Question 1

It is easier to gather reliable information on the audiences of cable TV programs than for broadcast TV programming.

Accepted Answer

A) True 
 B)False

Question 2

Spot announcements:

Accepted Answer

A)  limit the flexibility of an advertiser. 
B)  are unaffected by clutter. 
C)  are easier to purchase on cable networks than national advertising. 
D)  are not available at network station breaks. 
E)  run in clusters between programs. 
A)  limit the flexibility of an advertiser. 
B)  are unaffected by clutter. 
C)  are easier to purchase on cable networks than national advertising. 
D)  are not available at network station breaks. 
E)  run in clusters between programs.

Question 3

When buying radio time,advertisers usually buy the station's format,not its programs.

Accepted Answer

A) True 
 B)False

Question 4

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the Coach's Corner,a weekly high school retrospective.The owner of the store has learned the show has a rating of 10,reaches 12,000 people in the primary target audience,and a 15 second spot costs $600.What is the cost per thousand?

Accepted Answer

A)  $20.00 
B)  $40.00 
C)  $50.00 
D)  $60.00 
E)  $75.00 
A)  $20.00 
B)  $40.00 
C)  $50.00 
D)  $60.00 
E)  $75.00

Question 5

Three times each year,Nielsen Media Research compiles the ratings from various markets,and television stations use this information to determine how much they can charge for commercial time.

Accepted Answer

A) True 
 B)False

Question 6

The percentage of homes in a given area with sets in use tuned to a specific program is expressed as HUT.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about the use of radio in IMC is true?

Accepted Answer

A)  Advertisers must remember that radio is a passive medium. 
B)  Radio is a poor medium for integrated marketing communications. 
C)  Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders. 
D)  Advertisers cannot create an identity using radio ads. 
E)  Radio fails to offer message consistency which is a primary objective of an IMC campaign. 
A)  Advertisers must remember that radio is a passive medium. 
B)  Radio is a poor medium for integrated marketing communications. 
C)  Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders. 
D)  Advertisers cannot create an identity using radio ads. 
E)  Radio fails to offer message consistency which is a primary objective of an IMC campaign.

Question 8

As an advertising medium,one of broadcast television's greatest disadvantage is:

Accepted Answer

A)  too much selectivity. 
B)  its lack of immediacy. 
C)  the absence of a media image. 
D)  high cost of production and airtime. 
E)  the longevity of the image created by commercials. 
A)  too much selectivity. 
B)  its lack of immediacy. 
C)  the absence of a media image. 
D)  high cost of production and airtime. 
E)  the longevity of the image created by commercials.

Question 9

The first step in preparing a radio schedule is to:

Accepted Answer

A)  identify by demographics, stations with the greatest cume of the advertiser's target market. 
B)  determine which stations have the cheapest rates. 
C)  select the best ROS plan. 
D)  gather up several different stations' rate cards for comparison. 
E)  set the advertising budget in terms of reach and frequency. 
A)  identify by demographics, stations with the greatest cume of the advertiser's target market. 
B)  determine which stations have the cheapest rates. 
C)  select the best ROS plan. 
D)  gather up several different stations' rate cards for comparison. 
E)  set the advertising budget in terms of reach and frequency.

Question 10

Television is no longer the most cost-effective way to deliver messages to large,well-defined audiences.

Accepted Answer

A) True 
 B)False

Question 11

To buy radio advertising effectively,the media planner:

Accepted Answer

A)  must realize that there are no restrictions to radio's audiovisual capabilities. 
B)  should realize how cost-efficient radio advertising really is. 
C)  will need to accept the fact the medium offers poor reach. 
D)  must be pleased with the absence of clutter. 
E)  must realize that the medium has only selective audience appeal and reach. 
A)  must realize that there are no restrictions to radio's audiovisual capabilities. 
B)  should realize how cost-efficient radio advertising really is. 
C)  will need to accept the fact the medium offers poor reach. 
D)  must be pleased with the absence of clutter. 
E)  must realize that the medium has only selective audience appeal and reach.

Question 12

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

Accepted Answer

A)  total audience composition. 
B)  TV households. 
C)  households using TV. 
D)  gross viewing percentage. 
E)  consumer composition percentages. 
A)  total audience composition. 
B)  TV households. 
C)  households using TV. 
D)  gross viewing percentage. 
E)  consumer composition percentages.

