Question 1

A television program is broadcast 4.00 p.m.to 5.30 p.m.(EST).In terms of dayparts,this period of time is known as _____.

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 2

In radio advertising,a(n)_____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.

Accepted Answer

A)  run-of-station basis 
B)  average quarter-hour rating 
C)  cume audience plan 
D)  total audience plan package 
E)  targeted daypart plan 
A)  run-of-station basis 
B)  average quarter-hour rating 
C)  cume audience plan 
D)  total audience plan package 
E)  targeted daypart plan

Question 3

To promote its autumn sale,Polka Inc.,an apparel store in Alabama,bought advertising time during a program known as Top 50 Hits that was broadcast at 9:00 P.M.(EST).In terms of dayparts,this time period is known as _____.

Accepted Answer

A)  peripheral time 
B)  late fringe 
C)  post-prime 
D)  early fringe 
E)  prime time 
A)  peripheral time 
B)  late fringe 
C)  post-prime 
D)  early fringe 
E)  prime time

Question 4

Explain the use of television in IMC.

Accepted Answer

Television today is very versatile.For m

Question 5

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 the _____.

Accepted Answer

A)  audience participation 
B)  reach potential 
C)  average quarter-hour rating persons 
D)  cume persons 
E)  audience composition 
A)  audience participation 
B)  reach potential 
C)  average quarter-hour rating persons 
D)  cume persons 
E)  audience composition

Question 6

Ratings measure the audience as a percentage of all TV households in the area,whether the TV sets are on or off.

Accepted Answer

A) True 
 B)False

Question 7

Describe any three advantages that radio offers as an advertising medium.

Accepted Answer

The advantages of radio advertising are:

Question 8

Which of the following is true of national spot announcements?

Accepted Answer

A)  They tend to have more viewers than cable television. 
B)  They do not suffer from the problem of advertising clutter. 
C)  They are more expensive than advertising on a participation basis. 
D)  They are less flexible than network advertising. 
E)  They run in clusters between programs. 
A)  They tend to have more viewers than cable television. 
B)  They do not suffer from the problem of advertising clutter. 
C)  They are more expensive than advertising on a participation basis. 
D)  They are less flexible than network advertising. 
E)  They run in clusters between programs.

Question 9

National radio networks provide national and regional advertisers with simple administration and low effective net cost per station.

Accepted Answer

A) True 
 B)False

Question 10

The first step in preparing a radio schedule is to:

Accepted Answer

A)  identify stations with the greatest concentration of the advertiser's target audience by demographics. 
B)  determine which time periods (dayparts) offer the most (average quarter-hour) potential buyers. 
C)  construct a schedule with a strong mix of the best time periods using the stations' rate cards for guidance. 
D)  gather several different stations' rate cards for comparison. 
E)  set the advertising budget in terms of reach and frequency. 
A)  identify stations with the greatest concentration of the advertiser's target audience by demographics. 
B)  determine which time periods (dayparts) offer the most (average quarter-hour) potential buyers. 
C)  construct a schedule with a strong mix of the best time periods using the stations' rate cards for guidance. 
D)  gather several different stations' rate cards for comparison. 
E)  set the advertising budget in terms of reach and frequency.

Question 11

Which of the following types of TV advertising did Ross Perot popularize?

Accepted Answer

A)  Program-length advertisement 
B)  Specialized programming 
C)  Classic programming 
D)  Barter syndication 
E)  First-run syndication 
A)  Program-length advertisement 
B)  Specialized programming 
C)  Classic programming 
D)  Barter syndication 
E)  First-run syndication

Question 12

Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer.

Accepted Answer

A) True 
 B)False

Question 13

An advantage of broadcast television advertising is its low production cost and low airtime cost.

Accepted Answer

A) True 
 B)False

Question 14

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means that:

Accepted Answer

A)  the dealer's ads would be run at the same time until the contract expired. 
B)  the dealer chose to buy a one-time-only spot break. 
C)  the dealer's ads may not run if another advertiser was willing to pay more. 
D)  the local station will offer makegoods if the ads are not run during the desired time. 
E)  no other car dealership ads will be run during the evening news. 
A)  the dealer's ads would be run at the same time until the contract expired. 
B)  the dealer chose to buy a one-time-only spot break. 
C)  the dealer's ads may not run if another advertiser was willing to pay more. 
D)  the local station will offer makegoods if the ads are not run during the desired time. 
E)  no other car dealership ads will be run during the evening news.

