Exam 9: Using Radio

Which of the following is NOT true of FM radio from about the close of WWII and for the next 30 years or so?

Based on the information about the top 10 national radio advertisers in 2009, which category spent the most money?

If your product category has broad appeal, to gain effective reach and frequency, you must buy several networks or radio stations.

Because radio lacks a visual component, it lacks impact that other media have.

For AM radio, survival will likely continue to depend on expansion of talk radio.

Regarding amplitude modulation (AM), which of the following applies?

Until the mid-1950s, radio was primarily a local medium.

One major limitation on radio that advertisers of specific types of products must remember is that radio is above all else a medium that uses the power of sound rather than a ________ medium that uses the power of images.

If the information on the top 10 national spot radio advertisers in 2009 was any indication, the largest category of radio advertisers is:

The future of radio is bright for delivery of more specialized and personalized programming, but the form its transmission will take is unclear.

From a marketing perspective, radio more readily and easily can appeal to prospects based on all of the following EXCEPT:

The nature of radio makes station ratings even more critical to advertisers than those for networks.

The most important trend in radio during the past 30 years has been the growth of FM radio audiences and advertising revenues.

Radio ________ is the number of radio waves that pass a given point in a given period.

Approximately how many commercial stations were on the air in the United States as of 2009?

Unique characteristics of a radio buy include all of the following EXCEPT:

Which of the following media has the greatest influence closest to the time of purchase?

Although country is the format carried by more stations than any other, its listenership is only about 2000 stations.

This type radio requires a special receiver, a subscription, and contains few, if any, commercials.

Because of the nature of radio audiences, a change in one rating point for a station could make a significant difference in its rankings among stations in the same market.