Question 1

To make an effective radio buy, you would use the following basic audience measure(s).

Accepted Answer

A) Arbitron 
B) MSA 
C) AQH 
D) cume 
E) TSA 
A) Arbitron 
B) MSA 
C) AQH 
D) cume 
E) TSA

Question 2

Because much radio listening takes place outside the home, it can reach:

Accepted Answer

A) consumers at the oddest times. 
B) consumers where they are and where other media are not available. 
C) consumers when they are preoccupied. 
D) consumers when they are least receptive. 
E) nontargeted consumers who come in the range of playing radios. 
A) consumers at the oddest times. 
B) consumers where they are and where other media are not available. 
C) consumers when they are preoccupied. 
D) consumers when they are least receptive. 
E) nontargeted consumers who come in the range of playing radios.

Question 3

Radio more than virtually any other media:

Accepted Answer

A) creates an intimate, one-on-one relationship with prospects. 
B) presents creative effects at a higher production cost than virtually any other medium. 
C) is locked into the home and car, not proximate to the selling point. 
D) has escaped the conglomeration movement evident in other media. 
E) has suffered from effects of conglomeration. 
A) creates an intimate, one-on-one relationship with prospects. 
B) presents creative effects at a higher production cost than virtually any other medium. 
C) is locked into the home and car, not proximate to the selling point. 
D) has escaped the conglomeration movement evident in other media. 
E) has suffered from effects of conglomeration.

Question 4

Because of radio's low cost and targeted format, it:

Accepted Answer

A) is the most utilized of all advertising media. 
B) is more credible than all other media. 
C) can react quickly to changing market conditions. 
D) is an excellent supplemental medium to increase reach and frequency in specific target markets. 
E) gives advertisers proximity to the sale. 
A) is the most utilized of all advertising media. 
B) is more credible than all other media. 
C) can react quickly to changing market conditions. 
D) is an excellent supplemental medium to increase reach and frequency in specific target markets. 
E) gives advertisers proximity to the sale.

To make an effective radio buy, you would use the following basic audience measure(s).

Because much radio listening takes place outside the home, it can reach:

Radio more than virtually any other media:

Because of radio's low cost and targeted format, it:

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

Exam 9: Using Radio

To make an effective radio buy, you would use the following basic audience measure(s).

Because much radio listening takes place outside the home, it can reach:

Radio more than virtually any other media:

Because of radio's low cost and targeted format, it:

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