Question 1

_____ TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

Accepted Answer

A)  Broadcast 
B)  Internet 
C)  Satellite 
D)  Cable 
E)  Digital 
A)  Broadcast 
B)  Internet 
C)  Satellite 
D)  Cable 
E)  Digital

Question 2

_____ TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

Accepted Answer

A)  Broadcast 
B)  Digital 
C)  Internet 
D)  Analog 
E)  Cable 
A)  Broadcast 
B)  Digital 
C)  Internet 
D)  Analog 
E)  Cable

Question 3

Which of the following is true of infomercials?

Accepted Answer

A)  They attempt to pick a representative sample of the market and furnish information on them. 
B)  They combine the power of advertising, direct response, and sales promotion. 
C)  They are exclusively broadcast by cable channels. 
D)  The results of infomercials are not measurable. 
E)  Consumers do not pay much attention to them. 
A)  They attempt to pick a representative sample of the market and furnish information on them. 
B)  They combine the power of advertising, direct response, and sales promotion. 
C)  They are exclusively broadcast by cable channels. 
D)  The results of infomercials are not measurable. 
E)  Consumers do not pay much attention to them.

Question 4

Network TV advertising is sold on a(n)_____,with several advertisers buying 30- or 60- second segments within a program.

Accepted Answer

A)  participation basis 
B)  syndication allowance 
C)  run-of-schedule basis 
D)  online slotting system 
E)  spot announcement basis 
A)  participation basis 
B)  syndication allowance 
C)  run-of-schedule basis 
D)  online slotting system 
E)  spot announcement basis

Question 5

The owner of Uptown Clothing Store wants to advertise on the local radio station ZPP.The community in which the station is located has 60,000 residents.The average quarter-hour persons for ZPP are 14,000,and the advertiser wants to buy 15 spots.How many gross rating points (GRPs)would this plan achieve?

Accepted Answer

A)  350 GRPs 
B)  3,500 GRPs 
C)  35 GRPs 
D)  3.5 GRPs 
E)  3 GRPs
The gross rating points of a radio schedule are the sum of all ratings points delivered by that schedule, or the gross impressions expressed as a percentage of the population being measured. It can be computed as follows: Gross rating points = (Gross impressions/Population) * 100.
Gross impressions = AHQ persons * No. of spots the advertiser wants to buy = 14000 * 15 = 210000. 
A)  350 GRPs 
B)  3,500 GRPs 
C)  35 GRPs 
D)  3.5 GRPs 
E)  3 GRPs
The gross rating points of a radio schedule are the sum of all ratings points delivered by that schedule, or the gross impressions expressed as a percentage of the population being measured. It can be computed as follows: Gross rating points = (Gross impressions/Population) * 100.
Gross impressions = AHQ persons * No. of spots the advertiser wants to buy = 14000 * 15 = 210000.

Question 6

When companies sponsor programs,the public more readily identifies with the product(s)due to the prestige of sponsoring first-rate entertainment.

Accepted Answer

A) True 
 B)False

Question 7

Broadcast TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

The cost per thousand (CPM)for each program must be calculated against the size of the target audience,not the whole market.

Accepted Answer

A) True 
 B)False

Question 10

Identify the correct statement regarding radio programming.

Accepted Answer

A)  Local retailers do not prefer radio programming as they cannot tailor it to their needs. 
B)  AM stations switched to programs that rely on sound quality in order to counter FM's success. 
C)  The goal of radio programming is to cater to a selective audience. 
D)  The larger the audience, the more a radio station can charge for commercial time. 
E)  Programming choices are not influenced by whether the station is on the AM or FM band. 
A)  Local retailers do not prefer radio programming as they cannot tailor it to their needs. 
B)  AM stations switched to programs that rely on sound quality in order to counter FM's success. 
C)  The goal of radio programming is to cater to a selective audience. 
D)  The larger the audience, the more a radio station can charge for commercial time. 
E)  Programming choices are not influenced by whether the station is on the AM or FM band.

Question 11

Which of the following is true about the use of television in IMC?

Accepted Answer

A)  Analog technology can provide interactive video and data services that are not possible with digital television. 
B)  Television does not have the ability to induce the empathy of the buyer. 
C)  Television is strictly a mass medium today, not a selective medium. 
D)  Television's high visibility forces the sponsor to create ads that consistently reinforce a brand's strategic position. 
E)  Television does not have the ability to address stakeholders and customers simultaneously. 
A)  Analog technology can provide interactive video and data services that are not possible with digital television. 
B)  Television does not have the ability to induce the empathy of the buyer. 
C)  Television is strictly a mass medium today, not a selective medium. 
D)  Television's high visibility forces the sponsor to create ads that consistently reinforce a brand's strategic position. 
E)  Television does not have the ability to address stakeholders and customers simultaneously.

Question 12

Most programming is directed at people with considerably higher incomes and better education as they are the heaviest viewers of broadcast TV.

Accepted Answer

A) True 
 B)False

Question 13

In _____ syndication,former popular network programs (reruns)are sold to individual stations for rebroadcast.

Accepted Answer

A)  first-run 
B)  spot 
C)  advertiser-supported 
D)  barter 
E)  off-network 
A)  first-run 
B)  spot 
C)  advertiser-supported 
D)  barter 
E)  off-network

Question 14

If an advertiser wants the lowest rate for airing commercials on the radio,he or she should order spots on a:

Accepted Answer

A)  total audience plan. 
B)  cume rating plan. 
C)  run-of-station basis. 
D)  drive-hour basis. 
E)  quarter-hour audience plan. 
A)  total audience plan. 
B)  cume rating plan. 
C)  run-of-station basis. 
D)  drive-hour basis. 
E)  quarter-hour audience plan.

Question 15

_____ refer(s)to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed.

Accepted Answer

A)  Affidavit of performance 
B)  Imagery transfer 
C)  Makegoods 
D)  Preemption notice 
E)  Letter of credit 
A)  Affidavit of performance 
B)  Imagery transfer 
C)  Makegoods 
D)  Preemption notice 
E)  Letter of credit

Question 16

Which of the following is a disadvantage of radio advertising?

Accepted Answer

A)  It has a high cost of production. 
B)  It cannot build a large audience quickly. 
C)  It is a mass medium; it does not have selectivity. 
D)  It suffers from a lack of timeliness. 
E)  It cannot be used to sell a product that must be seen to be understood. 
A)  It has a high cost of production. 
B)  It cannot build a large audience quickly. 
C)  It is a mass medium; it does not have selectivity. 
D)  It suffers from a lack of timeliness. 
E)  It cannot be used to sell a product that must be seen to be understood.

Question 17

Differentiate between how broadcast television and cable television reach their audience.

Accepted Answer

Broadcast television reaches its audienc

Question 18

How does broadcast TV reach its audience?

Accepted Answer

Broadcast TV reaches its audie

Question 19

Cable networks tend to reach masses of American consumers representing a cross section of the population,while broadcast networks tend to reach more selective niches.

Accepted Answer

A) True 
 B)False

Question 20

Mention one advantage of sponsorship.

Accepted Answer

Companies that sponsor program

_____ TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

_____ TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

Which of the following is true of infomercials?

Network TV advertising is sold on a(n)_____,with several advertisers buying 30- or 60- second segments within a program.

When companies sponsor programs,the public more readily identifies with the product(s)due to the prestige of sponsoring first-rate entertainment.

Broadcast TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

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

The cost per thousand (CPM)for each program must be calculated against the size of the target audience,not the whole market.

Identify the correct statement regarding radio programming.

Which of the following is true about the use of television in IMC?

Most programming is directed at people with considerably higher incomes and better education as they are the heaviest viewers of broadcast TV.

In _____ syndication,former popular network programs (reruns)are sold to individual stations for rebroadcast.

If an advertiser wants the lowest rate for airing commercials on the radio,he or she should order spots on a:

_____ refer(s)to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed.

Which of the following is a disadvantage of radio advertising?

Differentiate between how broadcast television and cable television reach their audience.

How does broadcast TV reach its audience?

Cable networks tend to reach masses of American consumers representing a cross section of the population,while broadcast networks tend to reach more selective niches.

Mention one advantage of sponsorship.

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

_____ TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

_____ TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.

Which of the following is true of infomercials?

Network TV advertising is sold on a(n)_____,with several advertisers buying 30- or 60- second segments within a program.

When companies sponsor programs,the public more readily identifies with the product(s)due to the prestige of sponsoring first-rate entertainment.

Broadcast TV reaches its audience through wires,which may be strung from telephone poles or laid underground.

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

The cost per thousand (CPM)for each program must be calculated against the size of the target audience,not the whole market.

Identify the correct statement regarding radio programming.

Which of the following is true about the use of television in IMC?

Most programming is directed at people with considerably higher incomes and better education as they are the heaviest viewers of broadcast TV.

In _____ syndication,former popular network programs (reruns)are sold to individual stations for rebroadcast.

If an advertiser wants the lowest rate for airing commercials on the radio,he or she should order spots on a:

_____ refer(s)to free advertising time an advertiser receives to compensate for spots the station missed or ran incorrectly or because the program's ratings were substantially lower than guaranteed.

Which of the following is a disadvantage of radio advertising?

Differentiate between how broadcast television and cable television reach their audience.

How does broadcast TV reach its audience?

Cable networks tend to reach masses of American consumers representing a cross section of the population,while broadcast networks tend to reach more selective niches.

Mention one advantage of sponsorship.

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