Question 1

The new Nielsen television rating system,C3:

Accepted Answer

A) combines cable,commercial,and collective advertising viewership 
B) creates an average viewership for the three major television networks 
C) coordinates scatter market advertising with national spot and national designated advertising 
D) measures average commercial live viewership and up to three days later 
E) measures cume in three distinct video media alternatives 
A) combines cable,commercial,and collective advertising viewership 
B) creates an average viewership for the three major television networks 
C) coordinates scatter market advertising with national spot and national designated advertising 
D) measures average commercial live viewership and up to three days later 
E) measures cume in three distinct video media alternatives

Question 2

Which of the following statements about spot advertising is true?

Accepted Answer

A) Spot advertising is subject to less commercial clutter than network advertising. 
B) Spot advertising is confined to station breaks between programs on network-originated shows. 
C) In terms of the communications process,spot advertising is easier to decode than network advertising. 
D) Only local advertisers use spot advertising. 
E) None of the above statements about spot advertising is true. 
A) Spot advertising is subject to less commercial clutter than network advertising. 
B) Spot advertising is confined to station breaks between programs on network-originated shows. 
C) In terms of the communications process,spot advertising is easier to decode than network advertising. 
D) Only local advertisers use spot advertising. 
E) None of the above statements about spot advertising is true.

Question 3

The increasing use of digital video recorders (DVRS):

Accepted Answer

A)  will likely benefit cable companies more than the broadcast networks 
B)  threaten to make the traditional television advertising business model obsolete 
C)  provide Internet viewers with alternative designated market areas 
D)  suggests scatter market research will include more zappers and fewer adjacent zippers 
E)  increase share of audience for image transfer cumulative spot advertisers 
A)  will likely benefit cable companies more than the broadcast networks 
B)  threaten to make the traditional television advertising business model obsolete 
C)  provide Internet viewers with alternative designated market areas 
D)  suggests scatter market research will include more zappers and fewer adjacent zippers 
E)  increase share of audience for image transfer cumulative spot advertisers

Question 4

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:

Accepted Answer

A) a geographic connection 
B) an interconnect 
C) an adjacency 
D) multiplexing 
E) cable syndication 
A) a geographic connection 
B) an interconnect 
C) an adjacency 
D) multiplexing 
E) cable syndication

Question 5

Which of the following is NOT an advantage of radio as an advertising medium?

Accepted Answer

A) low cost 
B) audience selectivity 
C) flexibility 
D) listener fragmentation 
E) great number of integrated marketing opportunities 
A) low cost 
B) audience selectivity 
C) flexibility 
D) listener fragmentation 
E) great number of integrated marketing opportunities

Question 6

Radio has survived as an advertising medium by:

Accepted Answer

A) competing directly with television 
B) evolving into a national advertising medium 
C) evolving into a primarily local advertising medium 
D) charging higher rates than television 
E) doing all of the above 
A) competing directly with television 
B) evolving into a national advertising medium 
C) evolving into a primarily local advertising medium 
D) charging higher rates than television 
E) doing all of the above

Question 7

Imagine you have developed a computer game that has as its target market men between the ages of 18 and 24.You would be most likely to reach this market segment if you ran the ads for this computer game:

Accepted Answer

A) during early morning and late afternoon drive time 
B) on ESPN 
C) on A&E,the Weather Channel,and CNN Headline News 
D) during the late evening network news 
E) during syndicated game shows 
A) during early morning and late afternoon drive time 
B) on ESPN 
C) on A&E,the Weather Channel,and CNN Headline News 
D) during the late evening network news 
E) during syndicated game shows

Question 8

Many advertising professionals want the primary focus of new technology for measuring television viewing audiences to be on:

Accepted Answer

A) getting better measures of who watches specific programs 
B) measuring the size of viewing audiences for commercials rather than just programs 
C) determining what types of commercials people prefer to watch 
D) determining how many people zip through prerecorded programs 
E) monitoring the whole 24-hour day,not just prime-time 
A) getting better measures of who watches specific programs 
B) measuring the size of viewing audiences for commercials rather than just programs 
C) determining what types of commercials people prefer to watch 
D) determining how many people zip through prerecorded programs 
E) monitoring the whole 24-hour day,not just prime-time

Question 9

The sole source of network television and local audience information is:

Accepted Answer

A) Arbitron Co. 
B) A.C.Nielsen Co. 
C) RADAR 
D) Smart-TV 
E) Burke Research 
A) Arbitron Co. 
B) A.C.Nielsen Co. 
C) RADAR 
D) Smart-TV 
E) Burke Research

Question 10

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

Accepted Answer

A) increase the number of commercials during a break 
B) shorten the commercial breaks 
C) create "hybrid" pod commercial breaks that are part promotion and part ads 
D) convince advertisers to be the sole sponsor of a show like Hallmark does 
E) change the standard commercial format to 10-seconds 
A) increase the number of commercials during a break 
B) shorten the commercial breaks 
C) create "hybrid" pod commercial breaks that are part promotion and part ads 
D) convince advertisers to be the sole sponsor of a show like Hallmark does 
E) change the standard commercial format to 10-seconds

Question 11

Advertisers can inhibit consumers' zapping commercials by:

Accepted Answer

A) lobbying to have remote control devices banned 
B) producing creative commercials that are meaningful to consumers and that attract and hold their attention 
C) devising shorter commercial formats 
D) using more infomercials 
E) advertising more on cable television 
A) lobbying to have remote control devices banned 
B) producing creative commercials that are meaningful to consumers and that attract and hold their attention 
C) devising shorter commercial formats 
D) using more infomercials 
E) advertising more on cable television

Question 12

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?

