Deck 3: When They Close the Factory Gates: How Big Steel Scrapped a Community John Logue

Question 1

Which of the following media outlets reaches the largest audience?

A) USA Today
B) The Wall Street Journal
C) the Sunday morning news shows Face the Nation, Meet the Press, and This Week
D) ABC, CBS, and NBC weekday evening television news

Answer 1

D

Question 2

Television news reaches a larger audience than other forms of news, including newspapers and magazines.

Answer 2

True

Question 3

CPM refers to:

A) cost per thousand
B) commercial price market
C) cash price thousand
D) constant positive market

Answer 3

A

Question 4

What do Postman and Powers man when they say, "the stakes in the ad game are astronomical" ?

Question 5

"Cost per thousand" refers to the cost to an advertiser for each thousand people reached by a commercial.

Question 6

Postman and Powers argue that "commercials are . . . about the serious manipulation of our social and psychic lives ." Do you agree or disagree? Use examples from the reading to support your argument.

Question 7

Production of a short commercial can cost as much as half a million dollars.

Question 8

On average, Americans are exposed to approximately 50,000 minutes of commercials each year.

Question 9

A rating point is worth about for each thirty-second network commercial, but a commercial on a hit series can bring in more per commercial that what is charged for an average series.

A) $32,000; $10,000
B) $224,000; $60,000
C) $10,000; $32,000
D) $60,000; $224,000

Question 10

Discuss how advertising aims to get consumers to focus inward on their own inadequacies, while journalism aims to turn people away from themselves and toward the world. Can this struggle be reconciled? Explain.

Question 11

The demographic profile of news program viewers consists of the following:

A) geographic region, educational attainment, and age
B) age, sex, and income
C) age, family composition, and race/ethnicity
D) family composition, educational attainment, and income

Question 12

A voting point refers to which of the following?

A) the cost to advertisers to reach each one thousand people watching a particular program
B) one percent of the 112.8 million households in the U.S. tuned in to a particular program
C) the ranking of television news programs based on the number of households that are tuned in
D) points awarded to television programs by viewers based on a representative probability sample of U.S. households

Question 13

Discuss at least three strategies advertisers employ to sell as many of their products as possible.

Question 14

Advertising fees are reduced based on estimates of the number of program viewers who do not tune in to commercials.