mcom 1300 exam 4 verified 2024
"Positioning" in advertising terms means placement of ads with the media. - ANSWER-
false
1. Do journalists agree that there should be a professional code of ethics? - ANSWER-
no
1.Why does perception impact media credibility? - ANSWER-Perception is reality to
most people. If your perception is completely wrong, it is still
seemingly right to you.
10. After WWII describe the growth of advertising. - ANSWER-International advertising,
creativity, more research and technology.
10.What happened in the Congressional hearings about the "Selling of the Pentagon"
documentary by CBS? - ANSWER-Contempt of congress - chose not to.
11.What is the Advertising Council? - ANSWER-Media for free, public service.
11.Who uncovered the Watergate case? Washington Post/Woodward & Bernstein -
ANSWER-Washington Post/Woodward & Bernstein.
12. What is "positioning"? - ANSWER-Putting out something first in front of media
competition.
12.What was the feeling of the public toward the press after Watergate? - ANSWER-
Some credibility had been restored. 20% believe he was run out of office by Liber New
Media.
13.What have advertising people tried to do in regard to being considered
"professional"? - ANSWER-They have a code of conduct, ethical standards,
organizations designed to combat
unethical advertising.
13.What was the reason given by President Reagan for not allowing the press to
accompany troops in the invasion of Grenada? What did the press think his real reason
was? - ANSWER-He was concerned about their safety. The media thought he wanted
to manage the news; the
real reason was because he didn't trust them and they would blow the invasion.
14.What are the principal criticisms of advertising? - ANSWER-Emotions vs. Reasoning,
fraudulent, repetitions.
, 14.Which party's candidate has the press normally endorsed in presidential elections?
When and who was the major exception? - ANSWER-Republican; Lyndon Johnson,
1964, 1st Democrat that the newspapers preferred.
15.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.
15.What is the principal government agency that deals with advertising? - ANSWER-
FTC
16.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.
16.Why have consumer groups targeted advertising? (drawn a sharp bead) - ANSWER-
Most visible aspect of any business, easy target
17.What is the Truth in Lending Act? - ANSWER-Made credit card companies and
loaning to provide all information to clients.
18.What is the definition given in class of advertising (4 parts)? - ANSWER-Paid for,
non personal, presentation of goods and services, identified.
19.Be able to describe the following forms of advertising: national, retail or local,
specialty, mail-order, industrial, trade, professional. - ANSWER-What you see on
tv/Local advertising
2. In the future what age groups will require strategy changes for advertisers? -
ANSWER-Baby Boomers.
2. Is ethics a problem throughout the field of mass communications or only in certain
mediums. - ANSWER-Throughout the field
2.What did the Times Mirror study find? - ANSWER-The public appreciates the press,
performance of press/reporters, more than it approves it.
20. Describe what the creative department of an ad agency does. - ANSWER-Sits down
with information gathered and creative ideas.
21. How do ad agencies make money? - ANSWER-Takes 15% from the media.
22. How competitive is the ad agency business? - ANSWER-Highly competitive
23. What is the role of the account executive in an ad agency? - ANSWER-Liaison
between the client, keeping them satisfied.
"Positioning" in advertising terms means placement of ads with the media. - ANSWER-
false
1. Do journalists agree that there should be a professional code of ethics? - ANSWER-
no
1.Why does perception impact media credibility? - ANSWER-Perception is reality to
most people. If your perception is completely wrong, it is still
seemingly right to you.
10. After WWII describe the growth of advertising. - ANSWER-International advertising,
creativity, more research and technology.
10.What happened in the Congressional hearings about the "Selling of the Pentagon"
documentary by CBS? - ANSWER-Contempt of congress - chose not to.
11.What is the Advertising Council? - ANSWER-Media for free, public service.
11.Who uncovered the Watergate case? Washington Post/Woodward & Bernstein -
ANSWER-Washington Post/Woodward & Bernstein.
12. What is "positioning"? - ANSWER-Putting out something first in front of media
competition.
12.What was the feeling of the public toward the press after Watergate? - ANSWER-
Some credibility had been restored. 20% believe he was run out of office by Liber New
Media.
13.What have advertising people tried to do in regard to being considered
"professional"? - ANSWER-They have a code of conduct, ethical standards,
organizations designed to combat
unethical advertising.
13.What was the reason given by President Reagan for not allowing the press to
accompany troops in the invasion of Grenada? What did the press think his real reason
was? - ANSWER-He was concerned about their safety. The media thought he wanted
to manage the news; the
real reason was because he didn't trust them and they would blow the invasion.
14.What are the principal criticisms of advertising? - ANSWER-Emotions vs. Reasoning,
fraudulent, repetitions.
, 14.Which party's candidate has the press normally endorsed in presidential elections?
When and who was the major exception? - ANSWER-Republican; Lyndon Johnson,
1964, 1st Democrat that the newspapers preferred.
15.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.
15.What is the principal government agency that deals with advertising? - ANSWER-
FTC
16.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.
16.Why have consumer groups targeted advertising? (drawn a sharp bead) - ANSWER-
Most visible aspect of any business, easy target
17.What is the Truth in Lending Act? - ANSWER-Made credit card companies and
loaning to provide all information to clients.
18.What is the definition given in class of advertising (4 parts)? - ANSWER-Paid for,
non personal, presentation of goods and services, identified.
19.Be able to describe the following forms of advertising: national, retail or local,
specialty, mail-order, industrial, trade, professional. - ANSWER-What you see on
tv/Local advertising
2. In the future what age groups will require strategy changes for advertisers? -
ANSWER-Baby Boomers.
2. Is ethics a problem throughout the field of mass communications or only in certain
mediums. - ANSWER-Throughout the field
2.What did the Times Mirror study find? - ANSWER-The public appreciates the press,
performance of press/reporters, more than it approves it.
20. Describe what the creative department of an ad agency does. - ANSWER-Sits down
with information gathered and creative ideas.
21. How do ad agencies make money? - ANSWER-Takes 15% from the media.
22. How competitive is the ad agency business? - ANSWER-Highly competitive
23. What is the role of the account executive in an ad agency? - ANSWER-Liaison
between the client, keeping them satisfied.