Question 15

Describe the use of radio in IMC.

Accepted Answer

While television tends to be a passive m

Question 16

As audiences fragment,network advertising becomes an increasingly popular adjunct or alternative to syndicated programs.

Accepted Answer

A) True 
 B)False

Question 17

Analog technology can provide interactive video and data services that are not possible with digital television.

Accepted Answer

A) True 
 B)False

Question 18

In television,_____ allow(s)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)  audience shares 
B)  program ratings 
C)  cost per thousand 
D)  daypart mix 
E)  gross rating points 
A)  audience shares 
B)  program ratings 
C)  cost per thousand 
D)  daypart mix 
E)  gross rating points

Question 19

An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.

Accepted Answer

A) True 
 B)False

Question 20

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during the broadcast of Win or Lose,a game show that has a rating of 10.It reaches 12,000 people in the primary target audience and a 15-second spot costs $600.What is the cost per thousand of the show?

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

A television program is broadcast 4.00 p.m.to 5.30 p.m.(EST).In terms of dayparts,this period of time is known as _____.

In radio advertising,a(n)_____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.

To promote its autumn sale,Polka Inc.,an apparel store in Alabama,bought advertising time during a program known as Top 50 Hits that was broadcast at 9:00 P.M.(EST).In terms of dayparts,this time period is known as _____.

Explain the use of television in IMC.

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 the _____.

Ratings measure the audience as a percentage of all TV households in the area,whether the TV sets are on or off.

Describe any three advantages that radio offers as an advertising medium.

Which of the following is true of national spot announcements?

National radio networks provide national and regional advertisers with simple administration and low effective net cost per station.

The first step in preparing a radio schedule is to:

Which of the following types of TV advertising did Ross Perot popularize?

Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer.

An advantage of broadcast television advertising is its low production cost and low airtime cost.

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means that:

Describe the use of radio in IMC.

As audiences fragment,network advertising becomes an increasingly popular adjunct or alternative to syndicated programs.

Analog technology can provide interactive video and data services that are not possible with digital television.

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

An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during the broadcast of Win or Lose,a game show that has a rating of 10.It reaches 12,000 people in the primary target audience and a 15-second spot costs $600.What is the cost per thousand of the show?

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

A television program is broadcast 4.00 p.m.to 5.30 p.m.(EST).In terms of dayparts,this period of time is known as _____.

In radio advertising,a(n)_____ guarantees a certain percentage of spots in the better dayparts if the advertiser buys a total package of time.

To promote its autumn sale,Polka Inc.,an apparel store in Alabama,bought advertising time during a program known as Top 50 Hits that was broadcast at 9:00 P.M.(EST).In terms of dayparts,this time period is known as _____.

Explain the use of television in IMC.

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 the _____.

Ratings measure the audience as a percentage of all TV households in the area,whether the TV sets are on or off.

Describe any three advantages that radio offers as an advertising medium.

Which of the following is true of national spot announcements?

National radio networks provide national and regional advertisers with simple administration and low effective net cost per station.

The first step in preparing a radio schedule is to:

Which of the following types of TV advertising did Ross Perot popularize?

Radio enables advertisers to maintain strategic consistency and stretch their media dollars through imagery transfer.

An advantage of broadcast television advertising is its low production cost and low airtime cost.

A local car dealership agreed to pay preemption rates for ads to be run during the local evening news.This means that:

Describe the use of radio in IMC.

As audiences fragment,network advertising becomes an increasingly popular adjunct or alternative to syndicated programs.

Analog technology can provide interactive video and data services that are not possible with digital television.

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

An advertiser cannot buy ads over the full schedule of a channel because cable networks typically aim their overall programming to mass audiences.

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during the broadcast of Win or Lose,a game show that has a rating of 10.It reaches 12,000 people in the primary target audience and a 15-second spot costs $600.What is the cost per thousand of the show?

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