Question 1

Which of the following changes has increased the likelihood consumers may avoid seeing television commercials on the major networks?

Accepted Answer

A) the increased number of channels,which give consumers more viewing,options 
B) the penetration of VCRs and DVDs into homes 
C) the increase in the use of remote control devices for TV sets 
D) the increase in the use of PVRs 
E) all of the above 
A) the increased number of channels,which give consumers more viewing,options 
B) the penetration of VCRs and DVDs into homes 
C) the increase in the use of remote control devices for TV sets 
D) the increase in the use of PVRs 
E) all of the above E

Question 2

Under a ____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming and advertising time to sell to local or spot advertisers.

Accepted Answer

A) sponsorships 
B) participations 
C) barter syndication 
D) local syndication 
E) national syndication 
A) sponsorships 
B) participations 
C) barter syndication 
D) local syndication 
E) national syndication C

Question 3

The largest radio audiences occur during which of the following dayparts?

Accepted Answer

A) morning drive time and evening drive time 
B) daytime and late evening 
C) evening drive time and daytime 
D) nighttime and morning drive time 
E) all night and daytime 
A) morning drive time and evening drive time 
B) daytime and late evening 
C) evening drive time and daytime 
D) nighttime and morning drive time 
E) all night and daytime A

Question 4

Univision and Telemundo are:

Accepted Answer

A) the two biggest rating services for Hispanic consumers 
B) satellite systems that allow cable channels to convert shows that originally were presented in English to Spanish 
C) the two largest Spanish-language television networks in the United States 
D) the two largest advertisers on Spanish-language stations 
E) both owned and operated by Time-Warner 
A) the two biggest rating services for Hispanic consumers 
B) satellite systems that allow cable channels to convert shows that originally were presented in English to Spanish 
C) the two largest Spanish-language television networks in the United States 
D) the two largest advertisers on Spanish-language stations 
E) both owned and operated by Time-Warner

Question 5

Why do advertisers use the image transfer process in radio advertising?

Accepted Answer

A) to take advantage of vivid musical messages to create images in the mind of radio listeners 
B) to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign 
C) to transfer the image created by a radio commercial to the point-of purchase 
D) to transfer the image of celebrities to the advertised brand 
E) to create brand loyalty through the use of multisensory imaging 
A) to take advantage of vivid musical messages to create images in the mind of radio listeners 
B) to establish the video image of a television commercial and then use the audio portion of the TV commercial as the basis for a radio campaign 
C) to transfer the image created by a radio commercial to the point-of purchase 
D) to transfer the image of celebrities to the advertised brand 
E) to create brand loyalty through the use of multisensory imaging

Question 6

The share of a television audience indicates the:

Accepted Answer

A) percent of the defined target market that is exposed to a message at least once during the relevant time period 
B) percent of those television sets in use at any time that are watching a particular program 
C) average number of exposures of a message received by each member of the target market 
D) percent of all households owning a television set that are watching a particular program 
E) number of people who responded to a televised direct-response ad 
A) percent of the defined target market that is exposed to a message at least once during the relevant time period 
B) percent of those television sets in use at any time that are watching a particular program 
C) average number of exposures of a message received by each member of the target market 
D) percent of all households owning a television set that are watching a particular program 
E) number of people who responded to a televised direct-response ad

Question 7

The growth of cable television has led to all of the following EXCEPT:

Accepted Answer

A) more viewing options for cable households 
B) greater audience fragmentation for television 
C) lower viewing audiences for the three major TV networks 
D) less opportunity to reach specific target audiences 
E) greater competition between cable channels and networks for advertising dollars 
A) more viewing options for cable households 
B) greater audience fragmentation for television 
C) lower viewing audiences for the three major TV networks 
D) less opportunity to reach specific target audiences 
E) greater competition between cable channels and networks for advertising dollars

Question 8

Advertising on television to specialized audiences is known as _____ and has been made possible by:

Accepted Answer

A) narrowcasting;network television 
B) broadcasting;cable television 
C) narrowcasting;cable television 
D) multiplexing;cable television 
E) broadcasting;zapping 
A) narrowcasting;network television 
B) broadcasting;cable television 
C) narrowcasting;cable television 
D) multiplexing;cable television 
E) broadcasting;zapping

Question 9

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services.The WB is an example of a(n):

Accepted Answer

A) syndicated station 
B) super station 
C) television network 
D) cable station 
E) affiliating network 
A) syndicated station 
B) super station 
C) television network 
D) cable station 
E) affiliating network

Question 10

A disadvantage associated with the use of syndicated shows is:

Accepted Answer

A) increased clutter 
B) more zipping and zapping 
C) their popularity among Gen Xers 
D) the absence of programming at undesirable times 
E) none of the above 
A) increased clutter 
B) more zipping and zapping 
C) their popularity among Gen Xers 
D) the absence of programming at undesirable times 
E) none of the above

Question 11

Arbitron:

Accepted Answer

A) focuses primarily on measurement of local radio audiences 
B) measures listenership to webcasts 
C) provides radio stations with monthly cume ratings 
D) competes with RADAR as a source of national network rating numbers 
E) is accurately described by all of the above 
A) focuses primarily on measurement of local radio audiences 
B) measures listenership to webcasts 
C) provides radio stations with monthly cume ratings 
D) competes with RADAR as a source of national network rating numbers 
E) is accurately described by all of the above

Question 12

The ratings periods during which viewing audiences in every television market are measured are known as:

