Deck 14: Using Electronic Media

Question 1

Makegoods offered by television stations are sold to advertisers at about half the normal rate.

Answer 1

False

Question 2

When buying cable TV,an advertiser can buy ads over the full schedule of a channel.

Answer 2

True

Question 3

Through its unique ability to deliver a creative big idea,television can impart brand meaning to either attract people to the brand or reinforce their current relationship with it.

Answer 3

True

Question 4

Television is no longer the most cost-effective way to deliver messages to large,well-defined audiences.

Question 5

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

Question 6

Because the public considers TV as the most authoritative and influential medium,it is able to offer advertisers a prestigious image.

Question 7

First-run syndication is also called barter syndication.

Question 8

Until the advent of the Internet,broadcast television grew faster than any other advertising media in history.

Question 9

Television time is divided into dayparts.

Question 10

The ability to fragment the mass audience is one of the principal benefits of cable television.

Question 11

Media buyers use the last few Nielsen books to see whether a show's ratings are consistent,rising,or falling.

Question 12

It is easier to gather reliable information on the audiences of cable TV programs than for broadcast TV programming.

Question 13

Audience composition is the percentage of homes with sets in use turned to a specific program.

Question 14

Spot radio limits national advertisers in their choice of markets,station,airtime,and copy.

Question 15

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.

Question 16

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

Question 17

The principal advantages of radio are high reach and frequency,selectivity,and cost efficiency.

Question 18

Three times each year,Nielsen Media Research compiles the ratings from various markets,and television stations use this information to determine how much they can charge for commercial time.

Question 19

Studies show that the ability of a viewer to recall ads is better for 60-second commercials than it is for 30-second commercials.

Question 20

When buying radio time,advertisers usually buy the station's format,not its programs.

Question 21

Some advertisers avoid using network TV advertising because:

A) FCC approval of TV commercials is difficult to obtain.
B) network advertising requires a long lead time.
C) all advertisers-no matter how large their advertising budget-receive identical coverage.
D) advertisers find that the full network lineups always coincide with their target markets.
E) it is basically unregulated.

Question 22

A manufacturer of equestrian equipment might choose to advertise its saddles during the televising of the World Championship Rodeo Finals in order to take advantage of the _____ offered by broadcast television.

A) flexibility
B) tangibility
C) selectivity
D) potential for creativity
E) productivity

Question 23

As Jason and Carla watched a local television station one Saturday afternoon,they saw "Cheers," "Happy Days," and "Laverne & Shirley"-all television shows they remembered watching as children.Which of the following best explains this type of syndication?

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

Question 24

After watching "So You Think You Can Dance" and before "House" came on,Justin saw a 30 second commercial for a Taco Bell value meal,a 30 second commercial for Volkswagen,one 60 second for the latest adventure movie,and several 15 second spots,one of which promoted "Gilmore Girls," another CW a network show.The term used to describe the various national commercials that Justin saw is:

A) narrowcasting.
B) spot announcements.
C) syndicated spots.
D) integrated advertising.
E) cume spots.

Question 25

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

A) audience fragmentation.
B) high cost.
C) narrowcasting.
D) inability to pretest ads.
E) ad burnout.

Question 26

The primary advantages of cable TV as an advertising medium are:

A) its rates, availability, and unduplicated audiences.
B) its quality, selectivity, and reach.
C) its reach, clutter, and selectivity.
D) its selectivity, low cost, and flexibility.
E) its reach, fragmentation, and quality.

Question 27

Spot announcements:

A) limit the flexibility of an advertiser.
B) are unaffected by clutter.
C) are easier to purchase on cable networks than national advertising.
D) are not available at network station breaks.
E) run in clusters between programs.

Question 28

As an advertising medium,one of broadcast television's greatest disadvantage is:

A) too much selectivity.
B) its lack of immediacy.
C) the absence of a media image.
D) high cost of production and airtime.
E) the longevity of the image created by commercials.

Question 29

Which of the following is a disadvantage of network advertising?

A) Long lead time
B) Finite creative possibilities
C) Limited coverage of U.S. homes
D) Social dominance of the medium
E) High cost per exposure

Question 30

One of the advantages that cable TV advertising offers to advertisers is _____,which means the ads can run anywhere from a minute to an hour as in the case of an infomercial.

