Deck 5: About the Media

Question 1

What is the major reason the media are constantly looking for new story ideas?

A) Reporters are not as creative as they used to be.
B) The media provides continuous news through an increasing number of channels.
C) People are no longer interested in reading or watching news.
D) Non-media connectors are attracting more advertisers.
E) Investigative journalism is more widespread than ever.

Answer 1

The media provides continuous news through an increasing number of channels.

Question 2

When marketers give journalists real news and commentary when they need it, the result is often

A) perceived negatively by journalists' supervisors.
B) an invitation to advertise in the particular news medium.
C) a positive media mention of the marketer's product or firm.
D) a prize-winning, investigative news story.
E) in the form of a massive increase in product sales.

Answer 2

a positive media mention of the marketer's product or firm.

Question 3

When consumers share news stories with their friends,

A) 90 percent of them buy the product mentioned in the stories.
B) those friends tend to read less news.
C) most of the friends either do not remember or cannot believe the story.
D) consumers help marketers by passing along media mentions.
E) it is mostly because companies are paying them to be "stealth advertisers."

Answer 3

consumers help marketers by passing along media mentions.

Question 4

Which of the following is NOT True about advertising media?

A) Advertising media are of concern to most marketing practitioners.
B) Advertising media include broadcast and print.
C) Firms retain control of messages in the advertising media.
D) Advertising media are directed at potential consumers of products.
E) MPR depends almost solely on advertising media.

Question 5

By handing the message over to connectors,

A) MPR creates media mentions and generates word-of-mouth inexpensively.
B) companies do not have to rely on public relations professionals.
C) firms can be certain that audiences will receive the message every time.
D) MPR professionals do not have to bother following up.
E) organizations can entirely eliminate the need for mass media advertising.

Question 6

In order to effectively use MPR, marketers must

A) double their advertising efforts.
B) focus their attention solely on new media.
C) look beyond advertising media.
D) become journalists.
E) bypass connectors and communicate directly to consumers.

Question 7

Advertorials are an example of

A) an illegal form of commercial speech.
B) infomercials.
C) technological convergence.
D) the blurring of the line between advertising and MPR.
E) public service announcements mandated by the FCC.

Question 8

New media can be categorized into which four groups?

A) product, place, price, and promotion.
B) advertising, direct marketing, sales promotion, and personal selling.
C) print, broadcast, organizational, and electronic.
D) juvenile, consumer, trade, and scholastic.
E) public, private, government, and non-profit.

Question 9

Electronic media are sometimes referred to as

A) legacy media.
B) direct media.
C) indirect media.
D) non-media.
E) new media.

Question 10

Social media like Facebook and MySpace represent a shift in the way that

A) Internet service providers charge for content.
B) advertising agencies compete for clients.
C) businesses communicate with their investors.
D) consumers discover, read, and share information.
E) mass media companies deliver content to customers.

Question 11

Social media

A) can compete dollar-for-dollar with traditional advertising media.
B) are really a platform for non-media connectors to communicate.
C) are a passing fad and rarely taken seriously by MPR professionals.
D) are generally ineffective channels for consumer-generated marketing.
E) have grown the slowest among all new technologies.

Question 12

An abundance of media choices makes it imperative for marketers to

A) identify the media best suited to reach a target audience.
B) rely mostly on non-media connectors to reach audiences.
C) increase their advertising budgets on a regular basis.
D) offer monetary incentives to connectors who will cover their stories.
E) compete locally rather than nationwide.

Question 13

Marketers are able to classify news media by

A) product, place, price, and promotion.
B) Maslow's hierarchy of needs.
C) whether or not they accept press releases.
D) demographics, format, geography, and audience size.
E) using the Business Strategy Diamond.

Question 14

Age, income, education, ethnicity, and gender are types of

A) psychographic data.
B) behavioral data.
C) attitudinal measures.
D) psychoanalytic information.
E) demographic information.

Question 15

Why is psychographic data subjective and open to interpretation?

A) There is no standardized format for quantifying psychographics.
B) Freudian psychology has been largely debunked.
C) There is no link between demographics and psychographics.
D) Most psychographic research is performed in university research labs.
E) Neuroscience has rendered psychographics irrelevant.

Question 16

All of the following are media formats used for distributing content EXCEPT

A) trade journals.
B) catalogs.
C) broadcast radio.
D) blogs.
E) newspapers.

Question 17

When planning a campaign, an MPR professional should most likely do which of the following?

A) Seek a balance across media types.
B) Concentrate on one medium only.
C) Emphasize non-media connectors.
D) Use only broadcast media platforms.
E) Pitch only to large, well-established media organizations.

