Question 1

_____ are primarily independently owned and are contracted to preempt time during specified hours for programming provided by the networks that carry national advertising within their programming.

Accepted Answer

A) Satellite networks 
B) Local nets 
C) Affiliates 
D) Station reps 
E) Regional networks

Question 2

Morning,daytime,prime time and late fringe are all examples of:

Accepted Answer

A) television dayparts 
B) radio dayparts 
C) types of syndication 
D) run-of-station spots 
E) none of the above

Question 3

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.

Accepted Answer

A) Average quarter-hour figure (AQH) 
B) Average quarter-hour rating 
C) Average quarter-hour share 
D) Cumulative audience (Cume) 
E) Average market share

Question 4

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel,which reaches a highly educated and upscale audience.This is an example of how _____ is possible through television.

Accepted Answer

A) low absolute cost 
B) selectivity 
C) clutter 
D) creativity 
E) permanence

Question 5

The increasing number of channels available to TV viewers and the prevalence of remote control operated television sets lead to:

Accepted Answer

A) program ratings through the audimeter 
B) the development of a system to measure commercial ratings rather than just program ratings 
C) share of audience measures 
D) total audience measures 
E) the people meter being replaced by the personal participation direct audience collection system

Question 6

Which of the following statements about syndication is true?

Accepted Answer

A) The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks. 
B) Syndicated programs never draw larger viewing audiences than network shows. 
C) Many national advertisers use syndicated shows to target certain audiences. 
D) Syndicated programs have less commercial time and thus less clutter than network shows. 
E) Children and teenagers are very easy to reach through syndicated programs.

Question 7

Television is considered an excellent advertising medium because of:

Accepted Answer

A) its ability to combine visual images with sound and motion 
B) the tremendous creative flexibility and opportunities available through television 
C) its ability to convey a mood or image for a brand 
D) its value in demonstrating a product or service 
E) all of the above

Question 8

When a national advertiser runs a commercial on a prime time program that is seen all over the country,_____ advertising is being used.

Accepted Answer

A) network 
B) affiliate 
C) aggregated 
D) spot 
E) up-front

Question 9

Which of the following statements about commercial length is true?

Accepted Answer

A) Fifteen-second spots are the most common commercial lengths. 
B) Increasing media costs have resulted in advertisers preferring shorter commercials. 
C) Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials. 
D) Fifteen-second spots typically sell for about the same amount as 30-second spots. 
E) All of the above statements about commercial lengths are true.

Question 10

Which of the following statements describes a limitation associated with the use of radio as an advertising medium?

Accepted Answer

A) The production of radio advertising is expensive. 
B) The absence of clutter means radio advertising tends to be very uncreative. 
C) Individual radio stations trying to sell to an advertiser can often cause information overload. 
D) The high number of stations in most markets means there is a great deal of audience fragmentation. 
E) All of the above are limitations of radio as an advertising medium.

Question 11

Which of the following products is most likely to be advertised on popular television shows such as Let's make a Deal,American Idol,and Dancing with the Stars?

Accepted Answer

A) gardening equipment 
B) curry mixes 
C) Corvette automobiles 
D) Pillsbury bread products 
E) fishing lures

Question 12

The challenge for the television industry is how to accommodate the demand for alternative viewing methods and:

Accepted Answer

A) increase the integration of television advertising with coordinated newspaper dayparts 
B) soften the impact of increased consumer selectivity 
C) capture revenue from them while protecting their traditional advertising business model 
D) offer alternative program rating point systems utilizing affiliate network zap compression 
E) alternate personal selling with promotional tie-ins

Question 13

The major source for radio ratings in local markets is _____ while information on network audience come primarily from ___________:

Accepted Answer

A) RADAR; Arbitron 
B) Arbitron; RADAR 
C) Arbitron; A.C.Nielsen 
D) RADAR; A.C.Nielsen 
E) A.C.Nielsen; Arbitron

Question 14

Compared to television,radio has:

Accepted Answer

A) fewer segmentation opportunities 
B) longer buyer lead times for preparing and placing ads 
C) greater reach and lower frequency opportunities with individual stations 
D) more national network advertising 
E) more of a local flavor

Question 15

In order to get advertising time on the most popular shows,major television advertisers such as Coca-Cola,Ford,General Motors and State Farm are generally forced by the biggest agencies to participate in the _____ market.

Accepted Answer

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

Question 16

Nielsen Media Research's new A2/M2 system is designed to measure ______________,the focused mental and emotional connection between a consumer,a media vehicle,and a brand's message.

Accepted Answer

A) excitement 
B) engagement 
C) entanglement 
D) entrepreneurship 
E) entropy

Question 17

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

Accepted Answer

A) Network advertising 
B) Spot advertising 
C) Regional advertising 
D) Syndication 
E) Sponsorship

Question 18

The heaviest users of radio as an advertising medium are:

Accepted Answer

A) national service providers 
B) local advertisers 
C) national retail chains 
D) national consumer-products manufacturers and distributors 
E) tobacco and alcohol advertisers

Question 19

_____ are reruns of network shows that are bought by individual stations to broadcast.

Accepted Answer

A) Off-network syndications 
B) Sponsorships 
C) First-run syndications 
D) Network spots 
E) Local syndications

Question 20

_____ are the various time periods or segments into which a broadcast day is divided.

Accepted Answer

A) Adjacencies 
B) Participations 
C) Spots 
D) Dayparts 
E) Hours

Exam 11: Evaluation of Broadcast Media