Q&A Hero

Q: Ivy Ledbetter Lee used PR techniques to defuse public anger over Standard Oil's response to the Ludlow coal strike of 1914. A) True B) False

Q: Ivy Ledbetter Lee, one of the founders of public relations and often dubbed "Poison Ivy," actually believed that honesty and directness were better than deception in public relations. A) True B) False

Q: Deadheading was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel. A) True B) False

Q: The more control one person has in a communication relationship, the less the other person has. A) True B) False

Q: We sometimes express emotions to help fulfill our practical needs. A) True B) False

Q: In the 1880s, railroads rarely used bribery to get favorable news coverage. A) True B) False

Q: Human beings are born with the capacity to communicate. A) True B) False

Q: P. T. Barnum used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus. A) True B) False

Q: The first public relations practitioners were theatrical press agents who staged stunts to get newspaper coverage for their clients. A) True B) False

Q: Define cultural identity.

Q: Publicity is information a person, company, or institution pays to have published or broadcast in the news media. A) True B) False

Q: Identify one element of the situational context of the classroom in which you are taking this course that can create a challenge to the communication between you and your instructor or among the students in the class.

Q: Why does your relational history with another person help determine what is appropriate in a given situation?

Q: How do advertisers direct targeted ads to specific Web site visitors? A) They use cookies to collect information about a user's Web activity. B) They send surveys in the mail. C) They ask for permission to use targeted ads. D) They conduct psychographic surveys by phone. E) None of the above options is correct.

Q: What is the difference between cognition and behavior?

Q: The dominant form of Web advertising is ______. A) interstitials B) pop-up and pop-under ads C) paid search advertising D) spam E) viral videos

Q: In your own words, what do the authors of your textbook mean when they say that communication is transactional?

Q: What term is used to refer to anything that interferes with the transmission of a message, changing it in some way from what was originally encoded?

Q: Which of the following statements is true about the unsolicited commercial e-mail known as spam? A) Most companies have stopped using it because consumers find it annoying. B) It accounted for more than 85 percent of e-mail messages by 2010. C) It is the only way advertisers can use the Internet to attract customers. D) It is the dominant format of Web advertising. E) None of the above options is correct.

Q: Online advertising has taken the form of ______. A) banner ads that lead across the top or side of a Web page B) pop-under ads C) interstitials and flash multimedia D) paid search engine advertising E) All of the options are correct.

Q: The ______ is the blueprint or roughly drawn comic strip of a potential ad. A) focus group B) storyboard C) VALS strategy D) PSA E) space broker

Q: What term do we use to refer to a person's ability to have a number of communication behaviors at his or her disposal and the willingness to use different communication behaviors in different situations?

Q: Contrast the difference between appropriate and effective communication.

Q: Define what is meant by communication channel, and provide an example of a channel you have used to communicate today.

Q: In advertising, ______ coordinate the views and needs of clients, the creative team, and consumers to create an effective marketing strategy. A) writers B) space brokers C) account planners D) media doctors E) media buyers

Q: Which of the following are the three primary consumer motivations that the VALS strategy considers when grouping consumers into types? A) Ideals, achievement, and self-expression B) Strivers, survivors, and thinkers C) Achievers, strivers, and survivors D) Ideals, achievers, experiencers E) Achievement, self-expression, morals

Q: Psychographics involves the study of ______. A) sex B) age C) socioeconomic class D) attitudes, beliefs, interests, and motivations E) None of the above options is correct.

Q: Briefly describe a time when your unintentional behavior contradicted your intentional message.

Q: Provide an example of a co-culture to which you belong.

Q: Which of the following statements about boutiqueadvertising agencies is false? A) Designers and artists might have formed them in order to have more creative freedom. B) Many have been bought up by larger agencies, but may still operate semi-independently. C) They cater to large clients like Gap and Kmart, just like the mega-agencies do. D) They are too small and don't have the staff to offer their clients personalized service. E) All of the options are true.

Q: Which of the following is one of the WPP Group's top competitors? A) Omnicom B) Ogilvy & Mather C) J. Walter Thompson D) Peterson Milla Hooks E) None of the above options is correct.

Q: What is the difference between encoding and decoding a message?

Q: What are the three primary reasons that human beings communicate?

Q: Hidden or disguised print or visual messages are called ______. A) subliminal advertising B) slogans C) public service announcements D) saturation advertising E) spam

Q: Define the term communication.

Q: By the early 1900s, most advertisements were written to appeal to women, who constituted ______ of newspaper and magazine readers. A) 30 percent B) 50 to 60 percent C) 70 to 80 percent D) 99 percent E) None of the above options is correct.

Q: In the twentieth century, advertising ______. A) influenced the change from a producer-driven to a consumer-driven economy B) stimulated demand for new products C) showed how new products improved daily life D) spread messages about new products across the country E) All of the options are correct.

Q: Communicators who can consider multiple scenarios, formulate multiple theories, and make multiple interpretations when encoding and decoding messages are said to have a high degree of A) cognitive complexity. B) behavioral flexibility. C) communication competence. D) intelligence.

Q: Along with patent medicine companies, what was another prominent newspaper advertiser in the 1890s? A) Auto manufacturers B) Travel agents C) Department stores D) Movie theaters E) Labor unions

Q: ________________ are the thoughts a communicator has about himself or herself and others. A) Feelings B) Cognitions C) Emotions D) Behaviors

Q: The ____________ model of communication presents a transactional perspective, in which individuals simultaneously send and receive messages within a relational, situational, and cultural context. A) linear B) interaction C) competent communication D) cultural

Q: The public became increasingly cynical about advertising in the late 1890s and early 1900s because ______. A) manufactured products always cost more than their advertised price B) advertised products were frequently not available C) advertisers forced newspapers to omit stories about their competitors D) patent medicines made outrageous claims about what they could cure E) society had become more urban and more trusting

Q: In the interaction model of communication, we refer to the receiver's responses as A) noise. B) message. C) feedback. D) code.

