Question 1

Audience composition is the percentage of homes with sets in use turned to a specific program.

Accepted Answer

A) True 
 B)False  False

Question 2

When buying cable TV,an advertiser can buy ads over the full schedule of a channel.

Accepted Answer

A) True 
 B)False  True

Question 3

Infomercials:

Accepted Answer

A)  combine the power of advertising, direct response, and sales promotion. 
B)  should not be used for products that are available through retail outlets. 
C)  provide results that are typically not measurable. 
D)  rely on personal selling to be effective. 
E)  cannot be used for high-involvement products. 
A)  combine the power of advertising, direct response, and sales promotion. 
B)  should not be used for products that are available through retail outlets. 
C)  provide results that are typically not measurable. 
D)  rely on personal selling to be effective. 
E)  cannot be used for high-involvement products. A

Question 4

A company that specializes in pool and spa installations plans to buy TV commercial time during a home improvement program on a local TV station.The company has learned the show has a rating of 20,reaches 10,000 people in the primary target audience,and a 30 second spot costs $700.What is the cost per rating point?

Accepted Answer

A)  $10 
B)  $20 
C)  $35 
D)  $50 
E)  $65 
A)  $10 
B)  $20 
C)  $35 
D)  $50 
E)  $65

Question 5

Average quarter-hour audience identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.

Accepted Answer

A) True 
 B)False

Question 6

After watching "So You Think You Can Dance" and before "House" came on,Justin saw a 30 second commercial for a Taco Bell value meal,a 30 second commercial for Volkswagen,one 60 second for the latest adventure movie,and several 15 second spots,one of which promoted "Gilmore Girls," another CW a network show.The term used to describe the various national commercials that Justin saw is:

Accepted Answer

A)  narrowcasting. 
B)  spot announcements. 
C)  syndicated spots. 
D)  integrated advertising. 
E)  cume spots. 
A)  narrowcasting. 
B)  spot announcements. 
C)  syndicated spots. 
D)  integrated advertising. 
E)  cume spots.

Question 7

In an average quarter hour,the total listening audience in Hattiesburg,Mississippi,is 44,800.If the radio station WFOR has an average quarter hour listenership of 8,400,what is WFOR's average quarter hour rating?

Accepted Answer

A)  11.25 percent 
B)  18.75 percent 
C)  46.7 percent 
D)  53.3 percent 
E)  81.25 percent 
A)  11.25 percent 
B)  18.75 percent 
C)  46.7 percent 
D)  53.3 percent 
E)  81.25 percent

Question 8

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means:

Accepted Answer

A)  the dealer's ads would be run at the same time until the contract expired. 
B)  the dealer chose to buy a one-time-only spot break. 
C)  the dealer's ads may not run if someone is willing to pay more for the same time. 
D)  the local station will do makegoods if the ads are not run during the desired time. 
E)  no other car dealer ads will be run during the evening news. 
A)  the dealer's ads would be run at the same time until the contract expired. 
B)  the dealer chose to buy a one-time-only spot break. 
C)  the dealer's ads may not run if someone is willing to pay more for the same time. 
D)  the local station will do makegoods if the ads are not run during the desired time. 
E)  no other car dealer ads will be run during the evening news.

Question 9

Ross Perot made advertising history by catapulting the _____ into the limelight.

Accepted Answer

A)  program-length advertisement 
B)  specialized programming 
C)  classic programming 
D)  barter syndication 
E)  first-run syndication 
A)  program-length advertisement 
B)  specialized programming 
C)  classic programming 
D)  barter syndication 
E)  first-run syndication

Question 10

Radio stations base the rates they charge their advertisers on:

Accepted Answer

A)  the size of the station's DMA. 
B)  the number of advertisers that have purchased ROS. 
C)  the time of day the advertiser wants its ad to run. 
D)  demographic parameters. 
E)  the size of the advertiser's advertising budget. 
A)  the size of the station's DMA. 
B)  the number of advertisers that have purchased ROS. 
C)  the time of day the advertiser wants its ad to run. 
D)  demographic parameters. 
E)  the size of the advertiser's advertising budget.

