Cmcn 170 Test 2

Edwin H. Armstrong developed ____ radio.

FM

Identifying a specific audience and programming is called _____________.

Narrowcasting

Lee de Forest perfected a glass bulb called the _________ that could detect ________ _________.

Audion; radio waves

The _______ _______, as a media personality, was made possible by inexpensive broadcast licensing by ____.

disc jockey; BMI

The percentage of people listening to radio that a station is reaching is called the ________.

share

The man credited with inventing "format" radio is __________ __________.

Gordon McLendon

The Radio Act of _____ required _________ _________ for people who wanted to broadcast or receive messages

1912; federal licenses

The Radio Act of _____ which said broadcasters must operate in the "public convenience, interest, or necessity," became the foundation for _____ broadcast regulation.

1927; all

The Telecommunications Act of _______ removes the limit on the number of _______ _______ a company can own nationwide.

1996; radio stations

A direct responsibility of the producer in the movie industry is to arrange funding for a ________ _______.

movie project

America's first public showing of a motion picture was in ______.

1896

Because of the practice of ______ _______, movie theater owners were forced to accept several movies at once.

block booking

Eadweard Muybridge first photographed ________.

motion

In the ______'s, the Motion Picture Producers and Distributors Association began cracking down on _________ _________ by stating that movies should not be made that will lower the ______ standards of viewers.

1920s; movie content; moral

In the ______'s, the movie industry was dominated by the ______ ______, which included MGM, Paramount, Warner Brothers, RKO, and 20th Century Fox

1930s; Big Five

Movie ___________ codes changed forever with the release of Man With The Golden Arm, a film about ________ _________.

censorship; drug addiction

The first feature-length motion picture with sound was _____ ______ _________.

The Jazz Singer

The _____ vs. _______ ________ case led to major studios divesting themselves of their __________.

US vs. Paramount Pictures; theaters

________ _________ played a role in the development of moviemaking by organizing the first American motion picture premier.

Thomas Edison

A _________ is the percentage of the total number of households with TV sets tuned to a specific programs.

rating

According to TV commentator Jeff Greenfield, commercial television primarily exists as an _________ ________.

advertising medium

American political conventions were able to broadcast nationwide for the first time because of AT&T's national ________ _______ _______.

coaxial cable hookups

_______ contend the main flaw with ratings today is that ratings are religiously followed to determine program offerings.

Critics

FCC chairman Newton Minow in 1961 said that television was a "________ _________."

vast wasteland

In the last ____ years, the commercial broadcast networks (ABC, CBS, NBC, and FOX) share of ________ -_________ audience has dramatically ___________because of cable, satellite TV, and ____________ programming.

25; prime-time; decreased; syndicated

Philo T. Farnsworth developed the __________ _______ _______ to reproduce an electronic image more clearly

cathode ray tube

________ ________ scandals in the 50s caused a ___________ in advertiser-produced programming

Quiz shows; reduction

The Telecommunications Act of _______ allows one company to own ________ __________ that reach up to ____% of US homes.

1996; TV stations, 35

The two men who developed network TV and held the country's largest interest in radio were David ____________ and William __________

Sarnoff and Paley

A _________ is software that allows people to search electronically among many documents

browser

A ___________ ___________ _________ is the equipment that delivers programs from their source to subscribers.

digital communication server

Digital transmission of written words, audio and video are translated and stored as ______.

bits

_________ _________ _________ concern the rights of creative people to be compensated for the use of their work.

Intellectual property rights

__________ or __________ __________ means a method of squeezing information into a tiny electronic package

signal or data compression

The Communications Decency Act, outlawing certain Internet content was struck _______ by US Supreme Court in ________.

down; 1997

The __________ is a combination of thousands of computer networks sending and receiving data world-wide.

internet

The person most responsible for creating world wide web is _______ ___________-_______

Tim Berners-Lee

The term "_____________" means media that combine text, graphics, sound, and video.

multimedia

The tool used to locate information in a computer database is a ________ _________.

search engine

_________ ________ involves creating understanding for or good will toward a company, person, or product.

Public relations

Major difference between PR and Advertising: Advertising people are usually _____ involved in corporate policy decisions and public relations people are usually ______ involved with company policy decisions

not; am

Advertisers use a ________ based on the cost of reaching _______ people to determine where to run their _____.

formula; 1,000; ads

Getting a newspaper to write stories about a new toy is an example of __________ _______ _________.

product public relations

Many firms attempt to use _____ to get favorable media coverage of their products b/c it is _______ to get a publicity release published then to purchase an ______.

PR; cheaper; ad

The __________ _________ ___________ can order an advertiser to stop a deceptive ad campaign.

Federal Trade Commission

The largest employer of public information people in the US is the __________ ___________.

federal government

The term "______________" refers to the analysis of audience characteristics such as sex, age, marital status.

demographics

The ubiquity of advertising means that advertising is _________.

everywhere

_________ marketing is pass-along advertising messages

Viral

____________ concerns the payment of cash or gifts by recording companies to disk jockeys or program directors in exchange for ______ ______.

Payola ; air play