Question 1

The format carried by more U.S. radio stations than any other is:

Accepted Answer

A) jazz. 
B) hip-hop. 
C) country. 
D) classic rock. 
E) talk. 
A) jazz. 
B) hip-hop. 
C) country. 
D) classic rock. 
E) talk.

Question 2

One of the drawbacks to radio is:

Accepted Answer

A) its audiences are so small that you must make numerous buys to achieve acceptable frequency and reach. 
B) its ability to target narrow audience segments. 
C) supplemental media value at a much higher cost than all other media. 
D) the technical problem of broadcast static. 
E) abundance of confusing audience research. 
A) its audiences are so small that you must make numerous buys to achieve acceptable frequency and reach. 
B) its ability to target narrow audience segments. 
C) supplemental media value at a much higher cost than all other media. 
D) the technical problem of broadcast static. 
E) abundance of confusing audience research.

Question 3

The process of selling radio time starts with the sales rep's ________, which entails walking a fine line between aggressive selling and acknowledging the strength and contributions of other media.

Accepted Answer

The answer of The process of selling radio time starts...

Question 4

Radio provides advertisers options to reach especially which of the following audiences?

Accepted Answer

A) working men 
B) heavy television viewers 
C) working teenagers 
D) retirees who have reentered the workforce 
E) very narrowly defined niche prospects 
A) working men 
B) heavy television viewers 
C) working teenagers 
D) retirees who have reentered the workforce 
E) very narrowly defined niche prospects

Question 5

The average rating for a top radio station would be?

Accepted Answer

A) 1 to 3 
B) 6 to 7 
C) 11 to 14 
D) 18 to 24 
E) 27 to 32 
A) 1 to 3 
B) 6 to 7 
C) 11 to 14 
D) 18 to 24 
E) 27 to 32

Question 6

Unlike TV, radio maintains consistent listening patterns during the day and year.

Accepted Answer

A) True 
 B)False

Question 7

Called ________, it refers to the number of commercials and the amount of nonprogram content on radio.

Accepted Answer

The answer of Called ________, it refers to the number...

Question 8

Rating periods in a specific radio market last typically for 10 weeks.

Accepted Answer

A) True 
 B)False

Question 9

Among the major differences between Arbitron and RADAR is that Arbitron measures radio audiences in local markets and RADAR is interested in radio network ratings.

Accepted Answer

A) True 
 B)False

Question 10

The affinity radio builds with listeners carries over to:

Accepted Answer

A) the ease agencies have in selling even more time to a client. 
B) the credibility it lends to products or services advertised. 
C) helping clients overlook the "background" phenomenon. 
D) agencies overlooking the limited audience research information available. 
E) station selection transition. 
A) the ease agencies have in selling even more time to a client. 
B) the credibility it lends to products or services advertised. 
C) helping clients overlook the "background" phenomenon. 
D) agencies overlooking the limited audience research information available. 
E) station selection transition.

Question 11

CBS Radio, Inc. and Clear Channel are examples of ________, who received a "go-ahead" from the FCC to purchase and thus control as much as 35 percent of the national radio market.

Accepted Answer

The answer of CBS Radio, Inc. and Clear Channel are...

Question 12

In 2008, national advertisers spent about how much money in spot radio advertising?

Accepted Answer

A) $500 million 
B) $750 million 
C) $5.5 billion 
D) $8.5 billion 
E) $11.5 billion 
A) $500 million 
B) $750 million 
C) $5.5 billion 
D) $8.5 billion 
E) $11.5 billion

Question 13

A similar budget, even a similar number of spots placed in different dayparts across many stations can deliver different levels of cumes, reach, frequency, and demographics.

Accepted Answer

A) True 
 B)False

Question 14

Match between columns
                        Premises: True in both radio and TV, most spot purchases are made through them.
Its emergence in the last 20 years saved AM from economic disaster.
A copyright issue confronting broadcasters as they stream on-air programming over the Internet.
Final tonal quality but limited signals transmitted by varying frequencies of electromagnetic waves.
Large number of stations and lack of specific programming make this quite a challenge.
Prompted the accelerated rate of purchase of radio stations by conglomerates.
The new business model for radio.
The primary source of network radio ratings.
Major source of local syndicated radio ratings and a dominant radio research company.
Almost 2,000 radio stations in the United States carry this as their primary format.
Its availability for national radio programmers provides a number of advantages for their local radio affiliates.
Was the first radio network.
Specialty or niche formats with upscale audiences that are difficult to reach with other media.
An association that promotes the use of radio as an advertising medium.
The geographical boundaries that are the focus for radio ratings.

