Question 1

Which of the following has contributed to the increased zapping of television commercials?

Accepted Answer

A) the use of remote control devices for most TV sets 
B) the emergence of 24-hour continuous format programming on cable television 
C) the increasing length of television commercial breaks 
D) the increased use of DVRs and video on demand technologies 
E) all of the above 
A) the use of remote control devices for most TV sets 
B) the emergence of 24-hour continuous format programming on cable television 
C) the increasing length of television commercial breaks 
D) the increased use of DVRs and video on demand technologies 
E) all of the above

Question 2

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose:

Accepted Answer

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

Question 3

Radio offers high levels of audience selectivity because of:

Accepted Answer

A) the wide variety of program formats offered by different stations 
B) the broadcast overlap of local radio stations 
C) the transmission capability of the various stations 
D) its low cost 
E) image transfer capabilities 
A) the wide variety of program formats offered by different stations 
B) the broadcast overlap of local radio stations 
C) the transmission capability of the various stations 
D) its low cost 
E) image transfer capabilities

Question 4

Which of the following is NOT an example of a daypart for radio?

Accepted Answer

A) morning drive time 
B) prime-time 
C) over night 
D) daytime 
E) nighttime 
A) morning drive time 
B) prime-time 
C) over night 
D) daytime 
E) nighttime

Question 5

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Accepted Answer

A) has such a low absolute cost 
B) has the ability to reach large audiences in a relatively cost efficient manner 
C) has a high level of geographic selectivity 
D) is very easy to develop creative television advertising 
E) has no impact on the image of a brand 
A) has such a low absolute cost 
B) has the ability to reach large audiences in a relatively cost efficient manner 
C) has a high level of geographic selectivity 
D) is very easy to develop creative television advertising 
E) has no impact on the image of a brand

Question 6

Statistical Research's Inc.'s RADAR:

Accepted Answer

A) collects information twice a year 
B) is sponsored by the major national networks 
C) is a radio audience measurement service 
D) provides advertisers with time-period measurements for all dayparts 
E) is accurately described by all of the above 
A) collects information twice a year 
B) is sponsored by the major national networks 
C) is a radio audience measurement service 
D) provides advertisers with time-period measurements for all dayparts 
E) is accurately described by all of the above

Which of the following has contributed to the increased zapping of television commercials?

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose:

Radio offers high levels of audience selectivity because of:

Which of the following is NOT an example of a daypart for radio?

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Statistical Research's Inc.'s RADAR:

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

Which of the following has contributed to the increased zapping of television commercials?

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose:

Radio offers high levels of audience selectivity because of:

Which of the following is NOT an example of a daypart for radio?

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

Statistical Research's Inc.'s RADAR:

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