Question 13

The total number of different people who listen to a radio station for at least five minutes in a quarter hour within a reported daypart is referred to as its:

Accepted Answer

A)  total audience participation. 
B)  duplicated audience. 
C)  AQH persons. 
D)  cume persons. 
E)  GRP. 
A)  total audience participation. 
B)  duplicated audience. 
C)  AQH persons. 
D)  cume persons. 
E)  GRP.

Question 14

Briefly describe the group that watches the most broadcast television.

Accepted Answer

The heaviest viewers of broadc

Question 15

All of the following observations concerning PLAs are true EXCEPT:

Accepted Answer

A)  they can fulfill message objectives better than shorter commercials. 
B)  they have seen a sudden growth in recent times. 
C)  they were once relegated to independents and cable channels. 
D)  they combine the power of advertising, direct response, and sales promotion. 
E)  they are yet to be adopted by national marketers. 
A)  they can fulfill message objectives better than shorter commercials. 
B)  they have seen a sudden growth in recent times. 
C)  they were once relegated to independents and cable channels. 
D)  they combine the power of advertising, direct response, and sales promotion. 
E)  they are yet to be adopted by national marketers.

Question 16

Nielsen Media Research:

Accepted Answer

A)  is a media buying organization. 
B)  is the company responsible for determining the length of commercials. 
C)  is the major audience rating service for television. 
D)  uses demographically specific surveys to pretest ads. 
E)  is an industry monitoring system that seeks to make sure that all television commercials are ethical. 
A)  is a media buying organization. 
B)  is the company responsible for determining the length of commercials. 
C)  is the major audience rating service for television. 
D)  uses demographically specific surveys to pretest ads. 
E)  is an industry monitoring system that seeks to make sure that all television commercials are ethical.

Question 17

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

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 18

The principal advantages of radio are high reach and frequency,selectivity,and cost efficiency.

Accepted Answer

A) True 
 B)False

Question 19

List three disadvantages that are associated with cable television advertising.

Accepted Answer

The disadvantages associated with televi

Question 20

Spot radio limits national advertisers in their choice of markets,station,airtime,and copy.

Accepted Answer

A) True 
 B)False

It is easier to gather reliable information on the audiences of cable TV programs than for broadcast TV programming.

Spot announcements:

When buying radio time,advertisers usually buy the station's format,not its programs.

Three times each year,Nielsen Media Research compiles the ratings from various markets,and television stations use this information to determine how much they can charge for commercial time.

The percentage of homes in a given area with sets in use tuned to a specific program is expressed as HUT.

Which of the following statements about the use of radio in IMC is true?

As an advertising medium,one of broadcast television's greatest disadvantage is:

The first step in preparing a radio schedule is to:

Television is no longer the most cost-effective way to deliver messages to large,well-defined audiences.

To buy radio advertising effectively,the media planner:

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

The total number of different people who listen to a radio station for at least five minutes in a quarter hour within a reported daypart is referred to as its:

Briefly describe the group that watches the most broadcast television.

All of the following observations concerning PLAs are true EXCEPT:

Nielsen Media Research:

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

The principal advantages of radio are high reach and frequency,selectivity,and cost efficiency.

List three disadvantages that are associated with cable television advertising.

Spot radio limits national advertisers in their choice of markets,station,airtime,and copy.

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

It is easier to gather reliable information on the audiences of cable TV programs than for broadcast TV programming.

Spot announcements:

When buying radio time,advertisers usually buy the station's format,not its programs.

Three times each year,Nielsen Media Research compiles the ratings from various markets,and television stations use this information to determine how much they can charge for commercial time.

The percentage of homes in a given area with sets in use tuned to a specific program is expressed as HUT.

Which of the following statements about the use of radio in IMC is true?

As an advertising medium,one of broadcast television's greatest disadvantage is:

The first step in preparing a radio schedule is to:

Television is no longer the most cost-effective way to deliver messages to large,well-defined audiences.

To buy radio advertising effectively,the media planner:

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

The total number of different people who listen to a radio station for at least five minutes in a quarter hour within a reported daypart is referred to as its:

Briefly describe the group that watches the most broadcast television.

All of the following observations concerning PLAs are true EXCEPT:

Nielsen Media Research:

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

The principal advantages of radio are high reach and frequency,selectivity,and cost efficiency.

List three disadvantages that are associated with cable television advertising.

Spot radio limits national advertisers in their choice of markets,station,airtime,and copy.

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