Question 1

If advertisers choose to make a network buy, they actually receive:

Accepted Answer

A) a group of stations on cable that carry narrowcast programming. 
B) a group of local stations that contract to carry network programming. 
C) independent stations that may or may not carry the spot depending on local conditions. 
D) broadcast stations owned and operated by independently wealthy corporations. 
E) a conglomeration of secondary affiliates. 
A) a group of stations on cable that carry narrowcast programming. 
B) a group of local stations that contract to carry network programming. 
C) independent stations that may or may not carry the spot depending on local conditions. 
D) broadcast stations owned and operated by independently wealthy corporations. 
E) a conglomeration of secondary affiliates.

Question 2

The term ________ refers to the percentage of households using TV that are watching a particular TV program.

Accepted Answer

The answer of The term ________ refers to the percentage...

Question 3

An example of the importance of lead-ins is demonstrated by the investment local stations make to schedule:

Accepted Answer

A) popular programming prior to their evening news. 
B) popular syndicated shows slotted after their local news. 
C) any show slotted before Oprah. 
D) infomercials prior to prime. 
E) public service announcements. 
A) popular programming prior to their evening news. 
B) popular syndicated shows slotted after their local news. 
C) any show slotted before Oprah. 
D) infomercials prior to prime. 
E) public service announcements.

Question 4

If advertisers want to know how one TV show is doing against its competition, they can use the measure called a share.

Accepted Answer

A) True 
 B)False

Question 5

When it comes to advertising spending by types of television available, the category that receives the least advertising revenue in 2008 was:

Accepted Answer

A) syndicated TV. 
B) cable networks. 
C) local cable. 
D) spot. 
E) cable local spot. 
A) syndicated TV. 
B) cable networks. 
C) local cable. 
D) spot. 
E) cable local spot.

Question 6

Match between columns
                        Premises: The share is calculated by dividing the number of viewers of a particular TV program by this number.
By moving from a mass medium to this type, TV is now experiencing what radio and newspapers previously experienced.
Commercials were illegal, prior to July 1, 1941, when this company sponsored the first commercial during a Dodgers-Phillies baseball game.
Advertising that is sold at a lower rate in order to entice advertisers, with the station retaining the right to sell it to another advertiser who is willing to pay a better rate.
A key element in negotiation for time for local TV advertising, it occurs when a station sets up its own assortment of time slots in different periods of the day.
When combined with program promotional spots, together they account for about 20 percent of TV non-program time.
In May, during this season, networks preview prime time shows for fall and advertisers negotiate to buy commercial time.
When local stations buy the most popular programming available prior to, for example, their early evening news, they are taking advantage of this.
Can range from a 10-second ID to longer, program-length infomercials of 30 to 60 minutes.
The measure used by an advertiser who schedules a package of TV spots placed in a number of programs and dayparts; it is the weight of that schedule in terms of total ratings for all commercials bought.
This is the position a new show strives for in a new season network schedule, because it puts it between two popular returning programs.
A common practice in which TV stations compensate advertisers when they fail to achieve some guaranteed rating level.
A relatively inexpensive and efficient way to estimate quarterly local market ratings, often criticized for alleged abuses in programming.
It is the percentage of network affiliates that carry a particular network program.
The practice of national advertisers to purchase time from local stations.

Accepted Answer

The Answer of up-front buying and clearance and hammock and is...

Question 7

Which of the following is NOT used by television researchers to designate coverage areas?

Accepted Answer

A) DMA 
B) Metro Rating Area 
C) Total Survey Area 
D) Signal Coverage Area 
E) Regional Cable Area (RC
A)  
A) DMA 
B) Metro Rating Area 
C) Total Survey Area 
D) Signal Coverage Area 
E) Regional Cable Area (RC
A)

Question 8

To determine the success of a television show, you use a measure called:

Accepted Answer

A) rating. 
B) share. 
C) gross impressions. 
D) net impressions. 
E) broadcast profit. 
A) rating. 
B) share. 
C) gross impressions. 
D) net impressions. 
E) broadcast profit.

