Question 1

When it came to advertising spending by types of television available, the category that received the most advertising revenue in 2008 was:

Accepted Answer

A) syndicated TV. 
B) cable networks. 
C) TV networks. 
D) cable local spot. 
E) spot. 
A) syndicated TV. 
B) cable networks. 
C) TV networks. 
D) cable local spot. 
E) spot.

Question 2

The term ________ refers to the percentage of households using TV that are watching a particular TV program.

Accepted Answer

The answer of The term ________ refers to the percentage...

Question 3

Because advertisers schedule a package of spots in a number of programs and/or during specific dayparts, they determine the weight of the schedule by using:

Accepted Answer

A) frequency. 
B) RPG. 
C) ratings. 
D) GRP. 
E) reach. 
A) frequency. 
B) RPG. 
C) ratings. 
D) GRP. 
E) reach.

Question 4

The top four networks can expect that close to what percent of their stations will clear their schedules to run network programming?

Accepted Answer

A) 10 
B) 40 
C) 35 
D) 100 
E) 50 
A) 10 
B) 40 
C) 35 
D) 100 
E) 50

Question 5

If advertisers choose to make a network buy, they actually receive:

Accepted Answer

A) a group of stations on cable that carry narrowcast programming. 
B) a group of local stations that contract to carry network programming. 
C) independent stations that may or may not carry the spot depending on local conditions. 
D) broadcast stations owned and operated by independently wealthy corporations. 
E) a conglomeration of secondary affiliates. 
A) a group of stations on cable that carry narrowcast programming. 
B) a group of local stations that contract to carry network programming. 
C) independent stations that may or may not carry the spot depending on local conditions. 
D) broadcast stations owned and operated by independently wealthy corporations. 
E) a conglomeration of secondary affiliates.

Question 6

In a TVB study, respondents indicated television's credibility as a news source carries over to create positive attitudes toward television advertising.

Accepted Answer

A) True 
 B)False

Question 7

Major advertisers consider a network that has reached 70 percent potential coverage as:

Accepted Answer

A) a bad risk for clearance fees. 
B) a crucial indicator of financial success for a smaller network. 
C) a national program worth their consideration. 
D) worthy of their slotting fees. 
E) a network's secondary concern. 
A) a bad risk for clearance fees. 
B) a crucial indicator of financial success for a smaller network. 
C) a national program worth their consideration. 
D) worthy of their slotting fees. 
E) a network's secondary concern.

Question 8

A principal merit of the GRP system is that:

Accepted Answer

A) it provides a common base that proportionately accommodates markets of different sizes. 
B) it provides a variable base that proportionately accommodates markets of all sizes. 
C) it provides a common base that proportionately accommodates markets of all sizes. 
D) it provides a variable base that proportionately accommodates markets of different sizes. 
E) it commonly provides a variable base that proportionately accommodates markets of a precise side. 
A) it provides a common base that proportionately accommodates markets of different sizes. 
B) it provides a variable base that proportionately accommodates markets of all sizes. 
C) it provides a common base that proportionately accommodates markets of all sizes. 
D) it provides a variable base that proportionately accommodates markets of different sizes. 
E) it commonly provides a variable base that proportionately accommodates markets of a precise side.

Question 9

Before completely ruling out TV advertising because of costs, advertisers should consider:

Accepted Answer

A) if they need to reach huge numbers of people. 
B) its low CPM costs and continuing commercial rate increases. 
C) if they need to reach a narrowly defined consumer market. 
D) if production costs for TV spots are bound to continue to decline. 
E) if they wish to reach consumers who have advanced education degrees. 
A) if they need to reach huge numbers of people. 
B) its low CPM costs and continuing commercial rate increases. 
C) if they need to reach a narrowly defined consumer market. 
D) if production costs for TV spots are bound to continue to decline. 
E) if they wish to reach consumers who have advanced education degrees.

Question 10

If you wanted to target audiences in prime time access, what timeframe would that be (for East and West coast time zones)?

