Question 1

Even when the overall commercial time remains constant, when the number of commercials in a program increases, there is a perception of clutter.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) vertical integration and capital resources. 
B) narrowband delivery. 
C) fragmentation quotient. 
D) unified selling message quotient. 
E) brand expansion activities. 
A) vertical integration and capital resources. 
B) narrowband delivery. 
C) fragmentation quotient. 
D) unified selling message quotient. 
E) brand expansion activities.

Question 3

The DVR system can measure households that are zapping commercials and the actual commercial audience.

Accepted Answer

A) True 
 B)False

Question 4

The average price for a prime-time, 30-second spot placement on the four major networks in 2008 was about:

Accepted Answer

A) $100,000. 
B) $125,000. 
C) $150,000. 
D) $200,000. 
E) $250,000. 
A) $100,000. 
B) $125,000. 
C) $150,000. 
D) $200,000. 
E) $250,000.

Question 5

Affiliates refuse to share the high cost of network programming, contending that without them, there would be no network.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

The answer of The ________ digitizes all incoming signals and...

Question 7

List and discuss two major challenges television presents advertisers.

Accepted Answer

Television advertising has been a domina

Question 8

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 9

TV has become a family-user medium.

Accepted Answer

A) True 
 B)False

Question 10

Avails address which of the following?

Accepted Answer

A) demands by advertiser for nothing but opportunities for prime time placements 
B) reality that networks ration prime commercial spots among major advertisers 
C) the result of unlimited commercial time 
D) the needs of the viewers 
E) availability of slots for sale to the highest bidder 
A) demands by advertiser for nothing but opportunities for prime time placements 
B) reality that networks ration prime commercial spots among major advertisers 
C) the result of unlimited commercial time 
D) the needs of the viewers 
E) availability of slots for sale to the highest bidder

Question 11

Cable programs are available in every television household, but syndication can come into only 88 percent of homes receiving a television signal.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) creating fads, including hairstyles. 
B) TV catchphrases becoming part of everyday language. 
C) setting the political agenda. 
D) advertising slogans entering the vocabulary. 
E) having a positive impact on academic education. 
A) creating fads, including hairstyles. 
B) TV catchphrases becoming part of everyday language. 
C) setting the political agenda. 
D) advertising slogans entering the vocabulary. 
E) having a positive impact on academic education.

Question 13

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 14

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

Accepted Answer

A) a leveling off in the prices of subscription fees 
B) Unique, selected networks and programs appeal to segments of audiences with targeted demographics. 
C) dramatic increase in numbers of specials 
D) lower costs to consumers than broadcast on a per commercial basis 
E) a dramatic decrease in prices for specialty channels 
A) a leveling off in the prices of subscription fees 
B) Unique, selected networks and programs appeal to segments of audiences with targeted demographics. 
C) dramatic increase in numbers of specials 
D) lower costs to consumers than broadcast on a per commercial basis 
E) a dramatic decrease in prices for specialty channels

Question 15

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

Accepted Answer

A) quantitative factors based on unusual events. 
B) balancing availability. 
C) CPMs and demographics. 
D) reciprocal agreements. 
E) all of the above 
A) quantitative factors based on unusual events. 
B) balancing availability. 
C) CPMs and demographics. 
D) reciprocal agreements. 
E) all of the above

Question 16

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

Accepted Answer

A) location in choice, small markets 
B) location in a few major markets 
C) dual affiliations 
D) independence to do something different than what their affiliated cable stations do 
E) higher profit percentages than independent stations 
A) location in choice, small markets 
B) location in a few major markets 
C) dual affiliations 
D) independence to do something different than what their affiliated cable stations do 
E) higher profit percentages than independent stations

Question 17

A rating for a prime-time network program usually achieves between 6 and 16, with an average of less than 9.

Accepted Answer

A) True 
 B)False

Question 18

The top four networks can expect that close to what percent of their stations will clear their schedules to run network programming?

Accepted Answer

A) 10 
B) 40 
C) 35 
D) 100 
E) 50 
A) 10 
B) 40 
C) 35 
D) 100 
E) 50

Question 19

Television fulfilled the vision of Philip Farnsworth to transmit a picture to a distant location.

Accepted Answer

A) True 
 B)False

Question 20

List and explain the three criteria clients and advertising agencies apply to determine whether, and to what extent, they will use network television spots. Why are these criteria relevant to decision makers?

Accepted Answer

The three criteria that clients and adve

Exam 8: Using Television

Even when the overall commercial time remains constant, when the number of commercials in a program increases, there is a perception of clutter.

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

The DVR system can measure households that are zapping commercials and the actual commercial audience.

The average price for a prime-time, 30-second spot placement on the four major networks in 2008 was about:

Affiliates refuse to share the high cost of network programming, contending that without them, there would be no network.

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

List and discuss two major challenges television presents advertisers.

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

TV has become a family-user medium.

Avails address which of the following?

Cable programs are available in every television household, but syndication can come into only 88 percent of homes receiving a television signal.

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

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

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

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

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

A rating for a prime-time network program usually achieves between 6 and 16, with an average of less than 9.

The top four networks can expect that close to what percent of their stations will clear their schedules to run network programming?

Television fulfilled the vision of Philip Farnsworth to transmit a picture to a distant location.

List and explain the three criteria clients and advertising agencies apply to determine whether, and to what extent, they will use network television spots. Why are these criteria relevant to decision makers?

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