Question 1

_____ 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)  Run-of-station 
B)  Total audience plan 
C)  Gross rating points 
D)  Average quarter-hour share 
E)  Average quarter-hour audience 
A)  Run-of-station 
B)  Total audience plan 
C)  Gross rating points 
D)  Average quarter-hour share 
E)  Average quarter-hour audience E

Question 2

Television has been overtaken by radio as the medium to create awareness and image advertising.

Accepted Answer

A) True 
 B)False  False

Question 3

_____ refer(s)to the sale of programs on a station-by-station,market-by-market basis.

Accepted Answer

A)  Makegoods 
B)  Syndication 
C)  Dayparts 
D)  Spot announcement 
E)  Participation basis 
A)  Makegoods 
B)  Syndication 
C)  Dayparts 
D)  Spot announcement 
E)  Participation basis B

Question 4

Which of the following is true of barter syndication?

Accepted Answer

A)  It involves original shows which are produced specifically for the syndication market. 
B)  It involves former popular network programs sold to individual stations for rebroadcast. 
C)  It involves first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers. 
D)  It functions through a system in which episodes of a television series are run many times a day. 
E)  It involves the process of showing different television series at the same time daily so that it appears as a strip across an entire week. 
A)  It involves original shows which are produced specifically for the syndication market. 
B)  It involves former popular network programs sold to individual stations for rebroadcast. 
C)  It involves first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers. 
D)  It functions through a system in which episodes of a television series are run many times a day. 
E)  It involves the process of showing different television series at the same time daily so that it appears as a strip across an entire week.

Question 5

Which of the following is true of cable TV?

Accepted Answer

A)  Cable TV reaches its audience by transmitting electromagnetic waves through the air. 
B)  Increasing competition from network TV enticed viewers away from cable TV. 
C)  Cable TV was introduced in 1975. 
D)  Cable fees represent 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. 
B)  Increasing competition from network TV enticed viewers away from cable TV. 
C)  Cable TV was introduced in 1975. 
D)  Cable fees represent one-third of cable TV revenues. 
E)  Cable TV attracts the largest volume of national advertising.

Question 6

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 7

Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.

Accepted Answer

A) True 
 B)False

Question 8

In television,gross rating points refer to 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 9

National spot announcements are less expensive than participations and more flexible than network advertising.

Accepted Answer

A) True 
 B)False

Question 10

The advantage of cable TV as an advertising medium is:

Accepted Answer

A)  the phenomenon of zapping and zipping. 
B)  its rich production quality. 
C)  its extensive consumer reach. 
D)  its ability to offer specialized programming. 
E)  the possibility of running ads on several channels. 
A)  the phenomenon of zapping and zipping. 
B)  its rich production quality. 
C)  its extensive consumer reach. 
D)  its ability to offer specialized programming. 
E)  the possibility of running ads on several channels.

Question 11

Which of the following is true of the competitors of cable providers?

Accepted Answer

A)  Direct broadcast satellite is over-the-air pay TV. 
B)  Multipoint distribution system is occasionally offered in rural areas where cable has not been installed. 
C)  Satellite master antenna television beams programs from space via satellites to satellite dishes mounted in a home. 
D)  Subscriber television uses a broadband connection to deliver a digital TV service. 
E)  Internet Protocol Television is a microwave delivery system that can carry a dozen channels. 
A)  Direct broadcast satellite is over-the-air pay TV. 
B)  Multipoint distribution system is occasionally offered in rural areas where cable has not been installed. 
C)  Satellite master antenna television beams programs from space via satellites to satellite dishes mounted in a home. 
D)  Subscriber television uses a broadband connection to deliver a digital TV service. 
E)  Internet Protocol Television is a microwave delivery system that can carry a dozen channels.

Question 12

Describe any three advantages that are associated with cable television advertising.

Accepted Answer

The advantages associated with the use o

Question 13

First-run syndication are first-run programs offered free or for a reduced rate,but with some of the ad space (usually 50 percent)presold to national advertisers.

Accepted Answer

A) True 
 B)False

Question 14

In terms of dayparts,the heaviest radio use occurs during _____ during the week,when many listeners are commuting to or from work or school.

Accepted Answer

A)  early fringe 
B)  daytime 
C)  drive time 
D)  prime access 
E)  late fringe 
A)  early fringe 
B)  daytime 
C)  drive time 
D)  prime access 
E)  late fringe

Question 15

In an average quarter hour,the total listening audience in Greenville is 35,600.If the radio station Clip has an average quarter hour listenership of 6,800,what is its 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 16

Describe how national radio networks are used for advertising.