Accepted Answer

A) 8:00 p. m. to 11:00 p. m. 
B) 7:30 p. m. to 8:00 p. m. 
C) 7:00 a.m. to 9:00 a.m. 
D) 4:30 p. m. to 7:30 p. m. 
E) 8:30 p. m. to 9:30 p. m. 
A) 8:00 p. m. to 11:00 p. m. 
B) 7:30 p. m. to 8:00 p. m. 
C) 7:00 a.m. to 9:00 a.m. 
D) 4:30 p. m. to 7:30 p. m. 
E) 8:30 p. m. to 9:30 p. m.

Question 11

Limits related to using the GRP system include:

Accepted Answer

A) difficulty in making intermarket comparisons. 
B) difficulty in identifying a program that appeals to a particular prospect. 
C) difficulty indicating how ineffectively a broadcast schedule is actually performing. 
D) difficulty indicating which day and timeslots are least costly. 
E) difficulty in limiting intermarket comparisons. 
A) difficulty in making intermarket comparisons. 
B) difficulty in identifying a program that appeals to a particular prospect. 
C) difficulty indicating how ineffectively a broadcast schedule is actually performing. 
D) difficulty indicating which day and timeslots are least costly. 
E) difficulty in limiting intermarket comparisons.

Question 12

From a marketing perspective, TV is the homogeneous medium that restricts the variety of offerings advertisers have for their commercials.

Accepted Answer

A) True 
 B)False

Question 13

Syndication advertising costs vary much less than other types of television programming.

Accepted Answer

A) True 
 B)False

Question 14

Premium cable services led the move in cable television to produce a number of original movies as well as an occasional series.

Accepted Answer

A) True 
 B)False

Question 15

The ________ is a major catalyst for audiences to become more active and less passive in the communication process, prompting TV to move even further toward interactivity.

Accepted Answer

The answer of The ________ is a major catalyst for...

Question 16

TV has become a family-user medium.

Accepted Answer

A) True 
 B)False

Question 17

The GRP formula allows advertisers to examine the relationship between frequency and reach and provides a common base that proportionately accommodates markets of all sizes.

Accepted Answer

A) True 
 B)False

Question 18

A network dilemma revolves around advertisers demanding better cost efficiencies and stars in stop-rated series demanding higher pay.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is NOT a type of TV marketing vehicle?

Accepted Answer

A) cable 
B) syndicated TV 
C) daytime prime 
D) broadcast network 
E) premium cable 
A) cable 
B) syndicated TV 
C) daytime prime 
D) broadcast network 
E) premium cable

Question 20

The basic audience-measurement statistic for television is:

Accepted Answer

A) GRP. 
B) TiVo factor. 
C) the rating point. 
D) frequency. 
E) share. 
A) GRP. 
B) TiVo factor. 
C) the rating point. 
D) frequency. 
E) share.

Exam 8: Using Television

When it came to advertising spending by types of television available, the category that received the most advertising revenue in 2008 was:

The term ________ refers to the percentage of households using TV that are watching a particular TV program.

Because advertisers schedule a package of spots in a number of programs and/or during specific dayparts, they determine the weight of the schedule by using:

The top four networks can expect that close to what percent of their stations will clear their schedules to run network programming?

If advertisers choose to make a network buy, they actually receive:

In a TVB study, respondents indicated television's credibility as a news source carries over to create positive attitudes toward television advertising.

Major advertisers consider a network that has reached 70 percent potential coverage as:

A principal merit of the GRP system is that:

Before completely ruling out TV advertising because of costs, advertisers should consider:

If you wanted to target audiences in prime time access, what timeframe would that be (for East and West coast time zones)?

Limits related to using the GRP system include:

From a marketing perspective, TV is the homogeneous medium that restricts the variety of offerings advertisers have for their commercials.

Syndication advertising costs vary much less than other types of television programming.

Premium cable services led the move in cable television to produce a number of original movies as well as an occasional series.

The ________ is a major catalyst for audiences to become more active and less passive in the communication process, prompting TV to move even further toward interactivity.

TV has become a family-user medium.

The GRP formula allows advertisers to examine the relationship between frequency and reach and provides a common base that proportionately accommodates markets of all sizes.

A network dilemma revolves around advertisers demanding better cost efficiencies and stars in stop-rated series demanding higher pay.

Which of the following is NOT a type of TV marketing vehicle?

The basic audience-measurement statistic for television is:

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