Question 1

The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters are known as:

Accepted Answer

A)  direct-response agencies. 
B)  designated market services. 
C)  rating services. 
D)  avails. 
E)  network syndications. 
A)  direct-response agencies. 
B)  designated market services. 
C)  rating services. 
D)  avails. 
E)  network syndications.

Question 2

In a sole sponsorship for network advertising,the:

Accepted Answer

A)  costs are minimal so the sponsor can provide funds for programs, specials, and all kinds of shows. 
B)  advertiser does not have the authority to control the placement and content of its commercials. 
C)  advertiser is provided with several bills because all networks are decentralized. 
D)  advertiser is responsible for both the program content and the total cost of production. 
E)  advertiser cannot make decisions on the length of the commercial. 
A)  costs are minimal so the sponsor can provide funds for programs, specials, and all kinds of shows. 
B)  advertiser does not have the authority to control the placement and content of its commercials. 
C)  advertiser is provided with several bills because all networks are decentralized. 
D)  advertiser is responsible for both the program content and the total cost of production. 
E)  advertiser cannot make decisions on the length of the commercial.

Question 3

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

Accepted Answer

A)  total audience composition. 
B)  TV households. 
C)  households using TV. 
D)  gross viewing percentage. 
E)  consumer composition percentages. 
A)  total audience composition. 
B)  TV households. 
C)  households using TV. 
D)  gross viewing percentage. 
E)  consumer composition percentages.

Question 4

Using infomercials,brand managers may be able to gain a competitive advantage by going where the competition is not.

Accepted Answer

A) True 
 B)False

Question 5

In terms of dayparts,television viewing is highest during _____ time (8 to 11 p.m.Eastern Standard Time; 7 to 10 p.m.Central Standard Time).

Accepted Answer

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

Question 6

Spectrum Inc.,a glass repair store,wants to advertise on the radio station Unwind.The community in which the station is located has 48,000 residents.The average quarter-hour persons for Unwind are 9,900.The advertiser wants to buy 20 spots.How many gross rating points (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

There is a finite limit to the number of advertising exposures people can absorb.

Accepted Answer

A) True 
 B)False

Question 8

Average quarter-hour audience 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) True 
 B)False

Question 9

Which of the following is true of network advertising?

Accepted Answer

A)  Advertising sold on a participation basis allows advertisers to have long-term commitments to a program. 
B)  Advertising sold on a participation basis fails to provide small advertisers with national coverage. 
C)  Network advertising has the benefit of flexibility. 
D)  Network advertising is characterized by low prices. 
E)  Most advertising is sold on a participation basis that allows advertisers to spread their budgets. 
A)  Advertising sold on a participation basis allows advertisers to have long-term commitments to a program. 
B)  Advertising sold on a participation basis fails to provide small advertisers with national coverage. 
C)  Network advertising has the benefit of flexibility. 
D)  Network advertising is characterized by low prices. 
E)  Most advertising is sold on a participation basis that allows advertisers to spread their budgets.

Question 10

Which of the following is an advantage of radio advertising?

Accepted Answer

A)  It offers an excellent combination of reach and frequency. 
B)  It is free from the problem of advertising clutter. 
C)  It provides scope for unlimited creativity. 
D)  It is a cost-effective method to reach all markets. 
E)  It benefits from being long-lived and widely remembered. 
A)  It offers an excellent combination of reach and frequency. 
B)  It is free from the problem of advertising clutter. 
C)  It provides scope for unlimited creativity. 
D)  It is a cost-effective method to reach all markets. 
E)  It benefits from being long-lived and widely remembered.

Question 11

In terms of dayparts,prime time tends to be viewed most heavily by women.

Accepted Answer

A) True 
 B)False

Question 12

Spot radio offers national advertisers a limited choice of markets,station,airtime,and copy.

Accepted Answer

A) True 
 B)False

Question 13

A locally produced morning television show is viewed by 4,000 homes whereas 24,000 households have TV sets.What is the program rating of the show?

Accepted Answer

A)  4 percent 
B)  16.7 percent 
C)  40 percent 
D)  60 percent 
E)  83.3 percent 
A)  4 percent 
B)  16.7 percent 
C)  40 percent 
D)  60 percent 
E)  83.3 percent

Question 14

Explain the process of selecting programs for buys.

Accepted Answer

The media buyer selects the most efficie

Question 15

Which of the following statements is true of sponsorship in network advertising?

Accepted Answer

A)  Sponsorship is an inexpensive process. 
B)  Sponsorship refers to the sale of programs on a station-by-station, market-by-market basis. 
C)  The advertiser is not responsible for program content in sole sponsorship. 
D)  Since networks are centralized, the advertiser gets only one bill. 
E)  The sponsor does not have a say in the placement and content of its commercials. 
A)  Sponsorship is an inexpensive process. 
B)  Sponsorship refers to the sale of programs on a station-by-station, market-by-market basis. 
C)  The advertiser is not responsible for program content in sole sponsorship. 
D)  Since networks are centralized, the advertiser gets only one bill. 
E)  The sponsor does not have a say in the placement and content of its commercials.

