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View Attempt 1 of 1 Title: Quiz 4 Started: November 17, 2011 12:57 AM Submitted: November 17, 2011 1:31 AM Time spent: 00:33:10 Total score: 39/40 = 97.5% Total score adjusted by 0.0 Maximum possible score: 40 Done 1. The use of communication channels that reach directly to the audience is called controlled media. Student Response Value Correct Answer True 100% True Score: 1/1 2. PR Newswire and Business Wire are: Student Response Value Correct Answer Feedback A. media watchdogs B. electronic news services 100% C. media databases D. broadcast outlets Score: 1/1 3. Which is a common element of a media kit? Student Response Value Correct Answer Feedback A. Web links and printouts B. advertisement C. background 100% Your location: Assessments View All Submissions › View Attempt
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piece D. annual report Score: 1/1 4. When media alert the public what subjects to think about, but not necessarily how to think, this is known as Student Response Value Correct Answer Feedback A. spiral of silence B. cultivation C. framing D. agenda setting 100% Score: 1/1 5. The best medium to reach a “captive” audience is likely Student Response Value Correct Answer Feedback A. radio 100% B. online C. newspapers D. magazines Score: 1/1 6. A critical public that isn’t convinced by fads, vote consistently, are more avid consumers of mass media, are an excellent source of volunteers, and are extremely health-conscious are Student Response Value Correct Answer Feedback A. seniors 100% B. elected officials C. crystallizers D. business men and women Score: 1/1
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7. Which is NOT a reason to use the inverted pyramid technique of writing releases? Student Response Value Correct Answer Feedback A. Editors cut stories from the bottom. B. Readers don’t always read the full story. C. Editors usually read just the first three or four lines of the release. D. It allows for more creativity in writing. 100% Score: 1/1 8. This term describes the natural Internet/Web spread of ideas that helps spur social movements and trends: Student Response Value Correct Answer Feedback A. viral marketing 100% B. e-fluential C. mobbing D. webconferencing Score: 1/1 9. A booker would deal with a talk show’s Student Response Value Correct Answer Feedback A. community
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relations director.
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