Question 1

Which of the following statements about network advertising is true?

Accepted Answer

A) Using network advertising significantly complicates the purchase of television media time for national advertisers. 
B) The networks do not share their advertising revenue with affiliates that allowed the ads to be shown on their stations. 
C) The high cost of network time can be a drawback to advertisers with limited media budgets. 
D) National advertisers have to negotiate with both network and local affiliates when they want to make a media buy. 
E) All of the above statements about network advertising are true. 
A) Using network advertising significantly complicates the purchase of television media time for national advertisers. 
B) The networks do not share their advertising revenue with affiliates that allowed the ads to be shown on their stations. 
C) The high cost of network time can be a drawback to advertisers with limited media budgets. 
D) National advertisers have to negotiate with both network and local affiliates when they want to make a media buy. 
E) All of the above statements about network advertising are true.

Question 2

Shows produced specifically for the syndication market such as Judge Judy and Entertainment Tonight are referred to as:

Accepted Answer

A) off-network syndication 
B) first-run syndication 
C) special-purpose syndication 
D) network-supported syndication 
E) reruns 
A) off-network syndication 
B) first-run syndication 
C) special-purpose syndication 
D) network-supported syndication 
E) reruns

Question 3

Which of the following describes a limitation of cable television that advertisers need to know about?

Accepted Answer

A) opportunities for narrowcasting 
B) greater flexibility in the types of commercials which can be used 
C) lower costs 
D) a lack of penetration,particularly in major markets 
E) limitations on the length of commercials 
A) opportunities for narrowcasting 
B) greater flexibility in the types of commercials which can be used 
C) lower costs 
D) a lack of penetration,particularly in major markets 
E) limitations on the length of commercials

Question 4

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Accepted Answer

A) Spot advertising does not allow them to adjust to local market conditions. 
B) Spot advertising cannot be used as part of their cooperative advertising programs. 
C) Spot advertising is easy to acquire since time is purchased from a number of local stations. 
D) There are more variations in the pricing policies of local stations than networks. 
E) All of the above statements describe a problem encountered by national advertisers when using spot advertising. 
A) Spot advertising does not allow them to adjust to local market conditions. 
B) Spot advertising cannot be used as part of their cooperative advertising programs. 
C) Spot advertising is easy to acquire since time is purchased from a number of local stations. 
D) There are more variations in the pricing policies of local stations than networks. 
E) All of the above statements describe a problem encountered by national advertisers when using spot advertising.

Question 5

Which of the following statements about syndication is true?

Accepted Answer

A) Syndicated programs are of limited value to advertisers since they reach a limited number of viewers. 
B) There is basically one form of syndicated programming. 
C) Syndication has become a major business that generates revenue comparable to the major networks. 
D) National advertisers rarely use syndicated programs. 
E) Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter. 
A) Syndicated programs are of limited value to advertisers since they reach a limited number of viewers. 
B) There is basically one form of syndicated programming. 
C) Syndication has become a major business that generates revenue comparable to the major networks. 
D) National advertisers rarely use syndicated programs. 
E) Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

Question 6

"Commercial-free" blocks of music are popular with many radio stations and contribute to:

Accepted Answer

A) a plethora of distinctive formats 
B) a lack of feedback 
C) the absence of dyadic communications 
D) the inability of radio to support integrated marketing communications 
E) clutter problems 
A) a plethora of distinctive formats 
B) a lack of feedback 
C) the absence of dyadic communications 
D) the inability of radio to support integrated marketing communications 
E) clutter problems

Question 7

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers.

Accepted Answer

A) Networks 
B) Interconnects 
C) Superstations 
D) Affiliates 
E) Cable operators 
A) Networks 
B) Interconnects 
C) Superstations 
D) Affiliates 
E) Cable operators

Question 8

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

Accepted Answer

A) high costs for airtime 
B) high costs for production of quality commercials 
C) limited creative options for developing and presenting advertising messages 
D) fleeting messages 
E) commercial clutter 
A) high costs for airtime 
B) high costs for production of quality commercials 
C) limited creative options for developing and presenting advertising messages 
D) fleeting messages 
E) commercial clutter

Question 9

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A) Almost 50 percent of all radio revenue comes from network advertising. 
B) Radio has evolved into primarily a local advertising medium. 
C) Radio advertising revenue has been steadily declining for the last 20 years. 
D) One of the main weaknesses of radio as an advertising medium is the high production costs. 
E) All of the above statements about radio as an advertising medium are true. 
A) Almost 50 percent of all radio revenue comes from network advertising. 
B) Radio has evolved into primarily a local advertising medium. 
C) Radio advertising revenue has been steadily declining for the last 20 years. 
D) One of the main weaknesses of radio as an advertising medium is the high production costs. 
E) All of the above statements about radio as an advertising medium are true.

Question 10

Which of the following statements about off-network syndication is true?

Accepted Answer

A) Off-network syndicated shows are an important source of quality programming for local stations. 
B) Off-network syndicated shows an insignificant source of revenue to the studios that produce them. 
C) Off-network syndicated shows are usually low-budget,low quality programs. 
D) The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M. 
E) None of the above statements about off-network syndication is true. 
A) Off-network syndicated shows are an important source of quality programming for local stations. 
B) Off-network syndicated shows an insignificant source of revenue to the studios that produce them. 
C) Off-network syndicated shows are usually low-budget,low quality programs. 
D) The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M. 
E) None of the above statements about off-network syndication is true.

Question 11

A consortium of nine major advertisers recently joined Television Production Partners, a new venture that develops movies, specials, and limited-run series for television. The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows. The nine advertisers are using a(n) _____ type of advertising arrangement.

Accepted Answer

A) sponsorship 
B) participation 
C) adjacency 
D) syndication 
E) countertrade 
A) sponsorship 
B) participation 
C) adjacency 
D) syndication 
E) countertrade

Question 12

All of the following are common television dayparts EXCEPT:

Accepted Answer

A) morning 
B) daytime 
C) early fringe 
D) prime-time 
E) drive-time 
A) morning 
B) daytime 
C) early fringe 
D) prime-time 
E) drive-time

Question 13

Which of the following statements about ESPN is true?

Accepted Answer

A) The programming at ESPN is starting to seem stale to its viewers. 
B) Advertising on ESPN targets primarily "soccer moms." 
C) ESPN is an acronym for Exercise and Sports Program Network 
D) ESPN has recently begun historical programming. 
E) ESPN re-vitalized its programming by outbidding the networks for major sports programming. 
A) The programming at ESPN is starting to seem stale to its viewers. 
B) Advertising on ESPN targets primarily "soccer moms." 
C) ESPN is an acronym for Exercise and Sports Program Network 
D) ESPN has recently begun historical programming. 
E) ESPN re-vitalized its programming by outbidding the networks for major sports programming.

Question 14

Which of the following statements best describes the amount of time available to run commercials on television?

Accepted Answer

A) The amount of time is restricted to 9.5 minutes per hour during prime time and 12 minutes per hour during nonprime time by the National Association of Broadcasters. 
B) The amount of time is restricted to 12 minutes per hour during prime time and 17 minutes per hour during nonprime time. 
C) The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982,but the networks have not altered the number of commercial minutes in their schedules. 
D) The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982,and the number of commercial minutes on network television has risen in recent years. 
E) The AAF Code of Broadcasting is the only regulatory device for TV advertising currently being used. 
A) The amount of time is restricted to 9.5 minutes per hour during prime time and 12 minutes per hour during nonprime time by the National Association of Broadcasters. 
B) The amount of time is restricted to 12 minutes per hour during prime time and 17 minutes per hour during nonprime time. 
C) The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982,but the networks have not altered the number of commercial minutes in their schedules. 
D) The Justice Department suspended the Code Authority of the National Association of Broadcasters in 1982,and the number of commercial minutes on network television has risen in recent years. 
E) The AAF Code of Broadcasting is the only regulatory device for TV advertising currently being used.

