Question 1

If a network uses popular programs to support subsequent programs during its daypart schedule, it is concerned about the strength of the:

Accepted Answer

A) clearance scheduling. 
B) lead-in. 
C) block. 
D) pulsing. 
E) hammocking. 
A) clearance scheduling. 
B) lead-in. 
C) block. 
D) pulsing. 
E) hammocking.

Question 2

The measure for estimating the cost of TV advertising on several shows is called the ________.

Accepted Answer

CPP or cos

Question 3

Television network executives see this as the major challenge and greatest opportunity for television.

Accepted Answer

A) fragmentation of audiences 
B) the Internet 
C) federal regulations on content 
D) cable systems' ability to show racier content 
E) the DVR 
A) fragmentation of audiences 
B) the Internet 
C) federal regulations on content 
D) cable systems' ability to show racier content 
E) the DVR

Question 4

The depressed economy in 2009 led advertisers to hold out for lower rates from networks, depressing CPMs in the up-front season.

Accepted Answer

A) True 
 B)False

Question 5

The classic designations for signal coverage areas are less important now because of the extended area in which a cable station can be viewed.

Accepted Answer

A) True 
 B)False

Question 6

For advertisers, television is the medium skewed toward upper-income consumers.

Accepted Answer

A) True 
 B)False

Question 7

A system whereby networks share advertising revenues with their affiliates in return for using local station time for their programs is called:

Accepted Answer

A) royalties. 
B) compensation. 
C) syndication fees. 
D) programming fees. 
E) co-generation expense. 
A) royalties. 
B) compensation. 
C) syndication fees. 
D) programming fees. 
E) co-generation expense.

Question 8

Which is NOT an advantage that TV offers advertisers?

Accepted Answer

A) It is popular with many market segments that are primary target markets for advertisers. 
B) The TV message is short-lived, easily forgotten. 
C) The move to digital provides more opportunities for advertising and programming. 
D) The use of sound, motion, and color offers creative flexibility. 
E) It is efficient for large advertisers to reach a mass audience. 
A) It is popular with many market segments that are primary target markets for advertisers. 
B) The TV message is short-lived, easily forgotten. 
C) The move to digital provides more opportunities for advertising and programming. 
D) The use of sound, motion, and color offers creative flexibility. 
E) It is efficient for large advertisers to reach a mass audience.

If a network uses popular programs to support subsequent programs during its daypart schedule, it is concerned about the strength of the:

The measure for estimating the cost of TV advertising on several shows is called the ________.

Television network executives see this as the major challenge and greatest opportunity for television.

The depressed economy in 2009 led advertisers to hold out for lower rates from networks, depressing CPMs in the up-front season.

The classic designations for signal coverage areas are less important now because of the extended area in which a cable station can be viewed.

For advertisers, television is the medium skewed toward upper-income consumers.

A system whereby networks share advertising revenues with their affiliates in return for using local station time for their programs is called:

Which is NOT an advantage that TV offers advertisers?

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

Exam 8: Using Television

If a network uses popular programs to support subsequent programs during its daypart schedule, it is concerned about the strength of the:

The measure for estimating the cost of TV advertising on several shows is called the ________.

Television network executives see this as the major challenge and greatest opportunity for television.

The depressed economy in 2009 led advertisers to hold out for lower rates from networks, depressing CPMs in the up-front season.

The classic designations for signal coverage areas are less important now because of the extended area in which a cable station can be viewed.

For advertisers, television is the medium skewed toward upper-income consumers.

A system whereby networks share advertising revenues with their affiliates in return for using local station time for their programs is called:

Which is NOT an advantage that TV offers advertisers?

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