Question 1

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:

Accepted Answer

A) gross rating point. 
B) cost per rating point. 
C) rating point. 
D) effectiveness percentage. 
E) a cycle-cost percentage. 
A) gross rating point. 
B) cost per rating point. 
C) rating point. 
D) effectiveness percentage. 
E) a cycle-cost percentage.

Question 2

Any non-program material carried during or between TV shows is:

Accepted Answer

A) costly. 
B) clutter. 
C) an increase to ratings. 
D) a tax deduction for the station. 
E) a PSA. 
A) costly. 
B) clutter. 
C) an increase to ratings. 
D) a tax deduction for the station. 
E) a PSA.

Question 3

Advertising dollars in 2008 were NOT being spent among which of the following types of television?

Accepted Answer

A) cable networks 
B) 3D HDTV networks 
C) syndicated TV 
D) spot TV 
E) network TV 
A) cable networks 
B) 3D HDTV networks 
C) syndicated TV 
D) spot TV 
E) network TV

Question 4

The primary business of television is the delivery of:

Accepted Answer

A) news. 
B) entertainment. 
C) educational programming. 
D) audience. 
E) aesthetic value. 
A) news. 
B) entertainment. 
C) educational programming. 
D) audience. 
E) aesthetic value.

Question 5

Television remains the primary medium for many advertisers because:

Accepted Answer

A) it controls outlandish creativity. 
B) it has high household penetration. 
C) it defines advertising formats. 
D) it has increasingly eliminated much clutter. 
E) it is less expensive than radio on a CPM basis. 
A) it controls outlandish creativity. 
B) it has high household penetration. 
C) it defines advertising formats. 
D) it has increasingly eliminated much clutter. 
E) it is less expensive than radio on a CPM basis.

Question 6

One way that cable systems continue to strengthen their role with both national and spot advertisers is to form interconnects.

Accepted Answer

A) True 
 B)False

Question 7

Large increases in spot dollars are projected because advertisers will direct money to various forms of local television.

Accepted Answer

A) True 
 B)False

Question 8

Cable programs are available in every television household, but syndication can come into only 88 percent of homes receiving a television signal.

Accepted Answer

A) True 
 B)False

Question 9

If national advertisers decide to buy time from local stations, they are making:

Accepted Answer

A) secondary buys. 
B) smart buys. 
C) spot buys. 
D) affiliate buys. 
E) target buys. 
A) secondary buys. 
B) smart buys. 
C) spot buys. 
D) affiliate buys. 
E) target buys.

Question 10

Which of the following is not an indication of the power of syndication?

Accepted Answer

A) accounts for more and more money, year after year 
B) A major show can provide coverage comparable to broadcast networks. 
C) can schedule its programs on a 7-day-a-week basis 
D) Unlike cable, it is available in every television household. 
E) Some popular long-running shows are in syndication while still providing first-run productions. 
A) accounts for more and more money, year after year 
B) A major show can provide coverage comparable to broadcast networks. 
C) can schedule its programs on a 7-day-a-week basis 
D) Unlike cable, it is available in every television household. 
E) Some popular long-running shows are in syndication while still providing first-run productions.

Question 11

If advertisers want to know how one TV show is doing against its competition, they can use the measure called a share.

Accepted Answer

A) True 
 B)False

Question 12

Advertisers may participate in scatter plan buys that are constrictive because they do not provide options to buy time for a variety of network programs or stations.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following positive characteristics pertaining to television is inviting to advertisers?

Accepted Answer

A) national programming on a local basis 
B) Local ownership facilitates placement of local advertising. 
C) blending of various technologies that enhance advertising 
D) uncomplicated syndication rights 
E) Recent government mandates eliminate advertising and programming abuses. 
A) national programming on a local basis 
B) Local ownership facilitates placement of local advertising. 
C) blending of various technologies that enhance advertising 
D) uncomplicated syndication rights 
E) Recent government mandates eliminate advertising and programming abuses.