Question 15

Television can offer advertisers selective coverage of target audiences through:

Accepted Answer

A) program content which appeals to specific types of audiences 
B) broadcast time periods that reach specific types of audiences 
C) cable networks which reach groups with specific interests 
D) the use of local or spot commercials in specific market areas 
E) through all of the above techniques 
A) program content which appeals to specific types of audiences 
B) broadcast time periods that reach specific types of audiences 
C) cable networks which reach groups with specific interests 
D) the use of local or spot commercials in specific market areas 
E) through all of the above techniques

Question 16

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season.This means that:

Accepted Answer

A) an average of 18 million households watched Grey's Anatomy 
B) 18 percent of the households watching television were tuned to Grey's Anatomy 
C) an average of 18 percent of the television households in the country were tuned to Grey's Anatomy 
D) an average of 18 million households watched Grey's Anatomy for at least five minutes 
E) 18 percent of the households in the United States watched the entire program 
A) an average of 18 million households watched Grey's Anatomy 
B) 18 percent of the households watching television were tuned to Grey's Anatomy 
C) an average of 18 percent of the television households in the country were tuned to Grey's Anatomy 
D) an average of 18 million households watched Grey's Anatomy for at least five minutes 
E) 18 percent of the households in the United States watched the entire program

Question 17

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix?

Accepted Answer

A) the fact television programs do not reach their target markets 
B) small ad agencies generally do not know how to produce TV commercials 
C) the high costs of producing and airing television commercials 
D) the limited creative options available through television 
E) none of the above 
A) the fact television programs do not reach their target markets 
B) small ad agencies generally do not know how to produce TV commercials 
C) the high costs of producing and airing television commercials 
D) the limited creative options available through television 
E) none of the above

Question 18

Today the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n):

Accepted Answer

A)  audimeter 
B)  people meter 
C)  electronic diary 
D)  market survey 
E)  focus group 
A)  audimeter 
B)  people meter 
C)  electronic diary 
D)  market survey 
E)  focus group

Question 19

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

Accepted Answer

A) the creative options available 
B) its mass coverage and cost effectiveness for reaching large markets 
C) the captivity of the television viewing audience,which results in attention to commercials 
D) the ability to use continuous,flighting or pulsing schedules with television 
E) geographic flexibility within a local market area 
A) the creative options available 
B) its mass coverage and cost effectiveness for reaching large markets 
C) the captivity of the television viewing audience,which results in attention to commercials 
D) the ability to use continuous,flighting or pulsing schedules with television 
E) geographic flexibility within a local market area

Question 20

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as:

Accepted Answer

A) off-network syndication 
B) first-run syndication 
C) barter syndication 
D) sponsorship 
E) participations 
A) off-network syndication 
B) first-run syndication 
C) barter syndication 
D) sponsorship 
E) participations

Exam 11: Evaluation of Broadcast Media

Which of the following statements about network advertising is true?

Shows produced specifically for the syndication market such as Judge Judy and Entertainment Tonight are referred to as:

Which of the following describes a limitation of cable television that advertisers need to know about?

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

Which of the following statements about syndication is true?

"Commercial-free" blocks of music are popular with many radio stations and contribute to:

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers.

Which of the following is NOT a limitation associated with the use of television as an advertising medium?

Which of the following statements about radio as an advertising medium is true?

Which of the following statements about off-network syndication is true?

All of the following are common television dayparts EXCEPT:

Which of the following statements about ESPN is true?

Which of the following statements best describes the amount of time available to run commercials on television?

Television can offer advertisers selective coverage of target audiences through:

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season.This means that:

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix?

Today the Nielsen Television Index provides weekly estimates of networks and major cable viewing audiences on a national level through the use of an electronic device that measures what is being watched and by whom. This device is called a(n):

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

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known 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

Filters