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COMS 265 - Exam 3 Answer Key

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The Internet
#1 HTML stands for what? Hypertext markup language
#2 Which invention brought the Internet to mass audiences? Web Browsers
#3 The U.S. Supreme Court ruled what effort to ban indecent and obscene material on the Web unconstitutional? The Communications Decency Act of 1996
#4 Which two developments were key to the Internet's marketability? Microprocessors and fiber-optic cable
#5 Why did AOL begin losing customers in the early 2000s? It couldn't keep up with the advent of broadband Internet connections.
Digital Gaming
#1 Until 2009, the best-selling video game of all time was what? Super Mario Bros
#2 One of the most overlooked areas of online gaming is what market? The Children's Market
#3 Angry Birds is an example of a(n) ______ game. Casual
#4 The most well-known developer and publisher of games for mobile devices is ______. Rovio
#5 What percentage of U.S. gamers is found to be addicted? 8.5 Percent
Advertising
#1 Who earns the most online advertising revenue Google
#2 Who used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus. P. T. Barnum
#3 Along with patent medicine companies, another prominent newspaper advertiser in the 1890s was? Department stores
#4 The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to what? Advertising
#5 What advantage does smartphone advertising have over Internet advertising? Smartphone ads can be tailored to a specific geographic location or user demographic.
Public Relations
#1 Which company's lobbying efforts were so effective that they eliminated all telephone competition until the 1980s? AT&T
#2 A pseudo-event is ______. Any Activity Held For The Sole Purpose Of Getting Media Coverage
#3 The first textbook for public relations, Crystallizing Public Opinion, was written by who? Edward Bernays
#4 Ivy Ledbetter Lee believed that facts were what? Were Elusive And Malleable, Begging To Be Forged And Shaped
#5 Communication strategically placed, either as advertising or as publicity, to gain support for a special issue, program, or policy is known as ______. Propaganda
Random Category
#1 The game industry, as represented by the Electronic Software Association, organizes games by what? Gameplay
#2 A Facebook user endorsing a product or company by clicking 'Like' is an example of what type of media? Earned media
#3 What refers to the process of attempting to influence the voting of lawmakers to support a company's or an organization's best interests? Lobbying
#4 A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique? Snob-appeal approach
#5 What does the term digital divide refer to? The ability of the rich to have access to the latest information technology while the poor do not.
Final Question
In advertising, what is the association principle? A Method of Persuasion That Links a Product with a Setting, Person, Cultural Concept, Or Positive Feeling