Many patent medicines made outrageous claims about what they could cureVALS research for advertising refers to Emotional, social, and economic audience profilesWhat is an example of earned media on the Internet? BloggersWhich of the following is a side effect of the growth of Internet advertising? Leading advertisers are moving more of their ad campaigns and budget dollars to digital mediaWhich of the following is not an example of the association principle of advertising at work? The association principle is a persuasive technique used in most consumer ads that associates a product with a positive cultural value or image even if it has little connection to the product (example: 9/11 ads)Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity? Hidden-fear appealWhat VALS group do college students most often fall? Economic Which of the following is true about behavioral advertising? Which of the following is not one of the common critiques of advertising? Ones that ARE:-Saturated marketplace-Heavy promotion to kids-Advertising in schools-Health problems-Prescription drugs-Stereotypes-RegulationsChapter 12 – True/False Companies often hold plant tours and open houses to convince their local communities that they are good citizens. TrueEdward Bernays believed that obtaining people's consent was an essential ingredient of a successful public relations campaign. TrueIndividuals and organizations with extensive PR resources usually receive more coverage in the media than those without such PR resources. TrueIt is illegal for most companies and organizations to engage in lobbying. FalseIvy Ledbetter Lee and Edward Bernays believed that public opinion was rational and difficult to influence. FalseIvy Ledbetter Lee, one of the founders of public relations, believed that honesty and directness were better than deception in public relations. FalseJournalists have traditionally held public relations practitioners in low esteem. TrueP. T. Barnum used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus. TruePublic relations is information a person, company, or institution pays to have published or broadcast in the news media. FalseThe BP oil rig explosion and subsequent oil leak represents a prominent example of how not to manage public relations in a crisis. TrueThe Internet presents mostly problems and few opportunities for public relations practitioners. FalseThe PRSA tends to downplay ethical issues in public relations. FalseThe first public relations practitioners were primarily theatrical press agents who staged stunts to get newspaper coverage for their clients. TrueThe most common type of public relations is done in-house by individual companies and organizations. TrueThe press conference a classic example of a pseudo-event. TrueThough most news reporters won't easily admit it, they would have a harder time doing their job without the help of PR practitioners. TrueUnlike print journalists, who use press releases extensively, television journalists rarely use VNRs (video news releases). FalseWhen someone put poison in a few bottles of Tylenol, company executives decided to withhold comment for a few days while they assessed the damage. FalseWhile P. T. Barnum felt that all publicity was good publicity, Edward Bernays viewed all public relations as propaganda and therefore unethical. FalseChapter 12 – Multiple Choice A benefit of placing press releases, VNRs, images, executive bios, and other information on a company Web site is -Gives the traditional news media access to the information at any time-Anyone can access Web site- barriers to groups they want to reach are broken downA journalist might be likely to criticize the practice of public relations for -Distorting facts that reporters work hard to gather-Works to counter the truth reporters seek to bring to the public-Block press access to key business leaders, political figures, & other newsworthy peopleA pseudo-event is Any circumstance created for the sole purpose of gaining coverage in the media (press conference, talk show appearances, etc.)A public relations firm looking to make full use of the Internet could Use social media to interact with audience, create company websiteAccording to the textbook, which of the following is not a potential problem for a democratic society posed by the practice of modern public relations? -When organizations hire spin doctors to favorably shape a candidate's image-PR campaigns that result in free media exposure-Crush of information produced by PR professionals overwhelms traditional journalismAn example of a way the Internet can make a PR practitioner's job harder is -Social media-Communications appear without complete disclosure Astroturf lobbying is Phony grassroots public-affairs campaigns engineered by PR firmsBuffalo Bill's publicity agent used _____ to promote Bill's Wild West show. PublicityEdward Bernays, who authored the first PR textbook, is widely known for his campaign on behalf of cigarette companies in the late 1920s. He is more generally known for First to apply psychology and sociology to public relationsPublic relations professionals often handle the following activities for their clients: -Conduct research to develop message-Press releases-VSRs-Public Service AnnouncementsSmall media companies often use press releases verbatim because Lacking in resourcesVideo news releases are Promotional video in the form of a news reportWhich of the following is not one of the reasons large companies such as railroads and utility companies engaged in public relations efforts in the 1800s? These ARE reasons:-Help them obtain federal funds-Persuading gov't to control rates and reduce competitionWhich of the following is not true about PR? Which of the following refers to the process of attempting to influence the voting of lawmakers to support a company's or an organization's best interests? LobbyingWhich of the following statements about PR is not correct?Why did the Federal Trade Commission set new rules about PR blogging in 2009?Companies were paying people to blog positively about them without telling people they were being paid. Now required to disclose their connections to companies. ................
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