Question 1

One advantage satellite links bring even to small radio stations is:

Accepted Answer

A) uniform billing options. 
B) the opportunity for national advertising dollars as part of a network. 
C) a resurgence in serialized programming featuring crime fighters. 
D) a resurgence in dramatic and comedy programming. 
E) superior content without additional talent or fees. 
A) uniform billing options. 
B) the opportunity for national advertising dollars as part of a network. 
C) a resurgence in serialized programming featuring crime fighters. 
D) a resurgence in dramatic and comedy programming. 
E) superior content without additional talent or fees. B

Question 2

The Arbitron Company provides audience data in about 300 local markets through use of listener diaries.

Accepted Answer

A) True 
 B)False  True

Question 3

The future of radio is bright for delivery of more specialized and personalized programming, but the form its transmission will take is unclear.

Accepted Answer

A) True 
 B)False  True

Question 4

The Telecommunications Act of 1996 said that either corporations or individuals could control as much as what percentage of the national market?

Accepted Answer

A) 35 percent 
B) 7 percent 
C) 12 percent 
D) 49.5 percent 
E) 10 percent 
A) 35 percent 
B) 7 percent 
C) 12 percent 
D) 49.5 percent 
E) 10 percent

Question 5

Approximately how many commercial stations were on the air in the United States as of 2009?

Accepted Answer

A) 15,000 
B) 12,000 
C) 8,500 
D) 13,500 
E) 6,000 
A) 15,000 
B) 12,000 
C) 8,500 
D) 13,500 
E) 6,000

Question 6

Arbitron is testing the PPM, which:

Accepted Answer

A) is being used in 20 of the largest radio markets. 
B) collects data every other hour, every other day. 
C) increases the need for accurate diary loggings. 
D) is slightly more intrusive for participants. 
E) will be used in an additional 20 of the next largest radio markets. 
A) is being used in 20 of the largest radio markets. 
B) collects data every other hour, every other day. 
C) increases the need for accurate diary loggings. 
D) is slightly more intrusive for participants. 
E) will be used in an additional 20 of the next largest radio markets.

Question 7

Compared to television ratings, radio ratings:

Accepted Answer

A) focus on narrower formats. 
B) focus on broad formats. 
C) tend to measure audience accumulation over relatively briefer periods of time. 
D) measure audience accumulation over primary dayparts. 
E) are more reliable because of the size of audiences for individual stations. 
A) focus on narrower formats. 
B) focus on broad formats. 
C) tend to measure audience accumulation over relatively briefer periods of time. 
D) measure audience accumulation over primary dayparts. 
E) are more reliable because of the size of audiences for individual stations.

Question 8

A major difference between the network arrangement in radio and television is that radio stations:

Accepted Answer

A) receive most of their revenue from non-profit advertisers. 
B) can be associated with a number of radio networks simultaneously. 
C) receive their programming from a single source. 
D) receive most of their revenue from network spots. 
E) do not have to worry about copyright laws or payments. 
A) receive most of their revenue from non-profit advertisers. 
B) can be associated with a number of radio networks simultaneously. 
C) receive their programming from a single source. 
D) receive most of their revenue from network spots. 
E) do not have to worry about copyright laws or payments.

Question 9

In 2008, national advertisers spent about how much money in spot radio advertising?

Accepted Answer

A) $500 million 
B) $750 million 
C) $5.5 billion 
D) $8.5 billion 
E) $11.5 billion 
A) $500 million 
B) $750 million 
C) $5.5 billion 
D) $8.5 billion 
E) $11.5 billion

Question 10

The affinity radio builds with listeners carries over to:

Accepted Answer

A) the ease agencies have in selling even more time to a client. 
B) the credibility it lends to products or services advertised. 
C) helping clients overlook the "background" phenomenon. 
D) agencies overlooking the limited audience research information available. 
E) station selection transition. 
A) the ease agencies have in selling even more time to a client. 
B) the credibility it lends to products or services advertised. 
C) helping clients overlook the "background" phenomenon. 
D) agencies overlooking the limited audience research information available. 
E) station selection transition.

Question 11

If your product category has broad appeal, to gain effective reach and frequency, you must buy several networks or radio stations.