Accepted Answer

Advertisers may use one of the national

Question 17

As an advertising medium,one of the disadvantages of broadcast television is:

Accepted Answer

A)  its narrow coverage. 
B)  its lack of immediacy. 
C)  the absence of a prestigious image. 
D)  its high production cost. 
E)  its limited creativity. 
A)  its narrow coverage. 
B)  its lack of immediacy. 
C)  the absence of a prestigious image. 
D)  its high production cost. 
E)  its limited creativity.

Question 18

_____ refer(s)to the station's audience (AQH persons)expressed as a percentage of the total radio listening audience in the area.

Accepted Answer

A)  Cume persons 
B)  Average quarter-hour rating 
C)  Cume rating 
D)  Average quarter-hour share 
E)  Gross rating points 
A)  Cume persons 
B)  Average quarter-hour rating 
C)  Cume rating 
D)  Average quarter-hour share 
E)  Gross rating points

Question 19

In terms of network advertising,when an advertiser underwrites the total cost of a program,it is referred to as _____.

Accepted Answer

A)  barter syndication 
B)  imagery transfer 
C)  sponsorship 
D)  narrowcasting 
E)  customization 
A)  barter syndication 
B)  imagery transfer 
C)  sponsorship 
D)  narrowcasting 
E)  customization

Question 20

Radio stations base the rates they charge their advertisers on:

Accepted Answer

A)  the size of the station's designated market area. 
B)  the number of advertisers that have bought run-of-station slots. 
C)  the time of day the advertiser wants commercials aired. 
D)  demographic parameters. 
E)  the size of the advertiser's IMC budget. 
A)  the size of the station's designated market area. 
B)  the number of advertisers that have bought run-of-station slots. 
C)  the time of day the advertiser wants commercials aired. 
D)  demographic parameters. 
E)  the size of the advertiser's IMC budget.

_____ 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.

Television has been overtaken by radio as the medium to create awareness and image advertising.

_____ refer(s)to the sale of programs on a station-by-station,market-by-market basis.

Which of the following is true of barter syndication?

Which of the following is true of cable TV?

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.

Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.

In television,gross rating points refer to the:

National spot announcements are less expensive than participations and more flexible than network advertising.

The advantage of cable TV as an advertising medium is:

Which of the following is true of the competitors of cable providers?

Describe any three advantages that are associated with cable television advertising.

First-run syndication are first-run programs offered free or for a reduced rate,but with some of the ad space (usually 50 percent)presold to national advertisers.

In terms of dayparts,the heaviest radio use occurs during _____ during the week,when many listeners are commuting to or from work or school.

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

Describe how national radio networks are used for advertising.

As an advertising medium,one of the disadvantages of broadcast television is:

_____ refer(s)to the station's audience (AQH persons)expressed as a percentage of the total radio listening audience in the area.

In terms of network advertising,when an advertiser underwrites the total cost of a program,it is referred to as _____.

Radio stations base the rates they charge their advertisers on:

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 14: Using Electronic Media

_____ 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.

Television has been overtaken by radio as the medium to create awareness and image advertising.

_____ refer(s)to the sale of programs on a station-by-station,market-by-market basis.

Which of the following is true of barter syndication?

Which of the following is true of cable TV?

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.

Spot ads tend to have more viewers and a larger piece of the ad spending pie because they do not get lost in the clutter.

In television,gross rating points refer to the:

National spot announcements are less expensive than participations and more flexible than network advertising.

The advantage of cable TV as an advertising medium is:

Which of the following is true of the competitors of cable providers?

Describe any three advantages that are associated with cable television advertising.

First-run syndication are first-run programs offered free or for a reduced rate,but with some of the ad space (usually 50 percent)presold to national advertisers.

In terms of dayparts,the heaviest radio use occurs during _____ during the week,when many listeners are commuting to or from work or school.

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

Describe how national radio networks are used for advertising.

As an advertising medium,one of the disadvantages of broadcast television is:

_____ refer(s)to the station's audience (AQH persons)expressed as a percentage of the total radio listening audience in the area.

In terms of network advertising,when an advertiser underwrites the total cost of a program,it is referred to as _____.

Radio stations base the rates they charge their advertisers on:

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Digital Interactive Media

Social Media

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

Relationship Building

Relationship Building

Filters