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CCI Practice Exam 1 Advertising, Subscripting or
Circulation Revenue, Audience Donations, Private
Support Name 2024 - 2025
The topics below are covered via links on Canvas page one. Some may have been addressed by a guest speaker as well.There are four schools in the College of Communication and Information. What are they? Which ones offer a minor? What are the areas of specialization? - ANS-Four schools in the college of communication and information- Tombras School of Advertising and Public Relations, School of Communication Studies, School of Information Sciences, and School of Journalism and Media
Areas of specialization
Journalism and Media: news, sports, entertainment, websites, radios, TV, magazines
Communication studies: human communication, culture, and non-verbal
ALL of these majors offer minors
Do graduates of the various programs get good jobs? Recognize examples -- very generally. - ANS- Graduates of the various programs get good jobs (use common sense to infer specific examples on exam)
Know, generally speaking, who/what owns most major media. - ANS-Mostly businesses (mostly corporate chains, large and small)
Be able to identify the major ways media make money, both from the book and from lecture. - ANS- Advertising
Circulation revenue
Audience donations
Private support
Understand this phrase: the media are pervasive -- not just the definition but how it applies in our lives, as we discussed in class. - ANS-"The media are pervasive"
We know much of what we know about the world because of our media consumption
Applies to our lives: civic engagement (informed citizenship), consumer behavior (advertising and marketing), perception of reality (framing and bias), social interaction (connecting with others), information access (news consummation), media are woven into the fabric of our daily lives, shaping our knowledge, beliefs, and interactions
What is standardization? - ANS-Refers to the process of establishing common norms, practicing, or formats across various forms of media and communication.
Transistor radio became walkman became Ipod became smartphones
Media delivery methods can become standard
What are the primary types of mass media (three)? Be able to categorize examples. - ANS-Print: books, magazines, newspapers
Electronic: radio, television, the internet
Chemical: primarily film- movies, and still photos with negatives
What did media researcher Marshall McLuhan mean when he said (quite famously): The medium IS the message? - ANS-The way information is conveyed (the medium) is just as important, if not more so, that the actual content being communicated.
Each medium- print, radio, television, digital—- has unique characteristics that shape how we perceive and understand the information it delivers.
Understand and be able to identify and recognize examples of the mass media models discussed in class, especially elitist/populist. - ANS-Populist content wins out over elitist content
We get more "celebrity goes to rehab stories than "learn about great thinkers" stories
Elitist-populist model reflects how media choices are influenced by audience preferences and profitability. As populist content often wins out over elitist narratives, it shapes the overall landscape of mass media, favoring sensationalism and entertainment over intellectual discourse.
What is convergence and why is it an important topic right now? - ANS-Convergence: the coming together and blurring of formerly distinctive types of mass media; the blending and merging of different types of media
Importance: changing consumption habits, economic impact, legal and ethical issues
Remember the examples from video and audio slideshows we saw in class, especially as they relate to convergence and corporate ownership. - ANS-What's bad about corporate ownership: sameness-the McDonald's effect, crowds out competition-independents have a harder time getting in, sometimes quality suffers-the bottom line (profit) is everything.
"World mourns Queen Elizabeth II" in every newspaper
What's good about corporate ownership: sometimes quality is better-more resources, more money to hire good people, new ideas-stability and money make it easier to take risks, cooperation-media outlets working together can do more sometimes.
Understand BIG effects thought, including the hypodermic needle or bullet theory (used interchangeably). Who is affected? How did war propaganda influence this thinking? Why are these theories flawed? - ANS-Early researchers thought media had strong impact
Bullet theories and hypodermic needle theories
But "the other guy" is more susceptible than we, ourselves are
Third person effect, getting more complicated
Hypodermic needle theory (bullet theory)
The theory suggests that media messages are injected directly into the minds of passive audiences, leading to immediate and uniform effects
It assumes that everyone responds similarly to media content, like a needle injecting a drug
Affected: early researchers believed that all audiences are equally susceptible to media influence. However, this view has evolved, recognizing that different individuals and groups may react differently
Influence of war propaganda: During wartime, propaganda was used to rally public support, demonize the enemy, and motivate enlistment. This led to the belief that media could easily manipulate public opinion and behavior. Propaganda campaigns, especially during World War I and II, demonstrated how powerful media messages could sway large populations, reinforcing the idea of strong media effects
Flaws in these theories: oversimplification, audience agency, third person effect
What event in 1938 caused the public to worry even more about "big effects" of media? - ANS-the broadcast of Orson Welles' adaptation of H.G. Wells' "The War of the Worlds."
