Question 1

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 2

Which of the following positive characteristics pertaining to television is inviting to advertisers?

Accepted Answer

A) national programming on a local basis 
B) Local ownership facilitates placement of local advertising. 
C) blending of various technologies that enhance advertising 
D) uncomplicated syndication rights 
E) Recent government mandates eliminate advertising and programming abuses. 
A) national programming on a local basis 
B) Local ownership facilitates placement of local advertising. 
C) blending of various technologies that enhance advertising 
D) uncomplicated syndication rights 
E) Recent government mandates eliminate advertising and programming abuses.

Question 3

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

Accepted Answer

A) demand 
B) avails 
C) demos 
D) CPM 
E) program producer 
A) demand 
B) avails 
C) demos 
D) CPM 
E) program producer

Question 4

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.

Accepted Answer

The answer of In the era with more than 50-channel...

Question 5

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 6

A Television Bureau of Advertising report indicates about 65 percent of respondents regard TV as their primary news source, or more than four times the percent who regard newspapers as their primary news source.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

CPP or cos

Question 8

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

Accepted Answer

A) outstanding, ever-increasing, award-winning programming. 
B) strong summer season. 
C) ability to target audiences. 
D) low cost. 
E) opportunities for local and spot cable advertising. 
A) outstanding, ever-increasing, award-winning programming. 
B) strong summer season. 
C) ability to target audiences. 
D) low cost. 
E) opportunities for local and spot cable advertising.

Question 9

The primary business of television is the delivery of:

Accepted Answer

A) news. 
B) entertainment. 
C) educational programming. 
D) audience. 
E) aesthetic value. 
A) news. 
B) entertainment. 
C) educational programming. 
D) audience. 
E) aesthetic value.

Question 10

Discuss some of the social aspects related to television viewing.

Accepted Answer

Television viewing has a significant imp

Question 11

From a marketing perspective, television:

Accepted Answer

A) is single dimensional. 
B) has few cable entities that attract advertisers. 
C) has few broadcast entities that attract TV programming executives. 
D) has individual segments that offer special characteristics for advertising and programming. 
E) is skewed toward higher-income consumers. 
A) is single dimensional. 
B) has few cable entities that attract advertisers. 
C) has few broadcast entities that attract TV programming executives. 
D) has individual segments that offer special characteristics for advertising and programming. 
E) is skewed toward higher-income consumers.

Question 12

If national advertisers decide to buy time from local stations, they are making:

Accepted Answer

A) secondary buys. 
B) smart buys. 
C) spot buys. 
D) affiliate buys. 
E) target buys. 
A) secondary buys. 
B) smart buys. 
C) spot buys. 
D) affiliate buys. 
E) target buys.

Question 13

Describe the evolution of TV programming since 1940 to today.

Accepted Answer

The evolution of TV programming since 19

Question 14

The average household viewing time is more than ________ hours per day.

Accepted Answer

A) four 
B) six 
C) eight 
D) ten 
E) twelve 
A) four 
B) six 
C) eight 
D) ten 
E) twelve

Question 15

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:

Accepted Answer

A) to choose how to allocate the time. 
B) to choose to put all the advertising on one station. 
C) to choose to divide all the advertising among all the stations. 
D) to choose what yardstick should be used to decide. 
E) to limit the GRP based on the CP. 
A) to choose how to allocate the time. 
B) to choose to put all the advertising on one station. 
C) to choose to divide all the advertising among all the stations. 
D) to choose what yardstick should be used to decide. 
E) to limit the GRP based on the CP.

Question 16

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:

Accepted Answer

A) gross rating point. 
B) cost per rating point. 
C) rating point. 
D) effectiveness percentage. 
E) a cycle-cost percentage. 
A) gross rating point. 
B) cost per rating point. 
C) rating point. 
D) effectiveness percentage. 
E) a cycle-cost percentage.

Question 17

Characteristics of the rating-point system do NOT include:

Accepted Answer

A) is a way for an advertiser to measure coverage based on the potential of the market. 
B) is calculated usually as the program audience divided by total TV households. 
C) is a percentage of individuals divided by a specific target segment rather than households. 
D) is calculated usually as the total TV households divided by the number of individuals in it. 
E) is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station. 
A) is a way for an advertiser to measure coverage based on the potential of the market. 
B) is calculated usually as the program audience divided by total TV households. 
C) is a percentage of individuals divided by a specific target segment rather than households. 
D) is calculated usually as the total TV households divided by the number of individuals in it. 
E) is an indication that a rating of 12 for a program is 12% of all households in a particular area, with a TV set tuned to a particular station.

Question 18

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 19

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 20

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.

Exam 8: Using Television

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

Which of the following positive characteristics pertaining to television is inviting to advertisers?

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

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.

A principal merit of the GRP system is that:

A Television Bureau of Advertising report indicates about 65 percent of respondents regard TV as their primary news source, or more than four times the percent who regard newspapers as their primary news source.

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

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

The primary business of television is the delivery of:

Discuss some of the social aspects related to television viewing.

From a marketing perspective, television:

If national advertisers decide to buy time from local stations, they are making:

Describe the evolution of TV programming since 1940 to today.

The average household viewing time is more than ________ hours per day.

Assuming advertisers select 100 to 150 per week as the GRP, the discretion they have in each market allows them:

If you're trying to estimate the cost of a particular schedule or a particular spot, you should use:

Characteristics of the rating-point system do NOT include:

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.

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

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:

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

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Using Newspapers

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Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

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Video and the Commercial

The Radio Commercial

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The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

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