Question 1

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. A

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

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  False

Question 4

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 5

Discuss the primary reasons a national advertiser might want to consider buying spot television.

Accepted Answer

There are several primary reasons why a

Question 6

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 7

What are qualitative ratings, and how are they derived?

Accepted Answer

Qualitative ratings are assessments that

Question 8

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 9

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 10

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

Accepted Answer

A) a primary source of entertainment. 
B) a source of income based on their placement of advertising. 
C) a source of immediate information. 
D) a source of out-of- home companionship. 
E) a source of security. 
A) a primary source of entertainment. 
B) a source of income based on their placement of advertising. 
C) a source of immediate information. 
D) a source of out-of- home companionship. 
E) a source of security.

Question 11

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 12

Discuss some of the significant statistics associated with modern television viewing.

Accepted Answer

Modern television viewing has seen a sig

Question 13

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 14

On a CPM basis, even the most costly TV commercials are actually much less expensive than print media.

Accepted Answer

A) True 
 B)False

Question 15

The formula for gross rating points is:

Accepted Answer

A) R x F = GRP. 
B) R + F = GRP. 
C) R / F = GRP. 
D) (R x F)/G = GRP. 
E) R + F/S = GRP. 
A) R x F = GRP. 
B) R + F = GRP. 
C) R / F = GRP. 
D) (R x F)/G = GRP. 
E) R + F/S = GRP.

Question 16

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 17

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.

Accepted Answer

The answer of Called ________, it is where companies offer...

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

Over the past 25 years, with all the diverse programming offered, there has been growth in ratings for top-ranked, regular program series.

Accepted Answer

A) True 
 B)False

Question 20

Some newer networks have affiliate agreements with smaller stations in most markets and have secondary affiliates that belong to other networks, such as CBS.

Accepted Answer

A) True 
 B)False

Exam 8: Using Television

Indications that the future of TV should be bright include:

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

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.

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

Discuss the primary reasons a national advertiser might want to consider buying spot television.

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

What are qualitative ratings, and how are they derived?

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

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

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

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

Discuss some of the significant statistics associated with modern television viewing.

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

On a CPM basis, even the most costly TV commercials are actually much less expensive than print media.

The formula for gross rating points is:

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

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

Over the past 25 years, with all the diverse programming offered, there has been growth in ratings for top-ranked, regular program series.

Some newer networks have affiliate agreements with smaller stations in most markets and have secondary affiliates that belong to other networks, such as CBS.

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