Question 1

If you wanted to have your advertising message be a clean, crisp experience with the least interference because of atmospheric conditions, you'd likely choose an AM station.

Accepted Answer

A) True 
 B)False

Question 2

Before the Telecommunications Acts of 1996, the FCC limited ownership of radio stations to how many FM and AM stations with only one each in a given market?

Accepted Answer

A) 35 FM, 35 AM 
B) 12 FM, 20 AM 
C) 7 FM, 7 AM 
D) 5 FM, 15 AM 
E) 10 FM, 20 AM 
A) 35 FM, 35 AM 
B) 12 FM, 20 AM 
C) 7 FM, 7 AM 
D) 5 FM, 15 AM 
E) 10 FM, 20 AM

Question 3

Because radio advertising inventory is flexible, when a spot is unsold, a rep has a chance to make a sweet deal.

Accepted Answer

A) True 
 B)False

Question 4

The future of the radio medium that delivers more personalized and specialized programming is quite bright, except for the fact that:

Accepted Answer

A) local stations won't survive satellite. 
B) local stations won't survive internet systems. 
C) transmission options are so limited. 
D) advertisers may not fully use the new technological options. 
E) further government restrictions on ownership will constrict growth. 
A) local stations won't survive satellite. 
B) local stations won't survive internet systems. 
C) transmission options are so limited. 
D) advertisers may not fully use the new technological options. 
E) further government restrictions on ownership will constrict growth.

Question 5

One advantage satellite links bring even to small radio stations is:

Accepted Answer

A) uniform billing options. 
B) the opportunity for national advertising dollars as part of a network. 
C) a resurgence in serialized programming featuring crime fighters. 
D) a resurgence in dramatic and comedy programming. 
E) superior content without additional talent or fees. 
A) uniform billing options. 
B) the opportunity for national advertising dollars as part of a network. 
C) a resurgence in serialized programming featuring crime fighters. 
D) a resurgence in dramatic and comedy programming. 
E) superior content without additional talent or fees.

Question 6

Which of the elements listed would not be examined before executing a radio buy?

Accepted Answer

A) longevity of the medium 
B) ownership of the medium 
C) ability of radio to effectively carry out the basic advertising and marketing strategy 
D) determination of the vitality of the format 
E) determination whether audience preferences match higher profile talent 
A) longevity of the medium 
B) ownership of the medium 
C) ability of radio to effectively carry out the basic advertising and marketing strategy 
D) determination of the vitality of the format 
E) determination whether audience preferences match higher profile talent

Question 7

Radio executives have begun to view the future of radio as an Internet business.

Accepted Answer

A) True 
 B)False

Question 8

Electrical impulses broadcast by radio are called the:

Accepted Answer

A) amplitude. 
B) modulation. 
C) signal. 
D) frequency. 
E) watts. 
A) amplitude. 
B) modulation. 
C) signal. 
D) frequency. 
E) watts.

Question 9

Which of the following is NOT mentioned as being among the major competitors radio has for local advertising dollars?

Accepted Answer

A) Yellow Pages 
B) the Internet 
C) direct response 
D) newspapers 
E) out-of-home 
A) Yellow Pages 
B) the Internet 
C) direct response 
D) newspapers 
E) out-of-home

Question 10

The Arbitron Company provides audience data in about 300 local markets through use of listener diaries.

Accepted Answer

A) True 
 B)False

Question 11

Of the $9.5 billion spent annually in radio, how much of that was derived from network radio advertising?

Accepted Answer

A) $325 
B) $550 million 
C) $975 million 
D) $1.2 billion 
E) $2.5 billion F)$3 billion 
A) $325 
B) $550 million 
C) $975 million 
D) $1.2 billion 
E) $2.5 billion F)$3 billion

Question 12

Spot radio provides national advertisers the:

Accepted Answer

A) ability to react quickly to changing competitive conditions. 
B) ability to hit a broad segment of a non-segmented market. 
C) ability to capitalize on large waste circulation. 
D) ability to build share in a region. 
E) ability to spend an even smaller portion of their annual advertising budget. 
A) ability to react quickly to changing competitive conditions. 
B) ability to hit a broad segment of a non-segmented market. 
C) ability to capitalize on large waste circulation. 
D) ability to build share in a region. 
E) ability to spend an even smaller portion of their annual advertising budget.

Question 13

The dominant type of radio in terms of size of overall listening audience is:

Accepted Answer

A) FM. 
B) not-for-profit. 
C) AM. 
D) PBS affiliates. 
E) AM talk radio. 
A) FM. 
B) not-for-profit. 
C) AM. 
D) PBS affiliates. 
E) AM talk radio.

