Exam 12: Traditional Media

TiVo is a substantial threat to marketers because it allows consumers to skip commercials completely.

Recently, advertisers were upset because some magazines were reporting circulation figures to be higher than they actually were. Which of the following best explains why advertisers were upset?

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

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

Syndicated radio programs offer flexibility through their willingness to run unusual ads, allow last-minute changes, and negotiate rates.

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

Carla works in the student activities office of her university and was given the task of finding a way to better inform students of upcoming activities and events. It's a rather large university with a bi-weekly newspaper and student FM radio station. Give Carla some suggestions on how she might accomplish this.

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

Television stations not affiliated with a network are known as independent stations.

Sweeps periods for television happen four times a year.

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

The New York Times wants to begin an advertising campaign using television to attract more subscribers. The Times wants to reach an affluent, well-educated audience. One goal of its promotion is to not appear to be asking for purchase, merely to make the publication more salient in the minds of the target audience. Based on this information, which of the following delivery systems or programming options would be best for the newspaper?

The most powerful radio stations are called "superstations" and can deliver signals for long distances.

Advertisers trying to reach a wide audience often need to buy time on several radio stations, which has been made easier by the "one-order, one-bill" system.

Satellite television is a form of ________ television.

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

Some have predicted that, in the future, television will allow consumers to purchase products they see on a television show. For example, if you like the shirt Raymond is wearing in Everybody Loves Raymond, you will be able to click on the shirt and will be taken to a website that allows you to purchase it. When finished, you can pick up viewing the program where you left off. What type of television delivery system or program option does this represent?

The dominant form of newspaper advertising is classified advertising.

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

What does one television rating point represent?