Question 1

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 2

Which of the following is among the so-called four major networks?

Accepted Answer

A) the Discovery Channel 
B) UPN 
C) FOX 
D) Univision 
E) WB 
A) the Discovery Channel 
B) UPN 
C) FOX 
D) Univision 
E) WB

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Discuss the evolution of cable television, from it roots to today. Plus, what does the future look like for it?

Accepted Answer

Cable television has evolved significant

Question 7

Television has become a(n):

Accepted Answer

A) family-user medium. 
B) individual-user medium. 
C) multi-user medium. 
D) sophisticated-user medium. 
E) highly educated person's medium. 
A) family-user medium. 
B) individual-user medium. 
C) multi-user medium. 
D) sophisticated-user medium. 
E) highly educated person's medium.

Question 8

Primary reasons for spot buys include all of the following EXCEPT:

Accepted Answer

A) provides businesses with national or even distribution outlets as a way to gain rating points. 
B) provides a means to avoid waste circulation incurred by network television for businesses with less than national or uneven distribution outlets. 
C) allows network advertisers to provide additional GRPs in markets with greatest sales potential. 
D) allows national buyers opportunities to support retailers by providing localization for special marketing circumstances. 
E) allows advertisers to control for uneven network ratings on a market-by-market basis. 
A) provides businesses with national or even distribution outlets as a way to gain rating points. 
B) provides a means to avoid waste circulation incurred by network television for businesses with less than national or uneven distribution outlets. 
C) allows network advertisers to provide additional GRPs in markets with greatest sales potential. 
D) allows national buyers opportunities to support retailers by providing localization for special marketing circumstances. 
E) allows advertisers to control for uneven network ratings on a market-by-market basis.

Question 9

List the different unique vehicles television provides prospective advertisers.

Accepted Answer

Television provides prospective advertis

Question 10

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 11

List and highlight the three major audience-measurement types for television.

Accepted Answer

The three major audience-measurement typ

Question 12

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 13

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 14

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 15

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 16

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 ________.

Accepted Answer

The answer of To measure the weight of the schedule...

Question 17

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 18

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 19

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 20

TV advertisers want to have a handle on the effectiveness of using television in delivering specific target audiences and use the basic measure of the ________.

Accepted Answer

The answer of TV advertisers want to have a handle...

Exam 8: Using Television

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

Which of the following is among the so-called four major networks?

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.

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

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

Discuss the evolution of cable television, from it roots to today. Plus, what does the future look like for it?

Television has become a(n):

Primary reasons for spot buys include all of the following EXCEPT:

List the different unique vehicles television provides prospective advertisers.

Limits related to using the GRP system include:

List and highlight the three major audience-measurement types for television.

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

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

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.

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.

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 ________.

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

Television remains the primary medium for many advertisers because:

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

TV advertisers want to have a handle on the effectiveness of using television in delivering specific target audiences and use the basic measure of the ________.

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