Question 9

The basic audience-measurement statistic for television is:

Accepted Answer

A) GRP. 
B) TiVo factor. 
C) the rating point. 
D) frequency. 
E) share. 
A) GRP. 
B) TiVo factor. 
C) the rating point. 
D) frequency. 
E) share.

Question 10

Any non-program material carried during or between TV shows is:

Accepted Answer

A) costly. 
B) clutter. 
C) an increase to ratings. 
D) a tax deduction for the station. 
E) a PSA. 
A) costly. 
B) clutter. 
C) an increase to ratings. 
D) a tax deduction for the station. 
E) a PSA.

Question 11

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.

Question 12

The proliferation of commercials that ultimately reduces the impact of any single TV message is called ________.

Accepted Answer

The answer of The proliferation of commercials that ultimately reduces...

Question 13

When national advertisers make commercial buys, they might purchase ________, which means they are purchasing time on local stations that have contracted to carry network programming or they could make ________ buys on individual stations that may or may not be on a network.

Accepted Answer

The answer of When national advertisers make commercial buys, they...

Question 14

List and discuss the advantages television offers advertisers in the twenty-first century.

Accepted Answer

Television offers several advantages to

Question 15

Briefly explain what has happened to the audience for network television in the past 25 or so years.

Accepted Answer

In the past 25 years, the audience for n

Question 16

In a TVB study, respondents indicated television's credibility as a news source carries over to create positive attitudes toward television advertising.

Accepted Answer

A) True 
 B)False

Question 17

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 18

The future is bright for marketers counting on product placement to replace commercials.

Accepted Answer

A) True 
 B)False

Question 19

One major new twist favoring advertisers when they are negotiating with networks is "make-goods," which guarantee a cash refund should the network fail to deliver on the specific agreed-on cost per rating point.

Accepted Answer

A) True 
 B)False

Question 20

An issue that some feel Congress should address relative to conglomerates is:

Accepted Answer

A) Should conglomerates have the right to own the means of distribution (a station or network)and the production of content (a program production studio)? 
B) Should conglomerates have the right to require TV actors to invest in their production companies? 
C) Should conglomerates have the right to require distributors to pay for content? 
D) Is a lack of creative freedom caused by the loss of independent stations? 
E) Is an increase of creativity gained by consolidation? 
A) Should conglomerates have the right to own the means of distribution (a station or network)and the production of content (a program production studio)? 
B) Should conglomerates have the right to require TV actors to invest in their production companies? 
C) Should conglomerates have the right to require distributors to pay for content? 
D) Is a lack of creative freedom caused by the loss of independent stations? 
E) Is an increase of creativity gained by consolidation?

Exam 8: Using Television

If advertisers choose to make a network buy, they actually receive:

The term ________ refers to the percentage of households using TV that are watching a particular TV program.

An example of the importance of lead-ins is demonstrated by the investment local stations make to schedule:

If advertisers want to know how one TV show is doing against its competition, they can use the measure called a share.

When it comes to advertising spending by types of television available, the category that receives the least advertising revenue in 2008 was:

Which of the following is NOT used by television researchers to designate coverage areas?

To determine the success of a television show, you use a measure called:

The basic audience-measurement statistic for television is:

Any non-program material carried during or between TV shows is:

Which is NOT an advantage that TV offers advertisers?

The proliferation of commercials that ultimately reduces the impact of any single TV message is called ________.

When national advertisers make commercial buys, they might purchase ________, which means they are purchasing time on local stations that have contracted to carry network programming or they could make ________ buys on individual stations that may or may not be on a network.

List and discuss the advantages television offers advertisers in the twenty-first century.

Briefly explain what has happened to the audience for network television in the past 25 or so years.

In a TVB study, respondents indicated television's credibility as a news source carries over to create positive attitudes toward television advertising.

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

The future is bright for marketers counting on product placement to replace commercials.

One major new twist favoring advertisers when they are negotiating with networks is "make-goods," which guarantee a cash refund should the network fail to deliver on the specific agreed-on cost per rating point.

An issue that some feel Congress should address relative to conglomerates is:

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

When national advertisers make commercial buys, they might purchase , which means they are purchasing time on local stations that have contracted to carry network programming or they could make buys on individual stations that may or may not be on a network.