The following material should be read by the final examination:
Campbell, Chapters 2, 3, 11-12, 14-15 and any class handouts or other in-class materials.
Points stressed both in lecture and readings are generally more likely to appear on the exam than those mentioned only in readings. Points only from lecture probably fall somewhere in the middle.
The format for this exam will be the same as the midterm -- 100 points total on the exam, divided among three parts. Multiple choice (20 points -- you will be given 12 questions to choose from and will answer 10); identifications (30 points -- again, you will be given 12 to choose from and will answer 10) and short answer (50 points -- you will be given six to choose from and will answer five). Short answers should run anywhere from five or six sentences to two or three paragraphs in length, though this will vary from question to question. Make sure you explain yourself well -- that's where you'll earn the majority of the grade.
Below are some example questions of each type. Their
presence does not necessarily mean they will, or will not, be on the
exam; they are intended only as examples.
I. Multiple Choice: (Choose only one unless otherwise noted):
- 1. Most communication research in the 20th century
- a. confirmed the magic bullet theory.
- b. contradicted the magic bullet theory.
- c. proved that control groups were unnecessary.
- d. none of the above.
- 2. Public relations does not involve which of the following duties:
- a. event planning
- b. media relations
- c. image building
- d. misinformation
- d. none of the above
- 3. Which of the following is not one of the agencies mentioned in class, to whom media workers owe moral duty?
- a. Self
- b. Society in general
- c. Story sources
- d. Subscribers/Clients
- e. Organization
- 4. John D. Rockefeller Jr. hired Ivy Lee as a public relations counsel after
- a. the 1929 stock market crash.
- b. the release of "Birth of a Nation."
- c. a massacre of coal miners.
- d. his company poisoned a river.
- e. none of the above
- 5. "Uninvolved messages" are most common in
- a. television news
- b. advertising
- c. public relations
- d. print news
- e. magazines
- f. none of the above
1. Unlike in previous decades, advertising today relies heavily on _______________ knowledge.
2. The _______________ ethical principle involves behaving toward others as you would have them behave toward you.
3. The agenda setting model would fall under the heading of a ___________ effects model.
4. ___________ exert control over their messages by dictating not only the content of their messages, but the context in which the messages appear.
III. Short Answer:
1. In what ways does public relations differ from advertising, and why are these differences important?
2. Based on the textbook's discussions of ethics and media laws, under what conditions do reporters have the right to dig into people's personal lives and backgrounds? What are the limits to this right?
3. What are some of the factors that contribute to a problem or condition reaching the public agenda, media agenda or policy agenda? How do they influence the process?