Deck 4: The Business of Media

Question 1

Age, sex, income, and ethnicity are examples of

A) Demographic indicators
B) Psychographic indicators
C) VALS indivators
D) Target indicators

Answer 1

A
Explanation: Demographics are social categories that people frequently get divided into. Others include race and occupation.

Question 2

Festivals, gaming, drama, and comedy are subgenres of which mass media genre?

A) Education
B) Entertainment
C) News
D) Advertisements

Answer 2

B
Explanation: Those four subgenres often are linked to keeping people amused or distracted.

Question 3

A front-page story about a man who bit a dog yesterday afternoon is most likely what kind of news story?

A) Soft news
B) Editorial
C) Hard News
D) Investigative report

Answer 3

C
Explanation: It falls under the category of unusualness.

Question 4

An ad that tries to create an image that a new soft drink is "not your parent's soda" belongs to what subgenre of advertisements?

A) Informational
B) Hard sell
C) Educational
D) Soft sell

Question 5

One company controlling the production, distribution, and exhibition aspects for one medium refers to

A) Vertical integration
B) Horizontal integration
C) Vertical ownership
D) Horizontal ownership

Question 6

Which of the following is not one of the top five largest media companies in the U.S. based on revenue in 2010?

A) Comcast Corporation
B) DirecTV
C) Time Warner
D) CBS/Viacom

Question 7

How many people are usually in a focus group?

A) 4 to 6
B) 8 to 10
C) 12 to 15
D) 12 to 20

Question 8

Shelf space is a concept used during what phase of mass media content?

A) production
B) distribution
C) exhibition
D) financing

Question 9

A subgenre of news that concentrates on an individual's or an organization's point of view is

A) an investigative report
B) information
C) soft news
D) an editorial

Question 10

Which of the following is not a guideline as to whether a reporter considers an event a hard news story?

A) hybridity
B) conflict
C) timeliness
D) unusualness

Question 11

Which of the following is not a demographic indicator?

A) age
B) occupation
C) personality type
D) gender

Question 12

In a media production firm, a worker who has secured a full-time position at a production firm is known as a what?

A) freelancer
B) administrative personnel
C) on-staff worker
D) creative personnel

Question 13

In media financing, what does IPO stand for?

A) invested media production
B) invested media publishing
C) initial public offering
D) interest, method and publication

Question 14

At the start of the chapter, who gave the following quote: "If anyone said we were the radio business, it wouldn't be someone from our company. We're not in the business of providing news and information. We're not in the business of providing well-researched music. We're simply in the business of selling our customers' products."?

A) Mark Cuban, Entrepreneur and Media Investor
B) Ted Turner, Creator of Turner Networks
C) Thomas Edison, Inventor
D) Lowry Mays, Former Clear Channel CEO

Question 15

Media industries tend to regard people as

A) citizens
B) consumers
C) readers
D) users

Question 16

The focus on specific audience segments is called

A) targeting
B) segment loading
C) specifying
D) shelving

Question 17

Demographic indicators include

A) income
B) attitudes
C) personality types
D) motivation

Question 18

Psychographics categories include

A) age
B) income
C) idea hunters
D) all of these

Question 19

Media industries reduce risk by

A) producing media materials aimed at audience targets
B) hiring creators with successful track records
C) conducting preproduction research
D) all of these

Question 20

Media industries

A) are uncertain about their audiences
B) construct their audiences
C) rarely categorize their audiences
D) exhibit their audiences

Question 21

The basic entertainment formula usually includes

A) a socially significant message
B) an inverted pyramid
C) patterns of action
D) comedy

Question 22

Entertainment formulas

A) evolve over time
B) provide very little room for variation
C) ultimately increase risk
D) all of these

Question 23

good example of a dramedy would be

A) a local TV newscast
B) a feature film that has some of the characteristics of documentary film
C) Orange Is the New Black
D) all of these

Question 24

The big difference between hard news and investigative reporting is that

A) investigative reporters tell their stories in the third person
B) hard news journalists can devote more time to their projects
C) investigative journalists can devote more time to their projects
D) hard news reporters tell their stores in the first person

Question 25

An objective news story is typically characterized by

A) the inverted pyramid structure
B) being told in the third person
C) the use of quotes from experts
D) all of these

Question 26

The big difference between news and information is that

A) large, global companies distribute news
B) consumers don't make use of information
C) information is like raw material
D) all of these

Question 27

Product placement

A) involves the careful scheduling of materials for specific target audiences
B) is the paid insertion of products into TV shows and movies
C) is the specific location of printed products in retail outlets
D) is the scheduling of commercial breaks within television programs

Question 28

In mass media industries, distribution

A) is the link between production and exhibition
B) can mean the difference between a media product's success or failure
C) can help secure shelf space
D) all of these

Question 29

In the production process, creative work is done by people who

A) are either on-staff or freelance
B) are rarely members of a talent guild
C) have no track records
D) are not factors in the reduction of risk

Question 30

In mass media industries, the term format describes

A) the organizational structure of a particular media company
B) how a company uses its name for marketing purposes
C) the rules that guide a flow of products
D) how different channels are used for different purposes

Question 31

Vertical integration

A) is the outcome of consolidating production, distribution, and exhibition
B) rarely benefit producers
C) increases risk
D) all of these

Question 32

Consumers are prohibited from reselling computer software by

A) rental agreements
B) usage fees
C) license agreements
D) exhibition notices

Question 33

In a dispute over media content, a media literate person has the option of pressuring

A) producers
B) exhibitors
C) advertisers
D) all of these

Question 34

Mass media content

A) moves through a complex process of production, distribution, and exhibition
B) must meet the requirements of investors, advertisers and targeted audiences
C) is influenced by various kinds of audience research conducted by media industries
D) all of these

Question 35

Which of the following are common ways that companies generate revenue for already completed media products?

A) digitization fees
B) censorship fees
C) advertising revenues
D) all of these

Question 36

Which of the following statements regarding objectivity is false?

A) most would say that what they mean by objective reports is a fair, balanced and impartial representation of events
B) objectivity is an ideal that can never be totally realized
C) quotes from the parties involved in events tend to be personal and should not be used in objective reporting
D) all of these

Question 37

Media firms determine what content will attract their desired audiences based on:

A) the content creator's track record
B) surveys
C) focus groups
D) all of these

Question 38

Which of the following is NOT true of advertising media.

A) Many advertisements explicitly aim to direct favorable attention to certain goods and services
B) many advertisements are not explicit
C) because most ignore them, advertisements are a less important part of mass media systems
D) all of these

Question 39

Lifestyle categories attempt to determine people's motivations for their media consumption and purchases.

Question 40

A story about which celebrity wore which designer dress on the red carpet of an awards show is an example of hard news.

Question 41

Production in media industries is a collaborative activity.

Question 42

A toy company paying Warner Bros. to manufacture a Harry Potter toy usually pays a usage fee.

Question 43

A student's purchase of this textbook is an example of direct sales.

Question 44

Lifestyle categories involve activities that mark potential audiences as different from other audiences.

Question 45

A focus group is an assemblage of eight to ten carefully chosen people who are asked to discuss their habits and opinions about one or more topics.

Question 46

Hybrid genres are mixed genres.

Question 47

Hard news rarely contains elements of conflict.

Question 48

An objective news story very often contains one side of a conflict, especially if the story is about a politician accused of corruption.

Question 49

Accuracy means reporting factually correct information

Question 50

The development of digital technology has made deadlines less and less important in the journalism profession.

Question 51

Editorials are expressions of opinion.

Question 52

The education genre includes materials in addition to textbooks.

Question 53

Hard-sell ads combine information with an intense attempt to get the consumer to purchase the product as soon as possible.

Question 54

Exhibition is the activity of presenting mass media materials to audiences for viewing or purchase.

Question 55

Trade incentives have little impact in the book industry.

Question 56

Investment banks sometimes organize syndicates to share the risks and rewards of lending money to media industries.

Question 57

Venture capitalists are individuals or companies that invest is startup or nonpublic firms in the hope that the firms' value will increase over time.

Question 58

"Caucasian women" would be a good example of a lifestyle category.

Question 59

Money to pay for already completed media products comes from a variety of sources, including advertising.

Question 60

An understanding of how media products are distributed adds little to a person's media literacy.

Question 61

Database companies sell information about audiences.

Question 62

A shift in the way that consumers acquire recorded music has resulted in the closing of many record stores.

Question 63

Education is a largely unprofitable genre that media industries generally disregard.

Question 64

Consulting Firm Veronis, Suhler Stevenson estimated that the 2010 spending on media was just over one trillion dollars.

Question 65

Entertainment media rarely have any real educational or political point.

Question 66

News is the raw material that journalists use when they gather information.

Question 67

Media practitioners who work in the fields of entertainment, information, and education explore the value of hybridity in order to attract and hold audiences

Question 68

The reality show subgenre is called "reality" because of its lack of formulaic elements

Question 69

Advertising is considered to be one of the primary genres of media content.

Question 70

Discuss the three types of categories that media companies employ in order to construct their target audiences.

Question 71

What are mass media genres and what forms can they take?

Question 72

What is the purpose of hybridity in creating media content? Provide examples and discuss.

Question 73

How is mass media is content financed?

Question 74

What are the four major characteristics of an objective story?