Accepted Answer

A) to increase audience fragmentation 
B) to cut its real costs 
C) to increase its appeal to national advertisers 
D) to bypass problems with clutter 
E) to do none of the above 
A) to increase audience fragmentation 
B) to cut its real costs 
C) to increase its appeal to national advertisers 
D) to bypass problems with clutter 
E) to do none of the above

Question 13

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Accepted Answer

A) Many car radio listeners change stations during commercials breaks. 
B) Most radio stations carry 10 to 12 minutes of commercials every hour resulting in high clutter. 
C) There is limited research data available on individual radio stations since they are small operations and cannot fund detailed studies of their audiences. 
D) The high number of stations in most markets means there is a great deal of audience fragmentation. 
E) All of the above are limitations of radio as an advertising medium. 
A) Many car radio listeners change stations during commercials breaks. 
B) Most radio stations carry 10 to 12 minutes of commercials every hour resulting in high clutter. 
C) There is limited research data available on individual radio stations since they are small operations and cannot fund detailed studies of their audiences. 
D) The high number of stations in most markets means there is a great deal of audience fragmentation. 
E) All of the above are limitations of radio as an advertising medium.

Question 14

The pervasiveness and intrusive nature of _____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.

Accepted Answer

A) radio 
B) television 
C) newspapers 
D) direct response 
E) magazines 
A) radio 
B) television 
C) newspapers 
D) direct response 
E) magazines

Question 15

Which of the following does NOT limit radio's effectiveness as an advertising medium?

Accepted Answer

A) limited research data on listening audiences 
B) difficulty in retaining listener attention to commercials 
C) chaotic buying procedures when using radio on a nationwide basis 
D) flexibility in producing and scheduling commercials 
E) creative limitations because of the absence of a visual image 
A) limited research data on listening audiences 
B) difficulty in retaining listener attention to commercials 
C) chaotic buying procedures when using radio on a nationwide basis 
D) flexibility in producing and scheduling commercials 
E) creative limitations because of the absence of a visual image

Question 16

Imagine you have inherited a small motel chain in the New England area.You know you need to buy advertising,but you have a limited budget.Which of the following reasons explain why you would want to use local radio?

Accepted Answer

A) Local radio reaches travelers in their car and is low cost. 
B) Local radio has a short lead time and the capability to produce inherent drama. 
C) Local radio allows you to use an aggregated marketing strategy for very little money. 
D) There is no overlap with local radio stations. 
E) Local radio is a flexible medium that has short lead times. 
A) Local radio reaches travelers in their car and is low cost. 
B) Local radio has a short lead time and the capability to produce inherent drama. 
C) Local radio allows you to use an aggregated marketing strategy for very little money. 
D) There is no overlap with local radio stations. 
E) Local radio is a flexible medium that has short lead times.

Question 17

The major criticism of Super Bowl advertising is:

Accepted Answer

A) limited reach 
B) excessive pre-game hype 
C) the increased use of DVRs 
D) the cost 
E) decline in interest among Americans for this sporting event 
A) limited reach 
B) excessive pre-game hype 
C) the increased use of DVRs 
D) the cost 
E) decline in interest among Americans for this sporting event

Question 18

Barter syndication is also called:

Accepted Answer

A) advertiser-supported syndication 
B) station-sponsored syndication 
C) participation syndication 
D) first-run programming 
E) presold programming 
A) advertiser-supported syndication 
B) station-sponsored syndication 
C) participation syndication 
D) first-run programming 
E) presold programming

Question 19

Statistical Research's Inc.'s RADAR:

Accepted Answer

A) will eventually replace A.C.Nielsen as the primary collector of television audience measurement 
B) is sponsored by nine of the largest advertisers in the nation 
C) primarily measures radio listenership for local radio stations 
D) provides network audience measures, along with estimates of network audiences for all commercials 
E) collects information and issues a new report monthly 
A) will eventually replace A.C.Nielsen as the primary collector of television audience measurement 
B) is sponsored by nine of the largest advertisers in the nation 
C) primarily measures radio listenership for local radio stations 
D) provides network audience measures, along with estimates of network audiences for all commercials 
E) collects information and issues a new report monthly

Question 20

New Nielsen data refute the myth that nearly all digital video recorders (DVR) viewers:

Accepted Answer

A) skip through the advertisements 
B) are different from people meter viewership 
C) prefer broadcast programs over cable choices 
D) alternate between live broadcasts and previously recorded programs 
E) engage in double-tasking,working on their computers while watching television 
A) skip through the advertisements 
B) are different from people meter viewership 
C) prefer broadcast programs over cable choices 
D) alternate between live broadcasts and previously recorded programs 
E) engage in double-tasking,working on their computers while watching television

Exam 11: Evaluation of Broadcast Media

The new Nielsen television rating system,C3:

Which of the following statements about spot advertising is true?

The increasing use of digital video recorders (DVRS):

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:

Which of the following is NOT an advantage of radio as an advertising medium?

Radio has survived as an advertising medium by:

Imagine you have developed a computer game that has as its target market men between the ages of 18 and 24.You would be most likely to reach this market segment if you ran the ads for this computer game:

Many advertising professionals want the primary focus of new technology for measuring television viewing audiences to be on:

The sole source of network television and local audience information is:

One tactic used by TV networks to hold viewers' attention and inhibit zapping is to:

Advertisers can inhibit consumers' zapping commercials by:

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

The pervasiveness and intrusive nature of _____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.

Which of the following does NOT limit radio's effectiveness as an advertising medium?

Imagine you have inherited a small motel chain in the New England area.You know you need to buy advertising,but you have a limited budget.Which of the following reasons explain why you would want to use local radio?

The major criticism of Super Bowl advertising is:

Barter syndication is also called:

Statistical Research's Inc.'s RADAR:

New Nielsen data refute the myth that nearly all digital video recorders (DVR) viewers:

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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