A) fragmented dayparts
B) flexibility
C) selectivity
D) unduplicated scheduling
E) extended reach

Question 31

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

A) Low airtime costs
B) The potential for zipping and zapping
C) Low production costs
D) Mass coverage
E) Lack of clutter

Question 32

While Carolyn watched the television show "Friends," she saw commercials advertising a sale at Tesco,the Carnival cruise line,a new action movie,a local department store,and a new restaurant.Advertising on the show was more than likely sold on a(n)_____ basis.

A) cumulative
B) collective
C) participation
D) aggregated
E) fragmented

Question 33

Cable companies sell their network channels in bundles at a discount and offer discounts for _____ positioning-multiple ad purchases they can place throughout a channel's daily schedule.

A) targeted
B) schedule segmented
C) run-of-schedule
D) demographic fragmentation
E) limited segmentation

Question 34

All of the following statements about the use of television in IMC are true EXCEPT:

A) there is no better medium than television for image advertising.
B) advertisers find that television is a good leverage tool.
C) there is no better medium for imparting brand meaning to viewers.
D) advertisers should remember that whether TV viewers like an ad has a lot to do with the popularity of the brand being advertised.
E) the medium is unable to address stakeholders and customers simultaneously.

Question 35

Why is most network TV advertising sold on a participating basis?

A) Most advertisers find that the full network lineup coincides most effectively with their target markets.
B) This enables smaller advertisers to buy a limited amount of time and still have nationwide coverage.
C) Network advertising requires only a short lead time due to the flexibility of the medium.
D) All advertisers-no matter how large their advertising budget-receive an identical number of commercials slots from the FCC.
E) All commercials have to be approved by the FCC.

Question 36

_____ occurs when an advertiser underwrites the total cost of a program.

A) Market aggregation
B) Full-spot participation
C) Sponsorship
D) Narrowcasting
E) Television customization

Question 37

When several advertisers buy 30 or 60 second segments within a TV program,they are:

A) buying on a participation basis.
B) using syndication allowance.
C) using narrowcasting.
D) buying an online slot.
E) buying a sponsorship.

Question 38

Pedigree dog food is solely responsible for the program content and the production costs of the cable TV show of the American Kennel Club's annual "Best of Breed" competitions.Pedigree purchased the advertising:

A) on a participation basis.
B) as a sponsorship.
C) on a demographic selectivity basis.
D) on a total spot basis.
E) through a syndication service.

Question 39

When PassionSport,a retailer of sporting equipment,underwrote the total cost of the "Coaches' Corner," a Saturday TV show where the local high school coaches explained their win/loss the previous night on WLOX,the manufacturer was engaged in:

A) promotional placement.
B) TV aggregation.
C) full-spot participation.
D) sponsorship.
E) narrowcasting.

Question 40

Which of the following statements about cable TV is true?

A) Cable TV reaches its audience by transmitting electromagnetic waves through the air across some geographic territory.
B) There are now no national cable networks, but plans are being developed for one.
C) Cable TV began in the late 1960s.
D) The monthly fees that cable TV subscribers pay represent about one-third of cable TV revenues.
E) Cable TV attracts the largest volume of national advertising.

Question 41

To determine which programs should be purchased for advertising time,media buyers contact stations' sales representatives,national media rep organizations,or network representatives to get a list of _____ along with prices and estimated ratings.

A) makegoods
B) reciprocals
C) frequency measures
D) avails
E) reach quotients

Question 42

A locally produced morning television show has only 4,000 homes viewing it.Only 24,000 households that receive the station's programs have TV sets.What is its program rating?

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

Question 43

In television,gross rating points represent the:

A) sum of the potential number of viewers from each target audience.
B) minimum audience share required by a national advertiser on a local station.
C) total number of viewers of a particular media vehicle within a specific geographic area.
D) total rating points achieved by a particular media schedule over a specific time period.
E) targeted rating points achieved by a syndicated program during its first run.

Question 44

The program's _____ is defined as the number of households watching a particular TV program,expressed as a percentage of the total homes that have sets in use.

A) audience share
B) audience reach
C) designated market area
D) area of dominant influence
E) audience frequency

Question 45

In order to appeal to women before they start cooking supper,a family-style restaurant that specializes in supper buffets has been chosen to advertise during "Dr.Phil," which is broadcast daily at 4:00 P.M.by the Virginia TV station.The restaurant is advertising during _____ time.

