Deck 9: Evaluation of Media: Television and Radio

Question 1

National advertisers are not limited to using only network television.Advertisers can adjust their media strategies to take advantage of different geographic markets through _____ in specific market areas.

A)spot advertising
B)network advertising
C)adjacencies
D)image transfer
E)interconnects

Answer 1

A

Question 2

Donna gets impatient during long commercial breaks,so she often records shows and fast-forwards through the commercials when she watches them.Donna engages in:

A)pulsing.
B)zooming.
C)encoding.
D)zipping.
E)zapping.

Answer 2

D

Question 3

Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose:

A)radio.
B)television.
C)direct mail.
D)magazines.
E)newspapers.

Answer 3

B

Question 4

One tactic that can be used by TV networks to hold viewers' attention and inhibit zapping is to:

A)increase the number of commercials during a break.
B)increase the use of clutter in commercials.
C)create "hybrid" pod commercial breaks that are part promotion and part ads.
D)convince advertisers to be the sole sponsor of a show.
E)change the standard commercial format to 10 seconds.

Question 5

Mercedes Benz automobiles runs commercials for its expensive automobiles on the A&E cable channel,which reaches a highly educated and upscale audience.This is an example of how _____ is possible through television.

A)affiliation
B)selectivity
C)ubiquity
D)creativity
E)flexibility

Question 6

The pervasiveness and intrusive nature of ____,as an advertising medium,contributes to the high level of distrust consumers have for the ads that appear in it.

A)radio
B)television
C)newspapers
D)direct response
E)magazines

Question 7

Which of the following is true?

A)Networks provide programming and services to affiliates.
B)Affiliates have no say in the sale of advertising time on their stations.
C)Affiliates do not receive any advertising revenue from networks.
D)Networks provide programming to affiliates,but affiliates provide the advertising.
E)Affiliates are not obliged to carry national advertising provided by networks.

Question 8

An advertiser bought a 15-second spot during prime time,but realized that there was very low recall for the advertisement.This could be due to:

A)the presence of clutter.
B)the lack of demographic selectivity of television.
C)the low reach of television.
D)the inherent deficiencies of television as a communication medium.
E)message source alienation.

Question 9

During ad breaks in TV programmes,some viewers change channels to avoid the commercials.This is known as:

A)zipping.
B)zapping.
C)pulsing.
D)time shifting.
E)zooming.

Question 10

Which of the following statements about commercial length is true?

A)Fifteen-second spots are the most common commercial lengths.
B)Increasing media costs have resulted in advertisers preferring shorter commercials.
C)Most advertisers believe shorter commercials cannot deliver a message as effectively as longer commercials.
D)Fifteen-second spots typically sell for about the same amount as 30-second spots.
E)Most 15 second commercials are being converted to 5 second commercials known as split commercials.

Question 11

Rick likes to watch Tremors: The Series on the Sci-Fi channel and police car chase videos on his local Fox affiliate.Both shows are on at the same time on Friday night.As soon as commercials begin on one of the shows,he switches to the other.Rick is engaged in:

A)time shifting.
B)zooming.
C)zap-proofing.
D)zipping.
E)zapping.

Question 12

An art gallery in a small town near Chattanooga,Tennessee,is hosting an "outsider artist" sale and wants to invite people from the area to attend and buy the pieces made by Tennessee artists.However,the television station also reaches viewers in northwest Georgia and northeast Alabama,resulting in a lack of:

A)clutter control.
B)noise filters.
C)audience measures.
D)geographic selectivity.
E)zipping capabilities.

Question 13

_____ refers to the practice of fast-forwarding through commercials on prerecorded programs.

A)Zipping
B)Zapping
C)Pulsing
D)Time shifting
E)Zooming

Question 14

Which of the following factors makes it difficult for companies with small advertising budgets to use television as part of their media mix?

A)Television programs do not reach their target markets.
B)Small ad agencies generally do not know how to produce TV commercials.
C)The high costs of producing and airing television commercials.
D)The limited creative options available through television.
E)The lack of captivity and attention that TV advertising provides.

Question 15

Advertisers can prevent consumers from zapping commercials by:

A)introducing "commercial-free" programming.
B)producing commercials that are meaningful and that attract and hold attention.
C)devising shorter commercial formats.
D)using product placements.
E)advertising more on cable television.

