Question 1

Which of the following is a disadvantage of network advertising?

Accepted Answer

A)  Long lead time 
B)  Finite creative possibilities 
C)  Limited coverage of U.S. homes 
D)  Social dominance of the medium 
E)  High cost per exposure 
A)  Long lead time 
B)  Finite creative possibilities 
C)  Limited coverage of U.S. homes 
D)  Social dominance of the medium 
E)  High cost per exposure

Question 2

List four reasons for the growing popularity of infomercials with advertisers.

Accepted Answer

The reasons for the growing popularity o

Question 3

As Jason and Carla watched a local television station one Saturday afternoon,they saw "Cheers," "Happy Days," and "Laverne & Shirley"-all television shows they remembered watching as children.Which of the following best explains this type of syndication?

Accepted Answer

A)  Off-network 
B)  Advertiser-supported 
C)  Barter 
D)  Audience-supported 
E)  First-run 
A)  Off-network 
B)  Advertiser-supported 
C)  Barter 
D)  Audience-supported 
E)  First-run

Question 4

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has been chosen to advertise during "Dr.Phil," which is broadcast daily at 4:00 P.M.by the Virginia TV station.The restaurant is advertising during _____ time.

Accepted Answer

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

Question 5

_____ occurs when an advertiser underwrites the total cost of a program.

Accepted Answer

A)  Market aggregation 
B)  Full-spot participation 
C)  Sponsorship 
D)  Narrowcasting 
E)  Television customization 
A)  Market aggregation 
B)  Full-spot participation 
C)  Sponsorship 
D)  Narrowcasting 
E)  Television customization

Question 6

_____ 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)  CPM 
B)  An unduplicated audience 
C)  AQH persons 
D)  Frequency 
E)  Reach 
A)  CPM 
B)  An unduplicated audience 
C)  AQH persons 
D)  Frequency 
E)  Reach

Question 7

Define cume rating.

Accepted Answer

The cume rating is t

Question 8

Through its unique ability to deliver a creative big idea,television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

Accepted Answer

A) True 
 B)False

Question 9

Assume that a local retailer agrees to advertise during the live broadcast of the local parade and tree lighting ceremony.Due to equipment problems,the event was not broadcasted,and the station showed an old episode of "Andy Griffith" instead.Because of its advertising agreement with the network,the retailer would receive a(n)_____ to compensate for the missed commercials.

Accepted Answer

A)  affidavit of nonperformance 
B)  redo 
C)  do-over 
D)  preemption notice 
E)  makegood 
A)  affidavit of nonperformance 
B)  redo 
C)  do-over 
D)  preemption notice 
E)  makegood

Question 10

An advertiser that wants to make certain that the station would run a percentage of its spots in the better dayparts-and not just late at night-should buy a:

Accepted Answer

A)  co-sponsorship production package. 
B)  radio organized sales package. 
C)  cume audience plan. 
D)  total audience plan package. 
E)  targeted daypart plan. 
A)  co-sponsorship production package. 
B)  radio organized sales package. 
C)  cume audience plan. 
D)  total audience plan package. 
E)  targeted daypart plan.

Question 11

Because the public considers TV as the most authoritative and influential medium,it is able to offer advertisers a prestigious image.

Accepted Answer

A) True 
 B)False

Question 12

A British Columbia marketer with a limited budget is trying to introduce a paper-based cat litter material that can be flushed.What kind of television advertising should it buy?

Accepted Answer

The market

Question 13

Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?

Accepted Answer

A)  Radio commercials are fleeting. 
B)  Radio stations with the most appeal to advertisers have the greatest number of commercials. 
C)  Radio production is inexpensive. 
D)  Radio audiences provide a highly segmented audience for advertisers that need to blanket a market. 
E)  Radio may restrict the number of creative options that a radio advertiser has. 
A)  Radio commercials are fleeting. 
B)  Radio stations with the most appeal to advertisers have the greatest number of commercials. 
C)  Radio production is inexpensive. 
D)  Radio audiences provide a highly segmented audience for advertisers that need to blanket a market. 
E)  Radio may restrict the number of creative options that a radio advertiser has.

Question 14

Some advertisers avoid using network TV advertising because:

Accepted Answer

A)  FCC approval of TV commercials is difficult to obtain. 
B)  network advertising requires a long lead time. 
C)  all advertisers-no matter how large their advertising budget-receive identical coverage. 
D)  advertisers find that the full network lineups always coincide with their target markets. 
E)  it is basically unregulated. 
A)  FCC approval of TV commercials is difficult to obtain. 
B)  network advertising requires a long lead time. 
C)  all advertisers-no matter how large their advertising budget-receive identical coverage. 
D)  advertisers find that the full network lineups always coincide with their target markets. 
E)  it is basically unregulated.

