Understanding Media Economics and Effects: A Comprehensive Study, Exams of Nursing

Download Understanding Media Economics and Effects: A Comprehensive Study and more Exams Nursing in PDF only on Docsity! CCI 150 Exam1 Questions with Accurate Answers 100% There are four schools in the College of Communication and Information. What are they? Which ones offer a minor? Which one offers only a minor to undergraduates? - Correct Answers 1. Advertising & Public Relations 2. Communication Studies 3. Information Sciences - ONLY OFFERS MINOR 4. Journalism & Electronic Media What are the areas of specialization in journalism? - Correct Answers Visual communication, Print/Web, Science, Media Management, Broadcast, Magazine, Sports, Business, Political, Entertainment, and International Who/What owns most major media? - Correct Answers Mostly businesses - corporate chains, large and small Be able to identify the major ways media make money, both from the book and lecture - Correct Answers Media make money four ways: - Correct Answers 1. Advertising 2. Subscription/Circulation Revenue 3. Audience Donations 4. Private Support The phrase: The media are pervasive - Correct Answers Meaning: Influential We know what we know through the media What are the primary types of mass media (three)? Be able to categorize examples. - Correct Answers Print - Books, magazines, newspapers, etc. Electronic - Radio, TV, internet, etc. Chemical - Primarily film, film movies, film photography Be able to identify and recognize examples of the mass media models discussed in class, especially elitist/populist. - Correct Answers Elitist Populist Model - Correct Answers Populist content wins out over Elitist content (We get more "celebrity goes to rehab" shows than "learn a lot from the great documentary" shows) Profit wins - We get more content that benefit the vertically integrated corporation Attracts Bigger Audience Ex. Pop sugar, Buzzed, Ranker & Reality TV Economic imperative - Correct Answers Economic = money Imperative = has to do it Businesses have to make money to stay in business Most business decisions are based upon economic imperative What is demassification and what does it happen? - Correct Answers Opposite of mass media Moving away from the old "mass" media Caused by Proliferation of Media (having LOTS more choices than ever before) Moving toward fragmented-(broken up) audiences Demassification gives audiences more choice Demassification gives advertisers more choice Fragmented Audience - broken up audience as opposed to one big audience Difference between mass media and targeted media - Correct Answers Mass Media - when a huge audience is consuming all the same media at once (Super Bowl) Targeted Media - a type of media for everyone ("something for everyone") A result of demassification What are some major forces that cause media industries to change? - Correct Answers Money Power Technology What is convergence and why is it an important topic right now? - Correct Answers The coming together or blending of different types of media Ex. Gannett Corporation publishing articles and making news broadcasts about insurance for hurricane victims in Florida. This resulted in legislation passing regulations and laws which required insurance companies to provide coverage for hurricane victims Media outlets can be merged for cause Review: Convergence at the NYT Definition of PR - Correct Answers PR is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom it success or failure depends What are publics and why is the word plural? Give examples - Correct Answers Publics is always plural because it never refers to just one mass audience Internal publics at UT: Students, faculty, and staff External publics at UT: Potential students, donors, alumni, opinion leaders, sports fans, community, vendors Public Relations is practiced in three settings - Correct Answers Private Sector - Business funded Public Sector - taxpayer funded Non-Profit - funded by donations or grants Four step process for conducting public relations campaigns and what each step is for - Correct Answers RACE Research Action Planning Communication Evaluation What is a PR tactic? - Correct Answers Any communication method Verbal meetings, speeches, Skype Can be written, flyers, email, annual reports, magazines, news releases, fact sheets Can be electronic, video, audio, websites Ivy Lee - Correct Answers First professional PR practitioner Changed the image of Robber Barons - Known for working with JD Rockefeller & Penn. Railroad Believed in openness and transparency Being open about what you're doing so people know what's going on Edward Betrays - Correct Answers After of modern PR Used research and planning Nephew of Sigmund Freud What is PRSA and why does it matter? - Correct Answers Public Relations Society of America Promotes professional standards Maintains a code of ethics Offers accreditation, which is voluntary Know some areas of specialty within PR - Correct Answers Writing Editing Manage social media Work with artists/designers Conduct meetings Answer questions Why s advertising so prevalent? Two main reasons - Correct Answers It is relatively cheap in comparison to other methods It works Why is advertising important? (From lecture) - Correct Answers Provides millions of jobs Informs consumers Keeps the economy going? Keeps mass media viable What factors determine the price paid for an advertisement? - Correct Answers Size/length Placement (where and how much) Audience size/type Demand What is an ad agency? How does agency make money and what job categories in an ad agency? - Correct Answers Advertiser pays agency 100 percent of cost of running ads Medium charges agency 85% of the cost of running the ads (discounted) Agency then pockets the difference - making its services essential free for the advertiser Jobs inside an agency - creative, liaison, buying, research What is PSA and who can use them? - Correct Answers Public Service Announcements Used by Non-Profits What is CPM? IS the best CPM always the best buy for any given advertiser? - Correct Answers Cost per thousand No look for low CPM if it reaches targeted audience Why is a funny creative advertisement now always the most effective? - Correct Answers Doesn't get the point across What three terms represent the foundation of advertising? What does each mean? Answer research, objectives and strategy. (See class slides and textbook for more information.) - Correct Answers Why is research essential in advertising? How is it used? - Correct Answers Knowing product, and the ability to sell it to the right people and price What is an objective statement? What are the parts of one? - Correct Answers What we want to accomplish: Task, target audience, time frame, amount of change What is TA in advertising? Why does tightly defining a TA help an advertiser? - Correct Answers Targeted audience / helps advertiser know who exactly to target like kid advertisers would be on kid channels and so on Why would an advertiser be willing to pay $1 million or more for an advertisement on the Super Bowl? IS that a good buy for every advertiser? Why? - Correct Answers The audience is very big and diverse Yes because it gets their product out to many different types of people/kinds of people What is a rate card? Why is typically found inside a rate card? - Correct Answers What a media has that shows how to advertise with them Big audiences / major events, major sports events, big shows (more expensive ads) Primary and secondary research - Correct Answers Primary: Your own research Secondary: Someone else's Census research - Correct Answers Happens every 10 years Tries to cover the whole US to see how many people there are Sampling research, including convenience samples and probability (random samples) - Correct Answers Sampling - can't conduct a census of every person, you can poll just a few people Can be very accurate and can be representative of a larger group Convenience polling - Correct Answers Polling an audience easy to find - convenient