Question 16

Which of the following has contributed to the problem of advertising clutter on television?

A)The increased use of shorter commercials.
B)The use of zipping and zapping techniques by some advertisers.
C)The mandate of the National Association of Broadcasters to increase the amount of time available for commercials.
D)Decisions by the major networks to decrease the number of minutes they make available for commercials.
E)The use of remote controls leading to zipping and zapping by customers.

Question 17

Television is a popular advertising medium among companies selling products and services that are consumed by mass markets because it:

A)has such a low absolute cost.
B)has the ability to reach large audiences in a relatively cost-efficient manner.
C)has a high level of geographic selectivity.
D)is very easy to develop creative television advertising.
E)has no impact on the image of a brand.

Question 18

Audience selectivity on television is possible as a result of:

A)the use of brand development indexes.
B)variations in program content.
C)zipping and zapping.
D)the use of interconnects.
E)the use of network advertising.

Question 19

Which of the following is true about zapping?

A)Older adults engage in commercial zapping more often than teens.
B)Women are more likely to zap commercials than men.
C)Young adult females zap more than young adult males.
D)Young adult males are the most likely to zap commercials than older adults.
E)Older women are more likely to zap commercials than younger women.

Question 20

Which of the following statements about the length of television commercials is true?

A)Commercials have become longer as the demand for broadcast time dwindles.
B)Commercial length is increasing and 60-second spots will become dominant by the end of the decade.
C)Commercials became shorter because advertisers turned to shorter spots as a way of controlling their media costs.
D)Commercial length is increasing as the cost of ad space decreases.
E)The number of 60-second commercials has declined due to the networks' desire to sell more ads and restrict clutter.

Question 21

_____ refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.

A)Network advertising
B)Spot advertising
C)Regional advertising
D)Syndication
E)Sponsorship

Question 22

Most national advertisers:

A)use only network advertising.
B)use only national spot advertising.
C)prefer spot advertising because of lower rates,less clutter,and more flexibility.
D)use both network and spot advertising and try to effectively combine the two.
E)prefer to use only network advertising and only buy spot advertising in markets where there are no network stations.

Question 23

Joe's Garage,in Bayview,wants to advertise a special two-day promotional offer.Which of the following methods of advertising should the garage use?

A)Regional
B)Trade
C)Retail
D)Local
E)Network

Question 24

A network supplies programming and services to a series of local TV stations,or ____,which contract to preempt time during specified hours for programming provided by the networks and carry national advertising within their programming.

A)satellite networks
B)local nets
C)affiliates
D)station reps
E)regional networks

Question 25

Which of the following statements is true about spot advertising?

A)Spot advertising is mostly confined to station breaks between programs on network-originated shows.
B)Only local advertisers use spot advertising.
C)Spot advertising is subject to less clutter than network advertising.
D)Spot advertising is easier to buy than advertising on national networks.
E)Spot advertising does not allow advertisers to adjust to local market conditions.

Question 26

The buying period for television advertising time that runs throughout the television season is known as the _____ market.

A)up-front
B)spot
C)scatter
D)interconnected
E)local

Question 27

_____ are shows that are sold or distributed on a station-by-station,market-by-market basis.

A)Spot broadcasts
B)Televised advertorials
C)Affiliate programs
D)Participation programs
E)Syndicated programs

Question 28

The WB assembled a group of affiliated independent television stations to which it supplied programming and other services.The WB is an example of a:

A)syndicated station.
B)superstation.
C)television network.
D)cable station.
E)television station.

Question 29

Which of the following statements about spot advertising is true?

A)Spot advertising is subject to less commercial clutter than network advertising.
B)Obtaining spot advertising for a number of different areas is quicker and easier than acquiring network advertising.
C)Spot advertising is generally more expensive than network advertising.
D)Only local advertisers use spot advertising.
E)Spot advertising offers the national advertiser flexibility in adjusting to local market conditions.

Question 30

Which of the following statements describes a problem encountered by national advertisers when using spot advertising?

A)Spot advertising does not allow national advertisers to adjust to local market conditions.
B)Spot advertising cannot be used as part of their cooperative advertising programs.
C)Spot advertising is easy to acquire since time is purchased from a number of local stations.
D)There are more variations in the pricing policies of local stations than networks.
E)Spot advertising provides advertisers with limited coverage in geographic markets in which they do business.