Question 14

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:

Accepted Answer

A) to choose how to allocate the time. 
B) to choose to put all the advertising on one station. 
C) to choose to divide all the advertising among all the stations. 
D) to choose what yardstick should be used to decide. 
E) to limit the GRP based on the CP. 
A) to choose how to allocate the time. 
B) to choose to put all the advertising on one station. 
C) to choose to divide all the advertising among all the stations. 
D) to choose what yardstick should be used to decide. 
E) to limit the GRP based on the CP.

Question 15

Indications that the future of TV should be bright include:

Accepted Answer

A) continuing dramatic changes and innovations. 
B) viewing levels are stabilizing. 
C) advertising cost has declined on a CPM basis. 
D) decreased syndication of new programming. 
E) it is becoming less intrusive in political agenda setting. 
A) continuing dramatic changes and innovations. 
B) viewing levels are stabilizing. 
C) advertising cost has declined on a CPM basis. 
D) decreased syndication of new programming. 
E) it is becoming less intrusive in political agenda setting.

Question 16

The proliferation of commercials that ultimately reduces the impact of any single TV message is called ________.

Accepted Answer

The answer of The proliferation of commercials that ultimately reduces...

Question 17

Characteristics of the rating-point system do NOT include:

Accepted Answer

A) is a way for an advertiser to measure coverage based on the potential of the market. 
B) is calculated usually as the program audience divided by total TV households. 
C) is a percentage of individuals divided by a specific target segment rather than households. 
D) is calculated usually as the total TV households divided by the number of individuals in it. 
E) is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station. 
A) is a way for an advertiser to measure coverage based on the potential of the market. 
B) is calculated usually as the program audience divided by total TV households. 
C) is a percentage of individuals divided by a specific target segment rather than households. 
D) is calculated usually as the total TV households divided by the number of individuals in it. 
E) is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station.

Question 18

The emphasis on demographics rather than households as a measure has led to a major change in the way networks choose shows and price commercials.

Accepted Answer

A) True 
 B)False

Question 19

In negotiations, many media planners today look for a variety of options to reach particular target markets, including:

Accepted Answer

A) syndication. 
B) the Internet. 
C) cable. 
D) network time. 
E) scatter buys. 
A) syndication. 
B) the Internet. 
C) cable. 
D) network time. 
E) scatter buys.

Question 20

The Nielsen Company is working on a new product that will combine a variety of its current measuring and data collection services that should allow advertisers to better assess the ROI they receive from their placements in a variety of media.

Accepted Answer

A) True 
 B)False

Exam 8: Using Television

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:

Any non-program material carried during or between TV shows is:

Advertising dollars in 2008 were NOT being spent among which of the following types of television?

The primary business of television is the delivery of:

Television remains the primary medium for many advertisers because:

One way that cable systems continue to strengthen their role with both national and spot advertisers is to form interconnects.

Large increases in spot dollars are projected because advertisers will direct money to various forms of local television.

Cable programs are available in every television household, but syndication can come into only 88 percent of homes receiving a television signal.

If national advertisers decide to buy time from local stations, they are making:

Which of the following is not an indication of the power of syndication?

If advertisers want to know how one TV show is doing against its competition, they can use the measure called a share.

Advertisers may participate in scatter plan buys that are constrictive because they do not provide options to buy time for a variety of network programs or stations.

Which of the following positive characteristics pertaining to television is inviting to advertisers?

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:

Indications that the future of TV should be bright include:

The proliferation of commercials that ultimately reduces the impact of any single TV message is called ________.

Characteristics of the rating-point system do NOT include:

The emphasis on demographics rather than households as a measure has led to a major change in the way networks choose shows and price commercials.

In negotiations, many media planners today look for a variety of options to reach particular target markets, including:

The Nielsen Company is working on a new product that will combine a variety of its current measuring and data collection services that should allow advertisers to better assess the ROI they receive from their placements in a variety of 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 Radio

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