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

Question 46

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

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

Question 47

The procedure for buying television time is:

A) not done on a national basis-but rather a station-by-station basis.
B) a process that can usually be accomplished quickly by an experienced media buyer.
C) so complex that most large advertisers seek the assistance of ad agencies or media-buying services.
D) not a purchase that requires any special expertise.
E) so simple that most large advertisers use in-house media buyers.

Question 48

Ross Perot made advertising history by catapulting the _____ into the limelight.

A) program-length advertisement
B) specialized programming
C) classic programming
D) barter syndication
E) first-run syndication

Question 49

Nielsen Media Research:

A) is a media buying organization.
B) is the company responsible for determining the length of commercials.
C) is the major audience rating service for television.
D) uses demographically specific surveys to pretest ads.
E) is an industry monitoring system that seeks to make sure that all television commercials are ethical.

Question 50

Which of the following statements about infomercials is false?

A) Infomercials can fulfill some message objectives far better than a 30-second commercial.
B) Infomercials combine the power of advertising, direct response, and sales promotion.
C) Results from infomercials are both measurable and accountable.
D) Infomercials can pay for themselves while supporting the retail trade.
E) Consumers hardly pay any attention or even respond to them.

Question 51

"He-Man and the Masters of the Universe" was one of the first shows offered free to local television stations with some of its advertising space presold to national advertisers.This cartoon show was an example of:

A) classic programming.
B) first-run syndication.
C) specialized programming.
D) off-network syndication.
E) barter syndication.

Question 52

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

A) Average frequency measures
B) Program ratings
C) Average quarter-hour ratings
D) Average reach measures
E) Gross rating points

Question 53

Television viewing is highest during _____ time.

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

Question 54

Infomercials:

A) combine the power of advertising, direct response, and sales promotion.
B) should not be used for products that are available through retail outlets.
C) provide results that are typically not measurable.
D) rely on personal selling to be effective.
E) cannot be used for high-involvement products.

Question 55

Reliable information on the audiences for cable programs:

A) obtained from Nielsen is free from controversies.
B) is not very easy to gather.
C) is much more accurate than similar rating information for network programming.
D) does not divide the day into the same units as the networks do-thus, making comparisons difficult.
E) is a result of integrated information from numerous sources.

Question 56

To promote its "Spring is Sprung" sale,the JC Penney department store in Chattanooga,Tennessee,purchased advertising time during "Numbers," which begins at 9:00 P.M.on the area's local NBC station.JC Penney purchased _____ time.

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

Question 57

"Soul Train" was a first of its kind on mainstream American television,a weekly forum for the best in African-American rhythm and blues.It was the longest running program in television history produced for first-run syndication.This means "Soul Train":

A) was not dealing directly with the stations.
B) was primarily made for cable television.
C) was an example of advertiser-supported syndication.
D) was specifically made for the syndication market.
E) was an example of a PLA.

Question 58

All of the following observations concerning PLAs are true EXCEPT:

A) they can fulfill message objectives better than shorter commercials.
B) they have seen a sudden growth in recent times.
C) they were once relegated to independents and cable channels.
D) they combine the power of advertising, direct response, and sales promotion.
E) they are yet to be adopted by national marketers.

Question 59

A designated market area:

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

Question 60

television series,kept the comedy-variety genre alive with its mix of down-home humor and musical performances from top country and western acts.The series garnered consistently high ratings,both during its CBS run and its reruns.When run again on cable TV,"Hee Haw" exemplified:

A) classic programming.
B) first-run syndication.
C) specialized programming.
D) off-network syndication.
E) barter syndication.

Question 61

_____ 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.

A) CPM
B) An unduplicated audience
C) AQH persons
D) Frequency
E) Reach

Question 62

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

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 someone is willing to pay more for the same time.
D) the local station will do makegoods if the ads are not run during the desired time.
E) no other car dealer ads will be run during the evening news.

Question 63

The owner of AllTeens clothing store wants to advertise on the local radio station NTDW.The community in which the station is located has 60,000 residents.The average quarter hour persons for NTDW are 14,000,and the number of spots the advertiser wants to buy is 15.What number of GRPs would this plan achieve?

A) 350 GRPs
B) 3,500 GRPs
C) 35 GRPs
D) 3.5 GRPs
E) 3 GRPs

Question 64

An advertiser that wants to make certain that the station would run a percentage of its spots in the better dayparts-and not just late at night-should buy a:

A) co-sponsorship production package.
B) radio organized sales package.
C) cume audience plan.
D) total audience plan package.
E) targeted daypart plan.