Accepted Answer

The Answer of RADAR and MSA and TSA and performance is...

Question 15

Radio is considered by many as a ________ because, despite a high aggregate audience, the number of people listening to any particular station at a particular time is very small.

Accepted Answer

The answer of Radio is considered by many as a...

Question 16

A competent media planner would look increasingly at network radio to:

Accepted Answer

A) double the amount of dollars spent so they reach $28 billion. 
B) extend reach to working men and light users of other media. 
C) build greater brand awareness through inexpensive additional frequency to prime target audiences. 
D) act as the primary vehicle for a campaign. 
E) extend reach to working women and light users of other media. 
A) double the amount of dollars spent so they reach $28 billion. 
B) extend reach to working men and light users of other media. 
C) build greater brand awareness through inexpensive additional frequency to prime target audiences. 
D) act as the primary vehicle for a campaign. 
E) extend reach to working women and light users of other media.

Question 17

Which two characteristics of radio give it the ability to react quickly to changing market conditions?

Accepted Answer

A) commercials and reach 
B) immediacy and flexibility 
C) pinpoint audience targeting and recency 
D) overall reach and frequency 
E) amplitude and frequency modulation 
A) commercials and reach 
B) immediacy and flexibility 
C) pinpoint audience targeting and recency 
D) overall reach and frequency 
E) amplitude and frequency modulation

Question 18

To make an effective radio buy, you would use the following basic audience measure(s).

Accepted Answer

A) Arbitron 
B) MSA 
C) AQH 
D) cume 
E) TSA 
A) Arbitron 
B) MSA 
C) AQH 
D) cume 
E) TSA

Question 19

The number of waves that pass a given point in a given period of time is called:

Accepted Answer

A) amplitude. 
B) modulation. 
C) frequency. 
D) signal. 
E) power. 
A) amplitude. 
B) modulation. 
C) frequency. 
D) signal. 
E) power.

Question 20

As group ownership became the rule rather than the exception, the major radio group executives promised advertisers:

Accepted Answer

A) more segmented audiences. 
B) better service and more efficient buying procedures. 
C) they could more easily deal with several knowledgeable independent reps. 
D) more uniform programming. 
E) none of the above 
A) more segmented audiences. 
B) better service and more efficient buying procedures. 
C) they could more easily deal with several knowledgeable independent reps. 
D) more uniform programming. 
E) none of the above

Exam 9: Using Radio

The format carried by more U.S. radio stations than any other is:

One of the drawbacks to radio is:

The process of selling radio time starts with the sales rep's ________, which entails walking a fine line between aggressive selling and acknowledging the strength and contributions of other media.

Radio provides advertisers options to reach especially which of the following audiences?

The average rating for a top radio station would be?

Unlike TV, radio maintains consistent listening patterns during the day and year.

Called ________, it refers to the number of commercials and the amount of nonprogram content on radio.

Rating periods in a specific radio market last typically for 10 weeks.

Among the major differences between Arbitron and RADAR is that Arbitron measures radio audiences in local markets and RADAR is interested in radio network ratings.

The affinity radio builds with listeners carries over to:

CBS Radio, Inc. and Clear Channel are examples of ________, who received a "go-ahead" from the FCC to purchase and thus control as much as 35 percent of the national radio market.

In 2008, national advertisers spent about how much money in spot radio advertising?

A similar budget, even a similar number of spots placed in different dayparts across many stations can deliver different levels of cumes, reach, frequency, and demographics.

Radio is considered by many as a ________ because, despite a high aggregate audience, the number of people listening to any particular station at a particular time is very small.

A competent media planner would look increasingly at network radio to:

Which two characteristics of radio give it the ability to react quickly to changing market conditions?

To make an effective radio buy, you would use the following basic audience measure(s).

The number of waves that pass a given point in a given period of time is called:

As group ownership became the rule rather than the exception, the major radio group executives promised advertisers:

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

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