University of the Gujrat

Semester Spring 2014

Course Title: Media Management & Marketing
Course Code: MCM-431

Time: 45 Mins

Credit Hours: 3

Max Marks: 30
Part-I Objective

Q. 1. True or False

Marks 10

1. Mediation refers to the indirect way in which we form our perceptions of groups and
cultures to which we do not belong. True/False
2. Monopoly is defined by the dominance of just one seller in the market. True/False
3. Two basic sources of news copy are International reporting & wire services. True/False
4. Goal of political economy is to understand the relationship of government to the
communication business. True/False
5. The media produce tangible products. True/False
6. Tangible devastation is the loss of organizations credibility. True/False
7. In marketing of media products, there are used wide varieties of methods utilizing media
itself. True/False
8. SCP, RBV & Niche theories are most frequently used while studying SMT. True/False
9. Branding of media products is not necessary while introducing a new product to the
audience. True/False
10.We are not concerned about financial outcomes while researching media
management. True/False

Q.2. MCQs

20 Marks

1. Circulation department of media deals with ____________

a. Distribution of media products b. copy making
c. collecting advertisement
for `
2. Hollywood film studios and global record conglomerates use _________ as advertising
vehicle.
a. Sony-BMG
b. Bollywood
c. MTV
d. a, b, c
3. ___________ focuses on the global
4. Assign a different team to each ____________
a. Plan
b. situation
c. crisis
d. constituent
5. While producing a marketing plan for new media product we focus on ___________
a. Identifying target audience b. listing aims of new campaigns
c. schedule
selection
d. all above

6. A corporation that has ownership of a major mass media enterprise is called

___________
a. Monopoly
b. Hybrid Media
c. Media Conglomerates
7. Hierarchical organizations have tendency to become __________ receptive to both
downward & upward feedback
a. Less
b. Great
c. No
8. Profit based organizations are ________________ for their net profit.
a. Not concerned
b. Concerned
c. less concerned
9. Selling advertisement space & building papers circulation is the responsibility of
_________ department.
a. Editorial
b. Business c. Magazine
10. The three largest media __________ in the world are all US owned.
a. Conglomerates
b. Monopoly
c. Hybridization
11. Correlation, continuity, mobilization, & entertainment are the main functions of media
according to _______________
a. Marxist Theory
b. Social construction
c. Functionalist theory
12. ______________ is the concept that different media forms can work together to create
new media.
a. New business model
b. Hybridization
c. Political Economy
13. Transnational media management theory deals with the issues of media management at
_____________ level.
a. Regional
b. National
c. Global
14. Media, Judiciary and Government are few examples of ______________ institutions.
a. Social
b. Formal
c. National
15. The basic sources of news copy are _____________
a. Wire services
b. a, c
c. Local Reporting
16. The credibility of new media can mold the new faces of ______________
a. Internet
b. Crisis
c. globalization
17. In a formal plan of crisis communication ____________ must be included.
a. An approach to media relations b. a list of whom to notify in an emergency
b. A location to serve as crisis headquarters d. all above
18. Differences in needs, degree of feelings, points of view lead to __________
a. Consensus
b. relationship
c. conflict
19. Effect of public vs private ownership is the main focus of ___________
a. Structural contingency theory
b. Leadership theory
c. Strategic
Management Theory
20. __________ belong to theoretical perspective of organizational communication.
a. Classical management approach
b. Leadership theory c. Niche Theory