Q: The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to ______. A) the cost of raw materials B) manufacturing costs C) distribution expenses D) advertising E) a dramatic improvement in quality of materials and manufacturing

Q: Which of the following was an early brand name in the United States? A) Eastman Kodak B) Levi Strauss C) Quaker Oats D) Campbell Soup E) All of the options are correct.

Q: Although music and sports are your favorite topics to discuss, you are able to converse about other topics that are more interesting to others or that are more appropriate in particular situations. This is an example of A) culture. B) interdependence. C) behavioral flexibility. D) affiliation.

Q: About 80 percent of ads in colonial newspapers concerned land sales, transportation announcements, and ______. A) restaurants and pubs B) runaway slaves C) job notices D) pistols and other firearms E) patent medicines

Q: In which model of communication does a sender originate a message and send it through a channel to a receiver without taking any kind of feedback into consideration? A) interaction model B) linear model C) transactional model D) competent communication model

Q: When communication is appropriate, it A) helps you meet your goals. B) meets the demands of the situation, as well as the expectations of others present physically or virtually. C) has little or no potential for being misunderstood. D) produces some kind of product as a result of the exchange between the communicators.

Q: Only wealthy political candidates can afford to have a significant advertising presence on television. A) True B) False

Q: The Federal Trade Commission can require advertisers to run spots correcting their deceptive ads. A) True B) False

Q: _____________ refers to the study of morals, specifically the moral choices individuals make in their relationships with others. A) Religion B) Culture C) Communication D) Ethics

Q: Because communication involves two or more people acting in both sender and receiver roles and because their messages are dependent on and influenced by those of their partner means that communication is A) symbolic. B) cultural. C) transactional. D) interdependent.

Q: Unlike tobacco ads, alcohol ads have yet to target minority populations. A) True B) False

Q: Cigarette companies have had difficulty advertising and selling their product in foreign countries. A) True B) False

Q: After agreeing to a costly settlement with several states in 1998, the tobacco industry reduced its advertising spending to almost zero that year. A) True B) False

Q: The Amish, African Americans, Catholics, and hipsters are all groups we might refer to as members of a(n) A) enclave. B) student group. C) co-culture. D) code-community.

Q: The shared beliefs, values, and practices of a group of people is their A) communication relationship. B) culture. C) norms. D) co-culture.

Q: Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers. A) True B) False

Q: The process of interpreting and assigning meaning to a message that is received is referred to as A) encoding. B) decoding. C) translating. D) inquiring.

Q: After looking in your book bag and realizing you forgot to grab a pen, you lean over to one of your classmates and you say, "Do you have a pen I can borrow for class today?" You have just engaged in what mental process as you constructed your message? A) encoding B) decoding C) coding D) symbolizing

Q: Tobacco ads disappeared from American television in 1971. A) True B) False

Q: The word "dog" is a ___________, which arbitrarily refers to the canine companion that sleeps at the foot of your bed. A) code B) channel C) symbol D) behavior

Q: Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year. A) True B) False

Q: The Children's Television Act of 1990 severely limits program-length commercials and ads promoting sugar-coated cereal. A) True B) False

Q: The ability of one person, group, or organization to influence others and the manner in which their relationships are conducted is called A) control. B) affiliation. C) interdependence. D) goal achievement.

Q: While on a first date, you notice your date leaning in toward you, meeting your gaze, smiling when you make eye contact, and laughing at your jokesyou infer from this behavior that your date likes you. This scenario best represents the use of communication to express A) control. B) affiliation. C) goal achievement. D) influence over another person.

Q: The Edsel car is proof that effective advertising can sell anything. A) True B) False

Q: All of the following are identified in the text as the primary functions of communication except for which one? A) to express affiliation B) to exchange information C) to manage relationships D) to influence others

Q: Television networks have been known to refuse to air issue-based advertising that might upset their traditional advertisers. A) True B) False

Q: Commercial speech is a right guaranteed by the First Amendment. A) True B) False

Q: Product placement is an advertising strategy that puts products into movies, television shows, and video games. A) True B) False

Q: The best definition of interdependence from the following list is A) what we do affects others, and what they do affects us. B) a person's self-esteem is dependent on whether another person needs him or her. C) being able to communicate effectively to meet one's needs. D) a reluctance to communicate with others.

Q: According to myth analysis, most ads are composed of mini-stories involving conflict between people or values. A) True B) False

Q: A(n) _____________ perspective on communication examines how communication behaviors work (or don't work) to accomplish our goals in personal, group, organizational, public, or technologically mediated situations. A) interdependent B) interdisciplinary C) interpersonal D) functional

Q: _____________ is the process by which we use symbols and behaviors to exchange information. A) Encoding B) Decoding C) Communication D) Perception

Q: The disassociation corollary in advertising plays off the public's skepticism regarding large, impersonal corporations. A) True B) False

Q: The Marlboro cigarette brand was originally designed for and targeted at female consumers. A) True B) False

Q: Describe a recent conflict you had with your roommate, a close friend, a family member, or your significant other. Apply the model of competent communication to this interaction to illustrate the elements of the model. How does considering the interaction through the lens of this model help you understand the interaction differently than you might have before engaging in this analysis?

Q: Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle. A) True B) False