Question 1

_____ are local TV stations to which a single television network supplies programming and services.

Accepted Answer

A)  Syndicates
B)  Adjacencies
C)  Full-run spots
D)  Affiliates
E)  ZappersF) A) and E)
G) A) and D)

Question 2

All nonnetwork television advertising by a national advertiser is known as _____ advertising.

Accepted Answer

A)  up-front
B)  national spot
C)  local
D)  regional
E)  scatterF) All of the above
G) A) and C)

Question 3

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Accepted Answer

A)  has such a low absolute cost.
B)  has the ability to reach large audiences in a relatively cost-efficient manner.
C)  has a high level of geographic selectivity.
D)  is very easy to develop creative television advertising.
E)  has no impact on the image of a brand.F) All of the above
G) B) and E)

Question 4

Most network television advertising time is sold as:

Accepted Answer

A)  sponsorships.
B)  participations.
C)  adjacencies.
D)  spot announcements.
E)  affiliated offerings.F) C) and D)
G) A) and C)

Question 5

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season.This means that:

Accepted Answer

A)  an average of 18 million households watched Grey's Anatomy.
B)  18 percent of the households watching television were tuned to Grey's Anatomy.
C)  an average of 18 percent of the television households in the country were tuned to Grey's Anatomy.
D)  an average of 18 million households watched Grey's Anatomy for at least five minutes.
E)  18 percent of the households in the United States watched the entire program.F) B) and C)
G) All of the above

Question 6

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

Accepted Answer

A)  Network advertising
B)  Spot advertising
C)  Regional advertising
D)  Syndication
E)  SponsorshipF) B) and D)
G) A) and D)

Question 7

A disadvantage associated with the use of syndicated shows for advertising is:

Accepted Answer

A)  that syndicates do not supply as much research information as the networks do.
B)  more zipping.
C)  their popularity among Gen Xers.
D)  the absence of programming at undesirable times.
E)  their lack of popularity when compared to network shows in certain dayparts,such as daytime,early prime time,and late fringe.F) C) and D)
G) B) and D)

Question 8

Which television daypart has the highest rates and is dominated by national advertisers?

Accepted Answer

A)  Morning
B)  Early fringe
C)  Prime time
D)  Late news
E)  Late fringeF) A) and B)
G) A) and C)

Question 9

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?

Accepted Answer

A)  To increase audience fragmentation
B)  To cut its real costs
C)  To increase its appeal to national advertisers
D)  To bypass problems with clutter
E)  To attract local advertisersF) A) and B)
G) A) and C)

Question 10

The number of households in a market area that own a television set is referred to as:

Accepted Answer

A)  households using television.
B)  the universe estimate.
C)  a program rating.
D)  designated market area.
E)  audience size.F) A) and D)
G) C) and D)

Question 11

Advertisers can prevent consumers from zapping commercials by:

Accepted Answer

A)  introducing "commercial-free" programming.
B)  producing commercials that are meaningful and that attract and hold attention.
C)  devising shorter commercial formats.
D)  using product placements.
E)  advertising more on cable television.F) B) and D)
G) None of the above

Question 12

A major threat to conventional broadcast radio is:

Accepted Answer

A)  the emergence of satellite radio.
B)  low-powered local radio broadcasting.
C)  the creation of communications cartels.
D)  the fact consumers prefer to pay a subscription fee for their radio.
E)  the ability to zip and zap radio commercials.F) B) and E)
G) B) and C)

Question 13

The percentage of homes in a given area that are watching television during a specific time period is referred to as:

Accepted Answer

A)  households using television.
B)  ratings point.
C)  program rating.
D)  share of audience.
E)  total audience.F) None of the above
G) A) and D) A

Question 14

Mountain Dew often sponsors live radio broadcasts at beaches,sporting events,and festivals in which it sets up booths for sampling and giveaways.On which advantage offered by radio is Mountain Dew capitalizing?

