Question 1

Television is strictly a mass advertising medium; it cannot be used as a highly selective niche medium.

Accepted Answer

A) True 
 B)False

Question 2

Briefly describe any three disadvantages that are associated with broadcast television advertising.

Accepted Answer

The disadvantages associated with broadc

Question 3

Which of the following is a definition of a designated market area?

Accepted Answer

A)  It refers to geographic areas in which the local TV stations attract the most viewing. 
B)  It refers to the area of greatest impact (AGI) for a television commercial. 
C)  It refers to all potential advertisers within a region. 
D)  It refers to all the target audiences within a 50-mile radius of a television station. 
E)  It refers to the positioning designations given to an area by Arbitron. 
A)  It refers to geographic areas in which the local TV stations attract the most viewing. 
B)  It refers to the area of greatest impact (AGI) for a television commercial. 
C)  It refers to all potential advertisers within a region. 
D)  It refers to all the target audiences within a 50-mile radius of a television station. 
E)  It refers to the positioning designations given to an area by Arbitron.

Question 4

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

Accepted Answer

A)  audience fragmentation. 
B)  its high advertising cost. 
C)  its narrowcasting ability. 
D)  the inability to pretest ads. 
E)  the phenomenon of ad burnout. 
A)  audience fragmentation. 
B)  its high advertising cost. 
C)  its narrowcasting ability. 
D)  the inability to pretest ads. 
E)  the phenomenon of ad burnout.

Question 5

Advertisers like syndication because they can affiliate with popular programs and maximize their use of broadcast TV.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is true of radio as an advertising medium?

Accepted Answer

A)  Radio must compete with other activities for attention, and it always succeeds. 
B)  Building a large audience through the radio is time consuming. 
C)  Radio production is very expensive. 
D)  Radio is a personal, one-on-one medium. 
E)  Radio cannot entertain people outside their homes. 
A)  Radio must compete with other activities for attention, and it always succeeds. 
B)  Building a large audience through the radio is time consuming. 
C)  Radio production is very expensive. 
D)  Radio is a personal, one-on-one medium. 
E)  Radio cannot entertain people outside their homes.

Question 7

After commercial spots run,the TV station returns a signed and notarized _____ to the advertiser or agency,specifying when the spots aired and what make goods are available.

Accepted Answer

A)  rating card 
B)  preemption notice 
C)  affidavit of performance 
D)  letter of credit 
E)  inventory 
A)  rating card 
B)  preemption notice 
C)  affidavit of performance 
D)  letter of credit 
E)  inventory

Question 8

Why is a preemption rate low?

Accepted Answer

A preemption rate is lower bec

Question 9

Hattiesburg,Mississippi has a quarter-hour listenership of 44,800.If a radio station has an average quarter hour listenership of 8,400,what is its average quarter-hour rating?

Accepted Answer

A)  11.25 percent 
B)  18.75 percent 
C)  46.7 percent 
D)  53.3 percent 
E)  81.25 percent 
A)  11.25 percent 
B)  18.75 percent 
C)  46.7 percent 
D)  53.3 percent 
E)  81.25 percent

Question 10

Which of the following is true of direct-response TV?

Accepted Answer

A)  It refers to the process of gathering responses of viewers regarding various TV shows by directly communicating with them. 
B)  It includes direct screening of television series and programs in malls and stores. 
C)  It includes an exclusive show which invites viewers of various programs in order to obtain their opinions and feedback. 
D)  It attempts to pick a representative sample of the market and furnish data on the number and characteristics of the viewers or listeners by directly interacting with them. 
E)  It includes short ads that ask consumers to order a product, as well as cable networks that feature round-the-clock sales. 
A)  It refers to the process of gathering responses of viewers regarding various TV shows by directly communicating with them. 
B)  It includes direct screening of television series and programs in malls and stores. 
C)  It includes an exclusive show which invites viewers of various programs in order to obtain their opinions and feedback. 
D)  It attempts to pick a representative sample of the market and furnish data on the number and characteristics of the viewers or listeners by directly interacting with them. 
E)  It includes short ads that ask consumers to order a product, as well as cable networks that feature round-the-clock sales.

Question 11

Describe the benefits of digital television over analog television.

Accepted Answer

Digital TV has many benefits.Consumers w

Question 12

Which of the following is true of infomercials?

Accepted Answer

A)  They cannot fulfill message objectives better than 30-second commercials. 
B)  They are broadcast only by cable channels. 
C)  They provide results that are not measurable. 
D)  They can pay for themselves while supporting the retail trade. 
E)  They are unable to provide a competitive advantage. 
A)  They cannot fulfill message objectives better than 30-second commercials. 
B)  They are broadcast only by cable channels. 
C)  They provide results that are not measurable. 
D)  They can pay for themselves while supporting the retail trade. 
E)  They are unable to provide a competitive advantage.

Question 13

_____ syndication involves original shows which are produced specifically for the syndication market.

Accepted Answer

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

Question 14

Define cume rating.

Accepted Answer

The cume rating is t

Question 15

Cable companies offer discounts for _____ positioning that refers to multiple ad purchases they can place throughout a channel's daily schedule.

