Deck 12: Traditional Media

Question 1

Which company is an independent auditing group that represents advertisers, agencies, and publishers and verifies statements about newspaper circulation statistics?

A)A.C. Nielsen
B)Simmons-Scarborough
C)MediaMark, Inc.
D)Auditing Bureau of Circulations (ABC)
E)International Circulation Service (ICS)

Answer 1

D

Question 2

Normally, the largest unit of ad space that magazines sell is the ________.

A)full-page ad
B)double-page spread
C)gutter spread
D)bleed page
E)nonbleed page

Answer 2

B

Question 3

A single or double page in a magazine can be broken into a variety of units called ________.

A)gatefolds
B)fractional page space
C)segments
D)standard advertising units
E)cut-outs

Answer 3

B

Question 4

________ combines information on subscribers kept in a database with a computer program to produce magazines that include special sections for subscribers based on their demographic profiles.

A)Fractional page space
B)Satellite transmission
C)Selective binding
D)Desktop publishing
E)Custom publishing

Question 5

Advertisers who don't care where their ads run in the newspaper pay which rate?

A)co-op rate
B)preferred-position rate
C)run-of-paper (ROP)rate
D)non-preferred rate
E)classified rate

Question 6

An arrangement between a national advertiser and a local retailer whereby the retailer buys the ad and then the manufacturer pays for half or a portion is known as ________.

A)joint advertising
B)co-op advertising
C)run-of-paper advertising (ROP)
D)selective advertising
E)subsidized advertising

Question 7

Newspapers, magazines, brochures, directories, and other printed surfaces are known as ________ media.

A)broadcast
B)narrowcast
C)print
D)directional
E)interactive

Question 8

What form of newspaper advertising comes from individuals wanting to sell their personal goods?

A)classified
B)display
C)supplements
D)gatefolds
E)co-op

Question 9

Nontraditional delivery of magazines is referred to as ________, meaning the magazine is distributed free to specific audiences.

A)uncontrolled circulation
B)nonmeasured circulation
C)traditional circulation
D)discounted circulation
E)controlled circulation

Question 10

Which technology allows a magazine to print personalized messages on ads or on inserts?

A)selective binding
B)desktop publishing
C)ink-jet imaging
D)one-order, one-bill
E)satellite transmission

Question 11

Which of the following is NOT a main type of business magazine?

A)corporate
B)professional
C)farm
D)consumer
E)industrial

Question 12

The white space running between the inside edges of the pages of a magazine is known as the ________.

A)gutter
B)byline
C)cover
D)gatefold
E)spread

Question 13

A ________ is a list of the charges for newspaper advertising space and the discounts given to local advertisers and advertisers who make volume buys.

A)rate card
B)take-away
C)give-away
D)media kit
E)sales kit

Question 14

Which of the following is NOT a type of advertising found within the local newspaper?

A)classified
B)display
C)gatefold
D)supplements
E)free-standing insert (FSI)

Question 15

Newspapers offer advertisers ________, which allows them to target specific consumer groups.

A)market intermediation
B)market zoning
C)market selectivity
D)market focus
E)selective binding

Question 16

Which company verifies magazine circulation numbers by auditing subscriptions as well as newsstand sales and also checks the number of delinquent subscribers and rates of renewal?

A)A.C. Nielsen
B)Simmons-Scarborough
C)MediaMark, Inc.
D)Auditing Bureau of Circulations (ABC)
E)International Circulation Service (ICS)

Question 17

Which of the following is a magazine-style publication inserted into a newspaper?

A)display advertisement
B)co-op advertisement
C)supplement
D)gatefold
E)free-standing insert (FSI)

Question 18

Which classification of business magazines presents stories and information about an entire industry?

A)trade papers
B)industrial magazines
C)professional magazines
D)vertical publications
E)horizontal publications

Question 19

What form of newspaper advertising is the dominant form, can be any size, and can be placed anywhere in the newspaper except the editorial page?

A)classified
B)display
C)supplement
D)gatefold
E)free-standing insert (FSI)

Question 20

A magazine page without outside margins, in which the color extends to the edge of the page, is called a ________.

A)marginless page
B)gatefold
C)double-spread
D)full page
E)bleed

Question 21

Broadcast media does NOT include which of the following?

A)radio
B)television
C)video
D)magazines
E)film

Question 22

Which type of billboard is normally created onsite and can even be painted on the sides of buildings, roofs, and natural structures, such as the side of a mountain?

A)painted outdoor bulletin
B)printed outdoor bulletin
C)painted outdoor poster
D)printed outdoor poster
E)outdoor extension

Question 23

________ includes advertising on outdoor billboards, buses, posters on walls, telephone booths and shopping kiosks, taxi signs, grocery store carts, blimps, and so forth.

