Question 1

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Accepted Answer

A)  The production of radio advertising is expensive.
B)  The absence of clutter means radio advertising tends to be very uncreative.
C)  Buying space for radio advertising is more expensive than buying advertising space on television.
D)  The high number of stations in most markets means there is a great deal of audience fragmentation.
E)  Radio is unable to provide marketers with a variety of integrated marketing opportunities.F) D) and E)
G) A) and E)

Question 2

An art gallery in a small town is hosting an "outsider artist" sale and wishes to invite people from the area to attend and buy the pieces made by artists based in the nearby locality.However, the television station also reaches viewers in northwest Georgia and northeast Alabama, resulting in a lack of

Accepted Answer

A)  clutter control.
B)  noise filters.
C)  audience measures.
D)  geographic selectivity.
E)  zipping capabilities.F) B) and E)
G) A) and B)

Question 3

Which of the following statements is true about syndication?

Accepted Answer

A)  Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.
B)  First-run syndication is the only form of syndicated programming.
C)  Syndication has become a major business that generates revenue comparable to the major networks.
D)  National advertisers rarely use syndicated programs.
E)  Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.F) None of the above
G) A) and E)

Question 4

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n)  _____ arrangement.

Accepted Answer

A)  sponsorship
B)  participation
C)  daypart
D)  exclusivity
E)  run-of-stationF) A) and E)
G) A) and D)

Question 5

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Accepted Answer

A)  Spot advertising prevents national advertisers from adjusting to local market conditions.
B)  Spot advertising cannot be used as part of the advertiser's cooperative advertising programs.
C)  Spot advertising is typically more expensive than nonnetwork advertising.
D)  Spot advertising is usually characterized by significant variations in pricing and discount policies.
E)  Spot advertising provides advertisers with limited coverage in geographic markets in which they do business.F) A) and C)
G) B) and C)

Question 6

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.

Accepted Answer

A) True 
 B)False

Question 7

Designated market areas (DMAs), in practice, are usually overlapping.

Accepted Answer

A) True 
 B)False

Question 8

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

Accepted Answer

A) True 
 B)False

Question 9

The audio portion of a television commercial is often implanted into the radio spot for the same product.This is known as

Accepted Answer

A)  positioning.
B)  image transfer.
C)  cross-beaming.
D)  zapping.
E)  zipping.F) All of the above
G) A) and E)

Question 10

The designated market area (DMA)  of Manhattan has approximately 2 million television households.Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching a baseball playoff game.The program rating for the playoff game in the Manhattan DMA is _____

Accepted Answer

A)  25.
B)  15.
C)  30.
D)  35.
E)  20.F) None of the above
G) A) and E)

Question 11

Spot advertising is more easily acquired by national advertisers than local ones.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements about off-network syndication is true?

Accepted Answer

A)  Off-network syndication shows are an important source of quality programming for local stations.
B)  Off-network syndication shows are an insignificant source of revenue to the studios that produce them.
C)  Off-network syndication shows are usually low-budget, low-quality programs.
D)  The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M.
E)  Off-network syndication refers to shows produced specifically for the syndication market.F) C) and E)
G) A) and B)

Question 13

Which of the following is true of total audience?

Accepted Answer

A)  It is the total number of homes viewing any five-minute part of a telecast.
B)  It is the percentage of households using TV in a specified time period that are tuned to a specific program.
C)  It represents 1 percent of all the television households in a particular area tuned to a specific program.
D)  It is an electronic measuring device that incorporates the technology of the old-style audimeter.
E)  It is the percentage of homes in a given area where TV is being watched during a specific time period.F) B) and C)
G) A) and B)

Question 14

Nielsen Audio provides ratings reports to clients in the ___________________, to which clients subscribe.

Accepted Answer

A)  Portable People Meter
B)  Nielsen Net Ratings Report
C)  Radio Market Report
D)  HUT Report
E)  Cross-Platform ReportF) B) and C)
G) A) and B)

Question 15

If 60 million households watch Sports Story, a half-hour sports news program, and there are 300 million households in the United States, the national rating for Sports Story is

Accepted Answer

A)  30 percent.
B)  20 percent.
C)  60 percent.
D)  25 percent.
E)  15 percent.F) A) and B)
G) A) and C)

Question 16

The rating periods during which Nielsen measures viewing audiences in every television market are known as

Accepted Answer

A)  interconnects.
B)  designated market periods.
C)  adjacencies.
D)  audience shares.
E)  sweeps.F) B) and D)
G) B) and C)

Question 17

Which of the following is a similarity between advertising on broadcast TV and cable advertising?