Question 15

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

Accepted Answer

A)  4 percent 
B)  16.7 percent 
C)  40 percent 
D)  60 percent 
E)  83.3 percent 
A)  4 percent 
B)  16.7 percent 
C)  40 percent 
D)  60 percent 
E)  83.3 percent

Question 16

One of the advantages that cable TV advertising offers to advertisers is _____,which means the ads can run anywhere from a minute to an hour as in the case of an infomercial.

Accepted Answer

A)  fragmented dayparts 
B)  flexibility 
C)  selectivity 
D)  unduplicated scheduling 
E)  extended reach 
A)  fragmented dayparts 
B)  flexibility 
C)  selectivity 
D)  unduplicated scheduling 
E)  extended reach

Question 17

_____ allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.

Accepted Answer

A)  Average frequency measures 
B)  Program ratings 
C)  Average quarter-hour ratings 
D)  Average reach measures 
E)  Gross rating points 
A)  Average frequency measures 
B)  Program ratings 
C)  Average quarter-hour ratings 
D)  Average reach measures 
E)  Gross rating points

Question 18

Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning-multiple ad purchases they can place throughout a channel's daily schedule.

Accepted Answer

A)  targeted 
B)  schedule segmented 
C)  run-of-schedule 
D)  demographic fragmentation 
E)  limited segmentation 
A)  targeted 
B)  schedule segmented 
C)  run-of-schedule 
D)  demographic fragmentation 
E)  limited segmentation

Question 19

Media buyers use the last few Nielsen books to see whether a show's ratings are consistent,rising,or falling.

Accepted Answer

A) True 
 B)False

Question 20

Another name for cume persons is:

Accepted Answer

A)  unduplicated audience. 
B)  overlapping audience. 
C)  dayparts audience. 
D)  undifferentiated market. 
E)  targeted audience. 
A)  unduplicated audience. 
B)  overlapping audience. 
C)  dayparts audience. 
D)  undifferentiated market. 
E)  targeted audience.

Which of the following is a disadvantage of network advertising?

List four reasons for the growing popularity of infomercials with advertisers.

As Jason and Carla watched a local television station one Saturday afternoon,they saw "Cheers," "Happy Days," and "Laverne & Shirley"-all television shows they remembered watching as children.Which of the following best explains this type of syndication?

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has been chosen to advertise during "Dr.Phil," which is broadcast daily at 4:00 P.M.by the Virginia TV station.The restaurant is advertising during _____ time.

_____ occurs when an advertiser underwrites the total cost of a program.

_____ 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.

Define cume rating.

Through its unique ability to deliver a creative big idea,television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

An advertiser that wants to make certain that the station would run a percentage of its spots in the better dayparts-and not just late at night-should buy a:

Because the public considers TV as the most authoritative and influential medium,it is able to offer advertisers a prestigious image.

A British Columbia marketer with a limited budget is trying to introduce a paper-based cat litter material that can be flushed.What kind of television advertising should it buy?

Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?

Some advertisers avoid using network TV advertising because:

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

One of the advantages that cable TV advertising offers to advertisers is _____,which means the ads can run anywhere from a minute to an hour as in the case of an infomercial.

_____ allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.

Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning-multiple ad purchases they can place throughout a channel's daily schedule.

Media buyers use the last few Nielsen books to see whether a show's ratings are consistent,rising,or falling.

Another name for cume persons is:

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

Which of the following is a disadvantage of network advertising?

List four reasons for the growing popularity of infomercials with advertisers.

As Jason and Carla watched a local television station one Saturday afternoon,they saw "Cheers," "Happy Days," and "Laverne & Shirley"-all television shows they remembered watching as children.Which of the following best explains this type of syndication?

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has been chosen to advertise during "Dr.Phil," which is broadcast daily at 4:00 P.M.by the Virginia TV station.The restaurant is advertising during _____ time.

_____ occurs when an advertiser underwrites the total cost of a program.

_____ 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.

Define cume rating.

Through its unique ability to deliver a creative big idea,television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

An advertiser that wants to make certain that the station would run a percentage of its spots in the better dayparts-and not just late at night-should buy a:

Because the public considers TV as the most authoritative and influential medium,it is able to offer advertisers a prestigious image.

A British Columbia marketer with a limited budget is trying to introduce a paper-based cat litter material that can be flushed.What kind of television advertising should it buy?

Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?

Some advertisers avoid using network TV advertising because:

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

One of the advantages that cable TV advertising offers to advertisers is _____,which means the ads can run anywhere from a minute to an hour as in the case of an infomercial.

_____ allow advertisers to draw conclusions about the different markets available for a client's ads by providing a comparable measure of advertising weight.

Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning-multiple ad purchases they can place throughout a channel's daily schedule.

Media buyers use the last few Nielsen books to see whether a show's ratings are consistent,rising,or falling.

Another name for cume persons is:

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