Question 14

Because much radio listening takes place outside the home, it can reach:

Accepted Answer

A) consumers at the oddest times. 
B) consumers where they are and where other media are not available. 
C) consumers when they are preoccupied. 
D) consumers when they are least receptive. 
E) nontargeted consumers who come in the range of playing radios. 
A) consumers at the oddest times. 
B) consumers where they are and where other media are not available. 
C) consumers when they are preoccupied. 
D) consumers when they are least receptive. 
E) nontargeted consumers who come in the range of playing radios.

Question 15

Advantages that network radio offers, which are similarly offered by network television, include all of the following EXCEPT:

Accepted Answer

A) preparation of a single insertion order for multiple stations. 
B) uniform quality of production for commercials on all stations. 
C) guarantee of no more than 25 percent increase in cost of time for the next year. 
D) payment of a single invoice. 
E) economical reach. 
A) preparation of a single insertion order for multiple stations. 
B) uniform quality of production for commercials on all stations. 
C) guarantee of no more than 25 percent increase in cost of time for the next year. 
D) payment of a single invoice. 
E) economical reach.

Question 16

For radio, drivetimes are:

Accepted Answer

A) 10:00 a.m. to 3:00 p.m. 
B) 7:00 p.m. to 12:00 a.m. 
C) 7 to 9 in the morning. 
D) 3 to 7 in the afternoon. 
E) 4 to 6 in the afternoon. 
A) 10:00 a.m. to 3:00 p.m. 
B) 7:00 p.m. to 12:00 a.m. 
C) 7 to 9 in the morning. 
D) 3 to 7 in the afternoon. 
E) 4 to 6 in the afternoon.

Question 17

Arbitron measures radio audiences through use of listener ________.

Accepted Answer

The answer of Arbitron measures radio audiences through use of...

Question 18

Radio audience ratings use ________ to report audiences within a geographic area.

Accepted Answer

A) MSA and TSA 
B) Arbitron 
C) RADAR 
D) cume 
E) Apollo Index 
A) MSA and TSA 
B) Arbitron 
C) RADAR 
D) cume 
E) Apollo Index

Question 19

A major problem for advertisers wishing to use radio is its:

Accepted Answer

A) lack of reach. 
B) lack of flexibility. 
C) fragmented audience. 
D) declining listenership, especially during summer. 
E) low creative costs. 
A) lack of reach. 
B) lack of flexibility. 
C) fragmented audience. 
D) declining listenership, especially during summer. 
E) low creative costs.

Question 20

Compared to television ratings, radio ratings:

Accepted Answer

A) focus on narrower formats. 
B) focus on broad formats. 
C) tend to measure audience accumulation over relatively briefer periods of time. 
D) measure audience accumulation over primary dayparts. 
E) are more reliable because of the size of audiences for individual stations. 
A) focus on narrower formats. 
B) focus on broad formats. 
C) tend to measure audience accumulation over relatively briefer periods of time. 
D) measure audience accumulation over primary dayparts. 
E) are more reliable because of the size of audiences for individual stations.

Exam 9: Using Radio

If you wanted to have your advertising message be a clean, crisp experience with the least interference because of atmospheric conditions, you'd likely choose an AM station.

Before the Telecommunications Acts of 1996, the FCC limited ownership of radio stations to how many FM and AM stations with only one each in a given market?

Because radio advertising inventory is flexible, when a spot is unsold, a rep has a chance to make a sweet deal.

The future of the radio medium that delivers more personalized and specialized programming is quite bright, except for the fact that:

One advantage satellite links bring even to small radio stations is:

Which of the elements listed would not be examined before executing a radio buy?

Radio executives have begun to view the future of radio as an Internet business.

Electrical impulses broadcast by radio are called the:

Which of the following is NOT mentioned as being among the major competitors radio has for local advertising dollars?

The Arbitron Company provides audience data in about 300 local markets through use of listener diaries.

Of the $9.5 billion spent annually in radio, how much of that was derived from network radio advertising?

Spot radio provides national advertisers the:

The dominant type of radio in terms of size of overall listening audience is:

Because much radio listening takes place outside the home, it can reach:

Advantages that network radio offers, which are similarly offered by network television, include all of the following EXCEPT:

For radio, drivetimes are:

Arbitron measures radio audiences through use of listener ________.

Radio audience ratings use ________ to report audiences within a geographic area.

A major problem for advertisers wishing to use radio is its:

Compared to television ratings, radio ratings:

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters