Question 1

The average rating for a top radio station would be?

Accepted Answer

A) 1 to 3 
B) 6 to 7 
C) 11 to 14 
D) 18 to 24 
E) 27 to 32 
A) 1 to 3 
B) 6 to 7 
C) 11 to 14 
D) 18 to 24 
E) 27 to 32

Question 2

The future of the radio medium that delivers more personalized and specialized programming is quite bright, except for the fact that:

Accepted Answer

A) local stations won't survive satellite. 
B) local stations won't survive internet systems. 
C) transmission options are so limited. 
D) advertisers may not fully use the new technological options. 
E) further government restrictions on ownership will constrict growth. 
A) local stations won't survive satellite. 
B) local stations won't survive internet systems. 
C) transmission options are so limited. 
D) advertisers may not fully use the new technological options. 
E) further government restrictions on ownership will constrict growth.

Question 3

For AM radio, survival will likely continue to depend on expansion of talk radio.

Accepted Answer

A) True 
 B)False

Question 4

Radio ________ is the number of radio waves that pass a given point in a given period.

Accepted Answer

The answer of Radio ________ is the number of radio...

Question 5

Among the major differences between Arbitron and RADAR is that Arbitron measures radio audiences in local markets and RADAR is interested in radio network ratings.

Accepted Answer

A) True 
 B)False

Question 6

Light television viewers spend less time with radio than they do with TV.

Accepted Answer

A) True 
 B)False

Question 7

Called ________, it refers to the number of commercials and the amount of nonprogram content on radio.

Accepted Answer

The answer of Called ________, it refers to the number...

Question 8

This type radio requires a special receiver, a subscription, and contains few, if any, commercials.

Accepted Answer

A) Internet 
B) satellite 
C) HD radio 
D) 3D radio 
E) CD radio 
A) Internet 
B) satellite 
C) HD radio 
D) 3D radio 
E) CD radio

Question 9

If you wanted to have your advertising message be a clean, crisp experience with the least interference because of atmospheric conditions, you'd likely choose an AM station.

Accepted Answer

A) True 
 B)False

Question 10

Which two characteristics of radio give it the ability to react quickly to changing market conditions?

Accepted Answer

A) commercials and reach 
B) immediacy and flexibility 
C) pinpoint audience targeting and recency 
D) overall reach and frequency 
E) amplitude and frequency modulation 
A) commercials and reach 
B) immediacy and flexibility 
C) pinpoint audience targeting and recency 
D) overall reach and frequency 
E) amplitude and frequency modulation

Question 11

The process of selling radio time starts with the sales rep's ________, which entails walking a fine line between aggressive selling and acknowledging the strength and contributions of other media.

Accepted Answer

The answer of The process of selling radio time starts...

Question 12

Despite advantages consolidation brings to the mega-owners of radio stations, it doesn't eliminate:

Accepted Answer

A) competition radio must overcome to earn advertising dollars. 
B) competition radio faces from the independent rep companies. 
C) scrutiny radio faces from FDA. 
D) scrutiny radio faces from the FTC. 
E) scrutiny by Congress. 
A) competition radio must overcome to earn advertising dollars. 
B) competition radio faces from the independent rep companies. 
C) scrutiny radio faces from FDA. 
D) scrutiny radio faces from the FTC. 
E) scrutiny by Congress.

Question 13

The number of waves that pass a given point in a given period of time is called:

Accepted Answer

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

Question 14

From a marketing perspective, radio more readily and easily can appeal to prospects based on all of the following EXCEPT:

Accepted Answer

A) gender. 
B) education level. 
C) literacy level. 
D) age. 
E) financial status. 
A) gender. 
B) education level. 
C) literacy level. 
D) age. 
E) financial status.

Question 15

Regarding frequency modulation (FM), which of the following applies?

