Mass Communication Final Exam
Course Introduction
Mass Communication explores the processes, institutions, and effects of transmitting information to large, diverse audiences through various mass media channels such as television, radio, newspapers, magazines, film, and digital platforms. This course examines the history, structure, and professional practices of mass media, as well as their social, cultural, political, and economic impacts on society. Students learn about media theory, the role of communication technologies, news production, advertising, public relations, media ethics, and global media trends, equipping them with analytical skills to critically engage with and understand the rapidly changing media landscape.
Recommended Textbook Public Relations The Profession and the Practice 4th Edition by Dan L. Lattimore
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16 Chapters
451 Verified Questions
451 Flashcards
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Chapter 1: The Nature of Public Relations
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Sample Questions
Q1) Public relations leaders spend much of their time gauging the implications that __________ issues have on maintaining an organization's long-term reputation.
A) social
B) political
C) economic
D) All of these
E) None of these
Answer: D
Q2) Public relations leaders spend time gauging the implications that social,political,and economic issues at home and abroad have on maintaining the organization's
A) market share
B) stock value
C) work force
D) financial stability
E) long term reputation
Answer: E
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Chapter 2: The History of Public Relations
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Sample Questions
Q1) _____________ was blamed for the crisis that struck the Colorado Fuel and Iron Company in 1914.
A) The Rockefeller family
B) The U.S. government
C) The public relations industry
D) Ivy Lee
E) None of these
Answer: A
Q2) Edward Bernay's most well-known public relations event was ______________.
A) the remaking of the Rockefellers
B) Light's Golden Jubilee
C) The 50<sup>th</sup> Anniversary of Ford Motors
D) promotion of slacks to women
E) Great American Smoke Out
Answer: B
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Chapter 3: A Theoretical Basis for Public Relations
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Sample Questions
Q1) Systems theory can be used only to look at relationships with ____________.
A) customers
B) media
C) employees
D) shareholders
E) All of these
Answer: E
Q2) A ____________ is a prediction of how events and actions are related.
A) hypothesis
B) theory
C) program
D) policy
E) campaign
Answer: B
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Chapter 4: Law and Ethics
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Sample Questions
Q1) ______________ concerns publication of truthful material that is exaggerated or used out of context.
A) false light
B) publication of private information
C) appropriation
D) intrusion
E) malice
Q2) If a practitioner uses a picture of a person without his/her permission to advertise a product,allegations concerning _______________ would be raised.
A) false light
B) publication of private information
C) appropriation
D) intrusion
E) identification
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Chapter 5: Research: Understanding Public Opinion
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Sample Questions
Q1) Systematically screening material in print,broadcast and Internet media is a form of ____________.
A) casual monitoring
B) content analysis
C) experiments
D) secondary research
E) focus group research
Q2) Which of the following is one of the disadvantages to interviews?
A) the use of open-ended questions
B) the personality of the interviewer can influence responses
C) interviews can not be conducted over the telephone
D) interviews are sometimes unstructured
E) nonverbal cues cannot be recorded
Q3) ______________________ help determine the clarity of a written message and its appropriateness to the educational level of an audience.
A) Readability studies
B) Comprehension studies
C) Content analyses
D) Network analyses
E) Communicative ability studies
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Chapter 6: Strategic Planning for Public Relations
Effectiveness
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Sample Questions
Q1) ___________ dictate the selection of goals.
A) Resources
B) Forecasts
C) Strategies
D) Objectives
E) All of these
Q2) ___________________ are statements that specify the action to be taken in a particular situation.
A) operating policies
B) standard procedures
C) rules
D) public relations plans
E) operation guides
Q3) Planning and ___________________ occur almost simultaneously.
A) programming
B) brainstorming
C) evaluation
D) research
E) budgeting
Page 8
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Chapter 7: Action and Communication
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Q1) _____________________ recognize a need but are not prone to any action.
A) Moderating publics
B) Aware public
C) Active publics
D) Latent publics
E) Intervening publics
Q2) Individuals in __________________ have direct contact with the primary audience and can pass messages along to them.
A) aware publics
B) intervening publics
C) latent publics
D) moderating publics
E) active publics
Q3) Controlled media is typically published by ____________________.
A) newspapers
B) consumer magazines
C) public relations practitioners
D) broadcast journalists
E) None of these
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Page 9
Chapter 8: Evaluating Public Relations Effectiveness
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Q1) Which of the following is NOT one of the overlooked ideas that often leads to measurement error?
A) Data can not be interpreted.
B) Estimate is not measurement.
C) Volume is not equal to results.
D) Attitude is not behavior.
E) Samples must be representative.
Q2) _____________________ refers to forces outside of the control of the public relations practitioner influencing attitudes and behaviors of intended publics.
A) campaign impact
B) audience coverage
C) media coverage
D) environmental mediation
E) audience response
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Chapter 9: Social Media and Traditional Media Relations
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Q1) ____________________ is an effort to get content disseminated across a large number of social media.