Question 18

Which of the following has been the result of consumers drifting away from print and broadcast news?

A) There has been no noticeable change in the media business.
B) Subscriptions to satellite radio have skyrocketed.
C) Advertisers have increased their traditional efforts in an attempt to lure them back.
D) Many media organizations have been offering much of their content online.
E) The government has intervened to bail out failing newspapers and television stations.

Question 19

Websites of traditional media

A) are in financial trouble and struggling to find loyal audiences.
B) do not qualify for free speech exemptions by the U.S. Supreme Court.
C) are not as popular as fringe blog sites.
D) were in most cases created to replace the traditional media.
E) are consistently among the most highly viewed sites on the Web.

Question 20

How have bloggers changed the manner in which news is aggregated, distributed, and consumed?

A) MPR professionals prefer not to use traditional media.
B) Everyone with a computer can become a journalist.
C) Conventional journalists no longer post blogs.
D) Advertisers are rushing to sponsor freelance bloggers.
E) News has become more one-sided.

Question 21

What is the key role of both print and online trade publications?

A) They take the place of the business section of general circulation newspapers.
B) They present critical information, free of advertising.
C) They bring business and professional information to business and trade people.
D) They lobby against government watchdog agencies.
E) They compete with consumer entertainment publications for market share.

Question 22

Why is media geography a concern to marketers?

A) Marketers can determine whether products can be easily distributed in a specific area.
B) Geography is the principal determinant of advertising rates.
C) Media geography enables marketers to develop personalized vodcasts for connectorsin different regional areas.
D) The FCC does not classify media by location.
E) Media geography is an indicator of the audience served by a particular medium.

Question 23

Neilsen is an example of a

A) successful MPR organization.
B) traditional, global advertising firm.
C) mass media company serving hundreds of markets across all media.
D) company that measures online audiences, features, and usage patterns.
E) major financial auditing firm.

Question 24

The topic of a medium does all of the following EXCEPT

A) drive a medium's content.
B) identify the mission of the medium.
C) explain the way a medium serves its audiences.
D) indicate the type of stories a medium will cover.
E) set the advertising rates charged by that medium.

Question 25

When do reporters rely most heavily on connected experts for news about topics in which they are interested?

A) When they are at a loss for news content.
B) When their outlets cannot attract advertising investment.
C) When those reporters are, in fact, bloggers.
D) When the news cycle is busiest.
E) When newspapers are about to transition to an online format.

Question 26

What is a pitch?

A) The angle a reporter takes in reporting a story
B) A marketer's attempt to convey the value of a story to a medium's editor
C) A news medium's political bias
D) A takeover bid launched by one medium against another
E) A brand's change in recognition level due to public relations efforts

Question 27

A journalist who covers a very specific topic for a media outlet is said to have

A) a story.
B) a lead.
C) a beat.
D) an edge.
E) a hook.

Question 28

Which of the following is necessary for a news source to be considered credible by an audience?

A) subjectivity
B) reactivity
C) connectivity
D) objectivity
E) exclusivity

Question 29

The Code of Ethics for the Society of Professional Journalism considers public enlightenment

A) the precursor of a consumer society.
B) the forerunner of justice and the foundation of democracy.
C) the basis for advertising, public relations and all marketing communication.
D) unnecessary for the practice of responsible journalism.
E) beneficial to the public sector - namely, government - but not to the private sector.

Question 30

What is one consequence of breaches of ethics for firms and media outlets?

A) There are typically no consequences for breaches of ethics.
B) The Sarbanes-Oxley Act requires that the CEO resigns.
C) Consumers launch massive, punishing boycotts of these organizations.
D) All publicity is good publicity: these companies actually gain consumer support.
E) The reputation of the organization is negatively affected.

Question 31

The New York Times Company Policy on Ethics in Journalism is an example of rules on how journalists creating editorial content should

A) approach advertisers for promotional endorsements.
B) interact with other stakeholders.
C) format their blogs and tweets.
D) respond to government investigators in cases of plagiarism.
E) respond to aggravating pitches from MPR professionals.

Question 32

Why does the media rely on a partnership with business and public relations practitioners?

A) Media look for opportunities to serve and inform their audiences.
B) Media look for alternatives to advertising revenues.
C) Federal law requires such partnerships in the name of public service.
D) The communications industry is shrinking, and firms are looking for ways to stay in business.
E) Shareholders are pressuring journalists to become more independent.

Question 33

Which of the following terms refers to media content authored by experts and designed to offer an alternative position?