The program was presented as a series simulated new bulletins, making it sound like an actual alien invasion was happening in real time
Public reaction: Many listeners, who tuned in late or missed the introduction stating it was a fictional play, believed the broadcast was real. This caused panic and fear among some segments of the audience, leading to reports of people fleeing their homes and taking drastic actions.
Impact: The incident fueled fears about the potential power of media to manipulate public perception and behavior, reinforcing the belief in the Hypodermic Needle Theory and other "big effects" theories.
It highlighted the importance of media literacy and the need for responsible broadcasting, sparking discussions about regulation and the ethical responsibilities of media creators
Understand SMALL effects / MINIMAL effects thought and how opinion leaders matter (two-step process). Know both steps in the two step process and that multi-step flow is actually even more accurate. - ANS-More modern models are more accurate
We really aren't all that susceptible
True effects are better described through "two-step flow" models
First step: message from the media
Second step: getting more information, maybe from opinion leaders
"Multi-step flow" models are even more accurate
How did Everett Roger's work relate to multi-step flow models? What was his work called and how did he describe how new ideas might spread through society? - ANS-Everett Rogers is best known for his work titled "Diffusion of Innovations," published in 1962. His research focuses on how new ideas and technologies spread within and among societies.
Multi-Step Flow Model: Rogers' work aligns with the multi-step flow model, which suggests that media does not affect individuals directly and uniformly. Instead, information typically flows from media to opinion leaders, who then influence others in their social networks. This model emphasizes the role of interpersonal communication and social connections in the spread of ideas.
Can you explain cathartic theory and catalytic theory? - ANS-Cathartic theory: focuses on the idea that violent media can provide emotional release
Catalytic theory: suggests that media can trigger violent behavior in those already predisposed to it.
What is the "third person effect"? What is "agenda setting"? - ANS-Third person effect: suggests people tend to believe that media messages have a greater effect on others than on themselves
Agenda setting: ability of the media to influence the importance placed on topics in public discourse, it highlights how media can shape what issues are considered important by the public.
Be able to explain that: PR is a management function That effective PR is a "two-way" communication That PR tactics are planned and undertaken by professionals - ANS-Two-way communication: send messages, receive them too, best communication model is two-way symmetrical communication—- you listen as much as you talk!
Management function: leading, organizing, planning, controlling
Planned: when a PR problem or opportunity occurs, PR practitioners work through a planning process; proactive practitioners keep plans on file for problems or opportunities that might be anticipated; sometimes, no one could have pre-planned, the folks at weber grills surely scrambled to deal with this problem.
The four-step process (RACE) - research, action-planning, communication, evaluation
Know and understand a definition of public relations - ANS-The strategic communication process that builds mutually beneficial relationships between organizations and their publics. It involves managing the spread of information, creating a positive image, and fostering goodwill among various stakeholders, including customers, employees, investors, and the community
Public relations is about managing communication and relationships to create a favorable image and facilitate understanding between an organization and its stakeholders.
Key elements include: communication, relationship building, strategic planning, reputation management, two-way interaction.