Accepted Answer

A) True 
 B)False

Question 12

Although country is the format carried by more stations than any other, its listenership is only about 2000 stations.

Accepted Answer

A) True 
 B)False

Question 13

A similar budget, even a similar number of spots placed in different dayparts across many stations can deliver different levels of cumes, reach, frequency, and demographics.

Accepted Answer

A) True 
 B)False

Question 14

Unlike TV, radio maintains consistent listening patterns during the day and year.

Accepted Answer

A) True 
 B)False

Question 15

A fundamental marketing strategy for radio has been to promote its ability to successfully work with other media to increase reach and frequency, which is an example of why radio is often referred to as a ________ medium.

Accepted Answer

The answer of A fundamental marketing strategy for radio has...

Question 16

Electrical impulses broadcast by radio are called the:

Accepted Answer

A) amplitude. 
B) modulation. 
C) signal. 
D) frequency. 
E) watts. 
A) amplitude. 
B) modulation. 
C) signal. 
D) frequency. 
E) watts.

Question 17

One major limitation on radio that advertisers of specific types of products must remember is that radio is above all else a medium that uses the power of sound rather than a ________ medium that uses the power of images.

Accepted Answer

The answer of One major limitation on radio that advertisers...

Question 18

A competent media planner would look increasingly at network radio to:

Accepted Answer

A) double the amount of dollars spent so they reach $28 billion. 
B) extend reach to working men and light users of other media. 
C) build greater brand awareness through inexpensive additional frequency to prime target audiences. 
D) act as the primary vehicle for a campaign. 
E) extend reach to working women and light users of other media. 
A) double the amount of dollars spent so they reach $28 billion. 
B) extend reach to working men and light users of other media. 
C) build greater brand awareness through inexpensive additional frequency to prime target audiences. 
D) act as the primary vehicle for a campaign. 
E) extend reach to working women and light users of other media.

Question 19

Regarding amplitude modulation (AM), which of the following applies?

Accepted Answer

A) a method of transmitting electromagnetic signals by varying the height of the wave 
B) can be heard at shorter distance, especially at night, than frequency modulated signals 
C) quality of signal is superior to frequency modulation 
D) quality of signal decreases the further away listeners are from a station 
E) a method of changing variations in a sound wave by varying its frequency 
A) a method of transmitting electromagnetic signals by varying the height of the wave 
B) can be heard at shorter distance, especially at night, than frequency modulated signals 
C) quality of signal is superior to frequency modulation 
D) quality of signal decreases the further away listeners are from a station 
E) a method of changing variations in a sound wave by varying its frequency

Question 20

If a radio station has a strong signal in a particular territory, listeners receive programs and commercials more clearly.

Accepted Answer

A) True 
 B)False

Exam 9: Using Radio

One advantage satellite links bring even to small radio stations is:

The Arbitron Company provides audience data in about 300 local markets through use of listener diaries.

The future of radio is bright for delivery of more specialized and personalized programming, but the form its transmission will take is unclear.

The Telecommunications Act of 1996 said that either corporations or individuals could control as much as what percentage of the national market?

Approximately how many commercial stations were on the air in the United States as of 2009?

Arbitron is testing the PPM, which:

Compared to television ratings, radio ratings:

A major difference between the network arrangement in radio and television is that radio stations:

In 2008, national advertisers spent about how much money in spot radio advertising?

The affinity radio builds with listeners carries over to:

If your product category has broad appeal, to gain effective reach and frequency, you must buy several networks or radio stations.

Although country is the format carried by more stations than any other, its listenership is only about 2000 stations.

A similar budget, even a similar number of spots placed in different dayparts across many stations can deliver different levels of cumes, reach, frequency, and demographics.

Unlike TV, radio maintains consistent listening patterns during the day and year.

A fundamental marketing strategy for radio has been to promote its ability to successfully work with other media to increase reach and frequency, which is an example of why radio is often referred to as a ________ medium.

Electrical impulses broadcast by radio are called the:

One major limitation on radio that advertisers of specific types of products must remember is that radio is above all else a medium that uses the power of sound rather than a ________ medium that uses the power of images.

A competent media planner would look increasingly at network radio to:

Regarding amplitude modulation (AM), which of the following applies?

If a radio station has a strong signal in a particular territory, listeners receive programs and commercials more clearly.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters