Deck 9: Broadcast Media

Question 1

Which of the following statements is false regarding broadcast media?

A) Broadcast media are dynamic and bought by amount of time, such as seconds or minutes.
B) Broadcast media messages are fleeting.
C) Broadcast engages more senses than reading and adds audio as well as motion for television.
D) Radio has suffered substantially with the advent of television, and advertising revenues continue to fall.
E) Traditional radio stations are found on the AM/FM dial and serve a primarily local market.

Answer 1

Radio has suffered substantially with the advent of television, and advertising revenues continue to fall.

Question 2

___________ uses cable television receivers to deliver static-free music via wires plugged into cable subscribers' stereos.

A) Satellite radio
B) Cable radio
C) Low-power FM (LPFM)
D) Web radio
E) Public radio

Answer 2

Cable radio

Question 3

________ radio advertising offers advertisers a variety of high-quality, specialized, and usually original programs.

A) Spot
B) Syndicated
C) Cooperative
D) National
E) Off-network

Answer 3

Syndicated

Question 4

Which of the following is NOT a segment into which radio listeners can be separated?

A) station fans
B) radio fans
C) music fans
D) talk fans
E) news fans

Question 5

The largest segment of radio listeners is known as ________.

A) station fans
B) radio fans
C) music fans
D) talk fans
E) news fans

Question 6

Which of the following is NOT a factor affecting the rating for a particular radio station?

A) traffic
B) competing programs
C) types of programs
D) time of day or night
E) types of programs and competing programs

Question 7

How does Arbitron collect consumers' radio listening behavior?

A) They call 12,000 respondents for seven consecutive days and ask them about their radio listening the day before.
B) Have of the sample complete a seven-day self-administered diary and the other half is called for those seven days and asked about their radio listening the day before.
C) Electronic devices are mounted on roadways that intercept which radio stations passing cars are tuned in to.
D) They use a seven-day self-administered diary that the person returns to Arbitron at the end of the week.
E) Respondents agree to hook an electronic monitoring device on all of their radios for a seven-day period to record which stations the radios are tuned in to.

Question 8

Which company provides audience-rating services for network radio listening?

A) Arbitron
B) RADAR
C) A. C. Nielsen
D) Simmons
E) MediaMark

Question 9

Which of the following is NOT an advantage of advertising on radio?

A) target audiences
B) affordability
C) frequency
D) mental imagery
E) listener inattentiveness

Question 10

Which of the following is NOT an advantage of advertising on radio?

A) targeted audiences
B) high level of acceptance
C) scheduling and buying simplicity
D) frequency
E) flexibility

Question 11

Which of the following are ways radio provides targeted audiences for advertisers?

A) specialized programming
B) different parts of the country
C) different times of day
D) a and b
E) a, b, and c

Question 12

Which of the following is NOT a disadvantage of radio advertising?

A) listener inattentiveness
B) scheduling and buying difficulties
C) lack of control
D) clutter
E) pervasive

Question 13

A broadcast ________ exists whenever two or more television stations are able to broadcast the same program that originates from a single source.

A) alliance
B) syndication
C) network
D) monopoly
E) primacy

Question 14

According to the Federal Communications Commission (FCC), a program service with 15 or more hours of prime time programming per week between the hours of 8 and 11 p.m. is known as a(n) ________.

A) affiliate
B) syndicate
C) cable provider
D) network
E) program provider

Question 15

With respect to the structure of the TV industry, which of the following is NOT considered a television option advertisers can use to deliver their messages to audiences?

A) network television
B) specialty television
C) program syndication
D) cable television
E) regional television

Question 16

Privately owned television stations that have a contractual relationship with a broadcasting company are known as a(n) ________.

A) network
B) subscriber
C) affiliate
D) syndicate
E) interconnect

Question 17

What is it called when an advertiser purchases only a portion of a network's coverage?

A) regional leg
B) zoned exposure
C) fragmented exposure
D) regional exposure
E) affiliate leg

Question 18

What was the initial purpose of cable television?

A) to offer consumers commercial-free programming
B) to expand the market for syndicated programming
C) to improve reception in certain areas of the country, particularly mountainous regions and large cities
D) to allow highly targeted special-interest programming options
E) to increase opportunities for advertisers to reach their target markets

Question 19

________ scheduling runs commercials across the entire subscriber group simultaneously.

A) Network cable
B) Local cable
C) Interconnects
D) Satellite
E) Superstation

Question 20

A special cable technology that allows local or regional advertisers to run their commercials in small geographic areas through the interconnection of a number of cable systems is known as ________.

A) network cable
B) local cable
C) interconnects
D) satellite transmission
E) syndication

Question 21

Which of the following is NOT considered a programming option or distribution format available to television stations as well as to advertisers?

A) pay-per-view
B) sponsorships
C) program syndication
D) digital video recorders (DVR)
E) high-definition TV

Question 22

Multipoint distribution systems (MDS) used by hotels to provide guests with movies and other entertainment are an example of which type of television programming option?

A) low power
B) pay-per-view
C) program syndication
D) interactive television
E) high-definition TV

Question 23

Television programs purchased by local stations to fill time in open hours are known as ________.

A) syndicated programs
B) network programs
C) cable programs
D) pay-per-view programs
E) fringe programs

Question 24

What are the two types of syndicated programs?

A) primary and secondary
B) rerun and first-run
C) specialty and commercial-free
D) off-network and first-run
E) wired and unwired

Question 25

What is causing growth in interactive television?

A) syndication
B) digital video recorders
C) high-definition TV
D) narrowcasting
E) broadband

Question 26

What technology allows users to record television programs without the hassles of videotape, letting users pause, do instant replays, and begin watching programs even before the recording has finished?

A) interactive TV
B) high-definition TV
C) digital video recorders
D) broadband recorders
E) digital enhancers

Question 27

Which of the following is NOT a type of network television advertising alternative?

A) sponsorship
B) participations
C) product placement
D) local spot announcements
E) national spot announcement

Question 28

Which of the following type of network television advertising is the dominant form, representing more than 90 percent of all network advertising?

A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement

Question 29

Which type of network television advertising provides advertisers more flexibility in market coverage, target audiences, scheduling, and budgeting?

A) participations
B) spot announcements
C) dayparts
D) sponsorships
E) product placement

Question 30

An instrument that records what shows are being watched is a(n) ________.

A) people meter
B) audiometer
C) tv meter
D) frequency meter
E) viewing meter

Question 31

Which of the following is considered an advantage of advertising on television?

A) cost-efficiency
B) low production costs
C) minimal clutter
D) intrusiveness
E) all of the above

Question 32

Choose the option that is NOT a disadvantage of advertising on television.

A) production costs
B) clutter
C) wasted reach
D) inflexibility
E) engagement

Question 33

________ is when a company pays to have verbal or visual brand exposure in a movie of television program.

A) Cinema advertising
B) Subliminal advertising
C) Product placement
D) Participation
E) Sponsorship

Question 34

FM stations tend to be stronger than AM stations, sometimes reaching as far away as 600 miles, which is why music stations prefer FM, and talk radio and stations that broadcast sporting events are often found on AM.

Question 35

Arbitron and RADAR are the major audience-rating services for radio.

Question 36

One trend in audio advertising is narrowly targeted laserlike sound beams that can pinpoint individual shoppers with prerecorded messages encouraging them to try or buy some product.

Question 37

Because television advertising is embedded in television programming, most of the attention in media buying, as well as in the measurement of television advertising's effectiveness, is focused on the performance of various shows and how they engage their audiences.

Question 38

The price of a 30-second prime time network television ad has increased, but the size of the audience has increased as well.

Question 39

The Federal Communications Commission (FCC) defines a network as a program service with 30 or more hours of prime time programming per week between the hours of 8 a.m. and 11 p.m.

Question 40

Network-affiliated television stations are required by law to show all of the programming provided by the network.

Question 41

A problem facing network TV is that its audience, particularly men continues to erode as other viewing opportunities make inroads on their audiences.

Question 42

The initial purpose of cable television was to provide highly targeted special-interest programming options.

Question 43

The two categories of cable scheduling are network and local.

Question 44

With local cable scheduling, advertisers can show their commercials to highly restricted geographic audiences through interstitials, a special cable technology.

Question 45

The FCC allows public broadcasting system (PBS) stations to air commercial messages, called program sponsorships, as long as the messages do not make a call to action (i.e., ask for a purchase) or make price or quality comparisons and appear only during the local 2.5-minute program breaks.

Question 46

The FCC has licensed low-power television (LPTV) to provide programming outlets to minorities and communities that are under-served by full-power stations.

Question 47

The FCC has recently banned pay-per-view television from carrying commercials.

Question 48

Syndicated programs include reruns of network shows as well as new episodes of programs.

Question 49

Syndicated programming networks run programs and commercials, such as the channels you see in grocery stores, doctors' offices, and truck stops that distribute commercials by video or satellites.