Question 65

Assume that a local retailer agrees to advertise during the live broadcast of the local parade and tree lighting ceremony.Due to equipment problems,the event was not broadcasted,and the station showed an old episode of "Andy Griffith" instead.Because of its advertising agreement with the network,the retailer would receive a(n)_____ to compensate for the missed commercials.

A) affidavit of nonperformance
B) redo
C) do-over
D) preemption notice
E) makegood

Question 66

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 its:

A) total audience participation.
B) duplicated audience.
C) AQH persons.
D) cume persons.
E) GRP.

Question 67

Another name for cume persons is:

A) unduplicated audience.
B) overlapping audience.
C) dayparts audience.
D) undifferentiated market.
E) targeted audience.

Question 68

Which of the following statements describes a reason why an advertiser would choose radio advertising over other available media?

A) Radio commercials are fleeting.
B) Radio stations with the most appeal to advertisers have the greatest number of commercials.
C) Radio production is inexpensive.
D) Radio audiences provide a highly segmented audience for advertisers that need to blanket a market.
E) Radio may restrict the number of creative options that a radio advertiser has.

Question 69

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

A) Advertisers must remember that radio is a passive medium.
B) Radio is a poor medium for integrated marketing communications.
C) Advertisers can use radio to establish an immediate, intimate relationship with customers and other stakeholders.
D) Advertisers cannot create an identity using radio ads.
E) Radio fails to offer message consistency which is a primary objective of an IMC campaign.

Question 70

In an average quarter hour,the total listening audience in Greenville is 35,600.If the radio station WFRK has an average quarter hour listenership of 6,800,what is WFRK's average quarter-hour share?

A) 19.1 percent
B) 47.65 percent
C) 52.35 percent
D) 80.9 percent
E) 81.25 percent

Question 71

In an average quarter hour,the total listening audience in Hattiesburg,Mississippi,is 44,800.If the radio station WFOR has an average quarter hour listenership of 8,400,what is WFOR's average quarter hour rating?

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

Question 72

When buying radio time,advertisers usually buy the station's:

A) format.
B) programs.
C) time slots.
D) reputation.
E) personalities.

Question 73

The owner of a retail store that specializes in sporting equipment plans to buy TV ad time during a local station's showing of the Coach's Corner,a weekly high school retrospective.The owner of the store has learned the show has a rating of 10,reaches 12,000 people in the primary target audience,and a 15 second spot costs $600.What is the cost per thousand?

A) $20.00
B) $40.00
C) $50.00
D) $60.00
E) $75.00

Question 74

Radio stations base the rates they charge their advertisers on:

A) the size of the station's DMA.
B) the number of advertisers that have purchased ROS.
C) the time of day the advertiser wants its ad to run.
D) demographic parameters.
E) the size of the advertiser's advertising budget.

Question 75

A preemption rate will only save an advertiser's money if:

A) the supply of advertising time is small.
B) the economy is booming.
C) the station offers a frequency discount.
D) the demand for advertising time is down.
E) the station offers a functional discount.

Question 76

Matt Smith owns a glass repair shop and wants to advertise the fact that they go to people's homes to do repair.Smith is planning to advertise on station WKDA.The community in which the station is located has 48,000 residents.The average quarter hour persons for WKDA are 9,900,and the number of spots he wants to buy is 20.What number of GRPs would this plan achieve?

A) 4125 GRPs
B) 412.5 GRPs
C) 41.25 GRPs
D) 4.5 GRPs
E) 4 GRPs

Question 77

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

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

Question 78

The first step in preparing a radio schedule is to:

A) identify by demographics, stations with the greatest cume of the advertiser's target market.
B) determine which stations have the cheapest rates.
C) select the best ROS plan.
D) gather up several different stations' rate cards for comparison.
E) set the advertising budget in terms of reach and frequency.

Question 79

To buy radio advertising effectively,the media planner:

A) must realize that there are no restrictions to radio's audiovisual capabilities.
B) should realize how cost-efficient radio advertising really is.
C) will need to accept the fact the medium offers poor reach.
D) must be pleased with the absence of clutter.
E) must realize that the medium has only selective audience appeal and reach.

Question 80

The primary benefits of advertising on the radio are:

A) segmented audience and short-lived commercials.
B) lack of clutter and high audiovisual appeal.
C) flexibility and low clutter.
D) high reach and frequency, selectivity, and cost efficiency.
E) selective audience appeal and reach.