Accepted Answer

A) program ratings 
B) designated market periods 
C) audience measurement intervals 
D) audience shares 
E) sweeps 
A) program ratings 
B) designated market periods 
C) audience measurement intervals 
D) audience shares 
E) sweeps

Question 13

The growth in spot cable advertising has been facilitated by the use of:

Accepted Answer

A) LANs. 
B) multiplexing 
C) interconnects 
D) interstitials 
E) clutter minimizers 
A) LANs. 
B) multiplexing 
C) interconnects 
D) interstitials 
E) clutter minimizers

Question 14

One of the biggest threats to the cable television industry is:

Accepted Answer

A) competition from direct broadcast satellite (DBS)services 
B) the creation of consortiums of advertisers for the purpose of improving network television 
C) the exponential growth in the use of VCRs 
D) FCC rulings on lengths and commercial placements 
E) cultural trends that move people away from the television screen to the computer screen 
A) competition from direct broadcast satellite (DBS)services 
B) the creation of consortiums of advertisers for the purpose of improving network television 
C) the exponential growth in the use of VCRs 
D) FCC rulings on lengths and commercial placements 
E) cultural trends that move people away from the television screen to the computer screen

Question 15

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider,television is described as having _____ messages.

Accepted Answer

A) high-involvement 
B) fleeting 
C) creative 
D) selective 
E) emotive 
A) high-involvement 
B) fleeting 
C) creative 
D) selective 
E) emotive

Question 16

Which of the following statements about the length of television commercials is true?

Accepted Answer

A) Commercials have become longer as the demand for broadcast time dwindles. 
B) Commercial length is increasing and 60-second spots will become dominant by the end of the decade. 
C) Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. 
D) Fifteen-second commercials account for over half of the ads seen on network television. 
E) The number of 60-second commercials has declined due to a desire by the network to sell more ads and restrict clutter. 
A) Commercials have become longer as the demand for broadcast time dwindles. 
B) Commercial length is increasing and 60-second spots will become dominant by the end of the decade. 
C) Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs. 
D) Fifteen-second commercials account for over half of the ads seen on network television. 
E) The number of 60-second commercials has declined due to a desire by the network to sell more ads and restrict clutter.

Question 17

In 2006,Nielsen Media Research introduced a new media rating system,A2/M2,or:

Accepted Answer

A) All Ads,Make Meaning 
B) Average Audience,Marketing Management 
C) Actual Audience,Measured Meaning 
D) Audience,Access,Monitoring Mentality 
E) Anytime,Anywhere Media Measurement 
A) All Ads,Make Meaning 
B) Average Audience,Marketing Management 
C) Actual Audience,Measured Meaning 
D) Audience,Access,Monitoring Mentality 
E) Anytime,Anywhere Media Measurement

Question 18

Which of the following has contributed to the problem of advertising clutter on television?

Accepted Answer

A) the increased use of 30-second and 15-second commercials 
B) the use of zipping and zapping techniques by some advertisers 
C) the mandate of the National Association of Broadcasters to increase the amount of time available for commercials 
D) decisions by the major networks to decrease the number of minutes they make available for commercials 
E) all of the above 
A) the increased use of 30-second and 15-second commercials 
B) the use of zipping and zapping techniques by some advertisers 
C) the mandate of the National Association of Broadcasters to increase the amount of time available for commercials 
D) decisions by the major networks to decrease the number of minutes they make available for commercials 
E) all of the above

Question 19

Most network television advertising time is sold as:

Accepted Answer

A) sponsorships 
B) participations 
C) adjacencies 
D) spot announcements 
E) affiliated offerings 
A) sponsorships 
B) participations 
C) adjacencies 
D) spot announcements 
E) affiliated offerings

Question 20

There are approximately 900,000 television households in the San Diego County market.During a Sunday afternoon in October,50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7.The share of audience for the game would be:

Accepted Answer

A) 22 
B) 44 
C) 50 
D) 200 
E) Cannot be determined from information given 
A) 22 
B) 44 
C) 50 
D) 200 
E) Cannot be determined from information given

Exam 11: Evaluation of Broadcast Media

Which of the following changes has increased the likelihood consumers may avoid seeing television commercials on the major networks?

Under a ____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming and advertising time to sell to local or spot advertisers.

The largest radio audiences occur during which of the following dayparts?

Univision and Telemundo are:

Why do advertisers use the image transfer process in radio advertising?

The share of a television audience indicates the:

The growth of cable television has led to all of the following EXCEPT:

Advertising on television to specialized audiences is known as _____ and has been made possible by:

The WB has assembled a group of affiliated independent television stations to which it supplies programming and other services.The WB is an example of a(n):

A disadvantage associated with the use of syndicated shows is:

Arbitron:

The ratings periods during which viewing audiences in every television market are measured are known as:

The growth in spot cable advertising has been facilitated by the use of:

One of the biggest threats to the cable television industry is:

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider,television is described as having _____ messages.

Which of the following statements about the length of television commercials is true?

In 2006,Nielsen Media Research introduced a new media rating system,A2/M2,or:

Which of the following has contributed to the problem of advertising clutter on television?

Most network television advertising time is sold as:

An Introduction to Integrated Marketing Communications

The Role of Imc in the Marketing Process

Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source,message,and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Print Media

Support Media

Direct Marketing

The Internet and Interactive Media

Sales Promotion

Public Relations,Publicity,and Corporate Advertising

Personal Selling

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social,Ethical,and Economic Aspects of Advertising and Promotion

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