A) Social Media Dissemination
B) Social Media Sharing
C) Social Media Optimization
D) Social Media Syndication
E) none of these
Q2) Social media are identified with ________
A) Internet 2
B) Web 2.0
C) AIM
D) Mutually dependent
E) all of these
Q3) ______________________ is advice you would give to your boss.
A) Never rehearse interviews beforehand
B) It isn't possible to prepare for an interview
C) It is okay to ask a reporter to consider what you say, "off the record."
D) Determine the message you want to get across in an interview beforehand
E) None of the above
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Page 11
Chapter 10: Employee Communication
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Sample Questions
Q1) A study by the Institute of Excellence in Employee Management Communications found that open communication led to higher _________ among managers.
A) wages
B) satisfaction
C) time spent working
D) health benefits
E) stress levels
Q2) Organizations of the future will be structured to accommodate __________.
A) employees with children
B) change
C) employee discussion
D) technology
E) health care
Q3) Which of the following best describes the use of bulletin boards in employee communication?
A) ineffective
B) expensive
C) inefficient
D) old school
E) effective
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Chapter 11: Community Relations
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Sample Questions
Q1) A "venture philanthropy strategy" would require a charity to provide a _____________ before a company would donate to it.
A) solid business plan
B) promotional plan
C) media relations kit
D) advertising campaign
E) statement of value
Q2) Publicity and promotion in community relations programs should be viewed as ________ of actual programs.
A) support tools
B) substitute tools
C) strategic plans
D) long-range goals
E) short-term objectives
Q3) What is the richest philanthropic organization in the world?
A) Coca-Cola Company
B) McDonald's
C) General Motors
D) The Bill and Melinda Gates Foundation
E) Philip Morris Company
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Chapter 12: Consumer Relations and Marketing
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Sample Questions
Q1) Haagen-Dazs advertising agency discovered a problem and championed its cause.What cause-marketing problem did they find?
A) Cows were not producing enough milk with appropriate nutrients
B) Honey bees were declining
C) Environmental issues were making ice cream production difficult
D) Quality of sugar was hurt with decline of sugar cane market
E) None of the above
Q2) During a crisis,who is the ideal spokesperson?
A) CEO
B) PR Spokesperson
C) Media Relations Expert
D) Consumer Relations Specialist
E) Crisis Communications Consultant
Q3) Social media platforms include all but which
A) Facebook
B) AfterWorld
C) LinkedIn
D) Flickr
E) Digital newspapers
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Page 14
Chapter 13: Investor Relations
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Sample Questions
Q1) A tender offer is when _____________________.
A) a company makes a low price offer for stock
B) a company makes a high price offer for stock
C) two companies strive for control of management
D) a company makes equal price offer for stock
E) two companies make high offers for stock
Q2) SEC reports are typically prepared by _____________.
A) CEOS
B) public relations practitioners
C) marketers and advertisers
D) senators and commissioners
E) accountants and lawyers
Q3) Which of the following reports is a corporation's annual report?
A) Form 10-K
B) Form 10-Q
C) Form 8-K
D) Form 18-K
E) Form 1040-A
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Chapter 14: Public Affairs: Relations With Government
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Sample Questions
Q1) Political Action Committees are involved in the fund-raising process for ________ activities.
A) electoral
B) legislative
C) federal
D) regulatory
E) judicial
Q2) Which of the following objectives can NOT be accomplished by government use of Web sites?
A) public communication
B) research sources
C) hold large volumes of information
D) link to e-mail for comments
E) complete census data
Q3) ____________ is the lobbyist's most important asset.
A) Good looks
B) Education
C) Credibility
D) Attentiveness
E) None of these
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Chapter 15: Public Relations in Nonprofit Organizations
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Q1) The American Medical Association and the AARP are types of ____________ in the area of nonprofit organizations.
A) health and human services organizations
B) membership associations
C) educational institutions
D) religious institutions
E) technology organizations
Q2) The Lutheran Services in America organization would best be classified as which of the following types of nonprofits?
A) political action committee
B) educational
C) membership association
D) religious organization
Q3) Public relations can add value to non profits by all of these except
A) investor relations
B) brand identity
C) special events
D) market strategy
E) media visibility
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Page 17
Chapter 16: Corporate Public Relations
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Sample Questions
Q1) The ability of one organization bringing out the best in a relationship with another organization is called _________.
A) entrepreneurship
B) productive
C) provocateurship
D) incorporation
E) convergence
Q2) Tireless communication,take the heat leadership and braving the media help companies deal with _____________ issues.
A) reputation
B) public relations
C) advertising
D) credibility
E) ethical
Q3) Language,law and culture are three barriers facing _________ public relations.
A) domestic
B) global
C) intercultural
D) multicultural
E) corporate
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