Question 31

_____ are reruns of network shows that are bought by individual stations to broadcast.

A)Off-network syndications
B)Sponsorships
C)First-run syndications
D)Network spots
E)Local syndications

Question 32

_____ are individuals who act as salespersons for a number of local stations and represent them in their dealings with national advertisers.

A)Station managers
B)Affiliates
C)Negotiators
D)Station reps
E)Sponsors

Question 33

In order to get advertising time on the most popular TV shows,major television advertisers such as Coca-Cola,Ford,General Motors and State Farm must buy commercial spots during the _____ market,before the season begins.

A)up-front
B)continual
C)scatter
D)interconnected
E)local

Question 34

Which of the following statements about network advertising is true?

A)Using network advertising significantly complicates the purchase of television media time for national advertisers.
B)Network advertising is cheaper and more selective than local advertising.
C)The high cost of network time can be a drawback to advertisers with limited media budgets.
D)National advertisers have to negotiate with both the network and local affiliates when they want to make a media buy.
E)Network advertising is less effective than spot advertising for mass consumption products.

Question 35

_____ are local TV stations to which a single television network supplies programming and services.

A)Syndicates
B)Adjacencies
C)Full-run spots
D)Affiliates
E)Zappers

Question 36

When an advertiser purchases airtime from a national network,the commercial is transmitted across the nation through the affiliate station network.This is known as _____ advertising.

A)network
B)scatter
C)local
D)spot
E)up-front

Question 37

All nonnetwork television advertising by a national advertiser is known as _____ advertising.

A)up-front
B)national spot
C)local
D)regional
E)scatter

Question 38

When Dodi watches old episodes of Friends and Everybody Loves Raymond on her local TV station while she eats her evening meal,she is watching:

A)off-network syndications.
B)sponsorships.
C)first-run syndications.
D)network spots.
E)sweeps.

Question 39

The buying period that takes place prior to the upcoming television season and where networks sell much of their commercial time is referred to as:

A)the network market.
B)the regional market.
C)pre-screenings.
D)previews.
E)the up-front market.

Question 40

WSIX in Nashville,WDEF in Chattanooga,and WGNX in Atlanta all show CBS programming.These local television stations that are associated with national television networks are known as:

A)satellite networks.
B)local nets.
C)affiliates.
D)station reps.
E)regional networks.

Question 41

Which of the following statements is true about syndication?

A)Syndicated programs are of limited value to advertisers since they reach a limited number of viewers.
B)There is basically one form of syndicated programming.
C)Syndication has become a major business that generates revenue comparable to the major networks.
D)National advertisers rarely use syndicated programs.
E)Syndicated programs are attractive to national advertisers since they contain a lower level of advertising clutter.

Question 42

A disadvantage associated with the use of syndicated shows for advertising is:

A)that syndicates do not supply as much research information as the networks do.
B)more zipping.
C)their popularity among Gen Xers.
D)the absence of programming at undesirable times.
E)their lack of popularity when compared to network shows in certain dayparts,such as daytime,early prime time,and late fringe.

Question 43

The television time period available to local stations right before or after network programming is called:

A)adjacencies.
B)dayparts.
C)access time.
D)scatter advertising.
E)sweeps.

Question 44

Why does a company like Hallmark choose to sponsor the television adaptation of classic books such as Sara: Plain and Tall?

A)Sponsorship allows Hallmark to capitalize on the prestige of a high-quality program.
B)No other advertiser could afford the sponsorship costs.
C)The shows are never shown during a sweeps period,and therefore,sponsorship is more affordable.
D)The network would not allow the shows to appear on television unless they had a sponsorship from an approved company.
E)Sponsoring an entire show is very cheap and many of Hallmarks competitors also sponsor various other shows.

Question 45

Under a _____ arrangement,national advertisers can participate in the syndication market with the convenience of a network-type buy while local stations get free programming as well as some advertising time to sell to local or spot advertisers.

A)sponsorship
B)participation
C)barter syndication
D)local syndication
E)national syndication

Question 46

Advertisers have little control over the placement of their commercials within a program when they advertise using a(n)_____ arrangement.

A)sponsorship
B)participation
C)daypart
D)exclusivity
E)run-of-station (ROS)

Question 47

Which of the following statements about syndication is true?

