Question 1

The major reason for the decline in the viewing audiences of the three major networks is:

Accepted Answer

A) the widespread use of videocassette recorders 
B) the growth of cable television 
C) poor programming 
D) the exponential growth of clutter 
E) changes in cultural values,which are reducing television viewing time 
A) the widespread use of videocassette recorders 
B) the growth of cable television 
C) poor programming 
D) the exponential growth of clutter 
E) changes in cultural values,which are reducing television viewing time

Question 2

What do Westwood One,ABC,and Premier have in common?

Accepted Answer

A) They all operate DBS services. 
B) They are currently the three major national radio networks. 
C) They are developing electronic devices for measuring radio audience listenership. 
D) Together they own more than three-fourths of the world's radio stations. 
E) They are the three media specialist groups that buy block radio time. 
A) They all operate DBS services. 
B) They are currently the three major national radio networks. 
C) They are developing electronic devices for measuring radio audience listenership. 
D) Together they own more than three-fourths of the world's radio stations. 
E) They are the three media specialist groups that buy block radio time.

Question 3

Many advertisers are using Super Bowl ads as:

Accepted Answer

A) part of an integrated market communications plan 
B) an opportunity to win advertising creativity awards 
C) an alternative to print media 
D) as an opportunity to collect demographic data 
E) all of the above 
A) part of an integrated market communications plan 
B) an opportunity to win advertising creativity awards 
C) an alternative to print media 
D) as an opportunity to collect demographic data 
E) all of the above

Question 4

has approximately 2 million television households.Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game.The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is _____.

Accepted Answer

A) 25;15 
B) 15;25 
C) 33;20 
D) 15;60 
E) cannot be determined from the information given 
A) 25;15 
B) 15;25 
C) 33;20 
D) 15;60 
E) cannot be determined from the information given

Question 5

All non-network television advertising done by a national advertiser is known as _____ advertising.

Accepted Answer

A) up-front 
B) national spot 
C) local 
D) regional 
E) non-cancellation 
A) up-front 
B) national spot 
C) local 
D) regional 
E) non-cancellation

Question 6

Research has shown the demographic group that engages in the highest level of commercial zapping is:

Accepted Answer

A) older adults 
B) preteens 
C) young adult females 
D) young adult males 
E) older women 
A) older adults 
B) preteens 
C) young adult females 
D) young adult males 
E) older women

Question 7

Television networks welcome new viewership measures like Nielsen's Extended Home study,arguing that:

Accepted Answer

A) considerable viewership occurs hotel rooms,bars and airports 
B) most advertisers and agencies have no confidence in the current system of measurement 
C) fewer consumers live at home 
D) Local stations are encouraging viewership through non-traditional media 
E) this will reduce the cost of advertising 
A) considerable viewership occurs hotel rooms,bars and airports 
B) most advertisers and agencies have no confidence in the current system of measurement 
C) fewer consumers live at home 
D) Local stations are encouraging viewership through non-traditional media 
E) this will reduce the cost of advertising

Question 8

Which of the following statements about program ratings and share of audience measures is true?

Accepted Answer

A) Program ratings are always higher than share of audience. 
B) Program ratings and share of audience are usually the same. 
C) Share of audience is always higher than the program rating unless all of the households in a market have their set in use. 
D) Unlike share of audience measures,program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use. 
E) None of the above statements about program ratings and share of audience measures is true. 
A) Program ratings are always higher than share of audience. 
B) Program ratings and share of audience are usually the same. 
C) Share of audience is always higher than the program rating unless all of the households in a market have their set in use. 
D) Unlike share of audience measures,program ratings consider variations in the number of sets in use since they are based only on those households that have their sets in use. 
E) None of the above statements about program ratings and share of audience measures is true.

Question 9

When Dodi watches old episodes of Friends and Everybody Loves Raymond on WVLD while she eats her evening meal,she is watching:

Accepted Answer

A) off-network syndications 
B) sponsorships 
C) first-run syndications 
D) network spots 
E) local syndications 
A) off-network syndications 
B) sponsorships 
C) first-run syndications 
D) network spots 
E) local syndications

Question 10

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.

Accepted Answer

A) Clutter content analysis 
B) Zipping and zapping 
C) Flighting and pulsing 
D) Bursting and flighting 
E) Narrowcasting 
A) Clutter content analysis 
B) Zipping and zapping 
C) Flighting and pulsing 
D) Bursting and flighting 
E) Narrowcasting

Question 11

The price for commercial time charged by a television network is largely a function of a program's:

Accepted Answer

A) average frequency 
B) production costs 
C) audience size and composition 
D) duplicated reach 
E) overlap 
A) average frequency 
B) production costs 
C) audience size and composition 
D) duplicated reach 
E) overlap

Question 12

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Accepted Answer

A) absolute cost 
B) reach and frequency 
C) inherent drama 
D) audience selectivity 
E) spectaculars 
A) absolute cost 
B) reach and frequency 
C) inherent drama 
D) audience selectivity 
E) spectaculars

Question 13

Audience selectivity on television is possible due to:

Accepted Answer

A) the use of PVRs 
B) program content 
C) zipping and zapping 
D) the use of interconnects 
E) a market penetration market growth strategy 
A) the use of PVRs 
B) program content 
C) zipping and zapping 
D) the use of interconnects 
E) a market penetration market growth strategy

