Question 1

In the early days of television,the production and content of most television programs was the responsibility of:

Accepted Answer

A) the networks 
B) the local affiliate 
C) corporations that sponsored the shows 
D) independent production companies 
E) the FCC 
A) the networks 
B) the local affiliate 
C) corporations that sponsored the shows 
D) independent production companies 
E) the FCC

Question 2

A major threat to conventional broadcast radio is:

Accepted Answer

A) the emergence of satellite radio 
B) low-powered local radio broadcasting 
C) the creation of communications cartels 
D) the fact consumers prefer to pay a subscription fee for their radio 
E) the ability to zip and zap radio commercials 
A) the emergence of satellite radio 
B) low-powered local radio broadcasting 
C) the creation of communications cartels 
D) the fact consumers prefer to pay a subscription fee for their radio 
E) the ability to zip and zap radio commercials

Question 3

While watching Entertainment Tonight,Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

Accepted Answer

A) the limited viewer attention for commercials 
B) the lack of demographic selectivity of television 
C) the fleeting nature of television commercials 
D) clutter 
E) message source alienation 
A) the limited viewer attention for commercials 
B) the lack of demographic selectivity of television 
C) the fleeting nature of television commercials 
D) clutter 
E) message source alienation

Question 4

With _____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

Accepted Answer

A) participations 
B) sponsorships 
C) adjacencies 
D) syndications 
E) countertrades 
A) participations 
B) sponsorships 
C) adjacencies 
D) syndications 
E) countertrades

Question 5

One of the concerns over the method used by

Accepted Answer

A) the sample size used to measure national viewing audiences 
B) measuring viewership of commercials not just programs 
C) the use of the people meter to measure national viewing audiences 
D) an inability to measure people viewing TV outside the home environment 
E) an inability to measure whether people are actually watching or simply have the television on for company 
A) the sample size used to measure national viewing audiences 
B) measuring viewership of commercials not just programs 
C) the use of the people meter to measure national viewing audiences 
D) an inability to measure people viewing TV outside the home environment 
E) an inability to measure whether people are actually watching or simply have the television on for company

Question 6

Programs such as The Tonight Show with Jay Leno and ABC's Nightline are aired during the _____ daypart.

Accepted Answer

A) early fringe 
B) prime-time access 
C) prime-time 
D) late fringe 
E) evening 
A) early fringe 
B) prime-time access 
C) prime-time 
D) late fringe 
E) evening

Question 7

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

Accepted Answer

A) average quarter-hour figure 
B) cumulative audience 
C) average quarter-hour rating 
D) average quarter hour share 
E) average daily market share 
A) average quarter-hour figure 
B) cumulative audience 
C) average quarter-hour rating 
D) average quarter hour share 
E) average daily market share

Question 8

Which of the following statements about 15-second commercials is true?

Accepted Answer

A) There have never been any restrictions on when television networks could show 15-second spots. 
B) Many advertising people believe 15-second spots are equal to 30-second spots in terms of communication effectiveness. 
C) Fifteen-second spots are especially useful for advertisers that want to use a repetition strategy. 
D) Fifteen-second spots typically cost about half the price of 30-second spots. 
E) All of the above statements about the 15-second commercial are true. 
A) There have never been any restrictions on when television networks could show 15-second spots. 
B) Many advertising people believe 15-second spots are equal to 30-second spots in terms of communication effectiveness. 
C) Fifteen-second spots are especially useful for advertisers that want to use a repetition strategy. 
D) Fifteen-second spots typically cost about half the price of 30-second spots. 
E) All of the above statements about the 15-second commercial are true.

Question 9

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

Accepted Answer

A) Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. 
B) Radio has evolved into primarily a local advertising medium. 
C) Radio advertising revenue exceeded more than $20 billion in 2007. 
D) Radio has been called the Rodney Dangerfield of media. 
E) All of the above statements about radio as an advertising medium are true. 
A) Radio is characterized by highly specialized programming that generally appeals to narrow segments of the population. 
B) Radio has evolved into primarily a local advertising medium. 
C) Radio advertising revenue exceeded more than $20 billion in 2007. 
D) Radio has been called the Rodney Dangerfield of media. 
E) All of the above statements about radio as an advertising medium are true.

