Question 1

In television,gross rating points represent the:

Accepted Answer

A)  sum of the potential number of viewers from each target audience. 
B)  minimum audience share required by a national advertiser on a local station. 
C)  total number of viewers of a particular media vehicle within a specific geographic area. 
D)  total rating points achieved by a particular media schedule over a specific time period. 
E)  targeted rating points achieved by a syndicated program during its first run. 
A)  sum of the potential number of viewers from each target audience. 
B)  minimum audience share required by a national advertiser on a local station. 
C)  total number of viewers of a particular media vehicle within a specific geographic area. 
D)  total rating points achieved by a particular media schedule over a specific time period. 
E)  targeted rating points achieved by a syndicated program during its first run.

Question 2

television series,kept the comedy-variety genre alive with its mix of down-home humor and musical performances from top country and western acts.The series garnered consistently high ratings,both during its CBS run and its reruns.When run again on cable TV,"Hee Haw" exemplified:

Accepted Answer

A)  classic programming. 
B)  first-run syndication. 
C)  specialized programming. 
D)  off-network syndication. 
E)  barter syndication. 
A)  classic programming. 
B)  first-run syndication. 
C)  specialized programming. 
D)  off-network syndication. 
E)  barter syndication.

Question 3

Television is often included in an IMC approach to advertising.If an advertiser wanted to promote its brand,what advantage would television offer in achieving this goal?

Accepted Answer

Through its unique ability to deliver a

Question 4

Reliable information on the audiences for cable programs:

Accepted Answer

A)  obtained from Nielsen is free from controversies. 
B)  is not very easy to gather. 
C)  is much more accurate than similar rating information for network programming. 
D)  does not divide the day into the same units as the networks do-thus, making comparisons difficult. 
E)  is a result of integrated information from numerous sources. 
A)  obtained from Nielsen is free from controversies. 
B)  is not very easy to gather. 
C)  is much more accurate than similar rating information for network programming. 
D)  does not divide the day into the same units as the networks do-thus, making comparisons difficult. 
E)  is a result of integrated information from numerous sources.

Question 5

The ability to fragment the mass audience is one of the principal benefits of cable television.

Accepted Answer

A) True 
 B)False

Question 6

Television time is divided into dayparts.

Accepted Answer

A) True 
 B)False

Question 7

While Carolyn watched the television show "Friends," she saw commercials advertising a sale at Tesco,the Carnival cruise line,a new action movie,a local department store,and a new restaurant.Advertising on the show was more than likely sold on a(n)_____ basis.

Accepted Answer

A)  cumulative 
B)  collective 
C)  participation 
D)  aggregated 
E)  fragmented 
A)  cumulative 
B)  collective 
C)  participation 
D)  aggregated 
E)  fragmented

Question 8

The primary advantages of cable TV as an advertising medium are:

Accepted Answer

A)  its rates, availability, and unduplicated audiences. 
B)  its quality, selectivity, and reach. 
C)  its reach, clutter, and selectivity. 
D)  its selectivity, low cost, and flexibility. 
E)  its reach, fragmentation, and quality. 
A)  its rates, availability, and unduplicated audiences. 
B)  its quality, selectivity, and reach. 
C)  its reach, clutter, and selectivity. 
D)  its selectivity, low cost, and flexibility. 
E)  its reach, fragmentation, and quality.

Question 9

When buying radio time,advertisers usually buy the station's:

Accepted Answer

A)  format. 
B)  programs. 
C)  time slots. 
D)  reputation. 
E)  personalities. 
A)  format. 
B)  programs. 
C)  time slots. 
D)  reputation. 
E)  personalities.

Question 10

Which of the following statements about cable TV is true?

Accepted Answer

A)  Cable TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. 
B)  There are now no national cable networks, but plans are being developed for one. 
C)  Cable TV began in the late 1960s. 
D)  The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues. 
E)  Cable TV attracts the largest volume of national advertising. 
A)  Cable TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory. 
B)  There are now no national cable networks, but plans are being developed for one. 
C)  Cable TV began in the late 1960s. 
D)  The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues. 
E)  Cable TV attracts the largest volume of national advertising.

Question 11

List three advantages that are associated with cable television advertising.

Accepted Answer

The advantages associated with the use o

Question 12

Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

Accepted Answer

A) True 
 B)False

Question 13

A preemption rate will only save an advertiser's money if:

Accepted Answer

A)  the supply of advertising time is small. 
B)  the economy is booming. 
C)  the station offers a frequency discount. 
D)  the demand for advertising time is down. 
E)  the station offers a functional discount. 
A)  the supply of advertising time is small. 
B)  the economy is booming. 
C)  the station offers a frequency discount. 
D)  the demand for advertising time is down. 
E)  the station offers a functional discount.

Question 14

To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.

Accepted Answer

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

Question 15

List three advantages that radio offers as an advertising medium.

Accepted Answer

(1)Radio offers an excellent combination

Question 16

A manufacturer of equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals in order to take advantage of the _____ offered by broadcast television.