Accepted Answer

A) a method of transmitting electromagnetic signals by varying the frequency of the wave 
B) Its wave is 20 times smaller than the width of an AM wave. 
C) Quality of signal is inferior to amplitude modulation. 
D) Sound varies according to the height of a sound wave. 
E) Sound wave clarity increases the further away from the source a listener is. 
A) a method of transmitting electromagnetic signals by varying the frequency of the wave 
B) Its wave is 20 times smaller than the width of an AM wave. 
C) Quality of signal is inferior to amplitude modulation. 
D) Sound varies according to the height of a sound wave. 
E) Sound wave clarity increases the further away from the source a listener is.

Question 16

Which of the following is NOT an advantage that satellite links bring to local affiliated stations?

Accepted Answer

A) ability to have celebrities they otherwise could not afford 
B) receiving guaranteed quality programming they otherwise could not afford 
C) receiving quality programming based on the latest audience data matching a particular format 
D) increased costs for personnel and programming 
E) increased national ad revenues 
A) ability to have celebrities they otherwise could not afford 
B) receiving guaranteed quality programming they otherwise could not afford 
C) receiving quality programming based on the latest audience data matching a particular format 
D) increased costs for personnel and programming 
E) increased national ad revenues

Question 17

Which of the following is NOT mentioned as being among the major competitors radio has for local advertising dollars?

Accepted Answer

A) Yellow Pages 
B) the Internet 
C) direct response 
D) newspapers 
E) out-of-home 
A) Yellow Pages 
B) the Internet 
C) direct response 
D) newspapers 
E) out-of-home

Question 18

Radio uses a number of creative devices to substitute the ear for the eye in order to overcome its lack of visuals. Which of the following techniques could be used?

Accepted Answer

A) harmonics 
B) smooth copy 
C) long but rhythmic copy 
D) increased amplitude 
E) vivid description 
A) harmonics 
B) smooth copy 
C) long but rhythmic copy 
D) increased amplitude 
E) vivid description

Question 19

The number of commercials on radio has always been less than that on television.

Accepted Answer

A) True 
 B)False

Question 20

The Federal Communications Commission has assigned which of the following frequencies to AM radio?

Accepted Answer

A) 88.1 to 107.9 kHz 
B) 540 to 1700 kHz 
C) 580 to 1600 GHz 
D) 540 to 1700 MHz 
E) 88.1 to 107.9 MHz 
A) 88.1 to 107.9 kHz 
B) 540 to 1700 kHz 
C) 580 to 1600 GHz 
D) 540 to 1700 MHz 
E) 88.1 to 107.9 MHz

Exam 9: Using Radio

The average rating for a top radio station would be?

The future of the radio medium that delivers more personalized and specialized programming is quite bright, except for the fact that:

For AM radio, survival will likely continue to depend on expansion of talk radio.

Radio ________ is the number of radio waves that pass a given point in a given period.

Among the major differences between Arbitron and RADAR is that Arbitron measures radio audiences in local markets and RADAR is interested in radio network ratings.

Light television viewers spend less time with radio than they do with TV.

Called ________, it refers to the number of commercials and the amount of nonprogram content on radio.

This type radio requires a special receiver, a subscription, and contains few, if any, commercials.

If you wanted to have your advertising message be a clean, crisp experience with the least interference because of atmospheric conditions, you'd likely choose an AM station.

Which two characteristics of radio give it the ability to react quickly to changing market conditions?

The process of selling radio time starts with the sales rep's ________, which entails walking a fine line between aggressive selling and acknowledging the strength and contributions of other media.

Despite advantages consolidation brings to the mega-owners of radio stations, it doesn't eliminate:

The number of waves that pass a given point in a given period of time is called:

From a marketing perspective, radio more readily and easily can appeal to prospects based on all of the following EXCEPT:

Regarding frequency modulation (FM), which of the following applies?

Which of the following is NOT an advantage that satellite links bring to local affiliated stations?

Which of the following is NOT mentioned as being among the major competitors radio has for local advertising dollars?

Radio uses a number of creative devices to substitute the ear for the eye in order to overcome its lack of visuals. Which of the following techniques could be used?

The number of commercials on radio has always been less than that on television.

The Federal Communications Commission has assigned which of the following frequencies to AM radio?

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