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-They can be short-lived: they don’t have to last forever, giving directions
1. Parents take Peter to the Des Moines Symphony.
2. Peter likes the sound of the cello.
3. Peters asks what the instrument is called.
4. Peter announces he wants to play the cello.
1. Parents call school and find out if there is a string teacher.
2. Peter tries out the instrument and decides he wants to take lessons.
3. Peter takes lesson for one year.
china, japan, arabic, greek
The Saturday Evening Post continued the muckraking tradition — especially by criticizing business corruption — into the 1920s.
The average magazine contains about 50 percent ad copy and 50 percent editorial material.
The first magazines in America were edited for the working classes.
The magazine industry continues to shun the Internet because of its threat to printed journals.
The typical consumer magazine distributes far more copies through newsstand sales than through subscriptions.
With so many specialized magazines appealing to distinct groups, magazines today don't have as strong a role in creating a sense of national identity.
Though they resemble newspapers, supermarket tabloids are considered to be a type of magazine.
Women's magazines, such as Good Housekeeping and Woman's Day, survived the competition for ad dollars better than general-interest magazines like Life and Look.
Zines are usually noncommercial, small-circulation magazine projects produced by individuals or small groups.
Current relationships between magazines and sponsors mirrors early radio and television sponsor control.
Exporting a magazine internationally comprises a significant portion of revenue for most major magazine chains.
A magazine's rate card lists
Advertisers are increasingly pressuring magazines to publish
Of the following magazines, which has the largest circulation in the United States?
Online-only and online versions of magazines are
Some online pioneers want to make online magazines a new media form in their own right, by
What factor(s) had an effect on the dramatic growth in magazine circulation around the end of the nineteenth century?
When Life and Look magazines were canceled in the early 1970s, their failure was the result of all the following reasons except:
Which magazine was the foremost outlet for photojournalism in the mid-twentieth century?
Which of the following was designed as a general-interest or mass audience magazine?
Which statement(s) is/are true about the relationship between magazines and the Internet?
Within the magazine publishing industry, the department that usually produces the non-advertising content of a magazine is known as the
Which of the following is not true of visuals within magazines?
Because books are such an old and traditional medium, they are no longer influential.
What type of magazine was most negatively impacted by the disruption of television?
Bookstores must absorb the cost of any new books they don't sell.
Despite Amazon's attempt to jumpstart the e-book market with the Kindle device, it is the slowest growing segment of the book publishing industry.
Despite their low cost, mass market paperbacks represent the smallest segment of the industry in terms of units sold.
E-publishing has allowed authors to sidestep traditional publishers because the cost of producing and distributing an e-book is low.
In about half of the states, local school districts determine which textbooks their students will use.
McGuffey's Eclectic Reader taught most nineteenth-century elementary school children to read.
Once strongly influenced by books, television and film now look elsewhere for most of their story ideas
One of the triumphs of the Internet is that it allows the digital passage of banned books into nations where printed versions have been outlawed.
Papyrus is a kind of paper made from treated animal skin.
Professional books are sold mostly through mail order, the Internet, or specialized sales representatives.
Pulp fiction was another name for the popular paperbacks and dime novels of the 1880s.
Sales of religious books have dropped substantially over the past twenty years.
The Chinese were printing books using carved blocks of wood long before Gutenberg printed his Bible using movable type.
The German publisher Bertelsmann is the world's largest publisher of English- language books.
The Google Library Project aims to preserve the content of older books.
The Harry Potter series gave an enormous boost to the juvenile books segment of the trade industry.
Today, online encyclopedias are struggling because people prefer to use search engines such as Google or sources like Wikipedia to find information.
Trade books refers to the category of books sold to the general reader.
University presses often publish books that only a handful of scholars read.
Dictionaries are unchanging archives of the English language.
Book content stored in electronic formats are expected to remain accessible longer that older books printed on paper or parchment
A book challenge is a formal complaint to stop a book from further publication.
Within a few centuries of the development of the printing press, Protestants became the most literate group of people in history.
A topical book that is published quickly after a major event is called
An adult trade book is
Instant books have been accused of
Johannes Gutenberg is remembered for
Large book publishers have several methods aimed at generating solid profits, including
Many books from the Middle Ages were called illuminated manuscripts because they were
Millions of library books are deteriorating because
Numerous books have become best-sellers after their authors appeared on
Rules of punctuation, capitalization, and spacing of written words were developed
The best-selling book of all time is
The division of the book industry that makes the most money is
The first type of protomodern book, which used sheets of material sewn together at the edges to allow the book to be opened at any page, was
The right to use the contents of a book in another form, such as a screenplay, is called
Which of the following is true about the relationship between the movie and publishing industries?
What is not one of ways that ebooks are changing the book industry?
Ads featuring the Marlboro cowboy were a persuasive strategy based on the association principle.
Ads that portray women as sex objects exemplify the association principle.
Advertising is increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.
Although there are about fourteen thousand ad agencies in the United States, the trend is toward mega-agencies.
