Question 1

Which of the following is an advantage that broadcast television provides to its advertisers?

Accepted Answer

A)  Low airtime costs 
B)  The potential for zipping and zapping 
C)  Low production costs 
D)  Mass coverage 
E)  Lack of clutter 
A)  Low airtime costs 
B)  The potential for zipping and zapping 
C)  Low production costs 
D)  Mass coverage 
E)  Lack of clutter

Question 2

The primary benefits of advertising on the radio are:

Accepted Answer

A)  segmented audience and short-lived commercials. 
B)  lack of clutter and high audiovisual appeal. 
C)  flexibility and low clutter. 
D)  high reach and frequency, selectivity, and cost efficiency. 
E)  selective audience appeal and reach. 
A)  segmented audience and short-lived commercials. 
B)  lack of clutter and high audiovisual appeal. 
C)  flexibility and low clutter. 
D)  high reach and frequency, selectivity, and cost efficiency. 
E)  selective audience appeal and reach.

Question 3

Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000.Calculate the station's average quarter-hour rating.

Accepted Answer

Average quarter-hour

Question 4

Differentiate between broadcast television and cable television.

Accepted Answer

Broadcast television reaches its audienc

Question 5

Why do some advertisers prefer to buy spot announcements rather than buy advertising on a participation basis?

Accepted Answer

Spot announcements offer the advertiser

Question 6

Matt Smith owns a glass repair shop and wants to advertise the fact that they go to people's homes to do repair.Smith is planning to advertise on station WKDA.The community in which the station is located has 48,000 residents.The average quarter hour persons for WKDA are 9,900,and the number of spots he wants to buy is 20.What number of GRPs would this plan achieve?

Accepted Answer

A)  4125 GRPs 
B)  412.5 GRPs 
C)  41.25 GRPs 
D)  4.5 GRPs 
E)  4 GRPs 
A)  4125 GRPs 
B)  412.5 GRPs 
C)  41.25 GRPs 
D)  4.5 GRPs 
E)  4 GRPs

Question 7

Which of the following statements about infomercials is false?

Accepted Answer

A)  Infomercials can fulfill some message objectives far better than a 30-second commercial. 
B)  Infomercials combine the power of advertising, direct response, and sales promotion. 
C)  Results from infomercials are both measurable and accountable. 
D)  Infomercials can pay for themselves while supporting the retail trade. 
E)  Consumers hardly pay any attention or even respond to them. 
A)  Infomercials can fulfill some message objectives far better than a 30-second commercial. 
B)  Infomercials combine the power of advertising, direct response, and sales promotion. 
C)  Results from infomercials are both measurable and accountable. 
D)  Infomercials can pay for themselves while supporting the retail trade. 
E)  Consumers hardly pay any attention or even respond to them.

Question 8

In an average quarter hour,the total listening audience in Greenville is 35,600.If the radio station WFRK has an average quarter hour listenership of 6,800,what is WFRK's average quarter-hour share?

Accepted Answer

A)  19.1 percent 
B)  47.65 percent 
C)  52.35 percent 
D)  80.9 percent 
E)  81.25 percent 
A)  19.1 percent 
B)  47.65 percent 
C)  52.35 percent 
D)  80.9 percent 
E)  81.25 percent

Question 9

List four reasons why an advertiser would not want to use radio as an advertising medium.

Accepted Answer

The reasons why an advertiser would not

Question 10

"Soul Train" was a first of its kind on mainstream American television,a weekly forum for the best in African-American rhythm and blues.It was the longest running program in television history produced for first-run syndication.This means "Soul Train":

Accepted Answer

A)  was not dealing directly with the stations. 
B)  was primarily made for cable television. 
C)  was an example of advertiser-supported syndication. 
D)  was specifically made for the syndication market. 
E)  was an example of a PLA. 
A)  was not dealing directly with the stations. 
B)  was primarily made for cable television. 
C)  was an example of advertiser-supported syndication. 
D)  was specifically made for the syndication market. 
E)  was an example of a PLA.

Question 11

Every weekday night,Ryan watches old episodes of the "Law & Order" television show on the USA cable TV channel.Name the term that explains why USA is able to rebroadcast the popular television series?

Accepted Answer

Off-network syndicat

Question 12

All of the following statements about the use of television in IMC are true EXCEPT:

Accepted Answer

A)  there is no better medium than television for image advertising. 
B)  advertisers find that television is a good leverage tool. 
C)  there is no better medium for imparting brand meaning to viewers. 
D)  advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised. 
E)  the medium is unable to address stakeholders and customers simultaneously. 
A)  there is no better medium than television for image advertising. 
B)  advertisers find that television is a good leverage tool. 
C)  there is no better medium for imparting brand meaning to viewers. 
D)  advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised. 
E)  the medium is unable to address stakeholders and customers simultaneously.

Question 13

When several advertisers buy 30 or 60 second segments within a TV program,they are:

Accepted Answer

A)  buying on a participation basis. 
B)  using syndication allowance. 
C)  using narrowcasting. 
D)  buying an online slot. 
E)  buying a sponsorship. 
A)  buying on a participation basis. 
B)  using syndication allowance. 
C)  using narrowcasting. 
D)  buying an online slot. 
E)  buying a sponsorship.

Question 14

Define television prime time.

