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1 | |
Benjamin Franklin became wealthy publishing the |
| | A) | Penny Press |
| | B) | Pennsylvania Gazette |
| | C) | Publick Occurrences Both Foreign and Domestic |
| | D) | Bay Psalm Book |
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2 | |
Franklin was able to get an edge on competitors by |
| | A) | providing gossip that other papers did not. |
| | B) | selling his paper for a lower cost than others. |
| | C) | publishing more frequently than other papers. |
| | D) | preventing other papers from being distributed in the mail. |
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3 | |
The U.S. media are unique relative to those in other parts of the world in that they are |
| | A) | available to the whole country. |
| | B) | almost entirely privately owned. |
| | C) | are more widely viewed by the citizens of that country. |
| | D) | present more diverse points of view than media in other countries do. |
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4 | |
The penny press newspapers were the first to be supported primarily through |
| | A) | subscription fees. |
| | B) | publisher investments. |
| | C) | advertising revenues. |
| | D) | political parties. |
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5 | |
Journalist Ben Bagdikian says that the six major media corporation exercise their power through |
| | A) | media choices offered to consumers. |
| | B) | vertical integration. |
| | C) | synergy. |
| | D) | the Internet. |
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6 | |
The term synergy means |
| | A) | the improved strength of two items, when combined with each other. |
| | B) | controlling every aspect of a media product. |
| | C) | cross-ownership. |
| | D) | offering better value than other companies. |
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7 | |
In the world of media, synergy has been achieved through |
| | A) | competing corporations |
| | B) | publishing magazines |
| | C) | corporate mergers |
| | D) | an interactive audience |
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8 | |
Which major media corporation promotes itself as " one stop shopping" for advertisers? |
| | A) | Disney |
| | B) | Viacom |
| | C) | AOL Time Warner |
| | D) | General Electric |
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9 | |
An early example of synergy in media was |
| | A) | the syndication of radio shows. |
| | B) | the existence of the Internet. |
| | C) | Disney using his TV show to promote his theme park. |
| | D) | Disney's creation of recognizable character such as Mickey Mouse. |
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10 | |
According to the text, Disney has an up and down business relationship in _________________ because it was sometimes banned for political reasons. |
| | A) | France |
| | B) | Japan |
| | C) | Eastern Europe |
| | D) | China |
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11 | |
In 2001, Viacom persuaded the FCC to change its regulation prohibiting |
| | A) | electronic and print media companies from merging. |
| | B) | companies from buying their parent companies. |
| | C) | companies from owning more than one broadcast network. |
| | D) | broadcast companies from being forced out of business by the original " big three." |
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12 | |
Bertelsmann is the world's largest producer of |
| | A) | films |
| | B) | magazines |
| | C) | recorded music |
| | D) | books |
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13 | |
Bertelsmann has not been able to enter the American ___________ market because laws block foreign ownership. |
| | A) | book publishing |
| | B) | television |
| | C) | music |
| | D) | e-commerce |
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14 | |
Rupert Murdoch owns |
| | A) | AOL Time Warner |
| | B) | Viacom |
| | C) | News Corporation |
| | D) | all of the above. |
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15 | |
The term interactive television describes a situation wherein |
| | A) | customers help corporations decide what programming they will produce. |
| | B) | customers help write the content of the programs they watch. |
| | C) | customers may choose from among many different cable stations to create the particular services they want. |
| | D) | cable programmers poll customers regularly to get their opinions about their programming decisions. |
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16 | |
G.E.'s 1985 purchase of NBC and RCA was controversial because |
| | A) | it violated an FCC rule in existence at the time. |
| | B) | G.E. is a foreign owned company. |
| | C) | G.E. had never dealt in media previously. |
| | D) | G.E. and NBC were looking to the Internet to promote products. |
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17 | |
Bob Herold of Microsoft said that the media landscape is being changed by ________ networks, high-speed channels for Internet and video service. |
| | A) | television |
| | B) | broadcast |
| | C) | media |
| | D) | broadband |
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18 | |
According the text, critics charge that corporate media owners may try to |
| | A) | purchase advertising in the news media they own. |
| | B) | control the news that is reported by the news organizations they own. |
| | C) | encourage news organizations they own to give them too much media attention. |
| | D) | frequently give direct orders to a news organization they own to kill a story. |
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19 | |
One way the media frequently uses audience research is for |
| | A) | getting input to select a book's ending. |
| | B) | choosing a magazine cover story. |
| | C) | selecting daily news items for broadcast. |
| | D) | deciding on a movie script to shoot. |
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20 | |
According to the text, in the late 19th century, and early 20th century, financiers such as JP Morgan and Rockefeller bought several magazines, mainly in order to |
| | A) | have a constant media tool for advertising their companies. |
| | B) | increase revenues in general. |
| | C) | control the content of those magazines. |
| | D) | build a publishing dynasty. |
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