A) advertorials
B) op-eds
C) media bias
D) editorial policy
E) alternate media

Question 34

Editorials, expert articles, cases, events, and interviews are examples of

A) advertising opportunities.
B) media gatekeeping.
C) message filtering.
D) marketing mix components.
E) conspicuous media opportunities.

Question 35

What is the main reason that events are attractive to media?

A) Events can be meaningful to a media outlet's audiences.
B) Events are not covered by bloggers and other non-media connectors.
C) Events require very little public relations planning.
D) Journalists can attend events free of charge.
E) Reporters can meet celebrities and other public figures at events.

Question 36

Which of the following is NOT True about the media's use of experts?

A) Experts help to tell a story.
B) The reliance on experts can lead to media exposure for a firm.
C) Media exposure furthers the credibility of an expert.
D) Experts comment on significant concerns for a medium's audience.
E) Companies seek experts who can become paid advertising spokespersons.

Question 37

Which recent media development has had a profound effect on the production, distribution, and consumption of news?

A) Sarbanes-Oxley Act provisions on corporate disclosure
B) success of reality television
C) book publishers' lawsuit against Google
D) advent of online technologies
E) further media deregulation by the FCC in June 2003

Question 38

Which of the following refers to the trend of media organizations shifting toward a multiple-format approach to producing and distributing content?

A) media convergence
B) media acquisitions
C) media connectors
D) mediated communication
E) media gatekeeping

Question 39

Technology has fostered all of the following changes EXCEPT the

A) way journalists collect information.
B) way journalists report information.
C) delivery of media content to audiences.
D) Web presence of traditional media.
E) increasing number of daily newspapers.

Question 40

By adding complexity to the MPR landscape, convergence has increased journalists' workload and

A) placed an additional burden on marketers.
B) increased the amount of investigative reporting in the media.
C) made mass advertising even more attractive to marketers.
D) prevented many traditional media outlets from establishing a Web presence.
E) decreased the number of available avenues that consumers use for communicating with each other.

Question 41

CNN ushered in the era of 24/7 news.

Question 42

With an ever-increasing number of channels, media no longer need to look for story ideas.

Question 43

Most marketing practitioners have little concern for advertising media.

Question 44

Advertising allows firms to retain control of their message.

Question 45

The MPR process relies almost entirely on the news media.

Question 46

The goal of advertising is to generate media mentions and word-of-mouth.

Question 47

The line between controlled media and out-of-control media sometimes blurs.

Question 48

Social media refers to local, free newspapers that accept personal classified advertising.

Question 49

Newsletter and company Websites are examples of organizational publications.

Question 50

Psychographic data is standardized, objective, and easier to interpret than demographic information.

Question 51

A medium's format of delivery affects the distribution and presentation of the medium's content.

Question 52

Web sites of traditional media companies are consistently among the least viewed sites on the Internet.

Question 53

Media geography is an indicator of the audience served by a particular medium.

Question 54

Measurement standards for determining audience size of online media outlets are well established.

Question 55

A pitch is a marketer's attempt to convince journalists to report on the marketer's product or firm.

Question 56

A breach of media ethics usually has little impact on the reputation of the medium or the journalist involved in the incident.

Question 57

Media depend on partnerships with businesses and public relations professionals for up-to-date news from the marketplace.

Question 58

Op-eds are a type of direct sales pitch for a company or a product.

Question 59

The advent of online technology has had very little impact on the way journalists collect, report,and deliver information.

Question 60

Modern marketers need to determine which of a media organization's formats will best showcase their product.

Question 61

Describe briefly how the enhanced distribution of news benefits the MPR process.

Question 62

What is the role of news media in the MPR process? In what way is this role different than that of advertising media?

Question 63

What is the importance of social media to the MPR process?

Question 64

In choosing news media outlets, what do MPR professional need to know about the essential difference between demographics and psychographics?

Question 65

How has electronic media changed the news media?

Question 66

What is the reason media geography is of concern to marketers?

Question 67

Why is determining the size of a medium's market important to marketers efforts? Do online media pose any challenge in this regard?

Question 68

What is a compelling reason why news sources must remain objective?

Question 69

What are the most conspicuous forms of media opportunities for marketers?

Question 70

How has the digitization of news production affected the media?

Question 71

Discuss in detail why differentiating between news media and advertising media is essential to an understanding of MPR.

Question 72

What are the major media formats available to marketers? What are the strengths and weaknesses of each format?

Question 73

Describe in some detail the key elements that define the interaction between marketers and media.

Question 74

Media opportunities for MPR take many forms. Discuss at length the most conspicuous of these forms.

Question 75

Describe the significant changes that media convergence has had upon the news business.