Accepted Answer

A)  targeted 
B)  schedule segmented 
C)  run-of-schedule 
D)  demographically fragmented 
E)  limited segmentation 
A)  targeted 
B)  schedule segmented 
C)  run-of-schedule 
D)  demographically fragmented 
E)  limited segmentation

Question 16

_____ measure(s)the audience as a percentage of all TVHH in the area,whether the TV sets are on or off.

Accepted Answer

A)  Ratings 
B)  Gross rating points 
C)  Households using TV 
D)  Audience share 
E)  Audience composition 
A)  Ratings 
B)  Gross rating points 
C)  Households using TV 
D)  Audience share 
E)  Audience composition

Question 17

_____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities.

Accepted Answer

A)  Taped radio 
B)  National radio networks 
C)  Spot radio 
D)  Live radio 
E)  Local radio 
A)  Taped radio 
B)  National radio networks 
C)  Spot radio 
D)  Live radio 
E)  Local radio

Question 18

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

Accepted Answer

A)  It is a passive medium, unlike television which enables consumers to get actively involved. 
B)  Most people listen to only one radio station with a particular type of programming. 
C)  It can be used to establish an immediate, intimate relationship with customers and other stakeholders. 
D)  FM has poor sound fidelity, more commercial interruptions, and less varied programming. 
E)  It is the least ideal medium for integrated marketing communications. 
A)  It is a passive medium, unlike television which enables consumers to get actively involved. 
B)  Most people listen to only one radio station with a particular type of programming. 
C)  It can be used to establish an immediate, intimate relationship with customers and other stakeholders. 
D)  FM has poor sound fidelity, more commercial interruptions, and less varied programming. 
E)  It is the least ideal medium for integrated marketing communications.

Question 19

Which of the following is true of radio programming?

Accepted Answer

A)  FM radio has poor sound fidelity, more commercial interruptions, and less varied programming. 
B)  Radio is a passive medium, unlike television that actively involves viewers. 
C)  When buying radio time, advertisers usually buy the station's format, not its programs. 
D)  The larger the audience, the lesser a radio station can charge for commercial time. 
E)  Radio is a medium that is not available out of doors. 
A)  FM radio has poor sound fidelity, more commercial interruptions, and less varied programming. 
B)  Radio is a passive medium, unlike television that actively involves viewers. 
C)  When buying radio time, advertisers usually buy the station's format, not its programs. 
D)  The larger the audience, the lesser a radio station can charge for commercial time. 
E)  Radio is a medium that is not available out of doors.

Question 20

Mention one advantage of digital television.

Accepted Answer

An advantage of digital televi

Television is strictly a mass advertising medium; it cannot be used as a highly selective niche medium.

Briefly describe any three disadvantages that are associated with broadcast television advertising.

Which of the following is a definition of a designated market area?

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

Advertisers like syndication because they can affiliate with popular programs and maximize their use of broadcast TV.

Which of the following is true of radio as an advertising medium?

After commercial spots run,the TV station returns a signed and notarized _____ to the advertiser or agency,specifying when the spots aired and what make goods are available.

Why is a preemption rate low?

Hattiesburg,Mississippi has a quarter-hour listenership of 44,800.If a radio station has an average quarter hour listenership of 8,400,what is its average quarter-hour rating?

Which of the following is true of direct-response TV?

Describe the benefits of digital television over analog television.

Which of the following is true of infomercials?

_____ syndication involves original shows which are produced specifically for the syndication market.

Define cume rating.

Cable companies offer discounts for _____ positioning that refers to multiple ad purchases they can place throughout a channel's daily schedule.

_____ measure(s)the audience as a percentage of all TVHH in the area,whether the TV sets are on or off.

_____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities.

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

Which of the following is true of radio programming?

Mention one advantage of digital television.

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

Television is strictly a mass advertising medium; it cannot be used as a highly selective niche medium.

Briefly describe any three disadvantages that are associated with broadcast television advertising.

Which of the following is a definition of a designated market area?

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

Advertisers like syndication because they can affiliate with popular programs and maximize their use of broadcast TV.

Which of the following is true of radio as an advertising medium?

After commercial spots run,the TV station returns a signed and notarized _____ to the advertiser or agency,specifying when the spots aired and what make goods are available.

Why is a preemption rate low?

Hattiesburg,Mississippi has a quarter-hour listenership of 44,800.If a radio station has an average quarter hour listenership of 8,400,what is its average quarter-hour rating?

Which of the following is true of direct-response TV?

Describe the benefits of digital television over analog television.

Which of the following is true of infomercials?

_____ syndication involves original shows which are produced specifically for the syndication market.

Define cume rating.

Cable companies offer discounts for _____ positioning that refers to multiple ad purchases they can place throughout a channel's daily schedule.

_____ measure(s)the audience as a percentage of all TVHH in the area,whether the TV sets are on or off.

_____ can put commercials on the air quickly and advertisers can build local acceptance by using local personalities.

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

Which of the following is true of radio programming?

Mention one advantage of digital television.

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