Question 14

WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

Accepted Answer

A) satellite networks 
B) local nets 
C) affiliates 
D) station reps 
E) regional networks 
A) satellite networks 
B) local nets 
C) affiliates 
D) station reps 
E) regional networks

Question 15

_____ provides local audience measurement for television.

Accepted Answer

A) A.C.Nielsen Company's Nielsen Station Index (NSI) 
B) RADAR 
C) Arbitron 
D) ADI 
E) Burke Research 
A) A.C.Nielsen Company's Nielsen Station Index (NSI) 
B) RADAR 
C) Arbitron 
D) ADI 
E) Burke Research

Question 16

One of the surprising findings of Nielsen's Extended Home study was:

Accepted Answer

A) the estimated prime-time television viewing habits of extended home consumers was significantly lower than anticipated 
B) that traditional age college students watch as much television as non-college students in the same age group 
C) the extended home estimates were as accurate as other measurements using diaries. 
D) that more college watch television in bars than dorm rooms 
E) male college students are more likely to watch Oprah and female college students are more likely to watch South Park 
A) the estimated prime-time television viewing habits of extended home consumers was significantly lower than anticipated 
B) that traditional age college students watch as much television as non-college students in the same age group 
C) the extended home estimates were as accurate as other measurements using diaries. 
D) that more college watch television in bars than dorm rooms 
E) male college students are more likely to watch Oprah and female college students are more likely to watch South Park

Question 17

An art gallery in a small town near Chattanooga,Tennessee,is hosting an "outsider artist" sale and wants to invite people from the local area to attend and buy the pieces made by Tennessee artists.The local television station lacks _____ because it also reaches viewers in northwest Georgia and northeast Alabama.

Accepted Answer

A) clutter control 
B) geographic selectivity 
C) bursting capability 
D) noise filters 
E) zipping capabilities 
A) clutter control 
B) geographic selectivity 
C) bursting capability 
D) noise filters 
E) zipping capabilities

Question 18

The television time period available to local stations right before or after network programming is called:

Accepted Answer

A) adjacencies 
B) dayparts 
C) access time 
D) less-than-prime time 
E) in-betweens 
A) adjacencies 
B) dayparts 
C) access time 
D) less-than-prime time 
E) in-betweens

Question 19

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing via remote control mechanisms.

Accepted Answer

A) Zipping;zapping 
B) Zapping;zooming 
C) Zipping;time shifting 
D) Time shifting;zipping 
E) Zooming;zipping 
A) Zipping;zapping 
B) Zapping;zooming 
C) Zipping;time shifting 
D) Time shifting;zipping 
E) Zooming;zipping

Question 20

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

Accepted Answer

A) allows companies to capitalize on the image of a high-quality program 
B) gives the advertiser less control over the placement and the length of its commercials 
C) is relatively inexpensive 
D) means the advertiser can run more commercials per hour since time regulations do not apply 
E) broadens advertising reach,saves money,and reaches a more aggregated market when compared to buying national spots 
A) allows companies to capitalize on the image of a high-quality program 
B) gives the advertiser less control over the placement and the length of its commercials 
C) is relatively inexpensive 
D) means the advertiser can run more commercials per hour since time regulations do not apply 
E) broadens advertising reach,saves money,and reaches a more aggregated market when compared to buying national spots

The major reason for the decline in the viewing audiences of the three major networks is:

What do Westwood One,ABC,and Premier have in common?

Many advertisers are using Super Bowl ads as:

All non-network television advertising done by a national advertiser is known as _____ advertising.

Research has shown the demographic group that engages in the highest level of commercial zapping is:

Television networks welcome new viewership measures like Nielsen's Extended Home study,arguing that:

Which of the following statements about program ratings and share of audience measures is true?

When Dodi watches old episodes of Friends and Everybody Loves Raymond on WVLD while she eats her evening meal,she is watching:

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.

The price for commercial time charged by a television network is largely a function of a program's:

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Audience selectivity on television is possible due to:

WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

_____ provides local audience measurement for television.

One of the surprising findings of Nielsen's Extended Home study was:

The television time period available to local stations right before or after network programming is called:

_ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _ refers to channel changing via remote control mechanisms.

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

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

Exam 11: Evaluation of Broadcast Media

The major reason for the decline in the viewing audiences of the three major networks is:

What do Westwood One,ABC,and Premier have in common?

Many advertisers are using Super Bowl ads as:

All non-network television advertising done by a national advertiser is known as _____ advertising.

Research has shown the demographic group that engages in the highest level of commercial zapping is:

Television networks welcome new viewership measures like Nielsen's Extended Home study,arguing that:

Which of the following statements about program ratings and share of audience measures is true?

When Dodi watches old episodes of Friends and Everybody Loves Raymond on WVLD while she eats her evening meal,she is watching:

Ethnographic research is a type of observational research in which the researcher actually may visit consumers' homes and watch them using the product being researched._____ would be an ideal subject for ethnographic research.

The price for commercial time charged by a television network is largely a function of a program's:

The relatively low cost of radio advertising time makes it an effective medium through which advertisers can build more _____ into their media schedules.

Audience selectivity on television is possible due to:

WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

_____ provides local audience measurement for television.

One of the surprising findings of Nielsen's Extended Home study was:

The television time period available to local stations right before or after network programming is called:

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _____ refers to channel changing via remote control mechanisms.

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

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

_ refers to the practice of fast-forwarding through commercials on prerecorded programs,while _ refers to channel changing via remote control mechanisms.