Question 16

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

Accepted Answer

A)  The phenomenon of zipping 
B)  Low production costs 
C)  Mass coverage 
D)  Low airtime cost 
E)  Broad selectivity 
A)  The phenomenon of zipping 
B)  Low production costs 
C)  Mass coverage 
D)  Low airtime cost 
E)  Broad selectivity

Question 17

The percentage of homes with sets in use (HUT)tuned to a specific program is known as _____.

Accepted Answer

A)  audience share 
B)  audience reach 
C)  total audience 
D)  audience composition 
E)  audience frequency 
A)  audience share 
B)  audience reach 
C)  total audience 
D)  audience composition 
E)  audience frequency

Question 18

An advertisers plans to buy TV commercial time during a home improvement program on a local TV station.The show has a rating of 20 and it reaches 10,000 people in the primary target audience.A 30-second spot costs $700.What is the cost per rating point of the show?

Accepted Answer

A)  $10 
B)  $20 
C)  $35 
D)  $50 
E)  $65 
A)  $10 
B)  $20 
C)  $35 
D)  $50 
E)  $65

Question 19

Which of the following is a disadvantage of network advertising?

Accepted Answer

A)  Long lead time 
B)  Finite creative possibilities 
C)  Limited coverage of U.S. homes 
D)  Inability to reach the masses 
E)  Inefficient operations 
A)  Long lead time 
B)  Finite creative possibilities 
C)  Limited coverage of U.S. homes 
D)  Inability to reach the masses 
E)  Inefficient operations

Question 20

Describe gross rating points.

Accepted Answer

In television, gross rating points (GRPs

The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters are known as:

In a sole sponsorship for network advertising,the:

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

Using infomercials,brand managers may be able to gain a competitive advantage by going where the competition is not.

In terms of dayparts,television viewing is highest during _____ time (8 to 11 p.m.Eastern Standard Time; 7 to 10 p.m.Central Standard Time).

Spectrum Inc.,a glass repair store,wants to advertise on the radio station Unwind.The community in which the station is located has 48,000 residents.The average quarter-hour persons for Unwind are 9,900.The advertiser wants to buy 20 spots.How many gross rating points (GRPs)would this plan achieve?

There is a finite limit to the number of advertising exposures people can absorb.

Average quarter-hour audience 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.

Which of the following is true of network advertising?

Which of the following is an advantage of radio advertising?

In terms of dayparts,prime time tends to be viewed most heavily by women.

Spot radio offers national advertisers a limited choice of markets,station,airtime,and copy.

A locally produced morning television show is viewed by 4,000 homes whereas 24,000 households have TV sets.What is the program rating of the show?

Explain the process of selecting programs for buys.

Which of the following statements is true of sponsorship in network advertising?

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

The percentage of homes with sets in use (HUT)tuned to a specific program is known as _____.

An advertisers plans to buy TV commercial time during a home improvement program on a local TV station.The show has a rating of 20 and it reaches 10,000 people in the primary target audience.A 30-second spot costs $700.What is the cost per rating point of the show?

Which of the following is a disadvantage of network advertising?

Describe gross rating points.

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

The companies that measure the program audiences of TV and radio stations for advertisers and broadcasters are known as:

In a sole sponsorship for network advertising,the:

The percentage of homes in a given area that have one or more TV sets turned on at any particular time is expressed as:

Using infomercials,brand managers may be able to gain a competitive advantage by going where the competition is not.

In terms of dayparts,television viewing is highest during _____ time (8 to 11 p.m.Eastern Standard Time; 7 to 10 p.m.Central Standard Time).

Spectrum Inc.,a glass repair store,wants to advertise on the radio station Unwind.The community in which the station is located has 48,000 residents.The average quarter-hour persons for Unwind are 9,900.The advertiser wants to buy 20 spots.How many gross rating points (GRPs)would this plan achieve?

There is a finite limit to the number of advertising exposures people can absorb.

Average quarter-hour audience 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.

Which of the following is true of network advertising?

Which of the following is an advantage of radio advertising?

In terms of dayparts,prime time tends to be viewed most heavily by women.

Spot radio offers national advertisers a limited choice of markets,station,airtime,and copy.

A locally produced morning television show is viewed by 4,000 homes whereas 24,000 households have TV sets.What is the program rating of the show?

Explain the process of selecting programs for buys.

Which of the following statements is true of sponsorship in network advertising?

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

The percentage of homes with sets in use (HUT)tuned to a specific program is known as _____.

An advertisers plans to buy TV commercial time during a home improvement program on a local TV station.The show has a rating of 20 and it reaches 10,000 people in the primary target audience.A 30-second spot costs $700.What is the cost per rating point of the show?

Which of the following is a disadvantage of network advertising?

Describe gross rating points.

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