Exam 8: Using Television

Called ________, it is where companies offer stations the right to run a show in return for a portion of the commercial time in that show, rather than selling the show to the stations for cash.

To measure the weight of the schedule of spots in a number of programs and/or dayparts, media buyers depend on the measure known as ________.

Factors that make cable so attractive to advertisers include all of the following EXCEPT:

Which of the following are among the reasons that cable has been successful?

When it comes to advertising spending by types of television available, the category that receives the least advertising revenue in 2008 was:

From a marketing perspective, television:

Television serves a variety of purposes for a variety of viewers, but increasingly as:

Which of the following pertain to owned-and-operated stations?

Avails address which of the following?

Television viewing audiences are at their highest level despite how much time is being spent on the Internet.

The ________ digitizes all incoming signals and stores programs for later viewing, and allows advertisers to customize commercials for individual viewers.

When national advertisers make commercial buys, they might purchase ________, which means they are purchasing time on local stations that have contracted to carry network programming or they could make ________ buys on individual stations that may or may not be on a network.

One major new twist favoring advertisers when they are negotiating with networks is "make-goods," which guarantee a cash refund should the network fail to deliver on the specific agreed-on cost per rating point.

To respond to concerns about clutter, some networks have experimented with decreasing total non-program time and the number of commercials, allowing some advertisers to buy all the commercial time in a particular program.

The list of effects television programming has had on U.S. culture do NOT include:

Conglomerates such as Time Warner and Disney have an advantage in the new interactive environment because of their:

Buying decisions by clients and their agencies are largely determined by all but which of the following?

Demand is one of the three criteria that determines the buying of network TV spots by advertisers and is a function of:

In the era with more than 50-channel household access and a trend toward individual viewing, the ________ is nothing more than an antiquated audience measurement tool.

An issue that some feel Congress should address relative to conglomerates is: