Question 1

If a radio station has a strong signal in a particular territory, listeners receive programs and commercials more clearly.

Accepted Answer

A) True 
 B)False  True

Question 2

A cume rating would:

Accepted Answer

A) provide the proportion of people with a radio listening to a specific station. 
B) provide the percentage of different people listening to a station during several quarter-hours or dayparts. 
C) provide a rating for the number of people from a particular region listening to a particular station. 
D) provide an estimate of the number of people tuned to a particular station during the first five minutes of a particular hour. 
E) provide the total radio households for a listening segment. 
A) provide the proportion of people with a radio listening to a specific station. 
B) provide the percentage of different people listening to a station during several quarter-hours or dayparts. 
C) provide a rating for the number of people from a particular region listening to a particular station. 
D) provide an estimate of the number of people tuned to a particular station during the first five minutes of a particular hour. 
E) provide the total radio households for a listening segment. B

Question 3

Regarding frequency modulation (FM), which of the following applies?

Accepted Answer

A) a method of transmitting electromagnetic signals by varying the frequency of the wave 
B) Its wave is 20 times smaller than the width of an AM wave. 
C) Quality of signal is inferior to amplitude modulation. 
D) Sound varies according to the height of a sound wave. 
E) Sound wave clarity increases the further away from the source a listener is. 
A) a method of transmitting electromagnetic signals by varying the frequency of the wave 
B) Its wave is 20 times smaller than the width of an AM wave. 
C) Quality of signal is inferior to amplitude modulation. 
D) Sound varies according to the height of a sound wave. 
E) Sound wave clarity increases the further away from the source a listener is. A

Question 4

Which of the following is NOT an advantage that satellite links bring to local affiliated stations?

Accepted Answer

A) ability to have celebrities they otherwise could not afford 
B) receiving guaranteed quality programming they otherwise could not afford 
C) receiving quality programming based on the latest audience data matching a particular format 
D) increased costs for personnel and programming 
E) increased national ad revenues 
A) ability to have celebrities they otherwise could not afford 
B) receiving guaranteed quality programming they otherwise could not afford 
C) receiving quality programming based on the latest audience data matching a particular format 
D) increased costs for personnel and programming 
E) increased national ad revenues

Question 5

Radio uses a number of creative devices to substitute the ear for the eye in order to overcome its lack of visuals. Which of the following techniques could be used?

Accepted Answer

A) harmonics 
B) smooth copy 
C) long but rhythmic copy 
D) increased amplitude 
E) vivid description 
A) harmonics 
B) smooth copy 
C) long but rhythmic copy 
D) increased amplitude 
E) vivid description

Question 6

Radio advertising dollars are heavily concentrated at the:

Accepted Answer

A) spot level. 
B) national level. 
C) local level. 
D) national spot level. 
E) network level. 
A) spot level. 
B) national level. 
C) local level. 
D) national spot level. 
E) network level.

Question 7

The Federal Communications Commission has assigned which of the following frequencies to FM radio?

Accepted Answer

A) 88.1 to 107.9 MHz 
B) 88.1 to 107.9 kHz 
C) 580 to 1600 GHz 
D) 540 to 1700 kHz 
E) 540 to 1700 MHz 
A) 88.1 to 107.9 MHz 
B) 88.1 to 107.9 kHz 
C) 580 to 1600 GHz 
D) 540 to 1700 kHz 
E) 540 to 1700 MHz

Question 8

Because of radio's low cost and targeted format, it:

Accepted Answer

A) is the most utilized of all advertising media. 
B) is more credible than all other media. 
C) can react quickly to changing market conditions. 
D) is an excellent supplemental medium to increase reach and frequency in specific target markets. 
E) gives advertisers proximity to the sale. 
A) is the most utilized of all advertising media. 
B) is more credible than all other media. 
C) can react quickly to changing market conditions. 
D) is an excellent supplemental medium to increase reach and frequency in specific target markets. 
E) gives advertisers proximity to the sale.

Question 9

Spot radio provides advertisers the opportunity to react quickly to changing competitive challenges and to hit narrowly segmented markets with little waste circulation.

Accepted Answer

A) True 
 B)False

Question 10

Each week, radio reaches about what percentage of all adults and teenagers?

Accepted Answer

A) 94 percent, 91 percent 
B) 74 percent, 73 percent 
C) 64 percent, 63 percent 
D) 54 percent, 53 percent 
E) 34 percent, 33 percent 
A) 94 percent, 91 percent 
B) 74 percent, 73 percent 
C) 64 percent, 63 percent 
D) 54 percent, 53 percent 
E) 34 percent, 33 percent

Question 11

One of the contributing factors to the rebirth of network radio is ________ technology.

Accepted Answer

The answer of One of the contributing factors to the...

Question 12

A major difference between the network arrangement in radio and television is that radio stations:

Accepted Answer

A) receive most of their revenue from non-profit advertisers. 
B) can be associated with a number of radio networks simultaneously. 
C) receive their programming from a single source. 
D) receive most of their revenue from network spots. 
E) do not have to worry about copyright laws or payments. 
A) receive most of their revenue from non-profit advertisers. 
B) can be associated with a number of radio networks simultaneously. 
C) receive their programming from a single source. 
D) receive most of their revenue from network spots. 
E) do not have to worry about copyright laws or payments.

Question 13

Despite ownership consolidation, competition for local advertising has not diminished.

Accepted Answer

A) True 
 B)False

Question 14

Radio more than virtually any other media:

Accepted Answer

A) creates an intimate, one-on-one relationship with prospects. 
B) presents creative effects at a higher production cost than virtually any other medium. 
C) is locked into the home and car, not proximate to the selling point. 
D) has escaped the conglomeration movement evident in other media. 
E) has suffered from effects of conglomeration. 
A) creates an intimate, one-on-one relationship with prospects. 
B) presents creative effects at a higher production cost than virtually any other medium. 
C) is locked into the home and car, not proximate to the selling point. 
D) has escaped the conglomeration movement evident in other media. 
E) has suffered from effects of conglomeration.

Question 15

The height of an electronic wave is called ________, which has both range and speed.

Accepted Answer

The answer of The height of an electronic wave is...

Question 16

The Telecommunications Act of 1996 said that either corporations or individuals could control as much as what percentage of the national market?

Accepted Answer

A) 35 percent 
B) 7 percent 
C) 12 percent 
D) 49.5 percent 
E) 10 percent 
A) 35 percent 
B) 7 percent 
C) 12 percent 
D) 49.5 percent 
E) 10 percent

Question 17

The number of commercials on radio has always been less than that on television.

Accepted Answer

A) True 
 B)False

Question 18

Arbitron is testing the PPM, which:

Accepted Answer

A) is being used in 20 of the largest radio markets. 
B) collects data every other hour, every other day. 
C) increases the need for accurate diary loggings. 
D) is slightly more intrusive for participants. 
E) will be used in an additional 20 of the next largest radio markets. 
A) is being used in 20 of the largest radio markets. 
B) collects data every other hour, every other day. 
C) increases the need for accurate diary loggings. 
D) is slightly more intrusive for participants. 
E) will be used in an additional 20 of the next largest radio markets.

Question 19

Despite advantages consolidation brings to the mega-owners of radio stations, it doesn't eliminate:

Accepted Answer

A) competition radio must overcome to earn advertising dollars. 
B) competition radio faces from the independent rep companies. 
C) scrutiny radio faces from FDA. 
D) scrutiny radio faces from the FTC. 
E) scrutiny by Congress. 
A) competition radio must overcome to earn advertising dollars. 
B) competition radio faces from the independent rep companies. 
C) scrutiny radio faces from FDA. 
D) scrutiny radio faces from the FTC. 
E) scrutiny by Congress.

Question 20

Light television viewers spend less time with radio than they do with TV.

Accepted Answer

A) True 
 B)False

Exam 9: Using Radio

If a radio station has a strong signal in a particular territory, listeners receive programs and commercials more clearly.

A cume rating would:

Regarding frequency modulation (FM), which of the following applies?

Which of the following is NOT an advantage that satellite links bring to local affiliated stations?

Radio uses a number of creative devices to substitute the ear for the eye in order to overcome its lack of visuals. Which of the following techniques could be used?

Radio advertising dollars are heavily concentrated at the:

The Federal Communications Commission has assigned which of the following frequencies to FM radio?

Because of radio's low cost and targeted format, it:

Spot radio provides advertisers the opportunity to react quickly to changing competitive challenges and to hit narrowly segmented markets with little waste circulation.

Each week, radio reaches about what percentage of all adults and teenagers?

One of the contributing factors to the rebirth of network radio is ________ technology.

A major difference between the network arrangement in radio and television is that radio stations:

Despite ownership consolidation, competition for local advertising has not diminished.

Radio more than virtually any other media:

The height of an electronic wave is called ________, which has both range and speed.

The Telecommunications Act of 1996 said that either corporations or individuals could control as much as what percentage of the national market?

The number of commercials on radio has always been less than that on television.

Arbitron is testing the PPM, which:

Despite advantages consolidation brings to the mega-owners of radio stations, it doesn't eliminate:

Light television viewers spend less time with radio than they do with TV.

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 Television

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