Because of the backlash against social networking Web sites, advertisers are moving their advertising dollars back to traditional media outlets like television and radio.
Before the 1850s, there was little need for national advertising in America because most communities produced what they bought.
Even though boutique agencies give creative people the freedom to do good work, they haven't been able to attract any major clients.
In an attempt to minimize government oversight of advertising practices, the advertising industry established their own organizations to monitor the industry.
In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.
One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the Internet.
Only in recent history have many ads stereotyped women as scatterbrained or helpless or offered them as a man's reward.
Patent medicines marketed in the 1880s were generally harmless, since they consisted mostly of flavored water.
Product placement is an advertising strategy that puts products into movies, television shows, and video games.
Psychographics attempts to categorize consumers by their age, gender, occupation, ethnicity, and income.
Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.
The Ad Council produces public service announcements (PSAs) to show advertising as a social good.
The Federal Trade Commission can require advertisers to run spots correcting their deceptive ads.
The disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations.
WPP is one of the four mega-agencies that control over half the world's advertising revenues.
Culture jamming is the practice of so integrating advertising messages into culture that consumers don’t recognize it as advertising.
A car ad shows a salesman talking about how his father taught him to be honest and hardworking and to understand the value of treating people fairly. This ad demonstrates
A company that tries to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which form of persuasive approach?
Along with patent medicine companies, another prominent newspaper advertiser in the 1890s was
Channel One is an example of
How do advertisers direct targeted ads to specific Web site visitors?
In advertising, association (or the association principle) is
In the twentieth century, advertising
Psychographics involves the study of
The 1998 tobacco industry settlement in the United States outlawed
The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to
The public became increasingly cynical about advertising in the late 1890s and early 1900s because
VALS research for advertising refers to
What is an example of earned media on the Internet?
Which of the following is a side effect of the growth of Internet advertising?
Which persuasive technique in advertising involves exploiting a consumer's sense of insecurity?
What VALS group do college students most often fall?
Which of the following is true about behavioral advertising?
Which of the following is not one of the common critiques of advertising?
Companies often hold plant tours and open houses to convince their local communities that they are good citizens.
Edward Bernays believed that obtaining people's consent was an essential ingredient of a successful public relations campaign.
Individuals and organizations with extensive PR resources usually receive more coverage in the media than those without such PR resources.
It is illegal for most companies and organizations to engage in lobbying.
Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational and difficult to influence
Journalists have traditionally held public relations practitioners in low esteem.
P. T. Barnum used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus.
Public relations is information a person, company, or institution pays to have published or broadcast in the news media.
The BP oil rig explosion and subsequent oil leak represents a prominent example of how not to manage public relations in a crisis.
The Internet presents mostly problems and few opportunities for public relations practitioners.
The PRSA tends to downplay ethical issues in public relations.
The first public relations practitioners were primarily theatrical press agents who staged stunts to get newspaper coverage for their clients.
The most common type of public relations is done in-house by individual companies and organizations.
The press conference a classic example of a pseudo-event.
Though most news reporters won't easily admit it, they would have a harder time doing their job without the help of PR practitioners.
Unlike print journalists, who use press releases extensively, television journalists rarely use VNRs (video news releases).
When someone put poison in a few bottles of Tylenol, company executives decided to withhold comment for a few days while they assessed the damage.
While P. T. Barnum felt that all publicity was good publicity, Edward Bernays viewed all public relations as propaganda and therefore unethical.
A benefit of placing press releases, VNRs, images, executive bios, and other information on a company Web site is
A journalist might be likely to criticize the practice of public relations for
A pseudo-event is
A public relations firm looking to make full use of the Internet could
According to the textbook, which of the following is not a potential problem for a democratic society posed by the practice of modern public relations?
An example of a way the Internet can make a PR practitioner's job harder is
Astroturf lobbying is
Buffalo Bill's publicity agent used _____ to promote Bill's Wild West show.
Edward Bernays, who authored the first PR textbook, is widely known for his campaign on behalf of cigarette companies in the late 1920s. He is more generally known for
Small media companies often use press releases verbatim because
Video news releases are
Which of the following is not one of the reasons large companies such as railroads and utility companies engaged in public relations efforts in the 1800s?
Which of the following is not true about PR?
Which of the following refers to the process of attempting to influence the voting of lawmakers to support a company's or an organization's best interests?
Why did the Federal Trade Commission set new rules about PR blogging in 2009?
1. Friends start taking band lessons
2. Peter is tempted to quit cello and play a brass instrument instead
3. Peter decides that he plays better than his friends do, so he continues to play the cello
1. Direct eye contact
2. Volume of voice
3. Hand gestures
4. Touching5. Use of physical space
marketing and salesmanufacturing
A. Initial euphoria: 3-4 weeks (excitement stage)
B. Irritation and hostility: may last 3-4 months (angry stage)
C. Gradual adjustment: after first 6 months (humor stage)
D. Adaptation: may take years (feel at home stage)E. Most people also experience culture shock when they return to their home countries
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