1. BCOM 426 Final Exam
PLEASE DOWNLOAD THE ANSWERS HERE!!!
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 transmitted.
A) True

2. 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.

3. A) True
B) False
13. The Internet has had little effect on the PR industry.
A) True
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.

4. 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
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.

5. 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
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

6. 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:
A. leisure time
B. popular culture
C. elite culture

7. 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

8. consummating the exchange of products.
A. logistics
B. promotion
C. distribution
D. finance
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

9. 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
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 journalism
D. expanded reportage
E. none of these
41. Public relations is best considered a __________ function.
A. management

10. B. marketing
C. development
D. research
E. responsive
42. Advertising serves a(n) _________ function in society.
A. marketing
B. educational
C. economic
D. social
E. all of these
43. The first medium allowing for truly national advertising was:
A. newspapers
B. magazines
C. radio
D. TV
E. none of these
44. Of the following media, which has the lowest reach?
A. outdoor
B. direct mail
C. newspapers
D. magazines

11. E. radio
45. ________ occurs when companies create messages that are so
intriguing that consumers share them with others.
A. viral advertising
B. citizen hype
C. advertising-on-demand
D. ad identification
E. vertical mousetrap
46. The purpose of _____ is to conceive, analyze, and creatively select
channels of communication that will direct advertising messages to the
right people in the right place at the right time.
A. communications strategy
B. media targeting
C. media differentiation
D. media conceptualization
E. media planning
47. What is the status of copyright on the Internet?
A. copyright laws DO NOT apply to the Internet
B. copyright laws DO apply to the Internet
C. the fair use concept does NOT apply to the Internet
D. copyright laws exist online but do NOT apply to video content
E. none of these
48. What is the relationship between the First Amendment and

12. advertising?
A. Advertising has never received First Amendment protection.
B. Advertising used to receive First Amendment protection but not any
more.
C. Advertising has always been fully protected under the First
Amendment.
D. Advertising wasn't protected until the 1920s, when it received full
protection.
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 mass
media
B. the lack of gatekeepers can overload the system with unwanted or
trivial messages
C. Internet users can experience information overload
D. the Internet can facilitate identity theft
E. all of these
50. Which medium may play the greatest role in socialization?
A. radio
B. books
C. film
D. television
E. Internet