Accepted Answer

Prime time may be defined as t

Question 15

The procedure for buying television time is:

Accepted Answer

A)  not done on a national basis-but rather a station-by-station basis. 
B)  a process that can usually be accomplished quickly by an experienced media buyer. 
C)  so complex that most large advertisers seek the assistance of ad agencies or media-buying services. 
D)  not a purchase that requires any special expertise. 
E)  so simple that most large advertisers use in-house media buyers. 
A)  not done on a national basis-but rather a station-by-station basis. 
B)  a process that can usually be accomplished quickly by an experienced media buyer. 
C)  so complex that most large advertisers seek the assistance of ad agencies or media-buying services. 
D)  not a purchase that requires any special expertise. 
E)  so simple that most large advertisers use in-house media buyers.

Question 16

When PassionSport,a retailer of sporting equipment,underwrote the total cost of the "Coaches' Corner," a Saturday TV show where the local high school coaches explained their win/loss the previous night on WLOX,the manufacturer was engaged in:

Accepted Answer

A)  promotional placement. 
B)  TV aggregation. 
C)  full-spot participation. 
D)  sponsorship. 
E)  narrowcasting. 
A)  promotional placement. 
B)  TV aggregation. 
C)  full-spot participation. 
D)  sponsorship. 
E)  narrowcasting.

Question 17

State the major factors that should be considered while buying radio time.

Accepted Answer

Advertisers need a basic knowledge of th

Question 18

One of the disadvantages that commonly plague advertisers on contemporary cable television is:

Accepted Answer

A)  audience fragmentation. 
B)  high cost. 
C)  narrowcasting. 
D)  inability to pretest ads. 
E)  ad burnout. 
A)  audience fragmentation. 
B)  high cost. 
C)  narrowcasting. 
D)  inability to pretest ads. 
E)  ad burnout.

Question 19

List three disadvantages that are associated with broadcast television advertising.

Accepted Answer

The disadvantages associated with broadc

Question 20

Until the advent of the Internet,broadcast television grew faster than any other advertising media in history.

Accepted Answer

A) True 
 B)False

Which of the following is an advantage that broadcast television provides to its advertisers?

The primary benefits of advertising on the radio are:

Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000.Calculate the station's average quarter-hour rating.

Differentiate between broadcast television and cable television.

Why do some advertisers prefer to buy spot announcements rather than buy advertising on a participation basis?

Which of the following statements about infomercials is false?

In an average quarter hour,the total listening audience in Greenville is 35,600.If the radio station WFRK has an average quarter hour listenership of 6,800,what is WFRK's average quarter-hour share?

List four reasons why an advertiser would not want to use radio as an advertising medium.

"Soul Train" was a first of its kind on mainstream American television,a weekly forum for the best in African-American rhythm and blues.It was the longest running program in television history produced for first-run syndication.This means "Soul Train":

Every weekday night,Ryan watches old episodes of the "Law & Order" television show on the USA cable TV channel.Name the term that explains why USA is able to rebroadcast the popular television series?

All of the following statements about the use of television in IMC are true EXCEPT:

When several advertisers buy 30 or 60 second segments within a TV program,they are:

Define television prime time.

The procedure for buying television time is:

When PassionSport,a retailer of sporting equipment,underwrote the total cost of the "Coaches' Corner," a Saturday TV show where the local high school coaches explained their win/loss the previous night on WLOX,the manufacturer was engaged in:

State the major factors that should be considered while buying radio time.

One of the disadvantages that commonly plague advertisers on contemporary cable television is:

List three disadvantages that are associated with broadcast television advertising.

Until the advent of the Internet,broadcast television grew faster than any other advertising media in history.

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 an advantage that broadcast television provides to its advertisers?

The primary benefits of advertising on the radio are:

Assume that a radio station has an average quarter-hour listenership of 4,200 and the total listening audience in that area is 51,000.Calculate the station's average quarter-hour rating.

Differentiate between broadcast television and cable television.

Why do some advertisers prefer to buy spot announcements rather than buy advertising on a participation basis?

Which of the following statements about infomercials is false?

In an average quarter hour,the total listening audience in Greenville is 35,600.If the radio station WFRK has an average quarter hour listenership of 6,800,what is WFRK's average quarter-hour share?

List four reasons why an advertiser would not want to use radio as an advertising medium.

"Soul Train" was a first of its kind on mainstream American television,a weekly forum for the best in African-American rhythm and blues.It was the longest running program in television history produced for first-run syndication.This means "Soul Train":

Every weekday night,Ryan watches old episodes of the "Law & Order" television show on the USA cable TV channel.Name the term that explains why USA is able to rebroadcast the popular television series?

All of the following statements about the use of television in IMC are true EXCEPT:

When several advertisers buy 30 or 60 second segments within a TV program,they are:

Define television prime time.

The procedure for buying television time is:

When PassionSport,a retailer of sporting equipment,underwrote the total cost of the "Coaches' Corner," a Saturday TV show where the local high school coaches explained their win/loss the previous night on WLOX,the manufacturer was engaged in:

State the major factors that should be considered while buying radio time.

One of the disadvantages that commonly plague advertisers on contemporary cable television is:

List three disadvantages that are associated with broadcast television advertising.

Until the advent of the Internet,broadcast television grew faster than any other advertising media in history.

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