Question 1

One day, all of our media sources might be merged into one device. Jenkins calls this possibility ____________.

Accepted Answer

The term "the black-box fallacy" refers to the misconception that all media content will eventually converge into a single device or platform, as discussed by Henry Jenkins in his exploration of media convergence.

Question 2

____________ brings together formerly separate technical capabilities and media content.

Accepted Answer

Technological convergence refers to the merging of previously distinct technologies and media content into a cohesive, integrated form.

Question 3

The concept of ____________ helps public relations people in communicating from the standpoint of their client's values while interpreting their publics' cultures back to the client.

Accepted Answer

B

Question 4

Omnicom is a global advertising, marketing, and communication services conglomerate that owns firms providing services in advertising, strategic media planning, digital marketing, direct marketing, and public relations. This is known as ____________.

Accepted Answer

Economic convergence refers to the integration of various sectors or industries, leading to a more interconnected and interdependent economy. Omnicom, by owning firms across different aspects of marketing and communication, exemplifies this concept through its diverse yet interconnected services.

Question 5

Jonathan is a PR specialist at a multiservice public relations agency. His client, Budweiser, hires him to produce an ad that is part PR and part advertising featuring the iconic Clydesdale horses. He works with the advertising departments in both Budweiser and his own agency to develop a plan. This cooperation between disciplines is known as ____________.

Accepted Answer

The cooperation between different disciplines, such as public relations and advertising, to achieve a common goal is known as professional convergence. This approach combines the expertise and resources of various departments to create more effective and comprehensive campaigns.

Question 6

If you place a ____________ in a paid TV ad, TV viewers can jump platforms from their TVs to other screens.

Accepted Answer

A hashtag in a paid TV ad encourages viewers to engage with the content on social media or other platforms, effectively bridging the gap between the TV screen and other digital screens.

Question 7

In traditional mass media, ____________ is the paid media space that sponsors use to persuade audiences.

Accepted Answer

Advertising is the correct answer because it specifically refers to the paid media space used by sponsors to persuade or inform audiences about their products, services, or ideas.

Question 8

Yahoo, Bing, and Google sell sponsored results that appear when users search for certain keywords. For example, a search for "yogurt" will reveal yogurt ads and links prominently displayed at the top of the results. This is an example of ____________.

Accepted Answer

Search advertising involves the placement of ads within the search results of search engines, where advertisers pay to have their products or services displayed prominently when specific keywords are searched.

Question 9

Proctor & Gamble's advertising department needed to know how many good reviews were posted about their new toothpaste. This is an example of ____________.

Accepted Answer

This is an example of analytics, as it involves analyzing data (in this case, reviews) to gather insights about the product's reception.

Question 10

Elton developed and branded a new Bluetooth-enabled door lock. He analyzed the product life cycle and found it to be easy to use and effective. This is an example of which one of the marketing mix basics?

Accepted Answer

Elton's focus on developing and branding a new Bluetooth-enabled door lock, along with analyzing its product life cycle, ease of use, and effectiveness, directly relates to the "Product" aspect of the marketing mix. The marketing mix basics, often referred to as the Four Ps, include Product, Price, Place, and Promotion. In this scenario, the emphasis is on the product itself—its development, features, and benefits—making "Product" the correct answer.

Question 11

Richard Edelman, founder of a PR firm, tweeted about the new American Cancer Society's campaign. News Channel 5 picked up the tweet and reported the campaign in a positive way. The role Channel 5 played is called ____________.

Accepted Answer

News Channel 5 acted as a third party by reporting on the campaign based on Richard Edelman's tweet, thereby providing third-party credibility to the information. This means the information gains additional trust and legitimacy because it is being shared by an independent entity, rather than directly from the source or an involved party.

Question 12

Olivia spotted a nice outfit on the Loft's Pinterest pinboard. She saw the same message on Loft's Facebook page and decided to buy the outfit. What persuasive technique is being used by Loft?

Accepted Answer

Integrated marketing communication is being used here, as Loft is coordinating their messaging across multiple platforms (Pinterest and Facebook) to reinforce the message and persuade Olivia to make a purchase.

Question 13

In content marketing, organizations develop media content to attract audiences and interact with publics. The goal is to make it interesting and engaging enough that people will seek it, consume it, and share it for its own information or entertainment value rather than see it as an interruption to some other media experience. Which is the best example of this kind of media content?

Accepted Answer

An embedded YouTube video on a website or in social media can provide interesting and engaging content that viewers seek out and consume for its information or entertainment value, fitting the description of content marketing.

Question 14

Marketing and advertising are primarily concerned with promoting an organization's products. Public relations also promotes the products, but more important, public relations promotes the organization as a ____________.

Accepted Answer

Public relations focuses on promoting the organization as a whole, enhancing its overall image and reputation, rather than just its products or services.

Question 15

Madison is a media relations specialist at Eastman Chemical. Her job is to inform the public of the organization's mission, policies, and practices in a positive and credible manner. Unlike advertising, which pays for it, she must develop relationships with all sorts of publics. She has learned that in public relations ____________.

Accepted Answer

Maintaining relationships in public relations is crucial because it helps in building trust and credibility with various publics, which is essential for effectively communicating the organization's mission, policies, and practices. Unlike advertising, which is paid for, public relations relies on developing and maintaining positive relationships.

Question 16

Kelci has been working with a new video platform that allows her to overlay videos with texts and hyperlinks, making what was once a passive video into an interactive experience. __________ has allowed multiple forms of media content to mix and expand.

Accepted Answer

Technological convergence is the correct answer because it refers to the merging of previously distinct technologies into a new form, allowing for new functionalities such as overlaying videos with interactive elements like texts and hyperlinks.

Question 17

Stemming from Marxism, __________ occurs when a ruling class imposes its social, political or economic ideals on subordinate groups in society at the expense of cultural diversity, such as the appearance of Starbucks in many countries outside the U.S.

Accepted Answer

Cultural hegemony refers to the domination of a culturally diverse society by the ruling class, who manipulate the culture of that society—the beliefs, explanations, perceptions, values, and mores—so that their imposed, ruling-class worldview becomes the accepted cultural norm. The example of Starbucks spreading to many countries and potentially overshadowing local coffee cultures is an illustration of cultural hegemony, where a dominant culture's values and practices are imposed on other cultures.

Question 18

Hudson loves working in public relations, in part, because it is so interactive. He appreciates our _____________ culture in which citizens and publics are as likely to produce and share content as they are to consume. This makes his job easier as he can better listen to his audience and engage with them.

Accepted Answer

The correct term is "Participatory" because it describes a culture where individuals actively engage in creating and sharing content, not just consuming it. This aligns with Hudson's appreciation for the interactive nature of his work in public relations.

Question 19

Economic convergence presents a contradiction, because while agencies are diversifying services, building networks, and opening more offices to serve more clients, the overall number of major corporate players is ___________.

Accepted Answer

Economic convergence leads to a reduction in the number of major corporate players, hence the correct term is "dwindling," which means decreasing.

Question 20

Procter & Gamble (P&G) found great success when it assembled a joint team from several creative agencies to produce its 2018 Super Bowl LII Tide ad. It even formed a new, standalone agency that includes employees from several different ad agencies. This is an example of what type of convergence?

Accepted Answer

Economic convergence refers to the collaboration and merging of different companies or sectors to achieve a common goal, as seen in P&G's formation of a new agency with employees from various ad agencies.

Quiz 3: Convergence and Integrated Communication