Question 50

Describe the structure of the radio industry by naming and describing the elements of the structure.

Question 51

Describe the structure of the television industry by naming and describing the elements of the structure.

Question 52

Who did Holiday Inn Express, which was described in the chapter opening vignette, target with its advertising efforts?

A) single men
B) single women
C) head-of-household men
D) businessmen
E) men and women more than 65 years old

Question 53

How did Holiday Inn Express, which was described in the chapter opening vignette, position itself?

A) as the lowest-price hotel
B) as the best quality hotel
C) as a hotel that offers basic comfort without frills at a good price
D) as the hotel with the greatest assortment of frills
E) as the only hotel

Question 54

The Wall Street Journal wants to begin an advertising campaign using television to attract more subscribers. They want a television vehicle that is relatively uncluttered and reaches an affluent, well-educated household. One goal of their promotion is to not appear to be asking for a purchase, merely to make the publication more salient in the minds of their target audience. Based on this information and your knowledge of the structure of the television industry, which of the following delivery systems or programming options would be best for the WSJ?

A) network television
B) public television
C) cable television
D) program syndication
E) interactive television

Question 55

In "A Matter of Principle" what problem is analyzed?

A) The number of hours children aged 3-5 watch TV each week is adversely affecting the children's physical development.
B) Since college students are exhausted from watching TV each day they underperform in classes.
C) The airwaves are saturated with radio and television in major markets with country music.
D) Television violence is used deliberately by advertisers to target TVs most valuable demographic-male viewers ages 18-34 who are top consumers of violent shows.
E) Criticism of the TV show, Law and Order: Special Victims Unit, is unjustified and cruel.

Question 56

As described in "The Inside Story," how did HER&NU marketing communication turn around the negative image the Framsokn political party was suffering in Iceland?

A) They executed television commercials using humor with a serious selling point.
B) They provided factual evidence in their TV commercials of the positive economic and social changes the party was the catalyst for over the past 12 years.
C) They used comparative advertising, which is allowed only on television in Iceland, in which they juxtaposed the rival political party's position with their party's position on several economic and social issues.
D) They selected a younger candidate and used television advertising heavily to project a younger image for their political party.
E) They selected a female candidate and used television advertising heavily to project a more female-focused party.

Question 57

In 2006, which of the following was the top show by ad rates?

A) Friends
B) Will & Grace
C) ER
D) Monday Night Football
E) American Idol

Question 58

As described in the "Hands-On" case at the end of the chapter, what risky step has Sirius satellite radio taken with the goal to increase subscribers by more than 1 million?

A) They have gone to programming that is completely commercial-free.
B) They signed controversial talk show host Rush Limbaugh to bring his program to Sirius in the hopes that his loyal listeners will follow.
C) They increased their price 50 percent and touted that fact in television commercials to convey the position that they are superior to their competitor, XM Radio.
D) They signed "shock jock" Howard Stern to bring his program to Sirius in the hopes that his loyal listeners will follow.
E) They plan on increasing their advertising spending from $1 million to $100 million by 2007, and Mel Karmazin, CEO of Sirius, says this aggressive advertising growth plan will actually drive subscribers to Sirius due to their strong dislike and resistance to commercials.

Question 59

MINI-CASE
Procter & Gamble is a major manufacturer of consumer packaged goods and spent almost $3 billion on consumer advertising in 2004, much of it on television. P&G has nationwide distribution of its products and uses television advertising because of that. However, P&G is concerned about the decrease in television audiences in recent years and the fact that consumers are better able to avoid television commercials.

-Refer to Mini-Case. What type of television delivery system allows P&G to advertise on hundreds of television stations simultaneously across the country during prime time programs?

A) network television
B) public television
C) specialty television
D) pay-per-view
E) interactive television

Question 60

MINI-CASE
Procter & Gamble is a major manufacturer of consumer packaged goods and spent almost $3 billion on consumer advertising in 2004, much of it on television. P&G has nationwide distribution of its products and uses television advertising because of that. However, P&G is concerned about the decrease in television audiences in recent years and the fact that consumers are better able to avoid television commercials.

-Refer to Mini-Case. One thing P&G has done recently is to develop family-friendly programming, assuming the total financial responsibility for producing the program and providing the accompanying commercials. They are concerned that some of the controversial programming on television today hurts their brand's image if they advertise during that type of programming. What form of television advertising is P&G undertaking?

A) sponsorship
B) participations
C) spot announcements
D) on-network syndication
E) specialty television

Question 61

MINI-CASE
Procter & Gamble is a major manufacturer of consumer packaged goods and spent almost $3 billion on consumer advertising in 2004, much of it on television. P&G has nationwide distribution of its products and uses television advertising because of that. However, P&G is concerned about the decrease in television audiences in recent years and the fact that consumers are better able to avoid television commercials.

-Refer to Mini-Case. Another major concern of P&G and other advertisers is the fact that consumers are increasingly avoiding commercials, either by zapping them or using technology, such as digital video recorders, to avoid them completely. As a result, they are making a concerted effort to get the actors in movies and television programs to verbally or visually expose their brands to the audience. What is this practice known as?

A) sponsorship
B) product placement
C) participations
D) de-clutter
E) share

Question 62

What was the challenge facing the agency of Holiday Inn Express, which was described in the chapter opening vignette, and how did they address it?

Question 63

Coca-Cola had an "Always Coca-Cola" campaign in which their agency created jingles in several different music styles, such as rock-and-roll, country, hip-hop, and easy rock. The musical quality was on par with the music programming heard on radio stations, and they wanted to ensure that consumers heard it at that quality level. They also wanted as many consumers as possible to be exposed to the ads. Explain which type of radio is best at meeting these requirements?

Question 64

Community Coffee once claimed in one of their television commercials that it was the "state coffee of Louisiana," and a nice lady mockingly said at the end of the commercial that "You've got to be a Yankee if you don't like Community Coffee!" Community wants to advertise on cable television, especially during food-related shows that appear on the Food Network. Because Community Coffee is distributed only in the South, they don't want nationwide exposure for their ads. Explain how Community can advertise on a regional basis on cable television.

Question 65

Six Flags Fiesta Texas is located in San Antonio, Texas. Although several locals and other Texans visit the park every year, Six Flags wants to target the millions of tourists that visit the beautiful city for the Alamo and the riverwalk area. They would like to reach these tourists through television in their hotel rooms. Explain how they can do that.

Question 66

May is the time of year when agencies start purchasing advertising time during prime time network programming for the next television season that begins in September. Name and describe the three forms of network television advertising.

Question 67

In Prof. Rotfeld's opinion presented in "A Matter of Practice," is advertising the solution to persuading people to change their 'problem' behavior?

Question 68

As described in "The Inside Story," Framsokn, historically one of the three largest political parties in Iceland, found itself in a downward spiral in popularity for the parliamentary election in 2003. Describe how their agency turned this around for them.

Question 69

A recent Wall Street Journal article was entitled "Marketing Nirvana Is to Be a President's Preferred Brand." The article discussed how President and Mrs. Bush receive about 1,000 gifts each month and keep and use only a handful of them. The president must disclose this information to the public, and marketers want the president to choose their brands. One TV news story discussed how President Bush has stopped running and has started biking instead, and video showed him riding a Trek bicycle. Based on what you learned from this chapter, why are so many marketers eager to give their products to the president?

Question 70

Based on the "Practical Tips" given in this chapter, give three reasons to use radio as an advertising medium.

Question 71

Based on the "Practical Tips" given in this chapter, give three reasons to use television as an advertising medium.

Question 72

Based on the "Practical Tips" given in this chapter, give three reasons to use movie ads as an advertising medium.

Question 73

Based on the "Practical Tips" given in this chapter, give three reasons to use product placement as an advertising medium.

Question 74

Describe the challenge facing Sirius satellite radio and the risky step they took to meet their challenge as described in the "Hands-On" case at the end of the chapter.

Question 75

MINI-CASE
John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
-Refer to Mini-Case. What broadcast media and delivery systems is the national office likely to use for its advertising? Explain your answer.

Question 76

MINI-CASE
John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
-Refer to Mini-Case. What broadcast media and delivery systems is John, the franchise owner in Baton Rouge, likely to use for advertising? Explain your answer.

Question 77

MINI-CASE
John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
-Refer to Mini-Case. John really wants consumers to see the delicious roast beef sandwiches Lion's Choice has to offer. Which broadcast media is NOT appropriate for his needs? Explain your answer.

Question 78

MINI-CASE
John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
-Refer to Mini-Case. John wants to learn more about the audiences of the local broadcast media in Baton Rouge. Name the companies that provide audience data for these media and explain how they collect this information.

Question 79

MINI-CASE
John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
-Refer to Mini-Case. The local television station shared audience data with John to help him determine during which time he should advertise. It was rather confusing to him, and he wasn't sure what rating and share actually meant. Explain these two concepts.