MCOM 1300 TEST QUESTIONS WITH
100% CORRECT ANSWERS
What did the Times Mirror study find? - Answer- the public generally supports the
concept of a free press & the watchdog role more than it approves of performance of
the press
What 3 things have polls by Gallup & Harris show about the public's opinion of the
media? - Answer- 1. Americans are closely divided on issue of fairness in media 2.
Americans quick to criticize way news is handled 3. Americans do not want to tamper
with press or constitutional safeguards
Did the press originally support Vietnam War? - Answer- YES
Coverage of emotional issues? - Answer- No-win situation
Major criticism of the media following research of violence in American cities in 1960s? -
Answer- media did not properly prepare the American people for an understanding of
social unrest; didn't do homework
News media credibility following 1968 democrat convention? - Answer- dropped to an
all-time low
Unusual to have credibility duel between press & government? Who does public initially
believe? - Answer- No, they initially believe the government
Who did "hatchet work" for Nixon & what was his impact on networks? - Answer- Spiro
Agnew; he intimidated the news media & they backed off
What happened in Congressional hearings about the 'Selling of the Pentagon'
documentary by CBS? - Answer- president, Stanton, refused to allow outtakes to be
turned over, nothing happened
Who uncovered Watergate case? - Answer- Washington Post rookies, Woodward &
Bernstein
Feeling of the public toward the press after Watergate? - Answer- credibility restored;
20% of public said that Nixon was hounded out of office by liberal press
Why didn't Reagan allow press in Grenada? What was real reason? - Answer-
concerned for safety; thought he wanted to manage the news, didn't trust the press
, Which party's candidate is normally endorsed by the press? Who was the exception? -
Answer- republican; LBJ 1964
Influence of newspaper endorsements? - Answer- overrated
If determining whether or not a newspaper is biased toward political candidate, what
should be your basis for charge? - Answer- what they do on the news pages, not
editorial
How many advertising messages are we exposed to daily? - Answer- About 500
In the future, what age groups will require strategy changes for advertisers? - Answer-
senior citizens, baby boomers
Describe growth of advertising. What has it paralleled? - Answer- paralleled the growth
of mass production, mass transportation, & mass selling
When did national advertising first develop? - Answer- 1840
Who is a Huckster? What was the Pure Food & Drug Act designed to do? - Answer-
deceptive & exaggerated advertiser; forced the manufacturer to label what was in the
product
Wheeler-Lee Act? - Answer- gave the FTC regulatory authority over advertising;
protected the consumer
What is the Audit Bureau of Circulations? - Answer- keeps track of the news and
magazine circulation numbers
Impact of advertising in WWI & WWII? - Answer- successful campaigns pushed PR and
advertising forward as an industry
Advertising after WWII? - Answer- 1. growth in size & number of agencies
2. TV as selling device
3. use of research to provide facts about product & consumer motivations
4. creativity
5. expansion of American agencies overseas; worldwide advertising
6.improvement, criticism, and professionalism
Advertising Council - Answer- roots in WWII; public campaigns supported by media
What is 'positioning?' - Answer- doing something 1st against your competition
What have ad people tried to do in regard to being considered professional? - Answer-
1. ethics 2. formalize 3. combat Hucksterism
100% CORRECT ANSWERS
What did the Times Mirror study find? - Answer- the public generally supports the
concept of a free press & the watchdog role more than it approves of performance of
the press
What 3 things have polls by Gallup & Harris show about the public's opinion of the
media? - Answer- 1. Americans are closely divided on issue of fairness in media 2.
Americans quick to criticize way news is handled 3. Americans do not want to tamper
with press or constitutional safeguards
Did the press originally support Vietnam War? - Answer- YES
Coverage of emotional issues? - Answer- No-win situation
Major criticism of the media following research of violence in American cities in 1960s? -
Answer- media did not properly prepare the American people for an understanding of
social unrest; didn't do homework
News media credibility following 1968 democrat convention? - Answer- dropped to an
all-time low
Unusual to have credibility duel between press & government? Who does public initially
believe? - Answer- No, they initially believe the government
Who did "hatchet work" for Nixon & what was his impact on networks? - Answer- Spiro
Agnew; he intimidated the news media & they backed off
What happened in Congressional hearings about the 'Selling of the Pentagon'
documentary by CBS? - Answer- president, Stanton, refused to allow outtakes to be
turned over, nothing happened
Who uncovered Watergate case? - Answer- Washington Post rookies, Woodward &
Bernstein
Feeling of the public toward the press after Watergate? - Answer- credibility restored;
20% of public said that Nixon was hounded out of office by liberal press
Why didn't Reagan allow press in Grenada? What was real reason? - Answer-
concerned for safety; thought he wanted to manage the news, didn't trust the press
, Which party's candidate is normally endorsed by the press? Who was the exception? -
Answer- republican; LBJ 1964
Influence of newspaper endorsements? - Answer- overrated
If determining whether or not a newspaper is biased toward political candidate, what
should be your basis for charge? - Answer- what they do on the news pages, not
editorial
How many advertising messages are we exposed to daily? - Answer- About 500
In the future, what age groups will require strategy changes for advertisers? - Answer-
senior citizens, baby boomers
Describe growth of advertising. What has it paralleled? - Answer- paralleled the growth
of mass production, mass transportation, & mass selling
When did national advertising first develop? - Answer- 1840
Who is a Huckster? What was the Pure Food & Drug Act designed to do? - Answer-
deceptive & exaggerated advertiser; forced the manufacturer to label what was in the
product
Wheeler-Lee Act? - Answer- gave the FTC regulatory authority over advertising;
protected the consumer
What is the Audit Bureau of Circulations? - Answer- keeps track of the news and
magazine circulation numbers
Impact of advertising in WWI & WWII? - Answer- successful campaigns pushed PR and
advertising forward as an industry
Advertising after WWII? - Answer- 1. growth in size & number of agencies
2. TV as selling device
3. use of research to provide facts about product & consumer motivations
4. creativity
5. expansion of American agencies overseas; worldwide advertising
6.improvement, criticism, and professionalism
Advertising Council - Answer- roots in WWII; public campaigns supported by media
What is 'positioning?' - Answer- doing something 1st against your competition
What have ad people tried to do in regard to being considered professional? - Answer-
1. ethics 2. formalize 3. combat Hucksterism