Question 10

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

Accepted Answer

A) sponsorship 
B) participation 
C) daypart 
D) exclusivity 
E) run-of-station (ROS) 
A) sponsorship 
B) participation 
C) daypart 
D) exclusivity 
E) run-of-station (ROS)

Question 11

_____ are shows that are sold or distributed on a station-by-station,market-by-market basis.

Accepted Answer

A) Spot broadcasts 
B) Televised advertorials 
C) Affiliate programs 
D) Participation programs 
E) Syndicated programs 
A) Spot broadcasts 
B) Televised advertorials 
C) Affiliate programs 
D) Participation programs 
E) Syndicated programs

Question 12

Why are advertisers interested in cable as an advertising medium?

Accepted Answer

A) the opportunities cable offers for narrowcasting 
B) cable's low cost relative to network television 
C) the flexibility available for advertising or cable 
D) cable generally does not require advertisers to make large upfront commitments 
E) all of the above 
A) the opportunities cable offers for narrowcasting 
B) cable's low cost relative to network television 
C) the flexibility available for advertising or cable 
D) cable generally does not require advertisers to make large upfront commitments 
E) all of the above

Question 13

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as:

Accepted Answer

A) the network market 
B) the regional market 
C) pre-screenings 
D) previews 
E) the up-front market 
A) the network market 
B) the regional market 
C) pre-screenings 
D) previews 
E) the up-front market

Question 14

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area.Which of the following would you recommend?

Accepted Answer

A) network television 
B) network radio 
C) superstations 
D) local radio 
E) any of the above 
A) network television 
B) network radio 
C) superstations 
D) local radio 
E) any of the above

Question 15

The number of households in a market area that own a television set is referred to as:

Accepted Answer

A) households using television 
B) the universe estimate (U
E)  
C) a program rating 
D) households owning televisions 
E) audience size 
A) households using television 
B) the universe estimate (U
E)  
C) a program rating 
D) households owning televisions 
E) audience size

Question 16

The Nielsen Station Index (NSI) refers  refers to local television markets as:

Accepted Answer

A) areas of dominant influence 
B) metropolitan rating areas (MRAs) 
C) designated market areas (DMAs) 
D) local markets 
E) geodemographic areas 
A) areas of dominant influence 
B) metropolitan rating areas (MRAs) 
C) designated market areas (DMAs) 
D) local markets 
E) geodemographic areas

Question 17

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

Accepted Answer

A) up-front 
B) continual 
C) scatter 
D) interconnected 
E) local 
A) up-front 
B) continual 
C) scatter 
D) interconnected 
E) local

Question 18

When the video portion of a television commercial is implanted into a radio spot this is known as:

Accepted Answer

A) positioning 
B) image transfer 
C) visualization 
D) flexibility 
E) narrowcasting 
A) positioning 
B) image transfer 
C) visualization 
D) flexibility 
E) narrowcasting

Question 19

Cable networks such as CNN that can transmit multiple channels from one network engage in:

Accepted Answer

A) multiplexing 
B) interconnects 
C) single sourcing 
D) multiple sourcing 
E) adjacencies 
A) multiplexing 
B) interconnects 
C) single sourcing 
D) multiple sourcing 
E) adjacencies

Question 20

Which television daypart has the highest rates and is dominated by national advertisers?

Accepted Answer

A) morning 
B) early fringe 
C) prime-time 
D) late news 
E) late fringe 
A) morning 
B) early fringe 
C) prime-time 
D) late news 
E) late fringe

Exam 11: Evaluation of Broadcast Media

In the early days of television,the production and content of most television programs was the responsibility of:

A major threat to conventional broadcast radio is:

While watching Entertainment Tonight,Layne became frustrated by all the commercials and promotions for the 11:00 news and upcoming programs.This is an example of the problem created by:

With _____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

One of the concerns over the method used by

Programs such as The Tonight Show with Jay Leno and ABC's Nightline are aired during the _____ daypart.

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

Which of the following statements about 15-second commercials is true?

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

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n) _____ arrangement.

_____ are shows that are sold or distributed on a station-by-station,market-by-market basis.

Why are advertisers interested in cable as an advertising medium?

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as:

An advertiser has a limited budget and wants to reach a well-defined target audience in a local market area.Which of the following would you recommend?

The number of households in a market area that own a television set is referred to as:

The Nielsen Station Index (NSI) refers refers to local television markets as:

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

When the video portion of a television commercial is implanted into a radio spot this is known as:

Cable networks such as CNN that can transmit multiple channels from one network engage in:

Which television daypart has the highest rates and is dominated by national advertisers?

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