CATA 261 McGaan
Spring
2001
MID-TERM EXAM STUDY GUIDE
The 1st exam will be composed of questions and
topics taken from the material described below. Nothing will appear on the test that is not mentioned on the
study guide. There will be some terms
to define and some essay questions and (maybe) some list and describe
questions. There may be multiple choice
questions as well. ITEMS BELOW WRITTEN
IN UPPER CASE WILL APPEAR ONLY AS ESSAY QUESTIONS; other items may
appear as short essay, multiple choice, fill in the blank, or list and describe
questions. You may bring to the exam
and use one 8 2 x 11 sheet of paper with
notes on it.
1.
Describe the 4 characteristics of a mass medium, explaining each
one. (notes)
2.
Know the 5 functions and the 5 major effects (impacts) of mass media. (notes)
3.
DESCRIBE THE 4 ERAS OF MEDIA DEVELOPMENT, INDICATING THE CHARACTERISTICS
OF EACH AND THE RELATIONSHIP OF MEDIA TO
GOVERNMENT/SOCIAL STRUCTURE. INCLUDE IN
YOUR ANSWER A DESCRIPTION OF 4 OR 5 POLITICAL/SOCIAL EFFECTS OF MOVING INTO THE
ELECTRONIC ERA. (notes & handout)
4.
HOW DOES THE DEVELOPMENT OF [ MTV or ROCK AND ROLL ] ILLUSTRATE THE PRINCIPLE.
(notes)
“ $ + TECHNOLOGY B>
CONTENT”
5.
Be able to define the following terms or identify the names in a
sentence or two (or
in a multiple choice
question):
Noise, medium, encode, decode, high
and low culture, sign, icon, index, symbol, pragmatics, semantics, syntactics,
paradigm, syntagm, signifier, signified, denotation, connotation, schema(ta),
myth, metaphor, metonomy, ideology, archetype, bootlegging, rating point,
share, CPM, Nielson, Arbitron, people meter, sweeps, ADI, ASCAP, BMI, focus groups, Quiz show scandal,
syndication, Q-ratings, product ads, good-will ads, infomercials, advocacy ads,
trademarks, differentiation (in advertising) parity statement, borrowed
interest, holy words, bandwagon effect, creating associations, FTC, FDA, USP,
VALS, Volney-Palmer, mega-agency, boutique agency, puffery, Ivy Lee,
pseudo-event,
(MC and II and notes)
6.
DESCRIBE THE STEPS IN THE IDENTITY-EMOTIVE MODEL OF ADVERTISING. (notes)
7.
List and describe the functions of the four "branches" of an
AD firm as well as the role of "media reps." (MC and notes)
8.
List and explain the principles TV programmers use to select programs
for prime-time. (notes)
9.
Briefly (in a sentence) describe each of the 7 problems with television
ratings. (notes & II ch. 5)
10.
EXPLAIN HOW A TV PROGRAM GETS ON THE AIR AND STAYS AND ULTIMATELY MAKES
MONEY IN TODAY'S MARKET. (notes)
11.
Describe what kinds of regulation of media aremanaged by the FTC and the
FDA. In discussing the FTC indicate
what sorts of limits this agency places on advertising. ( II ch.8)
12.
EXPLAIN THE PROCESS OF DIFFUSION OF INNOVATION. (Notes)
13.
Explain the steps in the critical process. (MC ch. 1 and notes)
14. Describe the six principle
Public Relations activities / functions.
(MC ch. 12, 387- 392)
last
updated 3/2/2001