Question 11

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

Accepted Answer

A)  audience share 
B)  audience reach 
C)  designated market area 
D)  area of dominant influence 
E)  audience frequency 
A)  audience share 
B)  audience reach 
C)  designated market area 
D)  area of dominant influence 
E)  audience frequency

Question 12

List five advantages that help to explain the popularity of broadcast television advertising.

Accepted Answer

The advantages associated with broadcast

Question 13

There is a finite limit to the number of advertising exposures people can absorb.

Accepted Answer

A) True 
 B)False

Question 14

Makegoods offered by television stations are sold to advertisers at about half the normal rate.

Accepted Answer

A) True 
 B)False

Question 15

To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.

Accepted Answer

A)  makegoods 
B)  reciprocals 
C)  frequency measures 
D)  avails 
E)  reach quotients 
A)  makegoods 
B)  reciprocals 
C)  frequency measures 
D)  avails 
E)  reach quotients

Question 16

First-run syndication is also called barter syndication.

Accepted Answer

A) True 
 B)False

Question 17

Television viewing is highest during _____ time.

Accepted Answer

A)  prime 
B)  late fringe 
C)  post-prime 
D)  early fringe 
E)  peripheral 
A)  prime 
B)  late fringe 
C)  post-prime 
D)  early fringe 
E)  peripheral

Question 18

A designated market area:

Accepted Answer

A)  refers to the geographic area in which the local TV station attracts the most viewing. 
B)  is the area of greatest impact (AGI)for a television commercial. 
C)  consists of all potential advertisers within a region. 
D)  is composed of all the target audiences within a 50-mile radius of a television station. 
E)  is the positioning designations given to an area by Arbitron. 
A)  refers to the geographic area in which the local TV station attracts the most viewing. 
B)  is the area of greatest impact (AGI)for a television commercial. 
C)  consists of all potential advertisers within a region. 
D)  is composed of all the target audiences within a 50-mile radius of a television station. 
E)  is the positioning designations given to an area by Arbitron.

Question 19

Why do companies like the Chubb Group,a conglomerate of insurance providers,Hallmark,and IBM sponsor television programming?

Accepted Answer

There are two reasons why companies enga

Question 20

Who are the primary advertisers of video rentals?

Accepted Answer

The primary advertis

Audience composition is the percentage of homes with sets in use turned to a specific program.

When buying cable TV,an advertiser can buy ads over the full schedule of a channel.

Infomercials:

Average quarter-hour audience identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.

In an average quarter hour,the total listening audience in Hattiesburg,Mississippi,is 44,800.If the radio station WFOR has an average quarter hour listenership of 8,400,what is WFOR's average quarter hour rating?

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means:

Ross Perot made advertising history by catapulting the _____ into the limelight.

Radio stations base the rates they charge their advertisers on:

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

List five advantages that help to explain the popularity of broadcast television advertising.

There is a finite limit to the number of advertising exposures people can absorb.

Makegoods offered by television stations are sold to advertisers at about half the normal rate.

To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.

First-run syndication is also called barter syndication.

Television viewing is highest during _____ time.

A designated market area:

Why do companies like the Chubb Group,a conglomerate of insurance providers,Hallmark,and IBM sponsor television programming?

Who are the primary advertisers of video rentals?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 14: Using Electronic Media

Audience composition is the percentage of homes with sets in use turned to a specific program.

When buying cable TV,an advertiser can buy ads over the full schedule of a channel.

Infomercials:

Average quarter-hour audience identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.

In an average quarter hour,the total listening audience in Hattiesburg,Mississippi,is 44,800.If the radio station WFOR has an average quarter hour listenership of 8,400,what is WFOR's average quarter hour rating?

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means:

Ross Perot made advertising history by catapulting the _____ into the limelight.

Radio stations base the rates they charge their advertisers on:

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

List five advantages that help to explain the popularity of broadcast television advertising.

There is a finite limit to the number of advertising exposures people can absorb.

Makegoods offered by television stations are sold to advertisers at about half the normal rate.

To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.

First-run syndication is also called barter syndication.

Television viewing is highest during _____ time.

A designated market area:

Why do companies like the Chubb Group,a conglomerate of insurance providers,Hallmark,and IBM sponsor television programming?

Who are the primary advertisers of video rentals?

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters