MCOM 1300 Final Exam - Dean Solved 100%
After WWII, describe the growth of advertising. - ANSWER-International advertising,
creativity, more research and technology.
Based on the results of these elections, what can you say about the influence of the
newspaper endorsements? - ANSWER-Overrated and does not have that much of an
impact.
Describe the growth of advertising. What has it paralleled? - ANSWER-Paralleled
growth of mass production, transportation, & communication.
Describe the impact of advertising in WWI and WWII. - ANSWER-Campaigns were well
put together and executed. It changed people's minds.
Describe the management level of public relations. - ANSWER-Administrator, Decision
maker, Experience & Skill
Describe what the creative department of an ad agency does. - ANSWER-Sits down
with information gathered and creative ideas
Did the press initially support the Vietnam War? - ANSWER-Yes
Direct-Response Advertising - ANSWER-Consumers buy directly from the manufacture
Do journalists agree that there should be a professional code of ethics? - ANSWER-No
Do you have to draw to be in advertising? - ANSWER-No
Does the media depend upon public relations? - ANSWER-Yes
How competitive is the ad agency business? - ANSWER-Highly competitive
How did consumerism impact on public relations in the last three decades? - ANSWER-
Needed to defend themselves with PR. Job opportunities
How do ad agencies make money? - ANSWER-Takes 15% from media
How many advertising messages are we exposed to daily? - ANSWER-500 daily
If you are going to make a determination as to whether or not a newspaper is biased
toward a political candidate, what should be your basis for such a charge? - ANSWER-
What they do on the front page, not the editorial.
, In the future, what age groups will require strategy changes for advertisers? -
ANSWER-Baby boomers
Industrial-Trade Advertising - ANSWER-Wholesalers, not to the general public
Is ethics a problem throughout the field of mass communications or only certain
mediums? - ANSWER-Throughout the field
Is it unusual to have a credibility duel between the press and government? Who does
the public initially believe when there is a conflict between the two? - ANSWER-No;
Government
Is public relations a profession? - ANSWER-Not as its true definition, no
license/certificate required
List the 5 requirements for a press in a free society developed by the 1947 Commission
on Freedom of the Press. - ANSWER-1. Truthful account of the day's events. 2. Forum
for the exchange of comment and criticism. 3. Projection of a representative picture. 4.
Presentation & clarification of the goals and values of society. 5. Full access to the day's
intelligence.
National Retail or Local Advertising - ANSWER-What you see on TV/local advertising
Professional Advertising - ANSWER-Targeted towards people who will recommend the
products to other people
What 3 things have polls by Gallup and Harris show about the public's opinion of the
media? - ANSWER-1. Public is divided evenly on whether or not the media is fair.
2. Large majority will find something they don't like.
3. The majority disapproved of any effort to change the First Amendment.
What 4 principles did Ivy Lee require that business subscribe to before he would work
with them? - ANSWER-1. Consider public interest 2. Listen 3. Be open with media 4.
The Golden Rule
What are the 5 steps in the public relations process? - ANSWER-1. Research 2.
Develop/Recommend Plan 3. Planning (most time) 4. Execution/Communication 5.
Evaluation
What are the advantages of radio advertising? - ANSWER-Cheaper, less time, targets
certain audiences, visualize radio ads IF WELL DONE
What are the principal criticisms of advertising? - ANSWER-Emotions vs. Reasoning,
Fraudulent, Repetitions
After WWII, describe the growth of advertising. - ANSWER-International advertising,
creativity, more research and technology.
Based on the results of these elections, what can you say about the influence of the
newspaper endorsements? - ANSWER-Overrated and does not have that much of an
impact.
Describe the growth of advertising. What has it paralleled? - ANSWER-Paralleled
growth of mass production, transportation, & communication.
Describe the impact of advertising in WWI and WWII. - ANSWER-Campaigns were well
put together and executed. It changed people's minds.
Describe the management level of public relations. - ANSWER-Administrator, Decision
maker, Experience & Skill
Describe what the creative department of an ad agency does. - ANSWER-Sits down
with information gathered and creative ideas
Did the press initially support the Vietnam War? - ANSWER-Yes
Direct-Response Advertising - ANSWER-Consumers buy directly from the manufacture
Do journalists agree that there should be a professional code of ethics? - ANSWER-No
Do you have to draw to be in advertising? - ANSWER-No
Does the media depend upon public relations? - ANSWER-Yes
How competitive is the ad agency business? - ANSWER-Highly competitive
How did consumerism impact on public relations in the last three decades? - ANSWER-
Needed to defend themselves with PR. Job opportunities
How do ad agencies make money? - ANSWER-Takes 15% from media
How many advertising messages are we exposed to daily? - ANSWER-500 daily
If you are going to make a determination as to whether or not a newspaper is biased
toward a political candidate, what should be your basis for such a charge? - ANSWER-
What they do on the front page, not the editorial.
, In the future, what age groups will require strategy changes for advertisers? -
ANSWER-Baby boomers
Industrial-Trade Advertising - ANSWER-Wholesalers, not to the general public
Is ethics a problem throughout the field of mass communications or only certain
mediums? - ANSWER-Throughout the field
Is it unusual to have a credibility duel between the press and government? Who does
the public initially believe when there is a conflict between the two? - ANSWER-No;
Government
Is public relations a profession? - ANSWER-Not as its true definition, no
license/certificate required
List the 5 requirements for a press in a free society developed by the 1947 Commission
on Freedom of the Press. - ANSWER-1. Truthful account of the day's events. 2. Forum
for the exchange of comment and criticism. 3. Projection of a representative picture. 4.
Presentation & clarification of the goals and values of society. 5. Full access to the day's
intelligence.
National Retail or Local Advertising - ANSWER-What you see on TV/local advertising
Professional Advertising - ANSWER-Targeted towards people who will recommend the
products to other people
What 3 things have polls by Gallup and Harris show about the public's opinion of the
media? - ANSWER-1. Public is divided evenly on whether or not the media is fair.
2. Large majority will find something they don't like.
3. The majority disapproved of any effort to change the First Amendment.
What 4 principles did Ivy Lee require that business subscribe to before he would work
with them? - ANSWER-1. Consider public interest 2. Listen 3. Be open with media 4.
The Golden Rule
What are the 5 steps in the public relations process? - ANSWER-1. Research 2.
Develop/Recommend Plan 3. Planning (most time) 4. Execution/Communication 5.
Evaluation
What are the advantages of radio advertising? - ANSWER-Cheaper, less time, targets
certain audiences, visualize radio ads IF WELL DONE
What are the principal criticisms of advertising? - ANSWER-Emotions vs. Reasoning,
Fraudulent, Repetitions
