Exam 11: Broadcast Media

Radio survived as an advertising medium by:

Programs such as "The Tonight Show starring Jimmy Fallon" and "Jimmy Kimmel Live" are aired during the _____ daypart.

TV viewing is thriving for several reasons EXCEPT:

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

_____ is the term used for local television station commercials in which various individual stations negotiate directly with the advertisers.

Each of the following is a benefit of buying network radio time EXCEPT:

Which of the following statements about commercial length is true?

Television can offer advertisers selective coverage of target audiences through:

A study by Forrester Research suggests that TV watchers watch ___ percent of their viewing from prerecorded programming and skip about ____ percent of the ads.

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

Because most TV commercials last only 30 seconds or less and leave nothing tangible for the viewer to consider,the amount of ______ time must be considered.

In Canada,television audiences are measured by:

Why do advertisers use the image transfer process in radio advertising?

______ are less likely to be heavy users local radio advertising.

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

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

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

The _____ is an electronic device used in television audience measurement to record what program is being watched and by whom.

Companies prefer sponsorship arrangements for buying advertising time because sponsorship:

A network assembles a series of ______ local TV stations,to which it supplies programming and services.