Accepted Answer

A)  Low relative costs
B)  Integrated marketing opportunities
C)  Mental imagery
D)  Geographic selectivity
E)  FlexibilityF) A) and B)
G) C) and E)

Question 15

When an advertiser purchases airtime from a national network,the commercial is transmitted across the nation through the affiliate station network.This is known as _____ advertising.

Accepted Answer

A)  network
B)  scatter
C)  local
D)  spot
E)  up-frontF) C) and D)
G) A) and C)

Question 16

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

Accepted Answer

A)  Zipping
B)  Zapping
C)  Pulsing
D)  Time shifting
E)  ZoomingF) None of the above
G) All of the above

Question 17

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Accepted Answer

A)  absolute cost
B)  reach and frequency
C)  inherent drama
D)  audience selectivity
E)  spectacularsF) A) and B)
G) A) and C)

Question 18

The pervasiveness and intrusive nature of ____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.

Accepted Answer

A)  radio
B)  television
C)  newspapers
D)  direct response
E)  magazinesF) B) and C)
G) None of the above B

Question 19

Imagine you have inherited a small motel chain in the New England area.You know you need to buy advertising,but you have a limited budget.Which of the following will hold true?

Accepted Answer

A)  Local radio is the best advertising option as it reaches travelers in their cars and is low-cost.
B)  Radio commercials are expensive to produce and hence radio advertising is inadvisable.
C)  Advertising on network television can selectively tap the target audience.
D)  Though radio commercials are cheap to produce,buying time on radio is expensive.
E)  Television advertising is a flexible medium that has short lead times and is the best option.F) B) and C)
G) C) and E)

Question 20

Which of the following statements about syndication is true?

Accepted Answer

A)  The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks.
B)  Syndicated programs never draw larger viewing audiences than network shows.
C)  Many national advertisers use syndicated shows to target certain audiences.
D)  Syndicated programs have less commercial time and thus less clutter than network shows.
E)  Syndicated programs benefit only local advertisers,not national ones.F) A) and E)
G) B) and C) C

Exam 9: Evaluation of Media: Television and Radio

_____ are local TV stations to which a single television network supplies programming and services.

Correct AnswerverifiedShow Answer

All nonnetwork television advertising by a national advertiser is known as _____ advertising.

Correct AnswerverifiedShow Answer

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Correct AnswerverifiedShow Answer

Most network television advertising time is sold as:

Correct AnswerverifiedShow Answer

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season.This means that:

Correct AnswerverifiedShow Answer

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

Correct AnswerverifiedShow Answer

A disadvantage associated with the use of syndicated shows for advertising is:

Correct AnswerverifiedShow Answer

Which television daypart has the highest rates and is dominated by national advertisers?

Correct AnswerverifiedShow Answer

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?

Correct AnswerverifiedShow Answer

The number of households in a market area that own a television set is referred to as:

Correct AnswerverifiedShow Answer

Advertisers can prevent consumers from zapping commercials by:

Correct AnswerverifiedShow Answer

A major threat to conventional broadcast radio is:

Correct AnswerverifiedShow Answer

The percentage of homes in a given area that are watching television during a specific time period is referred to as:

Correct AnswerverifiedA

Mountain Dew often sponsors live radio broadcasts at beaches,sporting events,and festivals in which it sets up booths for sampling and giveaways.On which advantage offered by radio is Mountain Dew capitalizing?

Correct AnswerverifiedShow Answer

When an advertiser purchases airtime from a national network,the commercial is transmitted across the nation through the affiliate station network.This is known as _____ advertising.

Correct AnswerverifiedShow Answer

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

Correct AnswerverifiedShow Answer

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Correct AnswerverifiedShow Answer

The pervasiveness and intrusive nature of ____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.

Correct AnswerverifiedB

Imagine you have inherited a small motel chain in the New England area.You know you need to buy advertising,but you have a limited budget.Which of the following will hold true?

Correct AnswerverifiedShow Answer

Which of the following statements about syndication is true?

Correct AnswerverifiedC

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
A

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified
C