The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends
What are publics and why is the word plural? Can you give examples? - ANS-Rarely just one mass audience; lots of smaller audiences, each with its own communication needs and concerns
Always plural- diversity of audiences, targeted communication
Public relations is practiced in three settings, broadly speaking. These are: public, private and non profit. Be able to give/understand examples for each. - ANS-Public- tax-payer funded
Private- business funded
Non profit- funded by donations or grants
Know the four-step process for conducting public relations campaigns and what each step is for. (The industry standard is the one we discussed in class, which is called RACE) - ANS-Research
Action
Communication
Evaluation
What is a PR tactic? Be able to name and/or recognize tactics (we saw many examples in class) and how they might be used. What is a media kit and how might one be used? - ANS-Tactics: any communication method used in public relations
Can be verbal-meetings, speeches, Skype
Can be electronic-video, audio, websites
Can be written
These days, includes-social media and enhanced listening
Media kit= tactic, collection of materials that provide essential information about an organization, product, event, or initiative to journalists and media representatives. It serves as a resource for the media to help them understand and report on the subject effectively.
How media kit could be used: product launches, events, crisis communication, promoting initiatives
Names to know: Ivy Lee and Edward Bernays - ANS-Ivy lee: first professional PR practitioner
Placement (where and how much)
Audience size/type
Demand
By click or other online metric
What is an ad agency, how does an agency make money, and what are job categories in an ad agency? - ANS-What is it: an advertising agency that handles all aspects of the advertising process for other businesses
How they make money: traditional model- no net cost, advertiser pays agency 100 percent of cost of running ads, medium charges agency 85 percent of the cost of running the ads (discounted), agency pockets the difference-making iuts services essentially free for the advertiser
Job categories: creative, liaison (account rep), buying (media), research, and increasingly, Digital
What is a PSA? Who can use them? - ANS-Public service announcement
Nonprofit organizations, government agencies, educational institutions, corporate social responsibility programs, anyone
What is CPM? Is the best CPM always the best buy for any given advertiser? - ANS-Cost per mille- translates to the cost of reaching one thousand
It's not really always the best buy
What is an RMN? Are they successful in earning advertiser dollars? - ANS-Retail media network- digital advertising platform that allows brands and advertisers to promote their products directly to consumers within the retailer's ecosystem
Yes they have been increasingly successful in attracting advertiser dollars
Why is a funny and creative advertisement not always the most effective? What matters more? - ANS- While humor and creativity can enhance an advertisement, clarity, relevance, and a strong call to action are critical for its effectiveness. A well-rounded approach that balances creativity with strategic messaging often yields the best results.
What three terms represent the foundation of advertising? What does each mean? Answer research, objectives and strategy. (See class slides for more information.) - ANS-Research- what do we need to know?
Objectives- what do we want to accomplish?
Strategy- how will we meet our goals?
Why is research essential in advertising? How is it used? - ANS-Secondary research (ask a librarian)
Primary research: surveys, focus groups, anything new and original
Important because target audience and creative development and informing strategy
What is an objective statement? What are the parts of one? - ANS-Clear declaration that outlines the specific goals or aims of a project, campaign. It helps guides strategy and measure success
Task
Target audience
Time frame
Amount of change
What is a TA in advertising? Why does tightly defining a TA help an advertiser? - ANS-Target audience
Focused messaging
Efficient resource allocation
Better creative development
Enhanced measurement and optimization
Competitive advantage
Details on how to reach the advertising sales team for inquiries, negotiations, or bookings.
In advertising strategy, why are appeals and positioning important parts of planning a campaign? Recognize examples of these. - ANS-Appeals and positioning are essential in advertising strategy as they shape how a brand connects with its audience and distinguishes itself from competitors. Effective appeals evoke emotional or logical responses, while strong positioning ensures clarity in the brand's value and market presence, ultimately driving consumer engagement and loyalty.
appeals - ANS-emotional, rational, social
emotional appeal - ANS-Importance: Evokes feelings to create a connection with the audience, making the brand memorable.
Example: Coca-Cola's "Share a Coke" campaign, which uses personalization and nostalgia to foster feelings of happiness and connection.
rational appeal - ANS-Importance: Focuses on logical arguments and factual information, appealing to the audience's need for reliability and value.
Example: car commercials that emphasize fuel efficiency, safety ratings, or technological features, like those from Toyota or Subaru.
social appeal - ANS-Importance: Highlights social acceptance, belonging, or status, encouraging consumers to buy for social validation.
Example: Luxury brands like Rolex or Gucci often leverage exclusivity and status to appeal to consumers' desire for prestige.
positioning - ANS-involves how a brand is perceived relative to its competitors. Effective positioning helps differentiate a brand in a crowded market.
unique value proposition - ANS-Importance: Clearly communicates what makes the brand different and valuable to consumers.
Example: Apple positions itself as an innovator in technology and design, appealing to consumers who value creativity and premium products.
target market - ANS-Importance: Defines who the brand is for, making it easier to tailor messages and appeals.
Example: Nike positions itself as a brand for athletes and fitness enthusiasts, using messaging that promotes empowerment and achievement.
Consistency: - ANS-Importance: Maintaining a consistent positioning strategy across all marketing channels strengthens brand identity.
Example: Volvo's long-standing positioning around safety resonates through their advertising, social media, and product design, reinforcing their commitment to protecting familie
primary research - ANS-research that you do yourself-or that any person or company does for itself. It's new and original
secondary research - ANS-using someone else's research
census research - ANS-conducting a census means polling EVERY PERSON in a given population
sampling research- Convenience sampling - ANS-polling an audience that is easy to find- convenient
sampling research- probability sampling - ANS-taking a poll of an audience in a scientific way, also called random sampling
Which kind of sampling is better and why? - ANS-Probability is more accurate than convenient
It is reliable meaning if you do the same poll again you'll probably get similar results
How does margin of error relate to sample size (very generally)? - ANS-The margin of error gets smaller as the sample size gets bigger. This means that with a larger sample, your estimate is more accurate. With a smaller sample, the estimate is less accurate, and the margin of error is larger.
What is reliability (in research) - ANS-Refers to the consistency and stability of a measurement tool or study.
and which type of sampling is more reliable? - ANS-Probability sampling is generally more reliable than non-probability sampling because it minimizes bias and ensures that the sample more accurately reflects the population. This enhances the validity of the research findings.
Understand the six factors used to evaluate a sample. - ANS-Sample size
Sample method
Representativeness
Bias
Data collection method
Timeframe
What is an exit poll? How are they used? We saw an example in class from the 2000 presidential election. - ANS-Happen with most major elections
Try to predict the outcome
If done correctly, can be very accurate
An exit poll is a survey conducted with voters immediately after they have cast their ballots in an election. The purpose of one is to gather data on voter behavior, opinions, and demographic information, providing insights into how different groups voted and the factors influencing their decisions.
What is a push poll? How might you recognize one? - ANS-A push poll is a type of survey designed to influence respondents rather than gather unbiased information. Typically used in political campaigning,
push polls present information or leading questions that are intended to sway opinions rather than accurately measure public sentiment.
You could recognize one through content analysis, question structure, lack of objective measurement, source verification
What is a focus group and how might one be used? Remember the laundry detergent example discussed in class. - ANS-Qualitative research method that involves a small group of people (typically 6- participants) who discuss a specific topic or product under the guidance of a moderator.
Focus groups are used to gather insights into participants' attitudes, perceptions, and opinions
Understand how research is used in the business of mass communication, - ANS-Research in mass communication involves various tools and methods to measure audience behavior and media consumption
Audit Bureau of Circulation - ANS-A non-profit organization that verifies and reports the circulation figures of magazines and newspapers. It helps ensure transparency and credibility in print media.
A.C. Nielsen Company - ANS-A global information and measurement company that provides insights into consumer behavior, particularly in television ratings and market research.
Arbitron / Nielsen Audio - ANS-Originally Arbitron, now part of Nielsen, this service focuses on measuring radio audiences through various methods, including surveys and electronic monitoring.
Media Metrix / Comm. Score - ANS-Media Metrix (now part of Comscore) measures online audience behavior and website traffic, providing data on how users interact with digital content.
sweeps/ratings periods - ANS-Specific times during the year when television ratings are collected in detail, typically in February, May, July, and November.