A)The advertising revenue generated by syndicated programs is insignificant compared to that of the three major networks.
B)Syndicated programs never draw larger viewing audiences than network shows.
C)Many national advertisers use syndicated shows to target certain audiences.
D)Syndicated programs have less commercial time and thus less clutter than network shows.
E)Syndicated programs benefit only local advertisers,not national ones.

Question 48

Morning,daytime,prime time and late fringe are all examples of:

A)television dayparts.
B)designated market periods.
C)types of syndication.
D)run-of-station spots.
E)up-front markets.

Question 49

Barter syndication is also called:

A)advertiser-supported syndication.
B)station-sponsored syndication.
C)participation syndication.
D)first-run programming.
E)presold programming.

Question 50

Companies prefer sponsorship arrangements for buying advertising time because it:

A)allows companies to capitalize on the image of a high-quality program.
B)gives the advertiser less control over the placement and the length of its commercials.
C)is relatively inexpensive.
D)means the advertiser can run more commercials per hour since time regulations do not apply.
E)broadens advertising reach,saves money,and reaches a more aggregated market when compared to buying national spots.

Question 51

Shows such as Judge Judy and Entertainment Tonight are produced specifically for the syndication market.This is referred to as:

A)off-network syndication.
First-run syndication.
C)special-purpose syndication.
D)network-supported syndication.
E)reruns.

Question 52

The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as:

A)off-network syndication.
B)first-run syndication.
C)barter syndication.
D)sponsorship.
E)participation.

Question 53

In the early days of television,the production and content of most television programs was the responsibility of:

A)the networks.
B)the local affiliate.
C)corporations that sponsored the shows.
D)independent production companies.
E)the syndicates.

Question 54

_____ are the various time periods or segments into which a broadcast day is divided.

A)Adjacencies
B)Participations
C)Spots
D)Dayparts
E)Hours

Question 55

Which of the following statements about off-network syndication is true?

A)Off-network syndicated shows are an important source of quality programming for local stations.
B)Off-network syndicated shows an insignificant source of revenue to the studios that produce them.
C)Off-network syndicated shows are usually low-budget,low-quality programs.
D)The FCC prime-time access rule forbids independent stations from carrying off-network syndicated shows between 7:00 and 8:00 P.M.
E)Off-network syndication refers to shows produced specifically for the syndication market.

Question 56

A consortium of nine major advertisers recently joined Television Production Partners,a new venture that develops movies,specials,and limited-run series for television.The members will choose the programs they want to be involved with and take a portion of the commercial spots during these shows.The nine advertisers are using a(n)_____ type of advertising arrangement.

A)sponsorship
B)spot
C)adjacency
D)syndication
E)countertrade

Question 57

Which of the following is a disadvantage of syndication?

A)The audience for syndicated shows is often older and more rural.
B)Syndicated shows offer no advantages to national advertisers.
C)Syndicated shows are often more expensive than network shows.
D)Syndicated shows reach a limited audience and generate limited ad revenue.
E)Syndicated shows do not benefit local television stations.

Question 58

With ____,advertisers assume responsibility for the production and usually the content of the program as well as the advertising that appears within it.

A)participations
B)sponsorships
C)adjacencies
D)syndications
E)countertrades

Question 59

Most network television advertising time is sold as:

A)sponsorships.
B)participations.
C)adjacencies.
D)spot announcements.
E)affiliated offerings.

Question 60

_____ refers to shows produced specifically for the syndication market.

A)Off-network syndication
B)Spot advertising
C)Special-purpose syndication
D)First-run syndication
E)Rerun syndication

Question 61

The growth in spot cable advertising has been facilitated by the use of:

A)LANs.
B)multiplexing.
C)interconnects.
D)interstitials.
E)clutter minimizers.

Question 62

The number of households in a market area that own a television set is referred to as:

A)households using television.
B)the universe estimate.
C)a program rating.
D)designated market area.
E)audience size.

Question 63

Assume the television show Grey's Anatomy had an average national program rating of 18 during the 2007 season.This means that:

A)an average of 18 million households watched Grey's Anatomy.
B)18 percent of the households watching television were tuned to Grey's Anatomy.
C)an average of 18 percent of the television households in the country were tuned to Grey's Anatomy.
D)an average of 18 million households watched Grey's Anatomy for at least five minutes.
E)18 percent of the households in the United States watched the entire program.