Accepted Answer

A)  flexibility 
B)  tangibility 
C)  selectivity 
D)  potential for creativity 
E)  productivity 
A)  flexibility 
B)  tangibility 
C)  selectivity 
D)  potential for creativity 
E)  productivity

Question 17

Why is most network TV advertising sold on a participating basis?

Accepted Answer

A)  Most advertisers find that the full network lineup coincides most effectively with their target markets. 
B)  This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage. 
C)  Network advertising requires only a short lead time due to the flexibility of the medium. 
D)  All advertisers-no matter how large their advertising budget-receive an identical number of commercials slots from the FCC. 
E)  All commercials have to be approved by the FCC. 
A)  Most advertisers find that the full network lineup coincides most effectively with their target markets. 
B)  This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage. 
C)  Network advertising requires only a short lead time due to the flexibility of the medium. 
D)  All advertisers-no matter how large their advertising budget-receive an identical number of commercials slots from the FCC. 
E)  All commercials have to be approved by the FCC.

Question 18

Pedigree dog food is solely responsible for the program content and the production costs of the cable TV show of the American Kennel Club's annual "Best of Breed" competitions.Pedigree purchased the advertising:

Accepted Answer

A)  on a participation basis. 
B)  as a sponsorship. 
C)  on a demographic selectivity basis. 
D)  on a total spot basis. 
E)  through a syndication service. 
A)  on a participation basis. 
B)  as a sponsorship. 
C)  on a demographic selectivity basis. 
D)  on a total spot basis. 
E)  through a syndication service.

Question 19

The owner of AllTeens clothing store wants to advertise on the local radio station NTDW.The community in which the station is located has 60,000 residents.The average quarter hour persons for NTDW are 14,000,and the number of spots the advertiser wants to buy is 15.What number of GRPs would this plan achieve?

Accepted Answer

A)  350 GRPs 
B)  3,500 GRPs 
C)  35 GRPs 
D)  3.5 GRPs 
E)  3 GRPs 
A)  350 GRPs 
B)  3,500 GRPs 
C)  35 GRPs 
D)  3.5 GRPs 
E)  3 GRPs

Question 20

On what basis do most advertisers on network television buy their advertising?

Accepted Answer

Most advertisers on

In television,gross rating points represent the:

television series,kept the comedy-variety genre alive with its mix of down-home humor and musical performances from top country and western acts.The series garnered consistently high ratings,both during its CBS run and its reruns.When run again on cable TV,"Hee Haw" exemplified:

Television is often included in an IMC approach to advertising.If an advertiser wanted to promote its brand,what advantage would television offer in achieving this goal?

Reliable information on the audiences for cable programs:

The ability to fragment the mass audience is one of the principal benefits of cable television.

Television time is divided into dayparts.

While Carolyn watched the television show "Friends," she saw commercials advertising a sale at Tesco,the Carnival cruise line,a new action movie,a local department store,and a new restaurant.Advertising on the show was more than likely sold on a(n)_____ basis.

The primary advantages of cable TV as an advertising medium are:

When buying radio time,advertisers usually buy the station's:

Which of the following statements about cable TV is true?

List three advantages that are associated with cable television advertising.

Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

A preemption rate will only save an advertiser's money if:

To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.

List three advantages that radio offers as an advertising medium.

A manufacturer of equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals in order to take advantage of the _____ offered by broadcast television.

Why is most network TV advertising sold on a participating basis?

Pedigree dog food is solely responsible for the program content and the production costs of the cable TV show of the American Kennel Club's annual "Best of Breed" competitions.Pedigree purchased the advertising:

On what basis do most advertisers on network television buy their advertising?

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

In television,gross rating points represent the:

television series,kept the comedy-variety genre alive with its mix of down-home humor and musical performances from top country and western acts.The series garnered consistently high ratings,both during its CBS run and its reruns.When run again on cable TV,"Hee Haw" exemplified:

Television is often included in an IMC approach to advertising.If an advertiser wanted to promote its brand,what advantage would television offer in achieving this goal?

Reliable information on the audiences for cable programs:

The ability to fragment the mass audience is one of the principal benefits of cable television.

Television time is divided into dayparts.

While Carolyn watched the television show "Friends," she saw commercials advertising a sale at Tesco,the Carnival cruise line,a new action movie,a local department store,and a new restaurant.Advertising on the show was more than likely sold on a(n)_____ basis.

The primary advantages of cable TV as an advertising medium are:

When buying radio time,advertisers usually buy the station's:

Which of the following statements about cable TV is true?

List three advantages that are associated with cable television advertising.

Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

A preemption rate will only save an advertiser's money if:

To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.

List three advantages that radio offers as an advertising medium.

A manufacturer of equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals in order to take advantage of the _____ offered by broadcast television.

Why is most network TV advertising sold on a participating basis?

Pedigree dog food is solely responsible for the program content and the production costs of the cable TV show of the American Kennel Club's annual "Best of Breed" competitions.Pedigree purchased the advertising:

On what basis do most advertisers on network television buy their advertising?

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