A)Public advertising
B)Out-of-home advertising
C)Broadcast advertising
D)Transit advertising
E)Miscellaneous advertising

Question 24

Which of the following is NOT an advantage of directory advertising?

A)inexpensive
B)long life
C)trusted
D)competitive clutter
E)flexibility in size, colors, and formats

Question 25

________ provides webcasting, which is audio streaming through a website.

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

Question 26

________ refers to the number of homes in a geographic area that are able to pick up a radio station clearly, whether those homes are actually tuned in or not.

A)Circulation
B)Coverage
C)Rating
D)Impression
E)Gross impression

Question 27

________ measure(s)the percentage of homes actually tuned in to a particular radio station.

A)Circulation
B)Coverage
C)Ratings
D)Impressions
E)Gross impressions

Question 28

Which of the following is NOT part of the structure of the radio industry?

A)public radio
B)satellite radio
C)Web radio
D)AM/FM radio
E)spot radio

Question 29

Which of the following is NOT considered to be an advantage of advertising in magazines?

A)ability to reach specialized audiences
B)long life span
C)flexibility
D)high production values
E)can accommodate complex messages

Question 30

________ refers to billboards along streets and highways, as well as posters in other public locations.

A)Outdoor advertising
B)Public advertising
C)Broadcast advertising
D)Transit advertising
E)Miscellaneous advertising

Question 31

Which of the following is NOT an advantage of outdoor advertising?

A)serves as a brand reminder
B)high-impact
C)directional medium
D)inexpensive
E)ability to convey complex messages

Question 32

Directory advertising is described as ________ advertising because it tells people where to go to get the product or service they want.

A)primary
B)secondary
C)directional
D)promotional
E)selective

Question 33

________ is seen by people riding inside buses, subway cars, and some taxis.

A)Interior transit advertising
B)Exterior transit advertising
C)Kiosk advertising
D)On-premise advertising
E)Mobile advertising

Question 34

________ can deliver the same radio stations, regardless of where the listener is in the continental United States.

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

Question 35

The cost of outdoor advertising is typically based on a(n)________, which is based on a traffic count of vehicles passing a particular location during a specified period of time.

A)impression
B)showing
C)exposure
D)reach
E)frequency

Question 36

Which type of billboard is created by designers, printed in sections, and then shipped to an outdoor advertising company which then applies the sections to the poster panel's face on location?

A)painted bulletin
B)printed bulletin
C)painted poster
D)printed poster
E)cutout

Question 37

Nonprofit, noncommercial radio stations that serve a small market with reach of three to five miles that are not allowed to carry advertising are known as ________.

A)cable radio
B)public radio
C)AM/FM radio
D)low-power FM (LPFM)
E)web radio

Question 38

What is the key difference between directory advertising and brand-image advertising?

A)Directory advertising reaches people who already know they have a need for the product or service.
B)Directory advertising provides directions on how to use the product, but brand-image advertising does not.
C)Directory advertising provides maps with directions on how to find the retailer's location.
D)Directory advertising is used in the initial stages of consumer decision making regarding a purchase.
E)Directory advertising is not as effective as brand-image advertising.

Question 39

Which of the following is NOT considered an advantage of advertising in newspapers?

A)market coverage
B)comparison shopping
C)reaches educated consumers
D)flexibility
E)long life span

Question 40

The typical radio programming day is divided into five segments called ________.

A)listener groups
B)drive times
C)coverages
D)ratings
E)dayparts

Question 41

WTBS-Atlanta, WGN-Chicago, and WWOR-New York are all independent television stations whose programs are carried by satellite to cable operators; they are known as ________.

A)cable networks
B)independent superstations
C)broadcast networks
D)affiliates
E)syndicated networks

Question 42

Satellite television is a form of ________ television.

A)syndicated
B)underwritten
C)public
D)subscription
E)addressable

Question 43

Aperture refers to knowing which of the following?

A)when the largest audience is listening to a program
B)when the target audience is most likely to be listening and responsive
C)when the largest audience is engaged in a program
D)when an advertisement is most likely to break through the clutter
E)when a product does not need to be visually demonstrated

Question 44

Commercials set to music are known as ________.

A)musicals
B)lyricals
C)jingles
D)dual-coded
E)PSAs

Question 45

What does one television rating point represent?

A)1 percent of the TV viewing audience
B)1,000 TV households
C)1,000,000 TV households
D)1,000 TV viewers
E)1 percent of the nation's TV households

Question 46

________ are programs that can be sold to independent firms and other cable channels to replay as reruns.

A)Syndicated programs
B)Network programs
C)Cable programs
D)Pay-per-view programs
E)On-demand programs

Question 47

Which of the following statements is true regarding television ratings and share?

A)Share refers to the percentage of viewers based on the number of TV households.
B)The share figure is always larger than the rating.
C)Rating refers to the percentage of viewers based on the number of sets turned on.
D)The rating figure is always larger than the share.
E)There is no difference between rating and share, for the two terms are synonymous.

Question 48

A(n)________ is a group of local affiliates connected to one or more national networks through telephone wires and satellites.

A)radio network
B)national syndicate
C)local network
D)AM network
E)FM network

Question 49

Cable News Network (CNN), the Disney Channel, and the Entertainment and Sports Programming Network (ESPN)are known as ________.

A)cable networks
B)superstations
C)broadcast networks
D)affiliates
E)syndicated networks

Question 50

Local television stations that are not affiliated with a network are known as ________.

A)disconnects
B)interconnects
C)spot stations
D)syndicated stations
E)independent stations

Question 51

What is the most familiar example of subscription television?

A)satellite TV
B)TiVo
C)high-definition TV
D)cable
E)syndication

Question 52

In which type of radio advertising does an advertiser place an advertisement with an individual station?

A)network
B)spot
C)local
D)AM
E)FM

Question 53

TiVo's capability to let users pause, do instant replays, and begin watching programs even before the recording has finished is known as ________.

A)sweeping
B)high-definition TV
C)time-shifting
D)interactive television
E)addressable television

Question 54

What technology allows users to record television programs without the hassles of videotape?

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

Question 55

Which advertising medium has been called the "theater of the mind"?

A)magazines
B)radio
C)newspapers
D)television
E)outdoor

Question 56

Which of the following estimates the size of radio audiences for more than 250 markets in the United States?

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

Question 57

Using ________, national advertisers buy local advertising on a city-by-city basis from local television stations.

A)independent buys
B)spot buys
C)specialty buys
D)syndicated buys
E)underwriting

Question 58

Which of the following is NOT a national, over-the-air television network in the United States?

A)Entertainment and Sports Programming Network (ESPN)
B)American Broadcasting Company (ABC)
C)Columbia Broadcasting System (CBS)
D)National Broadcasting Company (NBC)
E)Fox Broadcasting

Question 59

Which is the largest category of radio advertising revenues?

A)network
B)national spot
C)local
D)satellite
E)web

Question 60

Interactive television creates the opportunity for ________.

A)addressable television
B)high-definition television
C)pay-per-view television
D)3-D television
E)on-demand television

Question 61

In which type of network television advertising does the advertiser pay for 10, 15, 20, 30, or 60 seconds of commercial time during one or more programs?

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

Question 62

One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.

Question 63

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

A)pervasiveness
B)cost-efficiency
C)high impact
D)flexibility
E)high level of viewing

Question 64

The two main types of audiences that magazines target are consumer and business audiences.

Question 65

Business magazines target business readers and include trade papers, industrial magazines, and professional magazines.

Question 66

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

A)listener inattentiveness
B)lack of visuals
C)lack of control
D)scheduling and buying difficulties
E)inflexibility

Question 67

Advertisers who don't care where their ads run in the newspaper pay the nonpreferred-position rate (NPR).

Question 68

In which type of network television advertising does the advertiser assume the total financial responsibility for producing the program and providing the accompanying commercials?

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

Question 69

Which term refers to the percentage of viewers based on the number of television sets turned on?

A)rating
B)share
C)gross rating points
D)gross impressions
E)impressions

Question 70

Newspaper readership tends to be highest among older people and people with a higher educational level and lowest among people in their late teens and early twenties.

Question 71

A horizontal publication deals with a business function that cuts across industries.

Question 72

Newspapers are primarily used by advertisers trying to reach a national market.

Question 73

At what level does A.C. Nielsen measure the television audience demographics?

A)national only
B)national and local
C)network and spot
D)local only
E)in-home and out-of-home

Question 74

Which type of television advertising appears in the breaks between programs, which local affiliates sell to advertisers who want to show their ads locally?

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

Question 75

Communication directed at an audience that may not fit the advertiser's target market is called ________.

A)underwritten advertising
B)wasted reach
C)aperture
D)spillover
E)clutter

Question 76

National advertisers are not heavy users of newspapers as an advertising medium because each paper has its own size guidelines for ads, making it impossible to prepare one ad that would fit every newspaper.

Question 77

Selective binding allows a magazine to print personalized messages directly on ads or on inserts.

Question 78

The dominant form of newspaper advertising is classified advertising.

Question 79

An instrument that records what television shows are being watched, the number of households that are watching, and which family members are viewing is known as a(n)________.

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

Question 80

Movie theaters sell time at the beginning of their film showings for commercials called ________.

A)participations
B)captive showings
C)selective showings
D)trailers
E)sponsorships