Question 64

The television daypart that attracts the largest viewing audience is:

A)daytime.
B)early fringe.
C)late news.
D)morning.
E)prime time.

Question 65

Cable networks such as CNN that can transmit multiple channels from one network engage in:

A)multiplexing.
B)interconnects.
C)single sourcing.
D)multiple sourcing.
E)adjacencies.

Question 66

The price for commercial time charged by a television network is largely a function of a program's:

A)average frequency.
B)production costs.
C)audience size and composition.
D)duplicated reach.
E)overlap.

Question 67

_____ is defined as one percent of all the television households in a particular area tuned to a specific program.

A)A program rating
B)A ratings point
C)Households using television (HUT)
D)Share of audience
E)Brand development index

Question 68

Which of the following statements concerning advertising on cable television is true?

A)Cable time can only be purchased on a national level.
B)Cable time can be purchased on a national,regional,or local level.
C)Spot cable advertising revenues have decreased dramatically over the past five years.
D)Local cable systems provide advertisers with a great deal of research information on demographics,lifestyles,and viewership patterns.
E)The initial popularity of cable television has passed,and network television is once again the more popular medium.

Question 69

Which of the following is true for participations?

A)Participating advertisers have financial responsibility for production of the program.
B)Participations involve long-term commitment on the part of advertisers.
C)Participations offer advertisers a lower reach than sponsorships.
D)In participations,advertisers have little control over the placement of ads.
E)Participations are not suitable for small advertisers with limited budgets.

Question 70

The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S.watched American Idol last week even though only half of the households were actually watching television during this time period.The program rating for the show is approximately:

A)18.
B)21.
C)29.
D)42.
E)30.

Question 71

Advertising on television to specialized audiences is known as _____ and has been made possible by ____.

A)narrowcasting;network television
B)broadcasting;cable television
C)narrowcasting;cable television
D)multiplexing;cable television
E)broadcasting;zapping

Question 72

The Boston designated market area (DMA)has approximately 2 million television households.Audience research shows that 60 percent of these households had their sets turned on during a particular Saturday evening and 300,000 households were watching the Boston Celtics in a playoff game.The program rating for the Celtic game in the Boston DMA is _____ while the share of audience is ____.

A)25;15
B)15;25
C)33;20
D)15;60
E)20;30

Question 73

The major reason for the decline in the viewing audiences of the three major networks is:

A)the widespread use of videocassette recorders.
B)the growth of cable television.
C)poor programming.
D)the exponential growth of clutter.
E)changes in cultural values,which are reducing television viewing time.

Question 74

The share of a television audience indicates the:

A)percentage of the defined target market that is exposed to a message at least once during the relevant time period.
B)percentage of households using TV tuned to a particular program in a specified time period.
C)average number of exposures to a message received by each member of the target market.
D)percentage of all households using television during a specific time period.
E)number of people who responded to a televised direct-response ad.

Question 75

The percentage of homes in a given area that are watching television during a specific time period is referred to as:

A)households using television.
B)ratings point.
C)program rating.
D)share of audience.
E)total audience.

Question 76

_____ are independent local television stations that send their signals via satellite to cable operators to make available to their subscribers.

A)Networks
B)Interconnects
C)Superstations
D)Affiliates
E)Cable operators

Question 77

An arrangement where a group of cable systems in a geographic area are joined together for advertising purposes is known as:

A)a geographic connection.
B)an interconnect.
C)an adjacency.
D)multiplexing.
E)cable syndication.

Question 78

There are approximately 900,000 television households in the San Diego County market.During a Sunday afternoon in October,50 percent of the households had their television sets turned on and 200,000 were watching the San Diego Chargers versus Pittsburgh Steelers NFL football game on Channel 7.The approximate share of audience for the game would be:

A)22.
B)44.
C)50.
D)200.
E)100.

Question 79

Which television daypart has the highest rates and is dominated by national advertisers?

A)Morning
B)Early fringe
C)Prime time
D)Late news
E)Late fringe

Question 80

For advertisers,the _____ is one disadvantage of cable television as compared to network television.

A)lack of penetration
B)lack of flexibility
C)lack of selectivity
D)cost-ineffectiveness
E)limitations on the length of commercials