Question 1

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

Accepted Answer

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

Question 2

Advantages that network radio offers, which are similarly offered by network television, include all of the following EXCEPT:

Accepted Answer

A) preparation of a single insertion order for multiple stations. 
B) uniform quality of production for commercials on all stations. 
C) guarantee of no more than 25 percent increase in cost of time for the next year. 
D) payment of a single invoice. 
E) economical reach. 
A) preparation of a single insertion order for multiple stations. 
B) uniform quality of production for commercials on all stations. 
C) guarantee of no more than 25 percent increase in cost of time for the next year. 
D) payment of a single invoice. 
E) economical reach.

Question 3

Which of the elements listed would not be examined before executing a radio buy?

Accepted Answer

A) longevity of the medium 
B) ownership of the medium 
C) ability of radio to effectively carry out the basic advertising and marketing strategy 
D) determination of the vitality of the format 
E) determination whether audience preferences match higher profile talent 
A) longevity of the medium 
B) ownership of the medium 
C) ability of radio to effectively carry out the basic advertising and marketing strategy 
D) determination of the vitality of the format 
E) determination whether audience preferences match higher profile talent

Question 4

Which of the following was the top national radio advertiser in 2009?

Accepted Answer

A) GM 
B) Walmart Stores 
C) Verizon Communications 
D) GE 
E) Berkshire Hathaway 
A) GM 
B) Walmart Stores 
C) Verizon Communications 
D) GE 
E) Berkshire Hathaway

Question 5

Because radio lacks a visual component, it lacks impact that other media have.

Accepted Answer

A) True 
 B)False

Question 6

A major problem for advertisers wishing to use radio is its:

Accepted Answer

A) lack of reach. 
B) lack of flexibility. 
C) fragmented audience. 
D) declining listenership, especially during summer. 
E) low creative costs. 
A) lack of reach. 
B) lack of flexibility. 
C) fragmented audience. 
D) declining listenership, especially during summer. 
E) low creative costs.

Question 7

As group ownership became the rule rather than the exception, the major radio group executives promised advertisers:

Accepted Answer

A) more segmented audiences. 
B) better service and more efficient buying procedures. 
C) they could more easily deal with several knowledgeable independent reps. 
D) more uniform programming. 
E) none of the above 
A) more segmented audiences. 
B) better service and more efficient buying procedures. 
C) they could more easily deal with several knowledgeable independent reps. 
D) more uniform programming. 
E) none of the above

Question 8

The dominant type of radio in terms of size of overall listening audience is:

Accepted Answer

A) FM. 
B) not-for-profit. 
C) AM. 
D) PBS affiliates. 
E) AM talk radio. 
A) FM. 
B) not-for-profit. 
C) AM. 
D) PBS affiliates. 
E) AM talk radio.

Question 9

For radio, drivetimes are:

Accepted Answer

A) 10:00 a.m. to 3:00 p.m. 
B) 7:00 p.m. to 12:00 a.m. 
C) 7 to 9 in the morning. 
D) 3 to 7 in the afternoon. 
E) 4 to 6 in the afternoon. 
A) 10:00 a.m. to 3:00 p.m. 
B) 7:00 p.m. to 12:00 a.m. 
C) 7 to 9 in the morning. 
D) 3 to 7 in the afternoon. 
E) 4 to 6 in the afternoon.

Question 10

If the information on the top 10 national spot radio advertisers in 2009 was any indication, the largest category of radio advertisers is:

Accepted Answer

A) large circulations newspapers. 
B) telecommunication companies. 
C) automobile companies. 
D) pharmaceutical companies. 
E) personal service companies. 
A) large circulations newspapers. 
B) telecommunication companies. 
C) automobile companies. 
D) pharmaceutical companies. 
E) personal service companies.

Question 11

Dollars received from radio network and spot advertising far exceed the revenue from local advertising.

Accepted Answer

A) True 
 B)False

Question 12

Because radio advertising inventory is flexible, when a spot is unsold, a rep has a chance to make a sweet deal.

Accepted Answer

A) True 
 B)False

Question 13

Radio provides advertisers options to reach very narrowly defined targeted prospects.

Accepted Answer

A) True 
 B)False

Question 14

Spot radio provides national advertisers the:

Accepted Answer

A) ability to react quickly to changing competitive conditions. 
B) ability to hit a broad segment of a non-segmented market. 
C) ability to capitalize on large waste circulation. 
D) ability to build share in a region. 
E) ability to spend an even smaller portion of their annual advertising budget. 
A) ability to react quickly to changing competitive conditions. 
B) ability to hit a broad segment of a non-segmented market. 
C) ability to capitalize on large waste circulation. 
D) ability to build share in a region. 
E) ability to spend an even smaller portion of their annual advertising budget.

Question 15

Because of the nature of radio audiences, a change in one rating point for a station could make a significant difference in its rankings among stations in the same market.

Accepted Answer

A) True 
 B)False

Question 16

Radio executives have begun to view the future of radio as an Internet business.

Accepted Answer

A) True 
 B)False

Question 17

One of the contributing factors to the rebirth of network radio is ________ technology.

Accepted Answer

The answer of One of the contributing factors to the...

Question 18

Despite ownership consolidation, competition for local advertising has not diminished.

Accepted Answer

A) True 
 B)False

Question 19

Based on the information about the top 10 national radio advertisers in 2009, which category spent the most money?

Accepted Answer

A) pharmaceuticals 
B) retail 
C) automobile 
D) industrial 
E) media 
A) pharmaceuticals 
B) retail 
C) automobile 
D) industrial 
E) media

Question 20

Fundamentals of buying radio are unique in comparison with a buy in other media.

Accepted Answer

A) True 
 B)False

Exam 9: Using Radio

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

Advantages that network radio offers, which are similarly offered by network television, include all of the following EXCEPT:

Which of the elements listed would not be examined before executing a radio buy?

Which of the following was the top national radio advertiser in 2009?

Because radio lacks a visual component, it lacks impact that other media have.

A major problem for advertisers wishing to use radio is its:

As group ownership became the rule rather than the exception, the major radio group executives promised advertisers:

The dominant type of radio in terms of size of overall listening audience is:

For radio, drivetimes are:

If the information on the top 10 national spot radio advertisers in 2009 was any indication, the largest category of radio advertisers is:

Dollars received from radio network and spot advertising far exceed the revenue from local advertising.

Because radio advertising inventory is flexible, when a spot is unsold, a rep has a chance to make a sweet deal.

Radio provides advertisers options to reach very narrowly defined targeted prospects.

Spot radio provides national advertisers the:

Because of the nature of radio audiences, a change in one rating point for a station could make a significant difference in its rankings among stations in the same market.

Radio executives have begun to view the future of radio as an Internet business.

One of the contributing factors to the rebirth of network radio is ________ technology.

Despite ownership consolidation, competition for local advertising has not diminished.

Based on the information about the top 10 national radio advertisers in 2009, which category spent the most money?

Fundamentals of buying radio are unique in comparison with a buy in other media.

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