Accepted Answer

A)  Both offer fewer segmentation opportunities.
B)  Both create longer buyer lead times for preparing and placing ads.
C)  Both offer greater reach and lower frequency opportunities with individual stations.
D)  Both do not enable advertisers to reach a large number of viewers with a single media buy.
E)  Both can be purchased on a national, regional, or local (spot)  level.F) A) and B)
G) A) and C)

Question 18

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market.This is referred to as

Accepted Answer

A)  off-network syndication.
B)  first-run syndication.
C)  special-purpose syndication.
D)  spot syndication.
E)  affiliate syndication.F) B) and D)
G) A) and B)

Question 19

Advertisers use the image transfer process in radio advertising in order to

Accepted Answer

A)  emphasize the zapping effect.
B)  reinforce its television messages.
C)  transfer the image created by a radio commercial to the point of purchase.
D)  transfer the image of celebrities to the advertised brand.
E)  increase commercial clutter.F) B) and D)
G) A) and E)

Question 20

Companies prefer sponsorship arrangements for buying advertising time because:

Accepted Answer

A)  it allows companies to capitalize on the image of a high-quality program.
B)  it gives the advertiser less control over the placement and the length of its commercials.
C)  it is relatively inexpensive.
D)  sponsoring a show enables the advertiser to run more commercials per hour since time regulations do not apply.
E)  it broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.F) B) and E)
G) None of the above

Exam 11: Evaluation of Media: Television and Radio

Designated market areas (DMAs), in practice, are usually overlapping.

Correct Answer
verified

Which of the following statements is true about syndication?

Correct Answer
verified

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

If 60 million households watch Sports Story, a half-hour sports news program, and there are 300 million households in the United States, the national rating for Sports Story is

Correct Answer
verified

Advertisers use the image transfer process in radio advertising in order to

Correct Answer
verified

The rating periods during which Nielsen measures viewing audiences in every television market are known as

Correct Answer
verified

Nielsen Audio provides ratings reports to clients in the ___________________, to which clients subscribe.

Correct Answer
verified

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Correct Answer
verified

The audio portion of a television commercial is often implanted into the radio spot for the same product.This is known as

Correct Answer
verified

Companies prefer sponsorship arrangements for buying advertising time because:

Correct Answer
verified

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market.This is referred to as

Correct Answer
verified

Which of the following statements about off-network syndication is true?

Correct Answer
verified

Which of the following is a similarity between advertising on broadcast TV and cable advertising?

Correct Answer
verified

Spot advertising is more easily acquired by national advertisers than local ones.

Correct Answer
verified

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.

Correct Answer
verified

Which of the following is true of total audience?

Correct Answer
verified

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Correct Answer
verified

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

Correct Answer
verified

Exam 11: Evaluation of Media: Television and Radio

Designated market areas (DMAs), in practice, are usually overlapping.

Correct AnswerverifiedShow Answer

Which of the following statements is true about syndication?

Correct AnswerverifiedShow Answer

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If 60 million households watch Sports Story, a half-hour sports news program, and there are 300 million households in the United States, the national rating for Sports Story is

Correct AnswerverifiedShow Answer

Advertisers use the image transfer process in radio advertising in order to

Correct AnswerverifiedShow Answer

The rating periods during which Nielsen measures viewing audiences in every television market are known as

Correct AnswerverifiedShow Answer

Nielsen Audio provides ratings reports to clients in the ___________________, to which clients subscribe.

Correct AnswerverifiedShow Answer

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Correct AnswerverifiedShow Answer

The audio portion of a television commercial is often implanted into the radio spot for the same product.This is known as

Correct AnswerverifiedShow Answer

Companies prefer sponsorship arrangements for buying advertising time because:

Correct AnswerverifiedShow Answer

Shows such as Judge Jenny and Tonight's Entertainment are produced specifically for the syndication market.This is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements about off-network syndication is true?

Correct AnswerverifiedShow Answer

Which of the following is a similarity between advertising on broadcast TV and cable advertising?

Correct AnswerverifiedShow Answer

Spot advertising is more easily acquired by national advertisers than local ones.

Correct AnswerverifiedShow Answer

An advantage of radio as a medium for advertising is its low level of audience fragmentation; the percentage of the market tuned to any particular station is usually high.

Correct AnswerverifiedShow Answer

Which of the following is true of total audience?

Correct AnswerverifiedShow Answer

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Correct AnswerverifiedShow Answer

Due to its ability to reach large audiences in a cost-efficient manner, TV is a popular medium among companies selling mass-consumption products.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified